This is very preliminary, so I’d appreciate suggestions on earlier known examples or other approaches There are countless anecdotes of children combining discrete toy brands into shared story-worlds through play, whether by having G.I. Joe date Barbie (or blow her up) or by pitting Transformers against GoBots. Such play has become popularized by contemporary television programs like Robot Chicken and online vidders like Aaron Brown that mix together toy lines in order to tell decidedly-adult stories through stop animation. Since the mid 1980s, Hasbro has supported crossovers featuring its G.I. Joe and Transformers properties through their comic book and cartoon licensing in the hopes of managing playful imaginations. These commercials from Mego Toys and Underoos from the early-to-mid-1980s respectively point to other early attempts to cash in on children’s willingness to ignore IP boundaries. Interestingly, while these commercials hint at the possibilities of Superman (DC Comics/TWI) and the Hulk (Marvel Entertainment), He-man (Mattel) and Optimus Prime (Hasbro) sharing the same play-world, they largely keep these properties isolated from one another (there is one shot of the Hulk, Spiderman, Superman and Batman collectively being played with), rather than have them interact. The same seems to hold true for this 1975 Ideal Toys Captain Action -The Amazing 9-in-1 superhero advert below, where identities are as interchangeable as swapping out masks and yet each character clearly occupies a bounded space. I’d love to know more about the licensing agreements and strategic reasoning that led to these properties to occupy the same commercial space.