Stretch Armstrong Figure Top 10 Christmas Toys 1977

Stretch Armstrong Figure Top 10 Christmas Toys 1977

The Stretch Armstrong Figure launched in 1977 and quickly became one of the most memorable and unusual toys of the decade. Unlike action figures made of rigid plastic, Stretch Armstrong was filled with a special gel that allowed him to be pulled, twisted, and stretched to extraordinary lengths before snapping back into shape. For children of the late seventies, unwrapping a Stretch Armstrong on Christmas morning felt like discovering a superhero that could defy the rules of physics. He was tough, fun, and endlessly fascinating, making him a highlight under the tree that year.

1977: A Year in Context

1977 in the UK was full of cultural change and celebration. The Queen’s Silver Jubilee brought patriotic street parties across Britain, while punk rock challenged the mainstream with its rebellious sound. At the same time, toys were evolving beyond simple dolls and board games. Technology was advancing rapidly, and families were increasingly open to toys that offered something new and exciting. Into this climate came Stretch Armstrong—a figure unlike anything else on toy shelves, a mix of strength, resilience, and novelty that captured the imaginations of children everywhere.

The Toy with Superhuman Powers

Produced by Kenner, Stretch Armstrong was a muscular, blond-haired action figure made of latex rubber and filled with a corn syrup-based gel. This gave him incredible flexibility: children could pull his arms and legs out to more than four times their original length, tie him in knots, and then watch as he slowly returned to his normal shape. No other toy behaved like this. He wasn’t about accessories or vehicles; his appeal was in the sheer physical fun of testing how far he could stretch. For many children, he was the ultimate test of strength and imagination.

Christmas Morning Excitement

On Christmas Day 1977, opening a Stretch Armstrong was an unforgettable experience. Children and adults alike were eager to test his limits, pulling his limbs across the living room while laughing at his slow recovery. He became the centre of family contests—who could stretch him the farthest, twist him the tightest, or tie him in the most knots. Unlike many fragile toys of the era, Stretch Armstrong was built to last, and his resilience became part of his charm. Parents appreciated that he was mess-free and didn’t require batteries, while children loved that he felt like a superhero come to life.

Adverts and Popularity

Stretch Armstrong was marketed as the indestructible hero, a figure who could withstand anything children threw at him. Television adverts showcased his incredible stretching ability, with dramatic demonstrations of kids pulling him across entire rooms. Toy catalogues highlighted his unique design, presenting him as a premium gift for children who wanted something truly different. His combination of novelty and durability helped him become one of the most talked-about toys of 1977 and beyond, cementing his place as a Christmas favourite.

Price Then and Now

In 1977, the Stretch Armstrong Figure retailed for around £11.99, a fairly steep price at the time (equivalent to about £90 today). Despite the cost, his durability and the sheer fun of play made him worth the investment for many families. Today, original Stretch Armstrong figures are rare and highly collectable, often selling for hundreds of pounds if they remain intact. Modern re-releases have introduced Stretch to new generations, proving that the appeal of a toy that bends the rules—literally—never goes out of style.

Why Kids Loved It

Stretch Armstrong’s appeal lay in his uniqueness. No other toy offered the same tactile experience of pulling, stretching, and twisting a figure to extremes. Children loved experimenting with him, testing boundaries and inventing stories where Stretch used his powers to defeat villains or save the day. He was part superhero, part science experiment, and completely original. Unlike figures tied to films or TV shows, Stretch stood on his own as a character defined entirely by his unusual ability, which gave him a timeless edge.

Nostalgia and Legacy

For those who grew up in the seventies and eighties, Stretch Armstrong remains one of the most iconic toys of childhood. Many recall hours spent pulling him with siblings, laughing at his indestructibility, and marvelling at how he always returned to normal. Over the years, he has been reissued in various forms, but the original 1977 version holds a special place in collectors’ hearts. He represents a time when toys were innovative and surprising, and when Christmas morning could bring something truly extraordinary into the home (see Stretch Armstrong history).

1977 Christmas Memories

Families remember Stretch Armstrong as a toy that brought everyone together on Christmas Day. Parents, grandparents, and cousins all wanted to have a go, pulling him across rooms or daring each other to stretch him further. For many, the laughter and amazement he created became one of the defining memories of that Christmas. His simple yet astonishing design turned ordinary living rooms into arenas of fun and experimentation, making him one of the standout presents of the year.

Conclusion

The Stretch Armstrong Figure of 1977 proved that innovation could make a toy unforgettable. With his superhuman stretching powers, durability, and unique play style, he became a symbol of fun and creativity for children everywhere. If you remember unwrapping him that year, revisit the nostalgia in our Top 10 Christmas Toys 1977 archive. Discover how he ranks among the most popular Christmas toys, and see how he compares to modern classics in our Top 10 Christmas Toys 2025 guide. Decades later, Stretch Armstrong remains one of the most innovative and entertaining Christmas gifts ever created.

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