Toy Chest Time Machine!

I recently ran across these ads for Six Million Dollar Man and Bionic Woman tie-in toys.

It cracked me up to see how differently these play sets were marketed to boys and girls.

Both characters are action heroes.  They both work as operatives for the government.

Yet, Steve Austen gets a Mission Control Center and Jaime Sommers gets…a Beauty Salon.

You’ll notice the copy reads “All The Bionic Action Begins Here!”  What kind of action?

The inflatable dome looks like a bounce house.  And the communications console looks like an operator’s switchboard.

I guess when not on a mission, he can give the time and temperature, and answer 411 calls.

Also, you’ll notice the accessories marketed for Steve.  A set of Critical Assignment Arms (when his normal Bionic strength isn’t enough) and an engine block to lift.

It’s important to note, this is not just ANY salon, it’s a BIONIC Beauty Salon.  .

At the end of a tough mission, Jaime likes nothing better than to kick back, plug in her bionics and get a beauty treatment or two.

Jaime’s accessories include comb, brush, and simulated dryer…so she can look her absolute best while defending the country.

And, while you can buy extra arms for Steve, you can buy Jaime some fabulous designer fashions!  I’m sure the OSI job doesn’t pay enough for designer labels.

I find these ads funny because the show was so forward thinking, and the ads don’t tie into that at all.  They market the Steve figure to boys who like action, and in marketing the Jaime figure they emphasize styling her hair.  Never mind that Jaime is just as strong and fast as Steve, and shows little girls that they too can be smart, strong and save the day.  The ad people clearly thought all they would care about is her pretty blonde hair and designer outfits.

There hadn’t been very many action adventure roles for women on television.  And while, Lindsay Wagner was and is beautiful, her looks and clothes aren’t what defined Jaime’s character.
In fact, in one episode, Jaime was placed as a plant in a beauty contest, and didn’t enjoy all the fussing with her hair and wardrobe.

I just wanted to throw my two cents worth into the internet.  Hope you enjoyed the vintage tastiness of the ads!