All these contradictions in terms are celebrated by Bendos, a line of quirky action figures big on imagination and playfulness-not stereotypes or Hollywood licenses. Picture a human Gumby: bendable, flexible, standing 5 1/2`` tall, but boasting pencil-thin limbs and clodhopper feet. Currently over 85 of these curious ''Action Figures with a Twist`` have invaded specialty retail stores nationwide.

Kathleen Alonzo, Director of Marketing at Kid Galaxy, explains the popularity of these strangely compelling characters. ``Parents like toys that encourage nonviolent, imaginative play,'' she says. ``Adults shopping for themselves appreciate the retro-hip look of the line. Kids just see pure fun- at a great price.'' (Suggested retail price: $4.99.)

Made of plastic-coated wire, Bendos beg you to twist, dangle and connectthem, says Alonzo. They also invite you to identify with them. Got a job,hobby or obsession? Chances are, you can find a Bendo to fit it.

``From in-line skaters to wizards to cheerleaders to firefighters,'' Alonzo says, ``there's a Bendo out there with your name on it. Each one has a distinct identity, personality and attitude. We've even got the perfect holiday stocking stuffers: Santa and Mistletoe the elf.''

The formula is definitely atypical. The majority of toys today are linked to a licensed property, like Star Wars or Spiderman. Many are still based on decades'-old stereotypes, with men as brawny brutes, women as bland blondes and the accessory of choice an overgrown bazooka.

Despite bucking the trend-or maybe because of it-Bendos are registering with kids and adults alike. Alonzo states that ``Kid Galaxy has sold over two million Bendos since we launched in June 1999.'' The characters can be found in over 2,500 specialty retail stores around the country. And Kid Galaxy has made shopping easy by offering a store locator on their site www.bendos.com .

Retailers and toy experts can testify to the success of the Bendos. Brainstorms, a toy store in Phoenix, Arizona, carries the complete line and sells hundreds of Bendos figures each week. Kidz Quest, in Winter Park, Florida, has experienced a similar demand. Managers there arrived at the store one morning to find eager Bendos fans lined up outside. On April 28, the Bendos landed on The Rosie O'Donnell show. The toy industry has also recognized the line. The prestigious Oppenheim Toy Portfolio selected both Bendos figures and vehicles as award winners.

So what's the Bendos appeal? It appears to be part intellectual, part aesthetic and part purely indefinable. Whatever the formula, it works since another 60 characters are scheduled to join the lineup early next year. More vehicles and accessories are already on the way.

If you've got the Bendos bug, the cure is probably within shouting distance. Call Kid Galaxy at 800-816-1135 to find the nearest store. Or check the store locator at www.bendos.com .

SOURCE: Bendos

[Posted 10/10/2000]