A licensing deal was struck and Casselloid's toy division, Palitoy, worked fast to re-brand and launch as Action Man in time for the Brighton Toy Fair in January 1966. Action Man was an instant hit and Palitoys fortunes drew the attention of the American foodstuff giant, General Mills, to buy Palitoy in 1968 as part of its diversification into toys. Action Man went on to develop away from Hasbro's GI Joe and Palitoy's design department introduced many new product innovations from realistic hair to gripping hands.