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Toy Biz is now the toy division of Marvel Entertainment. Originally, the company produced toys with a license from DC, and later acquired an exclusive contract with Marvel. The Marvel line starting with an X-Men specific line and a Marvel Superheroes line. more...

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Later, the company would expand to cover the wrestlers of WCW, as well. When Marvel went Bankrupt, Toy Biz jumped in and helped them out by merging with the comics company. Toy Biz would handle the action figure front for Marvel, drastically improving upon the original Superhero and X-Men line's rather low quality of sculpting. Toy Biz first began producing better toys for a new Spider-Man toy line, based mostly on the Fox mid 1990s television show, and also superior sculpts for the characters in the X-Men mythos, as well.

Early DC Action Figures

This short lived toyline was notable for its unusually bad sculpts and unworkable action features. Lex Luthor with a "Kryptonite punch" that amounted to little more than him punching his own forehead, a water spraying Green Lantern and a reused Mr. Freeze originally seen with Kenner's Super Powers line.

Early Marvel Action Figures

Initially, Toy Biz produced action figures for X-Men, and Marvel Superheroes. Later on, as Marvel's characters gained animated series and more popularity, Toy Biz produced lines and better detailed molds for Marvel Heroes, by way of the existing X-Men line, and expanding to animated lines focusing on Spider-Man, Hulk, Fantastic Four and Silver Surfer cartoon figures. Although a cartoon never existed for the property, Toy Biz produced a line for the Ghost Rider comic book. Eventually, Toy Biz would launch a Spider-Man Classic and Marvel Legends line which would greatly improve the sculpting and detail of the animated and comic book incarnations of Marvel's toy presence.

Spider-Man Classic and Marvel Legends

Toy Biz launched a new line, Spider-Man Classics, which featured the famous wall crawler and one of his most well known modern foes, Venom, in brand new sculpts with nearly 30 points of articulation, providing for the most realistically poseable Spider-Man figures ever. Marvel followed up the 4 figure wave with a second series, including Spider-Man ally Daredevil and villain Rhino, who was in several episodes of the Fox cartoon, and made for a bigger scaled figure when standing next to Spider-Man.

The success of Spider-Man classics lead to a spinoff, Marvel Legends, which debuted with Marvel icons Captain America, Hulk, and Iron Man, and also included a fourth figure, Toad, whose figure was originally to be in a comic/movie two pack for an X-Men movie comparison line, but the Toad 2 pack never came out and a figure with far less articulation than the other three was included.

Read more at Wikipedia.org