During the 1950s, the western was at the height of its popularity, and American toy manufactures moved to capitalize on this trend.
Hartland Plastics Co. began producing cowboy figurines in 1953. Hartland modeled many of their figures after the popular TV and movie stars of the time – including James Arness, Gail Davis, and of course Roy Rogers with his faithful horse Trigger.
The arrival of the space age in the 1960s, brought about the decline of interest in westerns and an end to Hartland’s western Line. Today, Hartland figurines “round-up” big bucks among toy collectors.