I think these became more than toys for me when they were shown in cartoon and comic form. It made them characters stuck in toy form. Kinda like Small Soldiers (as opposed to Toy Story). Cuz face it, if our Joes and Cobras came alive, they would NOT be saying, "I'm a toy!" So when I look at a lot of the figures, I see who they are, not just pieces of plastic. SW on the other hand...