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01/21/2008: Mum’s the word.

I was into Thundercats as a child, but it wasn’t an obsession. I mean, I remember the theme song, and I remember that one episode where Lion-O taught viewers to stay away from tall trees during thunderstorms by way of WilyKit and WilyKat, and I remember Cheetara delivering my first onscreen tit shot in the pilot, and…I guess I remember more than I thought I remembered.

But what I really remember is that cold day in ‘86 when I seethed with rage as my friend from across the street knocked on my door with a new treasure in hand: A Mumm-Ra action figure. Mumm-Ra, if you’ll recall, was the lead villain of the series — a demon mummy priest dude who lurked about his dank pad in tattered robes until the situation called for him to transform into an eight foot musclebound blue dude. It was this blue dude who received the primary action figure treatment, but my friend wasn’t holding the blue dude. He was holding the far gnarlier mummified version of Mumm-Ra. How the hell did he swing that?


See, whereas I always seemed to be a hundred times more passionate about every toy, cartoon and kiddy thing than this particular friend, I couldn’t deny that he was more of a Thundercats fan than I was. So, as he was collecting the figures, he couldn’t help noticing the big, colorful offer on the back of all of the toy packages, telling him that the mummified Mumm-Ra could be won for a mere 1.25 and a few proof-of-purchase cutouts.

I begrudgingly congratulated him on his score and made up some excuse as to why I couldn’t hang out, because by that point, the only thing on my mind was convicing someone to take me to a toy store to buy me the three figures’ worth of proof-of-purchase seals necessary to procure my very own mummified Mumm-Ra.

Pickings were slim: I left with Ratar-O, S-S-Slithe and Panthro. In terms of obtaining Thundercats figures that anyone cared about, I was batting .333. But no bother: I had my cutout seals, and Mom wasn’t too opposed to writing a check for such a small amount. Several weeks later, I had my own mummy Mumm-Ra.


The art of the mail-away action figure offer still lives today, but certainly not at the same level of awesomeness of the mail-away offers I grew up with. Some of my all-time favorite action figures were made available in his fashion, running the gamut from the “hooded” Cobra Commander to Emperor Palpatine, who at that point hadn’t yet informed us that he was actually named “Palpatine.”

These mail-away figures always seemed to reflect characters that nobody wanted to be without, but even in the rare cases when they were total duds, what kid would pass on the opportunity to get a neat little box in the mail with his name on it?

Mumm-Ra arrived in the exact box shown above, albeit one with a stick-on address label. I remember being a bit miffed that the figure wasn’t shipped in the traditional Thundercats packaging, but all misgivings were quickly forgotten once I tore that cardboard fucker apart and bore witness to the action figure who would rule my playtime adventure roost for the next several years. The blue demon version of Mumm-Ra was a frightening sight, but this guy? In terms of ’80s action figures, mummified Mumm-Ra was the freakin’ Godfather.


I’ve spoken about this in past articles, but I had a bunch of villain action figures that served as a sort of “leader council” to everyone else. (I didn’t separate my toys into hero/villain squads, nor did I mind meshing toys from one franchise with another. They were all one big, happy family.) Mummified Mumm-Ra immediately rose to the very top of this council, answering only to Jabba the Hutt, and for some godforsaken reason, Louie the Plumber from that C.O.P.S. series.

The mummified Mumm-Ra figure was built to give orders. After all, it’s pretty obvious that he wasn’t built to battle: He looked old and frail, his legs weren’t posable, and his included staff accessory looked more akin to a Lord of the Flies conch than something a person would use to bash another person’s brains in.

Though it was far more commonplace to obtain the figure by mail, mummy Mumm-Ra was also included with the “Mumm-Ra’s Tomb Fortress” playset. Not many people had it, because if you were going to blow a birthday wish on a big Thundercats toy, there was no way you were going to take that cheap gothic tomb over the Cats’ Lair or Thundertank.

As an extra bonus, the figure arrived with a neat fold-out catalog, promoting other Thundercats toys with well-shot color photos. It’s this catalog that has allowed me to spend the last twenty years peppering the term “Astral Moat Monster” into casual conversation with total confidence that it’s more than mere gibberish.

I’m thankful for that, but I’m more thankful for the action figure: Mummified Mumm-Ra served as the grouchy grandpa to every other action figure I’ve ever owned.


Posted by Matt. E-mail me!

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Discussion Thread: 69 comments

The only thing I remember about Thundercats is the episode were Lion-o beats Cheetara in a race. After that I couldn’t take it seriously.

Ghosted by dohopoki @ 01/21/2008 1:27 PM EST


I never had a Mumm-Ra, mummified or otherwise, thanks for showing me the wonder that is Mumm-Ra.
Now to figure out how I can work Astral Moat Monster into casual conversation today.

Ghosted by JoshC @ 01/21/2008 1:28 PM EST


I remember when Thundercats started re-airing on Cartoon Network (back in 96 or so… I was in 9th grade at the time), and I decided to tape an episode so that I could bring it to school and watch it on a TV-VCR combo dealie that was in the library. My plan was to show my newfound discovery off to the other geeky kids that went to my school (magnet school specializing in science… go MAST Academy!). Well, when I popped in the tape, what started was an episode of Thundercats, but failed to feature any of them for the longest time… instead, it was some episode about pirates or some shit. Needless to say, I felt like a complete tool that day…

Ghosted by Colin @ 01/21/2008 2:04 PM EST


Of the two whole times I ever went to Sunday School, the teacher told us that we shouldn’t watch “Thundercats” because too many kids were wasting prayers on those demon cat-people defeating whatever enemy was featured that day, when they should be praying for other things. I suppose God complained about the logjam of prayers for a glorified toy commercial and passed it down to them to tell us to knock it off.

Ghosted by Jerrod @ 01/21/2008 2:09 PM EST


C’mon, Mum-ra was cool, but nothing beat the “Fridge” GI joe mail in.

Ghosted by Toxikfoxx @ 01/21/2008 2:10 PM EST


Sweet shit, dude! Thundercats needs a new toy line, like MOTU got.
Any more scans from the catalog you want to share? Please?

Ghosted by Deathfrogurt @ 01/21/2008 2:15 PM EST


It can’t be too far off, Deathfrogurt.

http://www.variety.com/article/VR1117966320.html?categoryid=13&cs=1

Ghosted by Tougi @ 01/21/2008 2:25 PM EST


Woot! Closest I’ve ever been to the top!

That is all :-)

Ghosted by MikeyD @ 01/21/2008 2:29 PM EST


I’ve always been a little perplexed about the reasoning behind mail away action figures. I can’t imagine that the toy companies really sell that many or make much money off of them.

Is it mainly a marketing thing? I guess my question is, how to the toy companies really benefit from doing mail away offers?

Ghosted by ToddKent @ 01/21/2008 2:40 PM EST


If I could beat one fictional character bloody with a golf club, that fictional character would be Snarf. Screw that guy.

Ghosted by Jedoc @ 01/21/2008 2:43 PM EST


Augghh! You’re killing me Matt. I had Mumm-Ra’s tomb playset. :) Didn’t know Cats Lair was really a toy then. BTW, that Cherry Cola gum at the top is torturing me. My favorite gum ever, and I can’t find it anywhere.

Ghosted by Terror Claws Cole @ 01/21/2008 3:02 PM EST


Was never really into Thundercats at all, but my brother had like 30 comic books. I’m sure I still know where they are. Also, I can totally understand how this guy would be one of “council”. I could definitly picture this guy, Palpatine, Skellitor, and Jabba giving out orders to red army ants in my basement circa 1990

Ghosted by Gweff @ 01/21/2008 3:11 PM EST


I liked She-Ra

Ghosted by ashley @ 01/21/2008 3:15 PM EST


I never had Castle Greyskull when I was a kid. I only acquired the 2K2 version, by means of my own wallet, to try and make that 20 year old pain go away. But I DID have the Thundertank, and boy, was THAT an awesome toy! To this day, I still can’t believe my mom managed to “put that away” without me realizing it. :(

Ghosted by Roddy @ 01/21/2008 3:20 PM EST


I loved those mail-in offers for various doodads. Heck, I got about a half-dozen tiny Transformers from cashing in all my Power Points at once. Then there was this one time when I got a watch that you could play Tetris on after sending in pop-tarts proofs of purchase… Too bad it got stolen.

Ghosted by DocDragon @ 01/21/2008 3:36 PM EST


Of my bad guy action figures, Super Shredder was the king. Although if I had Mumm-ra, I’m guessing Super Shredder woulda had to bow down to Mumm-ra’s mystical badassness.

Ghosted by Jeff Mack @ 01/21/2008 3:40 PM EST


Thundercats was before my time, but I still watched a few episodes here and there. My brother or I will, on occasion, randomly yell “Thunder… Thunder… Thunder… THUNDERCATS, HOOOOO!!!!!” Good times.

Ghosted by Ben @ 01/21/2008 4:02 PM EST


I had this figure- but my action figure “history” had many assume the role of ‘ultimate badguy’. I had a full continuity to the storylines.

Ghosted by Joker @ 01/21/2008 4:07 PM EST


Some reason, this blog remind of the Thundercat bloopers years back.

Ghosted by Unknown @ 01/21/2008 4:08 PM EST


I’m kinda surprised that it was the mummified version that was the mail-away since all of my memories of Thundercats (from the CN reruns) were of that version of him. I barely remember his regular blue form at all.

Ghosted by JLAJRC @ 01/21/2008 4:15 PM EST


I love the Thundercats. The character designs were awesome- I still love them, as dated they may be. I could probably attribute my desire to go into animationand study to be a character designer from this cartoon alone. It had THAT MUCH of an impact on me.
Thanks for this, Matt.

Ghosted by kittymao @ 01/21/2008 4:32 PM EST


I got The Collector from M.A.S.K. the same way. Mail-ins are really geat when you’re a little runt. You feel like the rich kid down the block who could afford the Flagg. Just a bit of exclusive-ness can make anybody feel special.

Ghosted by kingklash @ 01/21/2008 4:47 PM EST


ToddKent: They benefit in different ways. Just using Mumm-Ra as an example, kids would have to weasel their way into getting three new figures before being eligible for Mumm-Ra, a figure with low articulation that was made cheaply and could be mailed inexpensively in tight mailer boxes. (Nevermind the fact that LJN got 1.25 to cover the shipping/handling.) As a means to inspire sales, they were spending a little and getting a lot.

Then there’s the psychological advantage. Mumm-Ra could take a few months before arriving, and any kid who was stuck waiting for him was definitely going to keep interested in Thundercats during the interim. And when it arrives, it’s with a shiny new catalog for the kids to find even more things to wish for.

I think there are cases where less-popular lines do mail-away offers as outright promotions even if the tangible rewards aren’t great, but most of the time, they’re definitely getting their money’s worth, one way or another.

Ghosted by Matt @ 01/21/2008 4:53 PM EST


the best Thundercats swag i got as a kid was some Thundercats pajamas. the best part? they glowed in the dark. there was nothing like going to sleep and peeking under the covers to see a huge, glowing sword emblazoned on my pj top

Ghosted by Jameson @ 01/21/2008 5:08 PM EST


i was not too much of a thunder cats fan but i do remember an episode where panthero had like an evil twin or something and no one could tell the difference even though one had glowing red eyes. p.s. whatever happened to that article that only 5% of us were going to understand?

Ghosted by vwarb @ 01/21/2008 5:15 PM EST


I always wanted to have some of those mail-away offers but my parents thought they were a ripoff. :(

Ghosted by Annette @ 01/21/2008 5:16 PM EST


I loved the Thundercats, and Mum Ra really really scared me when I was little. I remember hating any scene he was in just because I was that scared of him. As I write this I have Snarff staring at me on my desk, the original from when I was a kid. Man I loved this show. Good call Matt.

Coolest mail away I ever got, the spirit of Obi-Wan from Frito Lay about 10 years ago.

Ghosted by Fox @ 01/21/2008 5:31 PM EST


Man, it’s really bugging me that I can’t read that Cloverfield post. :) I haven’t seen it yet, so I don’t want to read any spoilers.

As for Thundercats, it was before my time. Along with Masters of the Universe and most of Transformers (I’m Post Salad Dressing, or however we were saying that). BUT – I did watch a lot of Samurai Pizza Cats. And Bill Nye the Science Guy, LOL. Okay, okay, and I watched Sailor Moon too – I was a little girl, what can I say? Plus, they had two different sizes of dolls, so each character could have a mini-me.

I have to say, I love the fact that Mumm-Ra is officially described as an “awesome, all powerful evil being”. That sounds bad ass.

Ghosted by Frakkyfire @ 01/21/2008 5:39 PM EST


I missed Thundercats the first time around (too busy with My little Pony and Care Bears, I guess), but sometime in the late 90’s my brother and I got into the reruns.

When I was 15 I found out my mom had thrown out my old ponies, and so I started collecting them to get them back. I found out that two of my favorites are too expensive for me to ever buy back because they were rare mail orders my cousin had given me; they sell for over $100 on ebay. Hasbro just recently stopped their mail order program for the new pony line, and I have dozens of proofs of purchases that I never even took of the packages.

So sadly, my only mail order experience is with Casper the Ghost pens from a cereal box offer. One of them glowed in the dark, which was awesome, but another one smelled like ass because his name was Stinky or Smelly.

Ghosted by hobbitsubculture @ 01/21/2008 6:07 PM EST


Silverhawks was cooler. And much gayer.

Ghosted by mezzanine @ 01/21/2008 6:25 PM EST


When I was a kid, my dad was obsessed with mail-away offers. He saved every proof of purchase from EVERYTHING. I don’t remember most of the things he got this way, but I do remember him getting a Nestle Quik stuffed bunny, and a Stay Puft man pencil sharpener.

He should have saved a bunch of Kool Aid points so we could have gotten something cool from their selection.

Ghosted by GloomyJack @ 01/21/2008 6:27 PM EST


I fondly remember your “fan sub” of sorts of the pilot of Thundercats, Matt. I was about 14 at the time and thought it was hilarious. Is it still on the site?

Ghosted by RageTreb @ 01/21/2008 6:34 PM EST


I’m just glad to see that there are others out there that had full-fledged story lines and cross-pollinated character lines when it came to their toys. Mine were all too complicated and very interwoven….

Ghosted by Shuanfu @ 01/21/2008 6:51 PM EST


I never did a mail-away offer specifically, but I am a part of Coke’s MyRewards program and have gotten a free Blockbuster rental (although I had trouble the second time using it):(, a free case of coke, and a few free 20oz Vault’s here and there using it.

Ghosted by JLAJRC @ 01/21/2008 7:02 PM EST


I wasn’t into the Thundercats. That Mumm-ra figure though totally looks christmasy. I think if I had one I would take a hot glue gun and glue one of those gold loops on his head and try to hang him on a tree of some sort. If I found a tiny christmas light I would also glue that between his thumb and forefinger on his freehand. Maybe a string of lights making him look like he has the intention of putting up some lights.

Ghosted by Goob @ 01/21/2008 7:02 PM EST


The best promotion I got in as a kid as collecting Coca-Cola bottle caps with the different Apollo Moon Missions printed on the underside. If you saved a few you could send them in for a mission patch.

We saved a bunch and my Mom drove me out to the local bottler. I was about 5 or so and I remember the staff loading me down with a full set of patches and some extra stuff. It was like hitting the lottery.

My Mom sewed them all on a blue jumpsuit and I wore it just about every day!

I also remember sending in for a Cap’n Crunch battery operated boat for the bathtub. It sprayed water from a pump.

Getting a package in the mail addressed to you as a kid is awesome!

Ghosted by MikeyD @ 01/21/2008 7:18 PM EST


Also the only toy I sent away for is from a cereal box it was from the Disney Afternoon cartoon Bonkers. It was a bulky copper colored electronic toy that when you pushed a button it had a siren sound that played for about 10 seconds or so. It had a black velcro strap to strap it onto your bike and the thing that sucks about it (it’s still at my Grandma’s house the last time I looked) it’s so heavy it flipped over and it didn’t stay up when you strapped it onto your handlebars. Also you have to unscrew the screws to put in the batteries which I HATE it when they do that. Why is that benefital when it’s not waterproof? It’s a pain in the ass. Anyway it felt like it took forever to get that thing I know I still have the box for it too.

Also it was a big deal to get a complete set of something from a cereal box. You know when they say collect all 5 or a certain number? I never did because my Grandma never steadily got one kind of cereal. I don’t remember exactly what cereal I got them from probably froot loops but they were color changing tale spin straws. You put the two plastic tubes together and there was a head of one of the characters. I also got Aladdin ones but not all of them. Now that I think about it that’s a pretty crappy cereal prize, a spoon is better at least that goes along with the cereal.

Ghosted by Goob @ 01/21/2008 7:26 PM EST


Matt, I had the big blue Mumm-Ra with the little thing you stick in the back to light up his eyes (the Lion-O had the same but in different colours), but I always wanted the mummy version too. Well, I wanted Wily-kit, -kat, Tygra, Cheetaro, Panthro and both Mumm-ra. I ended up with big blue Mumm-Ra, Lion-O and Snarf.

However, we had mummy Mumm-Ra in stores in the UK, I remember when I had the choice between mummy Mumm-Ra and big blue, both in my hands, oh how I wish I’d taken the red pill! I can still remember wondering why the box art was exactly the freakin’ same.

But, Mumm-Ra was a real quick fad for me. I was more into Transformers, He-Man, Action Force/GI Joe (I was a villain collector, sort of) and later Turtles (oh, turtles with your bow-legged figures that look like they’ve just got off a donkey).

Also, Frakky, when I was a kid, on one particular summer holiday, if you got your timing just right you could change channels at the end of Samurai Pizza Cats and not miss any of the start of Space Cats! It was like a martial art, graceful but deadly.

Ghosted by Guise @ 01/21/2008 7:30 PM EST


The Godfather Part 4:The Rise of Mumm-Ra

Ghosted by Andre @ 01/21/2008 7:38 PM EST


I loved Thunder Cats. I thought the animation was beautiful. I rented the first disc of season one from Netflix…wow…I am glad I didnt buy it. Some things just are better left to cloudy nostalgic memories. I hope the CGI movie is good.

Ghosted by crazy_mainer @ 01/21/2008 8:31 PM EST


I loved the ThunderCats. They were a huge part of my childhood. I would watch the show whenever it was on. Then when Toonami started airing it I watched it then too. I remember I had the Thundertank , Catslair and a bunch of different action figures(both heros and villains). Oh and I also had the sword of omens. I remember I would always pretend I was Lion-o and look into the sword and say his line from the show when he did that. Ya know ‘Sword of Omens give me sight beyond sight’. =) Aahh good times.

Ghosted by ULTRAMAN @ 01/21/2008 8:42 PM EST


I have one episode of ThunderCats on a VHS I found, and man…it holds up about as well as Zoobilee Zoo.

I had a giant stuffed pony that could have been queen over all of my other ponies, but it just seemed more like a big, dumb, benevolent friend than a leader.

Ghosted by Jessica Marie @ 01/21/2008 9:08 PM EST


Matt
You remind me of my best bud in 4th grade, we were both toy freeks but he was the more obsesive collector. I was cool just to play with them, and this was getting deep into the time in a boys life when it was not cool to still play with toys.But yeah he sent away for mummra too I remember that toy well. By the way you kind of dissed on slithe, but he and panthro were the first thundercat toys I managed to get my hands on. I always thought the thundercat villians were the better made and cooler looking of the line.

Ghosted by Mortalwind @ 01/21/2008 9:24 PM EST


I LOVED (and still LOVE) thunder-Thunder-THUNDERCATS HOOOOO! Thank God for DVDs. I lived in the woods, so I did not go to a Toys R Us until I was 19 years old, in 2000. Therefore, I did not have any of those awesome toys. Thanks to my satellite dish though, I was the coolest kid in the woods.

Ghosted by Muppet Baby @ 01/21/2008 9:52 PM EST


Hey Matt, Cloverfield Monster toy available from Hasbro Toy Shop.com. 70 Points of articulation!!!

http://www.hasbrotoyshop.com/ProductsByBrand.htm?BR=863&ID=21030

Ghosted by Terror Claws Cole @ 01/21/2008 10:05 PM EST


It makes me wonder why toy companies don’t use these same tricks and advertising schemes today. I would totally love to mail away for a special edition Transformer.

Being a bit too young to remember mail-away action figures, I TOTALLY had a subscription to Sonic the Hedgehog comics that came in the mail. As well as Zoobooks. And my holy grail…kool-aid mail in offers.

I wish I had a Mumm-Ra figure :(

Ghosted by Brian @ 01/21/2008 10:31 PM EST


Terror Claws Cole
99.99 for something listed as appropriate for “4 and up”? And not available until September? With no photo? fish! aroma! Denmark!

Ghosted by Old Jim @ 01/21/2008 11:00 PM EST


Aaah, a return to the classics! Albeit that I was too young to be into the Thundercats, I still acknowledge it for its legendariness.

I still haven’t seen Cloverfield yet either (might go wednesday or Friday), so I’m not venturing into the previous Blog…and Mumm-Ra help me if anyone posts spoilers outside of there ;)

As for Mail-away Figs…I can’t leave this topic without bringing up the Transformers with the 3-1 Reflector Figure that had 3 small decepticons transform into a camera. It’s one of the only kickass G1 figures that I want that I don’t have yet.

Ghosted by Invader Norbert @ 01/21/2008 11:37 PM EST


I’m a massive cartoon nut and so is my partner – he currently has the Thundercats theme as his ringtone. We’ve been amazed at the number of people that we know whose eyes widen and grin like an idiot when his phone rings. Even the most serious and straight-laced of our friends seem to get excited over Thundercats.

Matt, I really missed the Christmas Lights background last year. It didn’t quite feel like Christmas on the main page…

Ghosted by Kaz @ 01/21/2008 11:48 PM EST


Kaz: I could’ve easily added them, but I just got the overall impression that a lot of people hated Christmas this year, so I didn’t want to go over the top. :)

Ghosted by Matt @ 01/21/2008 11:50 PM EST


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