Action Man has been given a facelift - gone is the gnarled bushman, replaced with the features of Hollywood heart-throbs Russell Crowe and Brad Pitt.
The icon that celebrates its 35th birthday in September has finally been given a new look, taking on some features from the famous actors.
The new face comprises Gladiator star Crowe's mouth, footballer David Beckham's nose, Brad Pitt's jaw line, Tom Cruise's hair and the blue eyes of Jude Law, star of The Talented Mr Ripley.
Marketers could, however, be accused of letting the buying public project their own perfect man onto the figure's lantern-jawed features, as some say he has the eyes of British pop idol Robbie Williams.
Games-maker Hasbro says the figure has also been given a tougher, toned physique.
And gone is Action Man's traditional military past, with the latest range focusing on street gear, extreme sports and adventures that shy away from war.
But one thing that remains part of the Action Man legend is his trademark scar.
The new Action Man has been available in New Zealand toy stores since January and advertising and that all-important tie-in Saturday cartoon series will start tempting youngsters this month.
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