1995 saw a new face and a few new characters. Rapid Fire, Super Ninja, Special Forces, Street Combat, Operation T.I.G.E.R., Operation P.I.L.O.T., a new Dr X (with flashing LEDs), Laser Force, Mission Extreme, Operation ATAK and Thai Kick Boxer.

In 1996, the new range of figures included yet another ninja, VR Vision (pandering to the DOOM playing public), working Swimmer (Oh yes! he really does the overarm crawl and with a limited edition set of child sized swim goggles), Grenade Thrower (same principle but he throws a grenade), Machine Gunner (with noisy machine gun), Crime Buster (with the wickedest barking dog you'll ever see in plastic) and Snow Board Raider (with working ice saw). The accent in '96 seems to be on things that work rather than just lie there and fuel the imagination. A welcome bonus has been the redesign of the figure. Action man is now more articulate with a return to "Eagle Eyes" on at least one of the range. He can now hold his weapons with some semblance of reality. All heads, with the exception of the Eagle Eyes model are the same as 1995. They either have flock or painted hair (dependent on the "mission" of the figure). New outfits have arrived but, as time passes, many of the mouldings appear to be recasts of previous items in different colours.

The outfits followed similar themes of Urban Commando, Military and Adventure. Some of the accessories have been pretty amazing. The ubiquitous Jeep has had an overhaul and now poses under the name of Rhino Jeep. There is a helicopter, a motorcycle and an outboard dinghy.

Later additions, as time passed, were: Heligun (helicopter), LSV (Light Support Vehicle), Snowmobile and  a rocket firing motorcycle..

There are other contenders to the crown in the UK. Gil Jones and Strike Force, to name but two. Several UK retailers are marketing the Strike Force gear under their own name.