Expert consulted: Syndicated from Country Living US
The 1970s were the era of bell-bottoms, disco and lava lamps. Life was groovy, and pop culture was becoming more ubiquitous. From The Brady Bunch to Star Wars, this generation was united by bold fashion, funky design, afternoon sitcoms and blockbuster movies. Sitting right in between the flower child ’60s and the electronic excess of the ’80s, the ’70s boasted a carefree and delightfully commercial nostalgia – and it’s an era that collectors are going wild for today.
“The ’70s collectors have reached a time in life where they have the money to buy things they remember from childhood,” says Marsha Dixey, senior production manager and consignment director at Heritage Auctions. “Values across pop culture items like video games, comics and toys are driven by this group.”
Marsha notes that from item to item, the value is determined by its condition, whether the item is in its original box, and whether it was ever played with. She adds that special editions also have increased value.
Curious what the enthusiastic ’70s collectors are buying? Here’s what Marsha and Bene Raia, auctioneer and appraiser at Raia Auctioneers, Inc., are seeing in their industry.
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Star Wars Action Figures
The first Star Wars movie debuted on May 25, 1977, and the first Star Wars action figures hit shelves by early 1978. Like the movie’s popularity, these original action figures aren’t any less collectible. “Most people think of the Star Wars line of toys when you mention 1970s toys, and my favourite ’70s toy company, Kenner, is one of the companies that manufactured Star Wars toys,” says Bene. Marsha notes that most figures will fetch between $15 and $250 (£11-£185), but she says, “A Star Wars Boba Fett Prototype figure recently sold for over $100,000 (around £74,000) at auction.”
Hot Wheels
For adults who recall zooming tiny cars around their bedroom as little children, Hot Wheels transport them right back to childhood. These die-cast cars were made to be collected, and now that collectors have children and grandchildren themselves, they’re looking to recapture a bit of that carefree fun. Hot Wheels are worth more than they cost when they were first made, and some are now worth top dollar. “Most Hot Wheels sell between $12 and $50 (£9-£37),” says Marsha. “But a special edition or error car, like the 1979 Vetty Mongoose Corvette, has sold for $12,000 (around £8,800).”
Blythe Dolls
The Blythe doll came out in 1972, also made by Kenner. With her long hair, oversized head, and big eyes, she wasn’t quite a mass-market success. “Kids were scared of this doll and their parents didn’t buy it,” Bene says. But many of those little girls who bypassed Blythe in the ’70s are now women who are fervent collectors. Today, those dolls have nostalgia – and people may find her quirkiness endearing. Bene says that the original Blythe dolls, designed by Allison Katzman, can cost more than $1,000 (£740). “The reason that vintage Blythe is so popular is due to scarcity,” she says. “Blythe was only on Kenner shelves for one year.”
Tonka Trucks
While Tonka Trucks actually date back to the 1940s, these easily identifiable play trucks saw their heyday during the ’70s (though they’re still made today!). Most Tonka Trucks from the ’70s will sell for between $10 and $15 (£7-£11), according to Marsha. But, because these toy trucks were built to be nearly indestructible, many of them are still in good condition. She notes that some sought-after models will sell for hundreds each, and, as she says, “In the last few years some specific and rarely seen models have sold for over $60,000 (around £44,300).”
Stretch Armstrong
Stretch Armstrong debuted in 1976 to an enthusiastic reception. This bodybuilderesque figure was made of latex rubber and its entire shtick was the ability to stretch – hence the name. His flame burned hot and quick, and he was discontinued in the 1980s, but that has made him even more collectible today. “Stretch Armstrong is so highly collectible and desirable right now that a loose one can go for several hundreds, but if you find one that is mint in its original box and never removed from the box, you’re looking at $2,500 to $5,000 (£1,850 to £3,700),” says Bene.
She explains that part of the appeal was his low survival rate. “Kids loved Stretch Armstrong! They played with it constantly and it eventually disintegrated,” she says. “That’s why if you find one in great condition it will be incredibly valuable.”
G.I. Joe Action Figures
The ’70s were a time of transition for G.I. Joe action figures, which debuted in the 1960s. The Vietnam War had caused them to move away from the military look and toward a more adventure-focused approach. These figures, known as “The Adventure Team,” are particularly popular with collectors. “G.I. Joe from the 1970s can sell for $1,200 to $1,800 (£888 - £1,320,” says Marsha.
Heather Bien is a Washington, DC-based writer covering home, design, entertaining, and travel for the likes of Martha Stewart, Southern Living, Virginia Living, and more. She is an avid antiquer and novice gardener who spends much of her free time tending to the rose garden and the ever-growing list of projects at her cottage, Rosehill Cottage, which is located on the Rappahannock River near Urbanna, Virginia.
Consignment director at Heritage Auctions, Marsha Dixey has worked in the Americana historical and collectibles business as a dealer/collector since 1978. She is a widely acknowledged expert generalist, handling almost anything falling under the “Americana” umbrella. Her interest in American social history has made her an expert in women’s suffrage items and African Americana. After dealing in a general line of antiques including furniture, glassware and decorative Americana, Dixey followed her interest in premium antique advertising for years and served two years on the board of directors for the Antiques Advertising Association of America. Prior to coming to work for Heritage, she worked with Tom Slater at Slater’s Provenance Auctions in Indianapolis, Ind. Their success in auctioning Americana and sports collectibles became the foundation of Heritage Auctions’ historical department, which they started in 2005.
Marsha has appeared on Texas Storage Wars and several radio broadcasts discussing collectibles, their pricing and popularity.
Benedicta (Bene) Raia is the principal auctioneer and appraiser of Raia Auctioneers, Inc. She opened her own auction house shortly after auction school and incorporated the business in 2003. From an early age Bene was interested in history, especially American history. The research involved in curating diverse collections is her favorite part of the auction business. Bene has sold the prized possessions of prominent New England families, which included such fascinating pieces such as paintings by Anjolie Ela Menon (b.1940) and carved stone tablets bearing Egyptian hieroglyphics. Her ability to handle a wide range of items has proven to be a valuable asset in running her own auction business successfully for almost 20 years.An avid collector, Bene is past president of a UFDC Massachusetts doll club and is currently a frequent contributor to Country Living‘s popular What Is It Worth section.
Bene has been featured in many magazines and newspapers discussing her various collections with a primary focus on dolls, toys, and collectibles, including Country Living, Associated Press, Washington Post, Flea Market Finds, Essence, and The Huffington Post.
