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Hasbro Heroes & Villains UK Poll Results

Hasbro Pulse has surveyed a selection f Brits to find out who they consider the greatest movie heroes of all time. Read the full results in the full press release below.

To mark the results of the poll, Hasbro Pulse UK is offering 15% off selected Heroes and Villains using code HEROES at this link



  • 007 James Bond was voted as the nation’s favourite with 30% of the vote, closely followed by Harry Potter (28%), MARVEL’s Spider-Man (24%), Indiana Jones (24%) and MARVEL’s Iron Man (20%)

  • 63% admit they prefer watching heroes to villains, with their most important traits including bravery (64%), loyalty (50%), strength (49%) and even a good sense of humour (36%)

  • 39% of those polled have taken their fandom one step further by purchasing related merchandise, surprisingly however, only a quarter identify as ‘collectors’


LONDON, January 17th, 2024: Hasbro Pulse has polled the nation’s film fans to discover their favourite blockbuster heroes, with 007 James Bond taking the top spot with 30% of the vote.


Just behind the secret agent in popularity is teenage wizard Harry Potter (28%), with MARVEL’s Spider-Man (24%) coming in third, closely followed by swashbuckling archaeologist Indiana Jones (22%).


Other on-screen heroes that film fans also can’t get enough of are MARVEL’s Iron Man (20%), MARVEL Captain America (16%), John McClane, as portrayed by Bruce Willis in the Diehard series (16%), and Star WarsÔ’ Obi-Wan Kenobi (13%).


Dorothy Gale (14%) from “The Wizard of Oz,” was ranked the top female movie hero on the list, famously played by Judy Garland in 1939 at just 16 years old, with other popular heroines including Wonder Woman (14%), Jennifer Lawrence’s Katniss Everdeen (12%), MARVEL’s Black Widow (11%), Captain Marvel (11%), and Star Wars’™ Princess Leia (11%).


Of the 2,000 polled, 63% of those surveyed admit they prefer watching heroes to villains, with over half (57%) stating this is because ‘good always triumphs over evil’. According to the data, the most important traits of a fantastic movie hero include bravery (64%), loyalty (50%), strength (49%) and even a good sense of humour (36%).


But whilst heroes seem to come out on top, 37% of movie lovers note they can’t resist rooting for a thoroughly evil villain over a clean-cut good guy, with the most prominent reasons for this being they’re more interesting characters (61%), they have a better back story (39%), and it’s simply more fun to root for a bad guy (27%). A fifth also stated that they’re often not as bad as you think!

The research commissioned by fan product destination Hasbro Pulse, recently named one of the United States’ fastest growing online shops by Newsweek, has been THE destination for Hasbro fan product, news, and experiences in the UK since its launch in 2021. The research also found 39% of Brits polled have taken their fandom one step further by purchasing related merchandise. Surprisingly, however, only a quarter identify as ‘collectors’.

Attitudes, however, are changing, as demonstrated by 41% of 18–29-year-olds considering themselves collectors and a staggering 87% have purchased or would purchase related merchandise, compared to only 45% of those 60+.

Those polled declared the best entertainment series to buy or collect is MARVEL (31%), followed by Star Wars (24%), James Bond (24%) and Doctor Who (16%).

Alex Shropshire, Regional Commercial Manager at Hasbro Pulse says: “Research tells us that everyone has a favourite hero, but not everyone shouts about it. As fans ourselves, we want people to embrace their passion, share it with others, and be proud to collect. Since launching in the UK in 2021 Hasbro Pulse is where Britons will find some of the best product offerings and experiences from the brands they have been shown to love, including Marvel, Star Wars™ and Indiana Jones, and a glimpse at more behind-the-scenes material and insider details that you can’t get anywhere else.”


To shop a selection of the nation’s favourite movie heroes including Indiana Jones, Star Wars™, MARVEL, and whole lot more, head to Hasbro Pulse now. Add promo code ‘HEROES for 15% off.




James Bond                                              30%

Harry Potter                                              28%

Spider Man* (Marvel Universe)           24%

Indiana Jones*                                           22%

Iron Man* (Marvel Universe)                20%

Batman                                                      16%

John McClane (Die Hard)                       16%

Captain America* (Marvel Universe) 16%

John Wick                                                   15%

Marty McFly (Back to the Future)       15%

Wolverine* (Marvel Universe)            15%

Robin Hood                                                 14%

Rambo                                                        14%

Dorothy Gale (The Wizard of Oz)       14%

Superman                                                   14%

Han Solo* (Star Wars™)                          14%

Wonder Woman                                        14%

Obi-Wan Kenobi* (Star Wars™)           13%

Luke Skywalker* (Star Wars™)             13%

Katniss Everdeen (The Hunger Games) 12%

Black Panther* (Marvel Universe)      12%

Black Widow* (Marvel Universe)        11%

Sarah Connor (Terminator)                    11%

Captain Marvel* (Marvel Universe)  11%

Princess Leia* (Star Wars™)                 11%


*Related collectibles available on Hasbro Pulse.


This research of 2,000 UK based Britons was commissioned by Hasbro Pulse and conducted by Perspectus Global during October 2022.


To stay up to date with Hasbro Pulse, fans can follow Hasbro Pulse on Instagram, Facebook and YouTube and visit or for more details.  


About Hasbro

Hasbro is a global branded entertainment leader whose mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. Hasbro delivers engaging brand experiences for global audiences through gaming, consumer products and entertainment, with a portfolio of iconic brands including MAGIC: THE GATHERING, DUNGEONS & DRAGONS, Hasbro Gaming, NERF, TRANSFORMERS, PLAY-DOH and PEPPA PIG, as well as premier partner brands.


Hasbro is guided by our Purpose to create joy and community for all people around the world, one game, one toy, one story at a time. For more than a decade, Hasbro has been consistently recognized for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media, one of the World’s Most Ethical Companies by Ethisphere Institute and one of the 50 Most Community-Minded Companies in the U.S. by the Civic 50. For more information, visit


About Hasbro Pulse

Hasbro Pulse was recently named one of the United States’ fastest growing online shops by Newsweek, and is THE destination for Hasbro fan product, news, and experiences. With iconic Hasbro products including G.I. JOE, Power Rangers, and Transformers, as well as premiere collaboration brands including Indiana Jones, Star Wars™, and MARVEL from The Walt Disney Company, and Ghostbusters. 


Having launched in the UK in 2021, Hasbro Pulse is now available across Europe in Austria, Germany, Italy, France, and Spain.


STAR WARS and related properties are trademarks and/or copyrights, in the United States and other countries, of Lucasfilm Ltd. and/or its affiliates. © & TM Lucasfilm Ltd.


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About Me : As a child of the '70s and '80s I grew up in a golden age for action figures and in my youth bought and sold myself through collections of Star Wars, G.I. Joe (Action Force), and M.A.S.K. while also dabbling in He-Man, Transformers and Ghostbusters. Roll forward and I am now reliving that Youth with the action figures of today and am a collector and fan of the larger 6-8 inch figures from my favourite movie and TV licenses - including the ones mentioned above, but also the Marvel Cinematic Universe, Doctor Who, and the Aliens. I launched The Mephitsu Archives in 2015 with a view of creating a UK-focused site or these figures where fans can pick up the latest action figure news, read reviews and get information on where to buy their figures and what is currently on store shelves. I hope I am delivering that to you guys...


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