As action figures have got ever brawnier, men who have grown up believing in the merit and attainability of these physiques during their childhood are now in pursuit of them, and thus begins a damaging cycle. For as individuals spend more time in the gym, and the population grows more muscular as a whole, toy manufacturers continue to bulk up their figures to ensure their products still stand out – and justify their 'superhuman' or 'hero' descriptions. And it is this perpetual battle of one-upmanship that is driving the unhealthy pursuit of unattainable 'perfection'.