Here we are at the end of this monthly series already. It’s been really interesting looking at this Ring Raiders Style Guide sent out to all potential licensees by the copyright holders Those Characters From Cleveland (TCFC) back in 1989. Judging from the feedback I’ve been getting on socials it seems like you lot agree. The final 12 pages are all here and as you can see from the photo above they make for a meatier read this time around.
There are three sections to round off the folder and we start with ‘Copy and Type Application’, which amounts to two whole pages about fonts. Yes, really. It’s something I never really considered but now that I see all of these examples I can remember each and every one of them on the packaging (which you’ll see further below) and on the toy advertisements in the comic produced by the editorial team.
The page of suggested taglines sound like they’ve been written by committee. A committee who has no idea about aircraft. They’re cringe-worthy and thankfully weren’t used on the toys themselves or in the comic. You can also see all potential designs were subject to TCFC’s approval, however the comic’s editor Barrie Tomlinson said the people behind Ring Raiders were more open than most to what licensees could bring to the franchise, and they were very happy with what Barrie and his team were producing.
‘Logos and Legal’ is the next part of the binder and they’re a weird combination, like they’ve only been shoved into the same section because they start with the same letter. It kicks off with a lot of detail about how to use trademarked names and exactly how every piece of merchandise should be labelled appropriately. If you’ve ever wondered what the difference is between the ™ and the ® symbols you’ll find that answer here too.
Even textile manufacturers get their own paragraph detailing how their products should be labelled. This was most likely the same information found in similar style guides for all of TCFC’s (and other’s) ranges but it’s still an interesting read. You’d see these little footnotes in all of our licenced comics too and I always thought it was up to the publisher how they were worded, especially for their own trademarks, but it looks like that wasn’t the case and it was the licence-holder’s wording. Although, to be fair, it’s a pretty standard format.
I simply loved the full colour Ring Raiders logo
Want to know the difference between a trademark and a copyright? Or why the year mentioned can sometimes change and sometimes remain the same? It’s all there for you. As most of my comics reading post-OiNK as a kid was based around licenced titles the nerd in me found this of particular interest. Then we move on to the second part of this alliterative section and the variations on the franchise’s logo that were permissible to use.
I simply loved the full colour Ring Raiders logo. I thought the ‘Ring Raiders’ title was a brilliant design and the accompanying logo the perfect embodiment of the toys. I still feel the same, they’re just great designs! Below you’ll see the one-colour (that is, black and white) version of the logo, the same one in various sizes taking up a full page for some reason. You’ll see a handwritten note by Barrie too, highlighting how they’d use this particular version.
On the next page is a selection of variants for both the Ring Raiders and the Skull Squadron (quaintly described as “Good Guy / Bad Guy Logos”). The top two were used as the individual logos for each side on toy packaging and across any and all merchandise. The next row down are the in-universe logos used by the characters themselves on their planes, bases and uniforms.
The smaller, circular logos had specific uses in the toy range. The first two on each row were used on the tiny plastic rings we’d slip on our fingers, the planes attached via a thin, posable plastic rod. The star and skull circles were on the front of the rings while the ones with the lettering encircled the ball-shaped attachment on the top. The final one is exactly what it says, a miscellaneous combination of both of these to be used as they saw fit.
Anyone who collected these very collectible toys at the time should prepare to have their memory cells jolted as we move on to ‘Hang Tag and Packaging‘, namely the packaging used for the Matchbox toys themselves. First there’s more criteria, although these are more like suggestions and designers are encouraged to explore what might suit their product the best. These apply to all packaging, whether that’s by Matchbox or anyone else, right down to the sky background. There’s also mention of bold visuals such as colour bands trailing after the planes and you can see examples in the previous section’s merchandise concept drawings.
These card displays with the planes tucked away inside moulded clear plastic take me right back. From discovering my first two-plane starter set to excitedly collecting all the packs I could in every toy shop I visited, as well as receiving gifts during the festive season or from visiting family members from Scotland. I have a particularly fond memory of coming home from school to find my sister was visiting and I hadn’t been told, so it was a surprise. After a while she told me she’d brought me something and it was a huge eight-plane set featuring all the Wing Commanders.
I think back and my parents must’ve had to coordinate with my siblings and family friends because I never received any sets I already had (although there was some overlap in the range like those Wing Commanders planes, each of which would also be in their Wing sets). I’ve no idea how they managed that without me knowing. Anyway, yes, these photos are bringing all the smiles right now.
The rear of the packaging reveals more sets and a huge array of extras. As you know the franchise never took off, but over the course of a year (actually, mainly over the course of one summer and Christmas) I was able to collect everything here (plus most of the additional plane sets not shown here) except the gigantic Air Carrier Justice and the black version of the Battle Blaster. Ah, good times.
In case you’re wondering what we could redeem those barcode points for the answer is simple: nothing. It was possibly something for consideration at some future point but nothing ever came of them within the time the line lasted. According to online sources there were second and third series of planes, although I only ever remember seeing a second series the next summer which just made me more frustrated that the comic hadn’t lasted, because I thought the release of more toys meant they’d been a success.
Of course, with hindsight I know the second series were already in production before things fell apart. But I never did buy any more after that initial year and then in my later teens mine were handed down to a young nephew and subsequently destroyed through his playing. I kept the yellow and red X-29 as it was my first, and my favourite, but even this was given away to a girl in my late teens. (Hey, I was young and she’d taken a shine to it.)
Ring Raiders had that “gotta collect ‘em all” quality
After the hangtag (an example of what a product could hang from in a store) things are rounded off with a large scale image of that beautiful, full-colour logo. It’s the same page that’s been slipped inside the front of the folder which I’ve shown in a few photographs, but I’m including a proper scan of it to end on as requested by blog reader Terry in their comment under part three of this series. You’re right Terry, it is sweet!
With that the folder is finally closed and placed back on the shelf alongside what was, and still is, my favourite non-OiNK childhood comic. The toy line may have only lasted about a year and I was quick to move on to my next obsession, I’m sure, but what an obsession these were. I come away from this series of posts with one key takeaway; the Ring Raiders were robbed of being a hit franchise.
Before Pokémon, the Ring Raiders had that “gotta collect ‘em all” quality. They were great toys, the comic had great characters and action, there was variety and adventure and a ton of fun in all aspects of the franchise and it had more potential than most others in my opinion. They have a special place in my heart all these years later and, dare I say it, I don’t think I’m finished with them yet.
Once again, thanks to former IPC/Fleetway editor/writer Barrie Tomlinson and his writer son James for kindly sending me this folder in the first place.
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