1977 The Outfits

1977-78 were hit-and-miss years for Ken clothing, a kind of in-between fashion period, which doesn’t quite achieve its own clear identity. Despite the appearance of SuperStar Ken in 1978, for me, the Superstar era doesn’t really begin until 1979, when there was a greater coherence in design. Still, there are a few gems here, including one of my all-time favorites, Get-Ups ‘N Go #9744. All outfits were produced in Korea. Again, I’ve just added shoes to the Best Buy Fashions for the photos.


BEST BUY FASHIONS

BEST BUY FASHIONS #9700

1977 #9700 Best Buy Fashions
1977 Best Buy Fashions #9700
1977 #9700 Best Buy Fashions
1977 Best Buy Fashions #9700
1977 #9700 Best Buy Fashions
1977 Best Buy Fashions #9700
1977 #9700 Best Buy Fashions variation
1977 Best Buy Fashions #9700 scarf
1977 Best Buy Fashions #9700 in original packaging
1977 Best Buy Fashions #9700 in original packaging
1977 #9700 Best Buy Fashions variation
1977 Best Buy Fashions #9700 (Variation)
1977 Best Buy Fashions #9700 variation
1977 Best Buy Fashions #9700 (Variation)

BEST BUY FASHIONS #9701

1977 Best Buy Fashions #9701
1977 Best Buy Fashions #9701
1977 #9701 Best Buy Fashions
1977 Best Buy Fashions #9701
1977 #9701 Best Buy Fashions
1977 #9701 Best Buy Fashions
1977 Best Buy Fashions #9701 in original packaging
1977 Best Buy Fashions #9701 in original packaging
1977 #9701 Best Buy Fashions variation (I)
1977 Best Buy Fashions #9701 (Variation I)
1977 #9701 Best Buy Fashions variation (I)
1977 Best Buy Fashions #9701 (Variation I) in original packaging
1977 #9701 Best Buy Fashions variation (II)
1977 Best Buy Fashions #9701 (Variation II)
1977 #9701 Best Buy Fashions variation (II)
1977 Best Buy Fashions #9701 (Variation II)

BEST BUY FASHIONS #9702

1977 #9702 Best Buy Fashions
1977 Best Buy Fashions #9702
1977 #9702 Best Buy Fashions
1977 Best Buy Fashions #9702
1977 #9702 Best Buy Fashions
1977 Best Buy Fashions #9702
1977 Best Buy Fashions #9702 in original packaging
1977 Best Buy Fashions #9702 in original packaging

BEST BUY FASHIONS #9703

1977 #9703 Best Buy Fashions
1977 Best Buy Fashions #9703
1977 #9703 Best Buy Fashions
1977 Best Buy Fashions #9703
1977 #9703 Best Buy Fashions
1977 Best Buy Fashions #9703
1977 Best Buy Fashions #9703 in original packaging
1977 Best Buy Fashions #9703 in original packaging
1977 #9703 Best Buy Fashions
1977 Best Buy Fashions #9703 variation shirt

BEST BUY FASHIONS #9704

1977 #9704 Best Buy Fashions
1977 Best Buy Fashions #9704
1977 #9704 Best Buy Fashions
1977 Best Buy Fashions #9704
1977 #9704 Best Buy Fashions
1977 Best Buy Fashions #9704
1977 #9704 Best Buy Fashions
1977 Best Buy Fashions #9704 in original packaging

BEST BUY FASHIONS #9705

1977 #9705 Best Buy Fashions
1977 Best Buy Fashions #9705
1977 #9705 Best Buy Fashions
1977 Best Buy Fashions #9705
1977 #9705 Best Buy Fashions
1977 Best Buy Fashions #9705
1977 Best Buy Fashions #9705 in original packaging
1977 Best Buy Fashions #9705 in original packaging
1977 #9705 Best Buy Fashions variation (I)
1977 Best Buy Fashions #9705 (Variation I)
1977 Best Buy Fashions #9705 variation (I) in original packaging
1977 Best Buy Fashions #9705 (Variation I) in original packaging
1977 #9705 Best Buy Fashions variation (II)
1977 Best Buy Fashions #9705 (Variation II)
1977 Best Buy Fashions #9705 (Variation II) in original packaging
1977 Best Buy Fashions #9705 (Variation II) in original packaging

SEARS STORE EXCLUSIVE BEST BUY FASHIONS

Like all Best Buy Fashions sold between 1976-1978, these are dated 1975 on the packaging, so, without any printed reference such as a Sears store guide, I’m relying on the received wisdom of other collectors that these Best Buy Fashions are indeed Sears exclusives from this year.

BEST BUY FASHIONS #2057

1977 Sears Best Buy Fashions #2057
1977 Sears Best Buy Fashions #2057
1977 Sears Best Buy Fashions #2057
1977 Sears Best Buy Fashions #2057
1977 Sears Best Buy Fashions #2057
1977 Sears Best Buy Fashions #2057 cap
1977 Sears Best Buy Fashions #2057
1977 Sears Best Buy Fashions #2057 scarf
1977 Sears Best Buy Fashions #2057
1977 Sears Best Buy Fashions #2057
1977 Sears Best Buy Fashions #2057 in original packaging
1977 Sears Best Buy Fashions #2057 in original packaging

BEST BUY FASHIONS #2058

1977 Sears Best Buy Fashions #2058
1977 Sears Best Buy Fashions #2058
1977 Sears Best Buy Fashions #2058
1977 Sears Best Buy Fashions #2058
1977 Sears Best Buy Fashions #2058
1977 Sears Best Buy Fashions #2058
1977 Sears Best Buy Fashions #2058 in original packaging
1977 Sears Best Buy Fashions #2058 in original packaging

BEST BUY FASHIONS #2059

1977 Sears Best Buy Fashions #2059
1977 Sears Best Buy Fashions #2059
1977 Sears Best Buy Fashions #2059
1977 Sears Best Buy Fashions #2059
1977 Sears Best Buy Fashions #2059
1977 Sears Best Buy Fashions #2059
1977 Sears Best Buy Fashions #2059 bow tie
1977 Sears Best Buy Fashions #2059 bow tie
1977 Sears Best Buy Fashions #2059 in original packaging
1977 Sears Best Buy Fashions #2059 in original packaging

BEST BUY FASHIONS #2060

1977 Sears Best Buy Fashions #2060
1977 Sears Best Buy Fashions #2060
1977 Sears Best Buy Fashions #2060
1977 Sears Best Buy Fashions #2060
1977 Sears Best Buy Fashions #2060
1977 Sears Best Buy Fashions #2060
1977 Sears Best Buy Fashions #2060 scarf
1977 Sears Best Buy Fashions #2060 scarf
1977 Sears Best Buy Fashions #2060 in original packaging
1977 Sears Best Buy Fashions #2060 in original packaging

SEARS EXCLUSIVE FASHIONS #2064

Sears also sold Best Buy Fashions 9701 and 9702 together as a set, through the Wish Book and presumably in their stores packaged as FASHIONS.

1977 Sears Fashions #2064
1977 Sears Fashions #2064

GET-UPS ‘N GO / FASHION ORIGINALS

The Get-Ups ‘N Go outfits for 1977 and 1978 were available in two kinds of packaging: the regular squarish format pack, and a new slimmer design pack with cut-out ‘hook’. This new pack became the standard design for Superstar era outfits 1979-1982. In Europe they were also packaged as Fashion Originals.

GET-UPS ‘N GO Bright team for the travel scene / FASHION ORIGINALS #9744

1977 #9744 Get Ups 'N Go
1977 Get-Ups ‘N Go #9744 Bright team for the travel scene
Bright team for the travel scene
1977 Get-Ups ‘N Go #9744
1977 #9744 Get Ups 'N Go
1977 Get-Ups ‘N Go #9744
1977 #9744 Get Ups 'N Go accessories
1977 Get-Ups ‘N Go #9744 accessories
1977 Get-Ups 'N Go #9744 in original packaging
1977 Get-Ups ‘N Go #9744 in original packaging (with brown shoes)
1977 Get-Ups 'N Go #9744 variation packaging
1977 Get-Ups ‘N Go #9744 variation packaging
1977 #9744 Fashion Originals
1977 Get-Ups ‘N Go / Fashion Originals #9744
1977 #9744 Fashion Originals
1977 Get-Ups ‘N Go / Fashion Originals #9744
1977 #9744 Fashion Originals
1977 Get-Ups ‘N Go / Fashion Originals #9744
1977 #9744 Fashion Originals
1977 Get-Ups ‘N Go / Fashion Originals #9744 accessories
1977 #9744 Get-Ups 'N Go variation
1977 #9744 Get-Ups ‘N Go (Variation)
1977 Fashion Originals #9744 in original packaging
1977 Fashion Originals #9744 (European version)

GET UPS ‘N GO A very deluxe tux / FASHION ORIGINALS #9745

1977 #9745 Get Ups 'N Go
1977 Get-Ups ‘N Go #9745 A very deluxe tux
1977 #9745 Get Ups 'N Go
1977 Get-Ups ‘N Go #9745
1977 #9745 Get Ups 'N Go
1977 Get-Ups ‘N Go #9745
1977 #9745 Get Ups 'N Go
1977 Get-Ups ‘N Go #9745 accessories
1977 Get-Ups 'N Go #9745 in original packaging
1977 Get-Ups ‘N Go #9745 in original packaging
1977 Get-Ups 'N Go #9745 variation packaging
1977 Get-Ups ‘N Go #9745 variation packaging
1977 #9745 Fashion Originals
1977 Fashion Originals #9745 (European version)

FASHION ORIGINALS #9929

This Fashion Originals outfit and the one below were European releases, and are now quite difficult to find.

1977 #9929 Fashion Originals
1977 Fashion Originals #9929
1977 #9929 Fashion Originals
1977 Fashion Originals #9929
1977 #9929 Fashion Originals
1977 Fashion Originals #9929
1977 #9929 Fashion Originals
1977 Fashion Originals #9929 accessories
1977 Fashion Originals #9929 in original packaging
1977 Fashion Originals #9929 in original packaging

FASHION ORIGINALS #9930

1977 #9930 Fashion Originals
1977 Fashion Originals #9930
1977 #9930 Fashion Originals
1977 Fashion Originals #9930
1977 #9930 Fashion Originals
1977 Fashion Originals #9930
1977 #9930 Fashion Originals
1977 Fashion Originals #9930 accessories
1977 Fashion Originals #9930 in original packaging
1977 Fashion Originals #9930 in original packaging

REVERSE OF PACKAGING

The Get-Ups ‘N Go outfits from 1973-1978 and the Best Buy Fashions from 1974-1978 are all blank on reverse. The Fashion Originals from 1977 were packaged in a yellow box, with the same illustration from the previous year on reverse.

Reverse of Fashion Originals packaging 1977 (yellow box)
Reverse of Fashion Originals packaging 1977

BOOKLETS & CATALOGUES

In 1977 Best Buy Fashions and Get-Ups ‘N Go outfits slowly began to include booklets for the first time. The booklet for 1977 shows prototypes of Best Buy Fashions #9701 and 9705, with full-knit sleeves. As you can see above, versions were produced like this, but are very rare, possibly because the threads inside the sleeves get caught on his hands when dressing, making the sweaters very easy to damage.

1977 World of Barbie Fashions booklet
1977 World of Barbie Fashions booklet
From 1977 World of Barbie Fashions booklet
From 1977 World of Barbie Fashions booklet
From 1977 World of Barbie Fashions booklet
From 1977 World of Barbie Fashions booklet
From 1977 Makin' It With Mattel catalogue
From 1977 Makin’ It With Mattel catalogue
From 1977 Sears Wish Book
From 1977 Sears Wish Book
From 1977 German Barbie booklet
From 1977 German Barbie booklet
From 1977 Italian Barbie booklet
From 1977 Italian Barbie booklet
From 1977 Italian Barbie booklet
From 1977 Italian Barbie booklet
From 1977 German Mattel trade catalogue
From 1977 German Mattel trade catalogue
1978_Mattel_Werbemittel_Katalog
1978 Mattel German Werbemittel catalogue
From 1977 French Jouets Weber catalogue
From 1977 French Jouets Weber catalogue