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Fisher-Price Rescue Heroes: A Look Back at Over 20 Years

Jonathan began collecting Rescue Heroes in 1998, and he continues to keep abreast of all things related to the franchise.

The original six Rescue Heroes: Billy Blazes, Jack Hammer, Gil Gripper, Rocky Canyon, Cliff Hanger and Jake Justice

The original six Rescue Heroes: Billy Blazes, Jack Hammer, Gil Gripper, Rocky Canyon, Cliff Hanger and Jake Justice

Rescue Heroes: The Early Days

In 1997 Fisher-Price, the division of Mattel devoted to toys for the under-six crowd, released several lines of 6-inch action figures with features such as easy-to-use equipment, limited mobility and large sturdy feet that would facilitate use by younger children.

While some of these were about mythical and fantasy characters, one of the series was about real occupations such as firefighters, police, construction workers and other emergency personnel. Each one included a modular equipment pack that slid and locked into their back, each compatible with others from the series. Dubbed "Rescue Heroes", they soon outshone the other similar figures as their line began to expand.

A direct to video pilot episode was produced and given away free with some Rescue Heroes vehicles in 1998, and the following year an animated series came to CBS on Saturday mornings for the 1999/2000 season. Two of the main characters were team leader Billy Blazes and teenage rookie Rocky Canyon, who often struggled with each other. While containing humor, it also had a serious tone and themes such as mental illness, death, power struggles and family drama. Not only was the spirit and complexity of the writing seemingly out of place amidst the cartoons it was airing alongside, but it was also a departure from the demographic the franchise was supposedly aimed at: toddlers.

While more figures were released over the next couple of years, most of them were simply repainted versions of older figures. The animated series was also cancelled after only one season, not returning in 2000. Would this be the end of the franchise? No, the best was yet to come.

A Billy Blazes float in the Macy's Thanksgiving Day Parade

A Billy Blazes float in the Macy's Thanksgiving Day Parade

The Heyday

In the summer of 2001, the series returned to television with a new name, Rescue Heroes G.R.T. (Global Response Team) on Kid's WB. It had a higher budget that eliminated many of the visual errors the first series was plagued with, and it incorporated computer animation along with more detailed traditional animation. While the first season stuck to a limited cast, G.R.T. introduced new team members fairly frequently.

With the September 11, 2001, terrorist attacks came a newfound nationwide respect for everyday heroes such as firemen, police and doctors. This was capitalized on, and 2002 saw an explosion of Rescue Heroes merchandise and many more new figures of a higher quality and design. In keeping with the fervor of the times, there was a Special Edition patriotic line, and more tellingly an FDNY team, one figure of which was sold exclusively in the New York area with proceeds going to charity. On the one-year anniversary of the attacks, September 11, 2002, the third season premiered with a special episode set in New York, with the team attending a ceremony to honor heroes from various fields.

Instead of a fourth season the year after, something bigger was in the works. Rescue Heroes: The Movie had a limited theatrical release in October of that year and then was released direct to video and DVD on November 18, 2003. For the first time ever, the series made the segue to full CGI in a sweeping epic that pulled no punches and wrapped up Rocky's journey under Billy's tutelage.

Like the previous year, 2003 had a large offering of high-quality figures, vehicles, and accessories, besides adding to the list of video games, books and new characters.

Original DVD poster for Rescue Heroes: The Movie (2003)

Original DVD poster for Rescue Heroes: The Movie (2003)

Fade Out

The year 2004 came hot on the heels of the movie and the two most successful years the franchise would ever see. Yet another full line-up of toys was brought to market. The previous year's flagship series were the talking Mission Select figures on which the movie had been based. This year, the flagship series was Robotz, which aimed and succeeded in outdoing Mission Select in both quality and quantity. A movie was planned to be made around this Robotz team, but it was inexplicably shelved. The only surviving vestige of the movie's plot can be found in the comic book style reader called Robotz to the Rescue, which gives a simplified but satisfactory synopsis of the story beats.

The year 2005 was also planned to be a big product year coming after what would have been the sequel, but with no representation in the media for the toys to tie into, sales apparently started to drop. Another big reason was probably creative burnout on Fisher-Price's part, as evidenced by their increasingly resorting to lame and uninspired character names like Moe Zambeek, Thurston Nomore, C.D. Moon, Dewey C.M. and Holden Breath. The bottom of the barrel was being scraped, and wood fragments were showing up in your plate.

As expected, 2006 saw a drastic drop in quality. Fewer figures were released, the packaging and paint jobs were cheaper, and more repaints of preexisting sculpts were again used. As the months rolled into 2007, the trend amplified with not only a relative handful of figures being released, but now only at Toys R Us instead of all major stores. After just under a decade of existence, Fisher-Price had given up on what was once their darling, and that year production ceased on any further Rescue Heroes products. Another line called Planet Heroes was attempted as a replacement but it never took off. It was similar to Rescue Heroes only in that the figures were big and sturdy and it had the word "heroes" in it, but otherwise had no relation given its fantasy setting.

Book based on the shelved Rescue Heroes sequel

Book based on the shelved Rescue Heroes sequel

Rescue Heroes: Epilogue

After a little over three years of hibernation, Rescue Heroes made a small but unexpected comeback in late 2010, again being sold in limited quantities as Toys R Us exclusives. Instead of their own line, they were released as part of Fisher-Price's "Hero World" line which included characters from other franchises like DC comics, and were slightly smaller and less bulky than the original design. A handful of new figures like these were released annually for a few years, and then Rescue Heroes were transferred to share another preexisting Fisher-Price toy line, the similarly sized Voice Comm series, followed by the miniature modular Imaginext playsets. A small number of these were released every year for a few more years until 2016 when only one new Rescue Heroes toy was offered: Jack Hammer with a firefighting mechanical suit. This would be the last Rescue Heroes toy released during this minor comeback period, as the franchise was about to enter its next hiatus just in time for the 20th anniversary. This was an end of that era, but not the very end. More was to come. But that's another story.

The last released Rescue Heroes toy before its longest hiatus (2016)

The last released Rescue Heroes toy before its longest hiatus (2016)

Questions & Answers

Question: I have a lot of Rescue Heroes misprint action figures, where the box shows a different action figure then what is inside. I can't find information about them online, and was wondering if you know anything about them?

Answer: I have noticed this too, coming across several different mint in box figures like you describe on eBay. Some are a mixture of all three, having one figure, different front decals and yet another card backing. All I can assume is that there was an error in the factory sometime in 2002/2003, as that is the general time period represented.

Question: What is your collection like? How large is it? We have been collecting Rescue Heroes since our son's birth in 2001. He received a yellow bulldozer for his first Christmas, and that was all she wrote. I'm interested in the size of other people's collections. My son has always said he would like to hold a world record for having the largest Rescue Heroes collection.

Answer: I have most Rescue Heroes toys made since they first began until their heyday ended in 2005. I have a handful from the remaining years as well, hundreds in total, I'm not sure, but over 300. Nice to hear of another collector, how many does your son have?

Question: Why did fisher price stop making more rescue heroes animated tv series?

Answer: Simply put: Because the popularity waned. This article breaks down the creative and marketing decisions that I feel contributed to this, as well as the time period when it occurred.

Question: I have a lot of rescue Heroes that seem to be misprinted. For example I have one where the box says Perry Chute, but inside is Seymore Wilde. I just wanted to know a little more about these?

Answer: I have seen these on eBay as well but never in person, and if they are genuine I imagine it would be a major production defect that those working there not knowledgeable of the characters could easily pass over.

Question: What are the electronic connections on the backpack holders on some Rescue Heroes figures for?

Answer: Starting with the Voice Tech team, and continuing with the Mission Command Voice Tech, Video Mission Voice Tech, Mission Select and Robotz teams, certain figures had the ability to talk or make sounds when coupled with a backpack or vehicle. The chip on their back stored the audio data, while the devices they connected to acted as speakers.

Question: How much did Fisher Price "Rescue Heroes" cost?

Answer: Most were about $7.

Question: I have a whole bunch of Rescue Heroes action figures, and I wasn't sure what to do with them. Are you interested?

Answer: I get asked this question a lot. If your figures came from a day care lot or were otherwise played with by children, then even in the slim chance they are in good condition they almost surely are incomplete and mixed together. The only way forward is to do your research, put the correct pieces together and price them online, if that is something you're interested in. On the other hand if you have a specific question about a specific toy, always feel free to ask.

Question: Is there a way to find out how much each gently used figure is worth?

Answer: Yes, look for the going rates on eBay. (Sold listings, not just for sale listings)

Question: I have been cleaning out my attic and came across my sons Rescue Heroes. I have been able to identify most of them on the internet except for one. This figure is, I believe, some sort of armadillo-like figure. It can roll into its "shell" but when open, it looks doggish. On the outside "shell", it is marked with the classic red R within a circle. Are you, the writer of this article, familiar with this figure from Rescue Heroes and if so what is its name?

Answer: This figure is named Rolls, and yes, he is an armadillo. His owner who he was sold with is Thurston Nomore.

Question: I have tried looking for a complete inventory list of all the lines produced of Rescue Heroes by Fisher-Price. I have pages I found online years ago but the sites are no longer up and running. I printed them years ago. It’s our Rescue Hero Bible so to speak. We have more than 80% of the entire produced collection and still working on it. Do you have any lists that could help us?

Answer: I have scoured the internet myself over the last couple of decades and I have never found a list that was satisfactory. I have my own personal digital archives, but I am also working on a film to be released in a couple of years to coincide with the 25th anniversary of the franchise. It will document virtually everything, including all toys.

Question: What was the name of the video game regarding hurricanes?

Answer: That game was called Rescue Heroes: Hurricane Havoc, available on PC CD-ROM. It was the franchise's very first video game, and it had a noticeably more infantile tone than its' successors.

Comments

C.J. Stunkard on June 05, 2020:

This was a great piece. Well done synopsis. I love these toys.

Jonathan Sabin (author) from USA on April 22, 2020:

@ Amanda Fanning:

A good way to find a products value is to see how much it usually sells for on eBay, (not listed for, but actually sold for). U fortunately with so many hundreds of figures and variants the only way to positively identify each one is by either finding an expert, or doing the good, old fashioned research yourself.

Amanda Fanning on April 22, 2020:

My family and I found a huge collection of rescue heroes from when me and my brothers were younger. We know they are worth money, but we have no idea how to price them or how to even sell them to collectors. Any tips on how to go about this? We would really like to get rid of them.

Cody on April 25, 2019:

The proportions of the figures I always viewed as odd; and I hated the pack mounts. The figures could never lay flat. At least with the VoiceTech, you could actually remove the pack mount, being as it had to be separately attached due to it containing contacts. But I loved them as a kid, even more than GI Joes.

I think with it being the 20th, Mattel should reboot the line, albeit with figures accurately representing the show characters. Kinda like the DC Universe characters; in size and price.

I recently dug out mine, and have been purchasing what I lost, namely the female figures. Being an emergency vehicle collector, many of the figures fit in quite well. Matchbox also had a series of vehicle with the characters printed on them.

One thing I've always wondered. How come you don't see the of Maureen Biologist figure often? That was the hardest for me to find. I'm assuming few parents bought her because of the relatively revealing attire (removable trench coat, sports bra, wetsuit pants)?