1978 Catalogue
Browse the complete 1978 Big Jim catalogue and explore the expanding Mattel range of action figures, outfits, vehicles and accessories.
Salut !… je suis Big Jim
Published in Pif Gadget in 1978, this French Mattel advertisement presents Big Jim speaking directly to the reader: “Salut !… je suis Big Jim, le héros d’aventures pour garçons.”
The ad highlights his action features — karate chop, ball-throwing arm, muscle action and strength band — while promoting a temporary price reduction from 25 francs to 17 francs, a substantial 32% discount. In today’s purchasing power, that is roughly €16 reduced to €11.
Big Josh and Big Jeff appear alongside him, but Big Jim remains firmly at the centre of the campaign, presented as an action-packed adventure hero rather than simply a toy.
Real heroes always live great adventures.
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