Adrian at Toy Fair, New York, 2003
In 1997, Adrian started a night school class on creative writing. The last lesson of the course concentrated on non-fiction, something Adrian had never considered before. Intrigued by the lesson, combined with his interest in online, he started 3.75” Action Figure Centre
, a Geocities page dedicated to news on upcoming toys and collectables.
What started as a hobby quickly grew, morphing into Action-Figure.com
the following summer. The site continued to grow and despite being told that a guy from the UK could never become a leader in reporting on the growing industry surrounding pop culture and memorabilia, he pretty much single-handed built the site into a behemoth. During the annual Toy Fair trade show when new products were announced, he’d regularly acquire several million hits in a space of an hour or two. He’d also burn out hardware at an alarming rate, much to the annoyance of his hosting companies.
He had stars from music, film and TV participate in the site, writing articles and appearing in videos. Adrian, himself, was recognised on the streets of New York by eager fans of the site. Action-Figure was fast and geeky and attracted a loyal following, despite the fact that when Adrian was working 20 hour days, his copy could get a little screwy by the end.