If you grew up in the 1990s, you likely remember the tactile feel of JusToys Bend-Ems. These flexible action figures were a staple in toy aisles, featuring a unique wire armature inside a rubber body that allowed kids to pose their favorite characters in endless positions. While the company Just Toys, Inc. is no longer producing these items in the same volume, the secondary market for these collectibles is thriving. Whether you are looking to reclaim a piece of your childhood or you are a serious collector of vintage wrestling and movie memorabilia, finding these items requires a bit of specialized knowledge.
Understanding the Appeal of JusToys
JusToys carved out a significant niche in the toy industry by securing licenses that other major manufacturers overlooked or by providing a more affordable alternative to high-end action figures. Their most famous line, Bend-Ems, became synonymous with the brand. These toys were durable, portable, and offered a different type of play than the rigid plastic figures produced by companies like Hasbro or Mattel.
The appeal today lies in their nostalgia and the sheer variety of licenses the company held. From professional wrestling icons to beloved animation characters, JusToys captured a specific era of pop culture. Because they were often played with heavily, finding them in pristine condition has become a rewarding challenge for modern collectors.
Popular JusToys Collections to Look For
Before you start your search, it is helpful to know which lines are the most sought after. This helps you narrow down your search terms and understand the price points you might encounter in the marketplace.
Pro Wrestling Bend-Ems
Perhaps the most famous line produced by JusToys was their World Wrestling Federation (WWF) collection. During the mid-90s, they produced figures for legendary wrestlers like Bret “The Hitman” Hart, Shawn Michaels, The Undertaker, and Razor Ramon. These figures are highly collectible today, especially those that come in their original blue or red card packaging.
Star Wars and Sci-Fi Lines
JusToys also held the license for Star Wars during the 1990s resurgence of the franchise. They produced Bend-Ems for original trilogy characters like Luke Skywalker, Darth Vader, and Yoda. These are often easier to find than the wrestling figures but remain popular due to the massive Star Wars fanbase.
Disney and Animation
Beyond action stars, JusToys produced a wide array of figures based on Disney films like The Lion King, Aladdin, and Beauty and the Beast. They also dipped into comic book territory with characters from Marvel and various independent publishers. These figures often appeal to animation fans and those looking for specific character representations that weren’t available in other toy lines.
Where to Buy JusToys Collectibles Today
Since these toys are no longer in retail stores, you must look to the secondary market. Finding a reliable source is the first step in building your collection. Here are the most common places to find JusToys Bend-Ems:
- Online Auction Sites: Platforms like eBay remain the primary destination for JusToys. You can find everything from loose, heavily played-with figures to “Mint on Card” (MOC) examples.
- Vintage Toy Stores: Local brick-and-mortar shops specializing in 80s and 90s toys often carry Bend-Ems. These are great because you can inspect the condition of the rubber and the internal wire in person.
- Collector Conventions: Toy shows and comic book conventions are excellent places to find rare variants. Vendors at these events often have deep knowledge of the brand’s history.
- Online Marketplaces: Sites like Mercari and Etsy have become popular for vintage toy sales. These platforms often feature individual sellers who may be clearing out their personal childhood collections.
- Social Media Groups: Facebook groups dedicated to vintage toy collecting or specific wrestling memorabilia are invaluable. Members often trade or sell items directly to avoid auction fees.
Evaluating the Condition of Bend-Ems
When buying JusToys, condition is everything. Because of the materials used, these toys are susceptible to specific types of wear that you should look out for before making a purchase.
The Internal Wire Armature
The “bend” in Bend-Ems comes from a metal wire inside the rubber. Over time, repeated bending can cause this wire to snap. When buying a loose figure, always ask the seller if the wire is intact and if the figure can still hold a pose. A broken wire significantly reduces the value of the toy.
Rubber Degradation and Paint Chips
The rubber used in the 90s can sometimes become sticky or brittle depending on how it was stored. Look for signs of “blooming,” which is a white powdery substance that can appear on the surface. Additionally, because the paint was applied directly to flexible rubber, chipping is very common. Collectors usually prefer figures with minimal paint loss on the face and logo areas.
Packaging Quality
If you are buying figures still in the package, pay attention to the “card back” and the “bubble.” The card back should be flat without major creases, and the plastic bubble should be clear and firmly attached to the card. Yellowing of the plastic is a common issue caused by UV exposure, which can lower the aesthetic value for display-oriented collectors.
Tips for Successful Searching
To find the best deals and the rarest figures, you need to refine your search strategy. Using specific keywords can help you filter out irrelevant results and find exactly what you need.
- Use Specific Keywords: Instead of just searching for “JusToys,” try “JusToys WWF MOC” or “1993 Bend-Ems Star Wars.”
- Check Sold Listings: On auction sites, always check the “Sold” filters to see what people are actually paying, rather than just looking at the asking prices.
- Look for Bundles: Sometimes sellers list a “lot” of figures together. This is often a cheaper way to acquire several figures at once compared to buying them individually.
- Verify the Year: JusToys produced many versions of the same characters over several years. Check the stamp on the back of the figure’s leg or the date on the packaging to ensure it matches the era you are collecting.
How to Care for Your JusToys Collection
Once you have acquired your figures, proper storage is essential to maintain their value and physical integrity. Rubber toys are more sensitive to the environment than standard plastic figures.
Keep your collection out of direct sunlight, as UV rays will fade the paint and cause the rubber to become brittle. Temperature control is also important; extreme heat can cause the rubber to soften or become tacky. If you display your figures loose, avoid over-bending them frequently, as the internal wire has a limited lifespan before it fatigues and breaks.
Conclusion
Finding and buying JusToys Bend-Ems is a rewarding journey into the heart of 90s nostalgia. By focusing on reputable marketplaces, carefully evaluating the condition of the internal wires and external paint, and knowing which licenses hold the most value, you can build a collection that stands the test of time. Whether you are chasing a rare wrestling legend or a favorite childhood movie character, the hunt is half the fun. Start by browsing online listings or visiting a local vintage toy shop to see these flexible pieces of history for yourself. If you enjoyed this guide, explore our other articles on vintage toy collecting and memorabilia preservation to help grow your hobby.