Around September time back in the 80s my local newsagent would bring out a huge table to began displaying that year’s annuals. I remember this being really exciting and I’d flick through the ones I’d already asked Santa for, impatiently waiting to get my hands on them on the morning of 25th December. For those three months I’d drool over that table (figuratively speaking only, don’t worry) and we couldn’t escape them at home either, with a plethora of adverts appearing in our comics. The Christmas hype had begun. With the Annuals section of the blog well under way now, I’ve decided to take a look at all of the adverts relating to them I could find in my collection.
1984
As a kid I only started buying comics toward the end of 1986, so any adverts before then are from my now complete Transformers Marvel UK collection and I’m surprised to see only one amongst the issues from 1984. The heading may be awkwardly placed but it’s a wide range from the publisher, including everything from Culture Club (“Karma, karma, karma, karma, Karma chameleon”) to The Fall Guy (“It’s only hay, A-hey-hey!”) via the BMX craze, the short-lived Manimal and, erm, the S.A.S.?
I do remember watching Fraggle Rock early Saturday mornings and my vocal impression of Roland Rat was always awful but that never stopped me from annoying people with it. For blog readers the obvious point of interest here is the Knight Rider Annual, the second in a series of five. It was reviewed a couple of years back and I’ve even interviewed its artist, David ‘V for Vendetta‘ Lloyd on the blog too. In fact, the fourth edition will be here a fortnight from today, on Friday 19th December.
1985
Speaking of coming up on the blog this year, in 1985 the first Transformers Annual appeared in shops exactly one year after the debut of the comic. Strangely, this momentous occasion wasn’t marked by any adverts at all, just one brief mention in #37 on 23rd November. It doesn’t say much either, however it does mention the first story to feature the Insecticons, which would’ve been enough for young fans to get frothing at the mouth.
The Transformers at Christmas 40th anniversary posts return this year for their second outing and in fact that’s the very reason for the post you’re reading now. Marvel UK’s Transformers had seven annuals altogether and they’re very fondly remembered. They’ll be taking prime position on Christmas Day every year with a full review. This post marks the occasion of these books joining us, they feature predominantly and many of these ads have been taken from the pages of said comic.
1986
Moving on to 1986 and Marvel finally began to take the importance of advertising these books to their young readers seriously. With other successful comics to plunder for the Christmas market the Transformers weren’t alone anymore, joined as they were with legendary Marvel stalward Spider-Man, his co-stars the Zoids (Spider-Man and Zoids was the oddest combination comic yet somehow it worked) and newest hot toy and cartoon franchise, those Thundercats.
These ads were also broken up into half-pagers to be squeezed in wherever they could across the publisher’s range. It was a huge step up from previous years. Although, I must admit when I was reading Transformers for the blog’s real time Instagram read through and I came across this advert I did a bit of a double-take and had to check if this was the right image, it’s not that much different than the previous year’s Transformers Annual.
1987
All Transformers Annuals after that would have very different, stand out covers but surely no annual stood out as much during 1987’s final months as OiNK’s first book. I can remember the teases of that fantastic image all summer during 1987 and the final reveal was hilarious, never mind seeing it in its shiny glory in the shop for the first time. There’ll be a special post on Thursday 8th December featuring that cover, when I’ll be speaking with photographer Ian Tilton about the original back cover and what happened when he went to get the photos developed.
On the Fleetway Publications side there was nothing of comparison cover-wise, although the Big Comic Book’s shear size made up for that. More impressive were the covers for Marvel’s lot, with Action Force (G.I. Joe) joining Thundercats and their top-seller, Transformers. However, it’s only now I realise they were quite a bit more expensive (for the time) than the Fleetway books, despite having fewer pages (Fleetway’s had 112 pages, with 84 for OiNK and 256 for BCB, Marvel’s had 64). Well, they were licenced I suppose, and as kids we never felt short-changed with the amount of stuff crammed into them.
1988
This was the biggie. 1988 was a huge year for comics in the UK, even if a lot of the new titles released didn’t last that long. Nevertheless, it still meant a bumper crop of annuals were produced for that holiday season and the vast array of advertisements, particularly across Marvel UK’s range, reflected this. But we’ll begin with Fleetway again and the second (and sadly final) OiNK Book. A fantastic J.T. Dogg cover almost made up for the reduction in pages to 64, which was all the more disappointing when the comic had 48 pages in every monthly issue by that time.
Their group advertisement from the back page of the last OiNK is a rather different mix of books compared to the previous year’s. Buster is conspicuous by its absence and then there’s the addition of annuals you’d assume would’ve been more Marvel UK’s bag (such as SuperTed and Maple Town).
This was the year Marvel really went to town on their promotions. In 1988 group advertisements were accompanied with full-page promos for individual annuals and I’ll begin with the two that bring back the most memories for me, The Transformers and The Real Ghostbusters. Having only just started collecting the former with its Christmassy Winter Special in mid-November this was my very first Transformers Annual, and as for Dr. Venkmen etc. 1988 was the year they arrived in the UK and I had been swept up in it all.
I have so many fond memories of that Real Ghostbusters Annual. You ever own something that just takes you right back to your childhood when you see it in front of you? I was obsessed with the cartoon, comic and toys for a few years and I remember this book surprising me with just how fantastic it was. Would it live up to that now or is it best to reminisce? We’ll find out on Thursday 4th December when The Real Ghostbusters join us for an annual read through for four Christmases. I’ll admit I’m excited at the prospect of this one!
Another book that brings back plenty of childhood memories is the Visionaries Annual. The comic had already been cancelled by this stage so it didn’t get its own advert but it was a part of a group ad and a special page in The Transformers, featuring the annuals relating to it and the two comics that had merged into it at different points. The main strip in the Visionaries book may have been a reprint but as I hadn’t known there’d been a comic it was all new to me and a huge surprise to receive that Christmas (and the next, because my newsagent also sold it the following year and my parents bought me it again thinking it was a new book).
The Real Ghostbusters were grouped in with the lighter-hearted annuals such as Count Duckula. The Marvel Super Heroes didn’t have their own comic in the UK but there were always various Spider-Man and Hulk comics now and again. Finally, The Flintstones comic must’ve been more popular than I gave it credit for because its annual got its own promo too.
1989
In contrast, the following year Marvel only ran one advert for their entire range, which is a shame because that Transformers book was superb and there are some fantastic covers here that should’ve been shown much bigger (although the Indiana Jones cover seems to be phoning it in). I never knew there was a Dino-Riders annual! I only had one or two of the toys but I did see some episodes of the cartoon (I think one was packaged with a toy?) and enjoyed it. They joined a league of potential obsessions for me that never played out because they weren’t around for long.
1990
In 1990 a whopping 22 annuals graced the shelves from Marvel UK, featuring a mix of ongoing comics, cancelled titles, original nursery books, licences and a few characters who appeared in anthology comics given room to breathe in their own publications. It was also the first time G.I. Joe’s annual was given the proper international name after Hasbro’s relaunch of the brand, and a few years after their TV show was cancelled I was surprised to see Hannibal, Face, B.A. and Murdock make a reappearance.
Spider-Man fans were in for a treat too with his usual appearance in the Marvel Super Heroes Annual and his own book. Over the next year or two he’d also get his own UK comic again after a lengthy hiatus. Transformers and G.I. Joe also got their own joint ad which had a good idea behind it but not exactly the most exciting of executions. Oh well, at least they got something this year I suppose.
1991
We move into our final year. Not necessarily the last for annual adverts but it’s the last for those in my comics collection (after this year it’s all Dark Horse International comics on my shelves who didn’t publish annuals) and Marvel UK came up with an overall look for a handful of adverts of various sizes. With a few ads to fill they could’ve made each genre-specific but decided not to. The first one is fine and G.I.Joe got to enjoy some space with annuals its readers could also have been interested in. I can’t say the same for Transformers, The Real Ghostbusters and Thundercats though, who seem to have been given something of a raw deal.
Perhaps the person responsible for the adverts weren’t au fait with the titles they were being asked to market? These were the last annuals for some of these licences (definitely for those covered on the blog) so it’s a bit of an ignominious end for a few, but for those already reading the comics these ads were always going to be exciting; we easily ignored the books we weren’t interested in and concentrated on those Dinobots!
There we go, a trip down not one but eight Christmas memory lanes all in one post. I’m so glad I decided to do these yearly (re: slow) read throughs and these adverts have me hyped for the years to come. There’s more love for comics annuals/books on the blog this Christmas too, with no less than six up for review, including on Christmas Day and Boxing Day! Keep an eye on the Annuals menu, the Christmas 2025 introduction, or the blog’s socials for updates on when they’re published.
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