How many ALIEN toys did Kenner actually produce in 1979? Up until now, any number you could care to nominate would have been considered viable; but now we have evidence that suggests a ballpark figure can now be estimated. Recently, some Kenner Products paperwork has surfaced that reveals some critical Kenner’s sales figures. In 1995-96 a sales report was generated within Hasbro, who owned Kenner at the time. The report covered data from 1973 to 1995 for all US domestic sales for every toy line they made during those years

As the 18 inch ALIEN toy was released in 1979, its sales information is also included in the paperwork. The previous best estimate cited to me of how many of these were actually made was 10,000 units, dispatched to retailers. It turns out this number is a gross under-estimate and the truth is significantly higher.

The recently unearthed report reveals Kenner’s total takings for the toy was US$1,646,000. No doubt a substantially larger amount of money in 1979 than it is now. This is an accurate figure directly from Kenner sales documentation and it comprises the sum of all sales for this toy in 1979 (US$1.6m) and more sold again in 1980 (US$186k). Impressive sales numbers for a toy that was received poorly in the market place yet well below Kenner’s sales goals expectations when this toy first went into production in 1978.

Here’s the video from Cantina Collectibles who are in possession of this information. Skip to 49:19 for the ALIEN specific information.

Kenner’s ambitious ALIEN property licence from 20th Century Fox was intended to match sales figures of their previously released Star Wars line of toys, whose sales numbers are also accurately documented in the newly revealed paperwork. To this end the company made massive efforts to deliver a toy based on the new movie, ALIEN, and their early estimates believed it would be a lucrative best seller to parents of children, ages five and older. Unfortunately for Kenner, not knowing the final theatrical release of the movie was to be rated R, meant public reception to the toy was one more of head scratching bewilderment at best; and vehemently complained about by conservative parents at worst.

As a result, Kenner products was forced to abruptly terminate all production on their ALIEN licence in late 1979. From the sales figures now available to us we can speculate how many were actually manufactured. An approximate sales volume of around 110,000 units of this toy were distributed to retail outlets in the US. It’s a substantial number of toys sent out the company’s front door and this figure is supported by the constant appearance of these vintage toys (in varying condition) on eBay in an almost endless supply on a daily basis, four decades later.

So there you have it. No matter what you say about this infamous old action figure, Kenner Products made a lot of these things. These recently revealed sales numbers explain why the toy is not rare and why so many of them are still being discovered in the wild today. The 110,000 sales volume is an estimate and only takes into consideration ALIEN toys sold in the US. It does not factor ALIEN toys made in Canada or those sold in other international markets such as the UK, Europe or Australia. It’s most likely to be a lot higher, 150,000 units – or more – sold would not be out of the question once these unknown sold items are taken into consideration.

Thank you to Tracey Hamilton and Bill Wills of Cantina Collectibles for this information. Also thank you to Steve Dwyer for additional input on this article and for calling these details to my attention.

-Windebieste.