The Archies (Marx Toys)

The Archies
Marx Toys

Archie is as iconic as your classic Batman or Spider-Man, yet he has no super powers or an alter ego in general. He's just Archie Andrews - Best friend to Jughead Jones...Oh, and womanizer.

Yes, for some reason not only is Archie the most popular man in Riverdale, but he's also got two of the hottest women not only pining for him, but willing to accept that he's going to see both of them at any given time with benefits that include snuggling and kissing.

He's usually broke, has a Jalopy that like his financial situation is always broke, has no regular job, and has proven time and time again to be a complete disaster in terms of his ability to go from point A to point B without completely screwing it up in the process.

He's clearly the catch of the century!

Archie has seen his share of merchandising since starting in comics. He's come and gone in animated series, been plastered on every form of novelty toy one could think of, and even had records released with talented singers assuming his (and his friends) identity for the group, The Archies - Mind you, that's not even the tip of the iceberg in terms of Archie related merchandise.

Marx Toys wasn't the first toy manufacturer to tackle Archie related dolls, but they'll certainly go down as one of the many that did a fantastic job on them. Despite the definite room to grow, the line was kept fairly contained to just four dolls, six sets of additional clothing, Archie's Jalopy and a carrying case.



The clothing, or The Archie's Fashions - Respectively - were designed to be interchangeable between the guys and girls. As you can see on the packages, the guys clothing had a sticker on it that prompted buyers that the clothing was for both Archie and Jughead, and vice versa for Betty and Veronica on the girl's clothing.
 The Archies Fashions
First three (left to right) are fashions for Archie and Jughead. The remaining are fashions for Betty and Veronica.

 The Archies' Jalopy

Carry Case

By 1976, Montgomery Ward was selling the dolls directly through their catalogs. Interesting enough, they did away with the cardbacks, and instead opted to ship the dolls in plain brown boxes. These versions are slightly harder to come by than the actual carded ones.

Speaking of the cardbacks, there was nothing on the back. Instead, it was just a plain white cardback. What was featured on the back was two small holes which housed the twist ties that held the figure in place under the plastic bubble.

For as popular as Archie is, it's interesting to find that these dolls don't hold much value on secondary markets. Mint on card dolls can sell for as little as ten dollars, with the outfits and carry case selling for as low as a buck. While the Jalopy is much harder to come by, it generally sells for about $40.00.

Join us next time when we take a look at Guardian Goddesses!

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  1. I got Archie from this set. I just hated how Marx did not make Archie so that he could not be seated. Otherwise, they did a good job on him. Thanks for sharing the other dolls and accessories for this series.

    1. There was definitely some technical flaws with the series, but overall it represents the Riverdale gang well.

      Thanks for reading the site!

  2. I recently purchased a complete mint set on card for $100. That was a heck of a good deal.

  3. Where can I get the Archie’s jalopy car.

  4. Where can I get the Archie’s jalopy car?

    1. They pop up here and there on ebay. Three of them have sold since December 2017. Definitely not a common item, but you can find them.