Master of the adult universe
He-Man, My Little Pony and Care Bears - the toys which children had to have during the 1980s and 1990s - are making a comeback.
TransFormers and Teenage Mutant Ninja Turtles are joining the revival as toymakers try to win over a new generation.
But the retro boom is proving as attractive to nostalgic twenty-somethings as to their offspring.
Collectors are diving in for the new model of He-Man, which wore a furry loincloth back in 1983.
The new doll is more muscly than the original with longer arms, bigger eyes and tighter pants, even though his cartoon is no longer on TV.
Barry Eldridge, of toyshop The Entertainer, said: 'It was the most successful boy-toy of all time.
'It has just come out again and collectors are coming in for him but children do not seem as interested at the moment. The only way they will know who he is, is if their parents or brothers or sisters remember it.'
TransFormers were plastic robots which could be turned into tanks, lorries and planes.
In 1985, parents had to fight to get them as shops sold out. Now they return, with chief robot Optimus Prime disguised as a truck trailer.
My Little Pony appeared in 1983. Girls loved the pastel figures with silky manes and accessories.
Thundercats is currently top of a poll among staff at The Entertainer of toys they would most like to see back on the shelves.