You’ve probably seen the Wheaties box. It’s iconic. But honestly, most people have totally forgotten that in the late 1970s, you could actually buy a Bruce Jenner action figure.
It wasn't just some cheap plastic throwaway, either. After the 1976 Montreal Olympics, Bruce Jenner was basically the face of American excellence. He was everywhere. He had the hair, the gold medal, and the kind of "all-American" vibe that toy companies used to drool over. It only made sense that he’d end up on toy shelves next to G.I. Joe and the Six Million Dollar Man.
What Most People Get Wrong About the 1976 Olympic Toy
A lot of folks assume that because Jenner was a massive star, there must be millions of these figures floating around in attics. Nope. While Mego—the legendary toy company behind those 8-inch DC and Marvel figures—produced a Bruce Jenner line, it didn't stay on shelves for a lifetime.
Mego was the king of the "action figure" world back then. They specialized in figures with real fabric clothes. When they signed Jenner, they weren't just making a toy; they were trying to sell a lifestyle. The main figure came in a track suit that looks hilariously 70s now, but it was cutting-edge back in the day.
There were variations, too. You had the standard Olympic Champion version, but then there were specialized outfits for different decathlon events. Imagine being a kid in 1977 and asking for the "Shot Put" accessory kit. Kinda specific, right? But that was the era.
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The Kenner "Starting Lineup" Revival
Fast forward to 1996. The Olympics were coming to Atlanta, and nostalgia was hitting a fever pitch. Kenner decided to include Jenner in their "Starting Lineup" Timeless Legends series.
If you're looking for a Bruce Jenner action figure today, this is the one you’ll most likely find on eBay for a reasonable price. These were smaller—about 4 inches—and came with a little plastic running track and a trading card. They aren't as "posh" as the old Mego ones, but they captured that specific mid-90s collector energy.
Interestingly, the value of these 1996 figures stayed pretty flat for decades. Then, 2015 happened. When Caitlyn Jenner came out in that famous Vanity Fair interview, the market for "Bruce" memorabilia didn't just move—it exploded. People who had these toys sitting in their garages for twenty years suddenly realized they were holding onto a piece of complicated cultural history.
Why Collectors Are Obsessed Right Now
It’s not just about the plastic. It’s about the narrative. Collectibles usually thrive on simple nostalgia, but the Bruce Jenner action figure carries a layer of "before and after" that you just don't get with a Joe Montana or a Babe Ruth figure.
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In 2015, following the Diane Sawyer interview, some of these figures were being listed for over $1,000. Now, the market has settled a bit, but they still command a premium compared to other athletes of the same era.
- The Mego (1970s) Versions: These are the "holy grail." If you find one with the original box and the fabric track suit hasn't disintegrated, you're looking at a significant piece of change.
- The Kenner (1996) Versions: These are more "accessible." You can usually snag a carded one for anywhere between $20 and $60, depending on the condition of the blister pack.
Honestly, the "Newstalgia" trend of 2026 has brought these back into the spotlight. Collectors today are looking for items that represent major shifts in pop culture history. This figure is the ultimate bridge between 20th-century sports dominance and 21st-century social evolution.
How to Spot a Fake (or a Bad Deal)
Don't get fleeced. Because these items have historical weight, some sellers try to overcharge for "loose" figures that are missing parts.
- Check the joints. The 1970s Mego figures are notorious for "grey limb" syndrome or loose elastic. If the figure looks like it can't stand up, the internal stringing is shot.
- Look for the medals. The tiny gold medals are almost always lost. If you find a figure that still has its original plastic medal, it's worth way more.
- The "Caitlyn" Factor. You'll see sellers listing these as "Caitlyn Jenner Rookie Toys." It's a marketing tactic. Technically, there were no Caitlyn toys produced by major manufacturers during the transition era, so anything marketed as a "Caitlyn Action Figure" is usually a custom-made fan piece or just a renamed Bruce figure.
The Real Investment Value
Is it worth buying one in 2026?
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If you're looking for a quick flip, probably not. But as a "hold" item, it's fascinating. We are seeing a massive surge in what experts call "Socio-Historical Collectibles." These are items that aren't just toys; they are markers of time.
The Bruce Jenner action figure represents the peak of the 1970s "Superstar" era. It reminds us of a time when Olympic athletes were treated like literal superheroes. Whether you view it through the lens of sports history or the lens of LGBTQ+ history, it remains one of the most unique items in the hobby.
Next steps for your collection:
If you're serious about hunting one down, start by searching for "Mego 1977 Bruce Jenner" rather than just the general keyword. This filters out the cheaper 90s reproductions and gets you to the high-value vintage stuff. Always ask the seller for a photo of the back of the figure to check for the "Made in Hong Kong" stamp, which confirms it's an original Mego casting. Focus on finding "New Old Stock" (NOS) if you can afford it, as the fabric on the 1970s suits is prone to staining if it was ever played with in the dirt.