Tonka (a division of Hasbro) put out a line of action figures under the motto, "The magic lies within!"  The figures didn't actually move; they were just painted pieces of molded plastic on top of rectangular metal stands. Black stands were for the bad guys and tan stands were for the good guys. In addition to twelve regular figures, Tonka released five figures on horseback , three vehicles, and one Eborsisk.

The entire Willow action figure line is shown below.  Click any picture for the full-sized image.

name	picture	description
Willow Ufgood: Protector		Also came in two variations: one with a green shirt, and one with a tiny Elora Danan.
Madmartigan: Renegade Swordsman
Airk Thaughbaer: Rebel Commander
High Aldwin: Wise Man
Rebel Trooper: Heroic Soldier
Sorsha: Warrior Princess
Queen Bavmorda: Evil Sorceress
General Kael: Nockmaar Commander
Nockmaar Lieutenant: Evil Trooper
Nockmaar Warrior: Evil Soldier
Death Dog: Evil Beast
Troll: Vicious Creature
Madmartigan: Heroic Swordsman (with Horse)
Sorsha: Beautiful Warrior (with Horse)
General Kael: Evil Commander (with Horse)
Airk Thaughbaer: Heroic Commander (with Horse)
Nockmaar Warrior: Evil Soldier (with Horse)
Nockmaar Mangonel with Nockmaar Warrior		Available exclusively from Sears.  The figure that came with this toy, and those that came with the next two toys, feature different paint-schemes than the individually-packaged figures.
Castle Catapult with Rebel Trooper		Also available exclusively from Sears.
Chase Chariot with Nockmaar Lieutenant		Another Sears exclusive.
The Eborsisk		The Lucasfilm Fan Club reported that this item was never released, but actually a limited number did make it onto store shelves.

Along with the individually carded figures, four boxed sets were available:  two Evil and two Heroic, each consisting of two regular figures and one figure on horseback.

Special thanks to Josh Polak for much of the above information.

Related Links:
The Hasbro Homepage

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