In MerchandiseDriven media it's typically pretty easy to set apart the characters whose toys are getting advertised. They're the ones that [[KidAppealCharacter take the spotlight in any given story]], save the day in the end, etc., or are otherwise just made to look cool by the narrative itself. They'll have more character development, more detail in their character model, more gadgets; everything about them ''screams'' toyetic in loud plastic-mould colors.

But not this character. This is the EnsembleDarkhorse of the toyline-driven media, that bursts into the scene like a HighlyVisibleNinja with a rocket launcher and a banner reading, "[[WebAnimation/HomestarRunner Buy all our playsets and toys]]" only, after rushing to the toy store, mouth drooling and brow sweaty, you find out he doesn't have his own toy. Often they'll be TheAce, appearing for a brief storyline, showing up everyone else, and then never seen again--not in the story and ''never'' in the toy aisles.

Most of the time for a MerchandiseDriven franchise the toys are either (a) designed first and the show/comic makers make a story around the characters, or (b) the toy makers and show makers work together, so everyone else is likely to be a FlatCharacter, or even NoNameGiven. Often there are actual limits set to how much attention can be given to these characters; a non-toy character that's not just a TagAlongKid being allowed to be prominent is next to unheard of.

It seems bizarre and even out-of-place--which is not to say unwelcome--when an original character does become important. They're not always recurring characters but they sometimes get more development and attention than characters that actually had toys, because there's usually LoadsAndLoadsOfCharacters.

Why this happens varies, sometimes a writer that's been banging his shackles against the wall long enough manages to loosen them enough to get creative and inject a character into the story for the character's own sake. Sometimes a MonsterOfTheWeek winds up getting a little more attention than usual and starts looking {{toyetic}}.

In a boys' show, generally the TagAlongKid, the armies of {{mooks}}, and in older series, the TokenGirl will need to be created for the show, and in a girls' show it's the same for the villains in general.

This is not just any character who doesn't appear in his story's toyline. Also note that with many long-running franchises, sometimes toys will be made of these characters and marketed to collectors. The point isn't that no toy ''exists'', but that when the media was made, the character wasn't being used to advertise one.

If a major female character from a MerchandiseDriven series ends up as a Toyless Toyline Character, it's probably because of TheSmurfettePrinciple.

See also SirNotAppearingInThisTrailer.

Examples are sorted by where the character appeared. Franchises spanning more than one media category, like ''Franchise/{{Transformers}}'' and ''Franchise/GIJoe'', have more than one entry.

Compare CanonForeigner.


[[folder: Anime & Manga]]
* Artemis, Navi, and Star Upper from ''Anime/BeastWarsII'' and Rage from ''Anime/BeastWarsNeo.'' ''BWII'' and ''Neo'' actually invert this, being principally made up of characters [[PaletteSwap adapted]] from toys that had no representation in ''WesternAnimation/BeastWars'' previously.
* In the beginning of ''Anime/YesPrettyCure5'', Nozomi, Rin and Urara were predicted to be the biggest hits because they were the youngest characters; therefore, they were introduced first and got their toys first, and Karen and Komachi got their toys either late or not at all. However, Rin proved to be unpopular and Karen somewhat of an EnsembleDarkhorse, so they switched places in later waves of merchandise. This is most prominent with the second season's merchandise; Rin and Komachi got their dolls late, they were never given trading figures, and their articulated figures can only be bought as a set from Toei's own shop.
** This has started to fade for some ''Franchise/PrettyCure'' villains, even occasionally ones who aren't cute girls, although their merchandise is usually exclusive to the Toei Shop or Precure Pretty Store. However, it was definitely the case when ''Anime/FutariWaPrettyCureSplashStar'' was airing. Michiru and Kaoru, that season's {{Dark Magical Girl}}s, were made with very plain, non-toyetic designs because they were never expected to receive merchandise, so though they were very popular with fans, this plus the general poor ratings of the season meant it took a very long time for them to get anything.
** The ''Franchise/PrettyCure'' franchise is hit with this with the ''Toy/SHFiguarts'' line. Currently, ''Anime/YesPrettyCure5'' and ''Anime/HappinessChargePrettyCure'' lack Figuarts, and ''Anime/FutariWaPrettyCureSplashStar'' took ''ages'' to get any. While ''Splash Star'' makes sense, as it was very unpopular when it came out, the original ''Yes'' and ''Happiness Charge'' don't seem to have a reason.only ''Anime/YesPrettyCure5''
* This phenomenon has appeared in the ''Anime/YuGiOh'' anime and [[TabletopGame/YuGiOh card game]], as well; there are a ''ton'' of cards shown in the anime (and mangas) that were never made. While some of the more obvious ones won't ever be made due to being overpowered {{Game Breaker}}s or having supernatural conditions in their texts (like "The soul of whoever loses this Duel is forfeit to the winner"), some of them are legitimate themes that would have been a blast to play, like the Armor cards from [[{{Filler}} the DOMA arc]] that were sadly never developed.
** Game breaker cards would also be useless for another reason, they would dominate against almost anything, but usually the hero beats the card through a technicality, a technique that someone in the real world could also use.
** This has changed recently, as many of the anime cards finally got their release, even if it's already a decade since their debut.
* ''Anime/DigimonXrosWars'' posits a strange example: the series was always quite clearly MerchandiseDriven, with the main character's CombiningMecha forms clearly designed for the purposes of easily combining toys, and such toys accordingly ensued. Midway through the series came [[ChromeChampion OmegaShoutmon and ZekeGreymon]], two Digimon who combined into Shoutmon DX. All three {{mons}} were obviously designed in such a way that hypothetical toys of the former two could be easily combined into a Shoutmon DX figure, yet no such toys of the characters ever materialised despite all three characters being very important.
** The same in relation of [[Anime/DigimonXrosWarsTheYoungHuntersLeapingThroughTime Gumdramon]] and his combined forms.
** Of course, the bulk of the merchandise are in the form of Xros Loader and the arcade card game ''Digica Taisen'', with the combining toys merely just a bonus. With that said it is clearly a waste not to see well-defined figures for the various mecha characters.
* ''Anime/{{Bakugan}}'':
** In the New Vestroia season of ''Anime/{{Bakugan}}'', all of the main Bakugan evolved into new forms as their MidSeasonUpgrade. However, no toys were released of these new forms. Kind of awful considering that these were essentially the ''main characters''.
** ''Bakugan'' has been notoriously iffy about producing figures of their characters. It was a bit of a problem in the first series when several of the Bakugan that appeares late in prominent roles got no figures, got worse in New Vestroia with the aforementioned MidSeasonUpgrade problem, got a little better in Gundalian Invaders until the later Battle Gear and Super Assaults fell away and became sparse, and then got worse again with Mechtanium Surge, [[FranchiseKiller effectively killing the line]].
** To add insult to injury, several of the Bakugan which were missed in New Vestroia later got a [[NoExportForYou Japan-Only release]], with Spin Master's habits of plowing forward with no regard to the past meaning that the rest of the world would have to scour ebay for them.
* Until a few years ago, figurines of Usopp from ''Manga/OnePiece'' were rare. When they were made, they'd be packaged with Chopper, the most merchandisable (and merchandised) character, to help boost sales of the Usopp figurines. Averted nowadays though--not only are stand-alone Usopp things sold all the time, but anyone is fair game for merchandise.

[[folder: Comic Books]]
* Several characters from the ''Franchise/GIJoe'' comic, most notably Kwinn the Eskimo and Dr. Venom.
** Kwinn the Eskimo eventually did gain a figure but it was many years after the character's debut and last scenes in the comic. Ditto for Dr. Venom (who was a convention exclusive). But we are still waiting on Billy and on Bongo the Balloon Bear.
** TheBaroness was a character in the comics and show long before getting her own action figure in 1985.
* The ''Franchise/TransformersGenerationOne'' comics had a few more, such as Scrounge, Blaster's [[TheWoobie unfortunate little buddy]] from issue #17[[note]]who eventually received a ''Combiner Wars'' redeco of Cosmos as part of the Computron box set, about 30 years after his debut[[/note]] and Jhiaxus, a major villain from the ''ComicBook/TransformersGeneration2'' comics[[note]]who has received a couple of toys in more recent lines, but none quite resembling his G2 appearance[[/note]]. Emirate Xaaron, from the UK comics and the latter parts of the US Marvel issues, wasn't based on a toy, but is pretty easy to make as he is mostly a gold and orange Megatron without the gun bits. That said, he'd make a lousy toy - he hasn't transformed in so long he theorizes the shock from merely attempting it could kill him! (He would've made a perfect Action Master, though.)
** One such character, [[TheCaligula Straxus]], recently got a toy well over 20 years after his debut (though it's called Darkmount[[note]]the name of Straxus' fortress in the comics[[/note]] due to a case of WritingAroundTrademarks.) Scrounge later finally got his own figure as a retool of Cosmos in the ''Combiner Wars'' Computron box set, even though the character had not previously been associated with the Technobots.
** Impactor, the leader of the Autobot Wreckers introduced in the "Target 2006" storyline, wouldn't get a toy until 2013, another 20+ years wait. Flame, the rogue Autobot scientist who was the main villain of the "City of Fear" arc, was another toyless character: The name has been used for Autobots in the toyline a couple of times (the first one was in 1991, although it was never released in the US) but neither of them bore any resemblance to the Flame from the comics.
** Basically, any human not named Spike Witwicky (who got a toy as a Headmaster partner to Fortress Maximus and Cerebros) and any [[HumanAlien Nebulan]] who was not binary-bonded to a Transformer would qualify. A few would get Kreons[[note]]minifigures from Hasbro's second attempt to compete with Franchise/{{Lego}}, ''Kre-O'' (the first was ''Built to Rule'' a decade earlier)[[/note]] over 20 years after the original comic ended. Still no Circuit Breaker, though, since Marvel [[TheCameo snuck her into]] ''ComicBook/SecretWarsII'' to establish their ownership of that character.
** Creator/IDWPublishing has given us several new Cybertronians without toys, such as the Decepticon Justice Divison, or Rung. Some characters like Drift or Minimus Ambus started out like this, but eventually got toys in the ''Generations'' line.
* Despite Creator/{{Hasbro}} and its subdivsion Creator/{{Kenner}} doing [[TheMerch action figures]] based on DC Comics during the '90s quite a few characters were left out:
** Despite most of non-{{Elseworlds}} figures being based on ''ComicBook/{{Knightfall}}'', being mentioned on the file cards, and being one of the main villains, ComicBook/{{Bane}} never got a figure in the ''Legends of Batman'' toyline. The closest is the figure for the ''Film/BatmanAndRobin'' toyline, which resembles the comic character more than the film one.
** Similarly, despite the ''Superman: The Man of Steel'' toylines being being based on ''ComicBook/TheDeathOfSuperman'' (as well as the ''Hunter/Prey'' mini and ''ComicBook/TheDeathOfClarkKent''), Cyborg-Superman is the only one of the temporary Supermen not to get a figure, despite the Eradicator getting a figure, and Steel and Superboy getting multiple ones.
** The ''Total Justice'' toyline had a tie-in activity book which depicted characters who never got figures in the toyline; while the Blue Beetle figure would get released, and many others (Wonder Woman, Martian Manhunter, Superboy, and Steel) would be figures in the ''JLA'' toyline, Oracle and Supergirl were never made into figures.
** A toyline based on Creator/GrantMorrison's ''[[Franchise/JusticeLeagueOfAmerica JLA]]'' run, which would involve repaints of the ''Total Justice'' figures was made and would later incorporate ''ComicBook/YoungJustice'' into this. However, Oracle again, Tomorrow Woman, Orion, Big Barda, Wonder Girl, Secret, and Arrowette never got figures. Box set would do exclusive figures based on the "Rock of Ages" arc, but likewise, despite most of the holograms of the "big seven" the Injustice Gang used, as well as Lex Luthor and the Joker, getting figures, the Wonder Woman hologram, the arc's true villain Darkseid, and Luthor and Joker's Injustice Gang cohorts (Circe, Ocean Master, Mirror Master, Dr. Light, and the mind-controlled Jemm) didn't.
* Speaking of which, ''Comicbook/SecretWars1984'' only existed to push a line of Marvel action figures from Creator/{{Mattel}}. Despite this, a ''lot'' of prominent characters from the series never got their own figures, including most of the Avengers and X-Men. What makes this so jarring is that a few characters who didn't appear in the comic ''at all'' like Comicbook/TheFalcon, Baron Zemo, and Comicbook/{{Daredevil}} ''did'' end up getting figures.
* A downplayed example happened with the ''ComicBook/{{Madballs}}'' comic book published by defunct Marvel Comics subsidiary Star Comics that was based on the toyline of the same name. The main story of the seventh issue, which served mainly as [[MerchandiseDriven an advertisement for the Madballs Head-Popping Action Figures]], featured Snake Bait as one of the Madballs that got bodies. While Snake Bait was a Madball that already existed, given that the comic was based on the toys and not the other way around, a Head-Popping figure of Snake Bait was never made.
* Creator/BillMantlo's ''ComicBook/{{Micronauts}}'' series for Marvel featured several original characters, as the toyline from Mego didn't have that many characters to begin with. The series was also integrated into the MarvelUniverse's existing Microverse. The series not only outlasted Mego's ''Micronauts'' toyline, it outlasted Mego itself! And although Hasbro owns the rights to the toyline now and have licensed them to Creator/IDWPublishing, Marvel gets to keep the characters it created (such as Arcturus Rann and Marionette), and any characters that were already renamed and modified from the toyline (e.g. Bug, who was based on the Galactic Warrior figure), and Marvel renamed their Micronauts group the ''Microns''.
* Mantlo's ''ComicBook/RomSpaceKnight'' is an even more extreme example than the Micronauts above, as Rom was the only toy in his line. His foes, the Dire Wraiths, were merely described on his package as evil [[VoluntaryShapeshifting shapeshifters]] from a "dark nebula". The series expanded on Rom's history, made him [[ReallySevenHundredYearsOld over 200 years old]], and gave him a homeworld, Galador. and a legion of Spaceknights, while the Dire Wraiths would be established as a Deviant offshoot of the Skrulls created by the Celestials. At the end of the series, Rom was given back his [[HumanAliens humanity]], allowing Marvel to use him in the future without using his toy-based armored form (which is now owned by Hasbro). Marvel has even had him take the name [[Myth/KingArthur Artour]] so that they can keep the character without using the Rom name.

[[folder: Film - Animation]]
* The villains from the ''Franchise/{{Barbie}}'' movies rarely have toys made of them. When they do, it's only when they were brainwashed and good all along, such as Princess Graciella from ''WesternAnimation/BarbieAFairySecret''.
** Malucia from ''WesternAnimation/BarbieAndTheSecretDoor'' averts this for the first time; she's the first BigBad to get her own doll. The cat burglar from ''WesternAnimation/BarbieSpySquad'' continues the trend, also receiving a doll. [[spoiler: However, she's not actually the BigBad and makes a HeelFaceTurn.]]
* ''Franchise/DisneyFairies'':
** It looked like movie-verse!Vidia was going to be this way, until a doll finally came out for the third movie. Even book-verse!Vidia gets the merchandise shaft a lot, though she does have a doll (uber-rare), some art set thing and a one-coin figure. However, this aversion to Vidia was later abandoned; now she gets lots of merchandise, and it's hard to remember the time where she didn't.
** Straight examples from ''Franchise/DisneyFairies'' include The Season Ministers, Bobble, Clank, and the bird of prey.
*** Terrence also later got a doll in the toyline, which was included in a playset.
* ''WesternAnimation/TransformersTheMovie'':
** Arcee, the AffirmativeActionGirl, who would stay for the rest of the cartoon's run and remained one of the primary main characters (in a show with LoadsAndLoadsOfCharacters) despite not having an equivalent toy. Though both ''Animated'' and ''Prime'' had namesake characters who ''did'' have their own toys.[[note]]There were in fact several times they ''started'' to make one but it never got past the drawing board. Also, a ''WesternAnimation/BeastWars'' Arcee was made as a BotCon exclusive and said to be the same character as G1 Arcee.[[/note]] 2014's Generations line did, however, produce an Arcee toy more faithful to her pink car G1 self.
** Wreck-Gar, the Junkion leader, was the only Junkion to be given a toy. The Quintessons did not have a toy. Technologies like the exo-suit and Megatron's laser sword were not represented in toys for years, until the Masterpiece line gave Megatron the laser sword as an accessory and also had Bumblebee coming with a figure of either Spike or Daniel[[note]]The figure's small human head is clearly molded to be Daniel, but both the Japanese and American releases mark the character as Spike on their respective box blurbs[[/note]] in his exo-suit.
** The BigBad of the film, Unicron, a giant robot that transforms into a planet-eating planet, had his toy trapped in DevelopmentHell. And perhaps luckily so, considering how little the prototype resembled the character. Despite this, he remained a recurring villain in the next season, and his head still orbited Cybertron as a ContinuityNod. We finally get a toy when ''Anime/TransformersArmada'' makes him the final enemy and says this Unicron is one and the same as the old one, unlike everyone else. (At least, until [[CosmicRetcon the Shrouding separated all the multiversal singularities like Unicron]] in 2015.)
* The people doing the commentary track for ''Film/OsmosisJones'' admitted they had Thrax change a car to suit his appearance to sell toys of that car. It never happened.
* In ''WesternAnimation/TheSecretLifeOfPets'', all of the main characters have easy-to-find and abundant toys--except Tiberius. His lack of presence in the trailers and other advertisements makes it hard to know he even exists in the movie at all.

[[folder: Film - Live Action]]
* It has become an ongoing point of criticism of the toy industry that female characters are often omitted from toy lines. Or, if they appear at all, it's in limited-edition release or very expensive prestige editions. A (very short) list of examples include the Creator/GalGadot version of Franchise/WonderWoman, who was omitted from most toy releases related to ''Film/BatmanVSupermanDawnOfJustice'', Rey from ''Film/TheForceAwakens'' (toys featuring her didn't start to turn up until well after the film was released), the Franchise/MarvelCinematicUniverse version of ComicBook/BlackWidow, Alice from the ''Franchise/ResidentEvil'' films, etc.
* Alice from ''Film/TransformersRevengeOfTheFallen''.
** In ''Film/TransformersDarkOfTheMoon'', Mirage/Dino only has a die-cast, non-transforming car toy (because Creator/{{Mattel}} holds the rights to Ferrari - said robot's alternate mode - toys) and a miniature Cyberverse figure; sadly, the latter's only a repaint of Sideways from ''[[Film/TransformersRevengeOfTheFallen Revenge of The Fallen]]'' and looks nothing like Dino in either mode. He later got an actual Deluxe class toy in the ''Age of Extinction'' toyline, but he was released only in Japan and was a retool of Sideways (similar to the Cyberverse figure mentioned above), but this time he kinda looked like Dino in robot mode.
** It's strange to think how often this happens with the movie characters, seeing as when the first film came out, almost every vehicle that had appeared in it received an actual, transforming robot figure. And there were plenty of toys that weren't even based on anything that appeared in fiction at all. Yet many unimportant or background characters, such as the ancient Primes, the garbage truck Decepticon, Igor, and numerous other Decepticon soldiers never got any toys even in the expanded toy-lines.
* Franchise/{{LEGO}}:
** Toyline for the ''Franchise/StarWars'' movies which began in 1999 skipped many rather important characters for several years. Scout Troopers were the first imperial soldiers with Stormtroopers first appearing in 2001 and even then in very few sets. The ''Star Wars'' Icon Yoda first appeared as a figure in 2002, Lando in 2004 and Mace Windu in 2005. Nute Gunray and Palpatine/Darth Sidious as non-Emperor, the main antagonists of the Prequels, were skipped until 2009, when they only got figures in the style of the "The Clone Wars" CGI Cartoon. A Life Action version of Gunray was made however, but the ultimate evil is still left out.
** Also weird is LEGO's selection of which clone troopers should be released as figures. From the special colored legions only rather obscure ones get chosen like the 327th Star Corps (the yellow ones from episode 3 which killed the blue alien chick on the jungle planet with half a minute screen time), the Shock Troopers (red ones which followed Palpatine around in three scenes) and the 442nd Siege Battalion (green ones which didn´t even appear in any of the movies, comics, games or books). The 212th Attack Battalion and 501st Legion are very popular by being directly under the command of Obi-Wan and Anakin, but they didn't got releases for a long time, and even then the 212th got only one set.
* One travesty (for fans) is that Kenner never made Bantha figures to go with the Tusken Raiders. It wasn't until 2007 that Raider figures got their mounts when Hasbro released them.
* There have been tie-in action figure lines to the movies in the Franchise/MarvelCinematicUniverse, but characters like [[Film/CaptainAmericaTheFirstAvenger Peggy Carter and the Howling Commandos]] and [[Film/TheAvengers2012 The Other]] don't have any actual figures of them in the aforementioned action figure lines. The Other is especially odd since Hasbro even bothered to make a Skrull warrior action figure, despite the Skrulls not appearing in ''Film/{{The Avengers|2012}}'' in any way. Oddly enough the TabletopGame/HeroClix line for the movie did the same thing, with several Skrull units but nothing from the actual movie.
** In general, a lot of the characters from the live-action TV shows don't get figures, usually due to the shows being aimed at more adult audiences, or the characters [[NotWearingTights eschewing toyetic costumes in favor of street clothes]]. For instance, as of 2017, [[Comicbook/AllNewGhostRider Ghost Rider]] is the only character from ''Series/AgentsOfSHIELD'' to actually have their own action figure (not counting the figures Coulson got for ''Film/{{The Avengers|2012}}'').
** ''Film/AvengersAgeOfUltron'' has figures for everyone from ComicBook/TheVision and ComicBook/{{Ultron}} to ComicBook/NickFury and Comicbook/WarMachine. In contrast, there's almost no merchandise for ComicBook/{{Quicksilver}} or the ComicBook/ScarletWitch, who are two of the film's most important characters.
** Due to complicated licensing issues, very little Comicbook/SpiderMan merchandise was released for ''Film/CaptainAmericaCivilWar''. There was also absolutely nothing for Helmut Zemo, the movie's BigBad.
* The toyline for ''Film/X2XMenUnited'' only featured a portion of the cast, meaning a lot of characters like Comicbook/{{Storm}}, Comicbook/JeanGrey, Comicbook/{{Mystique}} and Pyro were omitted anyway. But the real surprise is that Lady Deathstrike, a cool villain who was featured very prominently in all of the marketing for the film, didn't get a single figure to her name.
* A frequent criticism of Hasbro's Marvel Legends line (as well as the previous 6" movie figures in the same style and scale) is that movie villains tend to get ignored. Examples include Whiplash from ''Film/IronMan2'', Comicbook/RedSkull from ''Film/CaptainAmericaTheFirstAvenger'', Comicbook/{{Loki}} from ''Film/{{Thor}}'' (though realizing [[EnsembleDarkhorse this grave error]], Loki was subsequently included in the 6" lines for ''Film/{{The Avengers|2012}}'' and ''Film/ThorRagnarok''), Ronan and Nebula from ''Film/GuardiansOfTheGalaxy'' (though Nebula later received a 6" figure in [[Film/GuardiansOfTheGalaxyVol2 the sequel]]), Yellowjacket from ''Film/AntMan'' and Kaecilius from ''Film/DoctorStrange2016''. Interestingly, the Mandarin from ''Film/IronMan3'' ''was'' going to get a Marvel Legends figure, but it was scrapped for unknown reasons.
* Karg from ''Film/MastersOfTheUniverse'' never had an action figure made of him, although his fellow movie characters Blade and Saurod did.

* In the ''Literature/StarDarlings'' franchise, Tessa, Astra, Adora, Gemma and Clover don't have dolls, and Piper only has a Wishworld outfit, not a Starland doll. Cassie has only a Wishworld outfit in the US, but a Starland doll with her pet Itty in the UK only.

[[folder: Live Action TV]]
* In ''Franchise/PowerRangers,'' most of the toy molds are carried over from ''Franchise/SuperSentai'', so if a character wasn't in ''Sentai'', a toy might not exist. Also, it's reversed in the cases of some characters and concepts that were major in sentai but only slipped into a little of PowerRangers' sentai footage and got toys brought over. "So [[ReplicantSnatching the pod people]] from that one episode get toys but [[BigBad Astronema]] and the [[MechaMooks Quantrons]] don't?" is a cry heard in more than one PR series. This applies to villains a great deal, as while all six Ranger suits must transfer over, a villain is more likely to get a total costume overhaul. And even then, many are the villains without toys on either side of the Pacific for some reason. Who are your Ranger figures supposed to be fighting? (Although it should be noted that ''Sentai'' is guilty as well. Considering how important the [[ThePsychoRangers Nejiranger/Psycho Rangers]] were to ''Series/DenjiSentaiMegaranger''/''Series/PowerRangersInSpace,'' the idea of not having figures for them is infuriating for fans.)
** This has also happened with Zords. Sometimes it makes sense--the Mighty Mammoth from ''Ninja Storm''/''Hurricanger'' wasn't released because it would be pretty big. But there's really no excuse for not releasing ''Wild Force''[='s=] Elephant Zord, ''Dino Thunder''[='s=] Pachycephalosaurus Zord or ''Mystic Force''[='s=] Centaurus Wolf Megazord. The former is required for a major Megazord formation, while the latter is not only the mech used by one of the main villains which appears in numerous episodes, but its good recolor was also released regularly.
* Various belts and items from movie-only characters from ''Franchise/KamenRider'' films were never released in toy form, such as the [[Series/KamenRiderDecade G Den-O Driver]] and [[Series/KamenRiderOOO Kamen Rider Aqua/Poseidon Belt]]. Partially subverted in the case of [[Series/KamenRiderDecade Kivaara's belt]]; Kivaara was released, but only as a standalone toy and not as a belt.
* Hazard, from ''Series/BattleBots'', never appeared in any of the toylines, despite being a three-time middleweight champion.
* Being that ''Series/TheNoddyShop'' is a series about toys in a toy shop that come to life, one would expect there to be merchandise of said characters. Out of the characters in the show, only the characters in the ''WesternAnimation/NoddysToylandAdventures'' segments got toys, with the toys from the FramingDevice not getting any merchandise or toys at all. The only piece of merchandises that was made of the framing device was a toy of Noddy's car with a picture of the shop on the back of the package, as well as the characters making a cameo in the 2000 [[TheChristmasAnnual Noddy annual]]. Because of the toys in the shop being the most popular characters among the target audience, they sold poorly and the show got cancelled.

[[folder: Toys]]
* ''Toys/{{BIONICLE}}'' itself was primarily a toy-line, and the story got second billing. As such, any originally non-toy story-only character had to be ''very'' lucky to receive a toy. Of course, this being Franchise/{{LEGO}}, filling in the gaps for oneself through building is encouraged. In fact, some of the side characters got their official toy depictions through contests held by LEGO, where the best design would go on to become canon; and many more minor characters (including most Dark Hunters and many Rahi beasts) were outright created by fans in this way.
** In a lot of cases, characters have been through transformations, but only one form of theirs gets a toy:
*** Lhikan spent the majority of the saga as a small Turaga elder, but his only toy is his heroic Toa form. There actually was a goofy-looking promo mini set that kinda resembled Lhikan's Turaga form, and for a long while fans used it as a stand-un, until Greg Farshtey officially canonized it as the set representation of Turaga Lhikan, eight years after its initial release.
*** Nidhiki was mutated from a Toa into an insectoid creature sometime before the saga, so his toy was that of his mutant self, but he is largely featured in stories before his mutation. Turaga Dume is another important character, although his Toa-state hasn't actually had any importance. A year after their debut, two Toa sets came out that looked suspiciously like them, but these were the Toa forms of two separate, likewise mutated characters instead: Iruini and Norik respectively, from the then-released smaller Rahaga set-line -- meaning that the other four Rahaga's Toa forms also ended up being toyless.\\\
Indeed, there were multiple obvious design similarities between the mutated Nidhiki and Toa Iruini and Turaga Dume and Toa Norik that were "written off as mere coincidences" -- and in the case of Norik's mask, it was explained that it got reshaped to ''look like'' the type of mask worn by Dume [[note]]This actually cause a bit of ire in fans because Iruini's mask was stated to be different from that of Nidhiki's, while another mask that looked nothing like him was said to be the one Nidhiki wore. Similarly, The mask worn by Norik was made in honor of a past hero, but this hero was explicitly NOT Dume, just someone who happened to wear the same mask. On top of that, Norik's mask had a power that wasn't assigned to another mask, ever, so since each mask held a unique power, the only official depiction of ''that'' mask is a copy of not-Dume's mask. Go figure[[/note]]. However, Greg Farshtey later confirmed that the idea of Toa Iruni being the set of Toa Nidhiki was discussed "for all of 35 seconds", that he didn't think a Toa Dume set was ever discussed, and if the set had ended up being Nidhiki, it's entirely possible the mask could have ended up being redesigned.
*** The six Barraki figures and the Karzahni set also show them in their mutated states. At least for Karzahni, we have a picture of what he looked like pre-mutation -- [[UnreliableIllustrator disregarding the colors]].
** Certain characters would be introduced long before a toy was available to them, despite their significance to the plot. The BigBad himself didn't get a toy until 2 years after the story had started, due to spending those years as a mysterious unseen presence. A proper Mask of Life would not be made until 3 years after it's introduction. [[note]]In the year it was introduced, there ''was'' a Mask of Life made, but it was part of Vezon's face and looked nothing like the mask depicted in the illustrations. Two years later the mask would be made, but it was silver as opposed to the stated "gold" color, due to storyline importance. The Gold version of the mask would not be made until another year later, worn by Mata Nui's large, non-canon set.[[/note]]
** Mata Nui's original Great Spirit Robot form has no toy representation, despite being probably the most important character in the story. Given his design, though, he was probably never intended to have one, a fact which hasn't kept it from being ''heavily'' featured in the later media.[[note]][[ Though the aforementioned Mata Nui set might be based off of it...]][[/note]]
** Some toyless characters were originally supposed to have toys -- two of the comics give us a good idea of what the Baterra would have looked like as a set for instance -- it's just that the line got CutShort before these could have been released.
** Averted with Nektann, who had simply been an offhand reference in the story lore; but when a new Piraka toy was made that didn't match any of the existing Piraka, Nektann was an existing character of the correct species so LEGO said the toy was him.
* ''{{Bionicle 2015}}'':
** Ekimu got released in the second wave, though he was an important character before that.
** Book-exclusive characters like Bingzak, Harvali or Axoto didn't get sets. Nor did the red Skull Spider from the promo comics, since the only available colors are blue, silver and bright green. The Ice Shadow Trap wasn't ever sold either, but its appearance from the cartoon can easily be replicated if one has the necessary Lego pieces.
** [[BigBad Makuta]] is an interesting case: he's had at least two canonical forms shown off in media, his standard villager form (which had two distinct designs, one in the webisodes and comics, and one in the cartoon) and his enormous "shadow titan" form. Lego released a designer video showing off two other possible titan Makuta forms along with a prototype version of his mask -- none of which got released as toys due to the line getting CutShort again. The titan's cartoon design can however be constructed out of various other ''Bionicle'' toys (sans his mask) and a good approximation of his villager form can also be built since its mask ''was'' released.
** Subverted with the six ancient Protectors. Technically never released as toys, but they look exactly the same as the six actual Protector figures.
* ''Toys/HeroFactory'', is somewhat better with this with its significantly smaller cast, and most of the toyless characters are minor support staff for the protagonists who aren't all that important (though, their designs in the TV series are such that it's virtually impossible to make a decent scale model of any of them, no matter how expansive your stock of LEGO is).
* ''Toys/MonsterHigh'' has a few.
* ''Toys/EverAfterHigh'' has several, oddly enough. Between some excellently-designed Backgrounders (who aren't even named), and the occasional named character with some importance (Melody Piper went two years without a doll; Hopper Croakington and Humphrey Dumpty never, ever received them), you'll find a lot of fans clamoring for dolls. Male characters especially suffer from this Daring Charming was a character of great importance to the plot from the beginning (he was the most high-end of the male Royals, Dexter's brother, and believed to be Apple's betrothed in the future), yet didn't get a doll for the first three years of the franchise. Key villains like The Evil Queen, The Cheshire Cat and The Red Knight also go without dolls.
** Moreover, various movies and shorts give huge chunks of the cast new dresses... but only a handful of these are ever made into dolls. "Thronecoming" gave us only a handful of dolls, with a half-dozen getting designs in the episode. "The Dragon Games" featured plenty of new dolls in sporty gear... but another chunk of the cast never got any. Faybelle Thorn got a new look in "Epic Winter", but her outfit was palette-swapped from Apple White's doll -- Apple barely appears in that movie.
* ''Toys/MilkyWayAndTheGalaxyGirls'' has a few characters like Milky Way's little sister and Pluto's band-mates who exist as official art but have no toys.
* ''Franchise/{{Barbie}}'': Barbie's parents only exist in books. They've never appeared as their own dolls.

[[folder: Tabletop Games]]
* Back in the day, ''TabletopGame/{{Warhammer 40000}}'' rulebooks had stats for units or special characters that didn't have their own official model yet, leading hobbyists to convert their own [[OurOrcsAreDifferent Ork]] [[AwesomePersonnelCarrier Battlewagons]] or heroes like [[AirJousting Nuadhu "Fireheart"]] of the [[SpaceElves Eldar]] in the meantime. But then other miniatures manufacturers started selling models for such units, prompting GW to take legal action - and unexpectedly lose. The company's controversial response was to drop any model-less units from the rulebooks altogether, which infamously {{Nerf}}ed the Tyranids for almost a year by taking away their ability to field ({{Organic|Technology}}) {{Drop Pod}}s[[note]]The cut happened in January 2014, but towards the end of that year a replacement with similar rules called the Tyrannocite was released[[/note]] and axing over half of the Dark Eldar special characters.

[[folder: Video Games]]
* It's hard being a character in the ''VideoGame/{{Skylanders}}'' franchise if you're not one of the eponymous Skylanders. While the Skylanders themselves are arguably the point, being as they're toys you can bring to life in a video game, there are plenty of non-game-related toys... and those still focus primarily on the Skylanders. Want a figure of the main villain, Kaos, and his sidekick Glumshanks? Want one of the iconic villains, like the Chompies? Heck, want the Skylander's primary sidekick throughout the series, Flynn? Aside from a few rare occurrences (like Happy Meal toys), the non-Skylanders characters tend to get the shaft. Heck, Flynn's ''ship'' has a playset, while he's usually overlooked.
** The ''Imaginators'' line solved this, with many of the new characters being released being bad guys from the game before, ''Trap Team'', including Kaos, Chompy Mage and Wolfang.
* Due to its ContestedSequel status among the fans, it's relatively rare for characters from ''VideoGame/StreetFighterIII'' to be featured in merchandise for the series. The main exception is Ibuki, who has EnsembleDarkhorse status. For instance, she and Remy were the only characters from ''III'' to be featured in SOTA's beloved ''Street Fighther'' action figure line.
* Nearly all ''Franchise/SonicTheHedgehog''-themed toylines will skip Dr. Ivo "Eggman" Robotnik, despite him being the second most important character in the franchise as its antagonist. This includes crossovers where Eggman has a large role, like ''Sonic & SEGA All-Stars Racing''. To date, the only appearance of modern Eggman that has made it past the prototype stage anywhere in the world is a Happy Meal toy (and bear in mind that this design of him has been around for 14 years). Bootleg merchandise of him, however, is easily available. [[TheGoomba The Motobug]] has received more merchandise than the MadScientist who designed it. Finally started to turn around after ''Sonic Boom'', where Eggman got several action figures and the classic series plush toys included his original design. New toylines seem to have it as a ''necessity'' that he's included now.
* Despite coming out with five video games (three for Creator/DCComics, two so far for the Creator/MarvelComics heroes, ''Franchise/{{LEGO}}'' has only managed to come out with actual mini figures of the primary heroes (and villains) in both universes. Several heroes (and villains) that are shown in the video games have yet to have actual figures made of them.
** Justified in that many of the minifigs that appear in-game are designed by the video game designers rather than Lego, many of the characters wouldn't have even a prototype for a physical model.
** ''VideoGame/LegoDimensions'' is the biggest offender of this by far; almost half of the franchises represented in the game [[note]]''VideoGame/{{Portal2}}'', ''Film/TheWizardOfOz'', [[Creator/MidwayGames Midway Arcade]], ''Franchise/MissionImpossible'', ''Series/TheATeam'', ''Franchise/SonicTheHedgehog'', ''Film/{{Gremlins}}'', ''Film/ETTheExtraTerrestrial'', ''Series/KnightRider'', ''Film/TheGoonies'', ''WesternAnimation/ThePowerpuffGirls2016'', ''WesternAnimation/TeenTitansGo'', and ''Film/{{Beetlejuice}}''[[/note]] don't have ''any'' sets based on them outside of the packs required to unlock them in-game, and even then, the vehicles that come with the packs will occasionally be bigger in-game than their actual physical model is.
* Despite being one of the title characters, no toys have ever been released for Kazooie of ''VideoGame/BanjoKazooie''. Banjo got one toy release based off of his ''VideoGame/DiddyKongRacing'' appearance, but because Kazooie was not with him in that game, she was not included. Interestingly, there ''had'' been plans for a Banjo-Kazooie toy to be released, but it fell through and only the finished, painted prototype (which ended up [[ selling on eBay for a cool twenty thousand dollars]]) was made.
* Practically all the official action figures and model kits for ''VideoGame/MetalGearRisingRevengeance'' revolve around Raiden. This is likely due to the game's development having been outsourced to Creator/{{PlatinumGames}}, resulting in all of the game's original elements being co-owned by them. Since Raiden was an established character from previous ''Franchise/MetalGear'' games, the rights to his character are fully owned by Creator/{{Konami}}, making him exempt from any co-ownership. Want a Raiden figure? You have your choice of Play Arts, Revoltech Yamaguchi, Hot Toys, and Gecco (with some of these being available in [[PaletteSwap recolors]] as well). On the other hand, if you want a Bladewolf to accompany your Raiden, then tough luck. Want a Jetstream Sam or any of the Winds of Destruction for your Raiden to face? Too bad. The only non-Raiden merchandise based on ''MGR'' was a pair of Dwarf Gekko figures sold by Sentinel Toys, which were enemy mechs previously introduced in ''VideoGame/MetalGearSolid4''.[[/folder]]

[[folder: Web Comics]]
* ''WebComic/TransformersKreO'' includes several background characters based on Transformers who haven't been released as Kreons. A case frequent enough to qualify for this trope is Sideways.

[[folder: Western Animation]]
* Sparks, Big Lob and Pythona in ''WesternAnimation/GIJoeARealAmericanHero''. Sparks appeared in a couple of episodes during the first season as a communication officer for the Joes before retiring from duty[[note]]In the second season episode "Grey Hairs and Growing Pains", he had a cameo in his post-Joe job as a TV network video engineer[[/note]] (and being replaced by Breaker and Dial-Tone). Big Lob and Pythona were exclusive to ''WesternAnimation/GIJoeTheMovie''.
** [[ Sparks]] and [[ Big Lob]] were eventually made into collector's club exclusive figures in 2007 and 2010 respectively. We're still waiting for Pythona.
** The short-lived mid-'90s ''WesternAnimation/GIJoeExtreme'' spinoff had action figures planned for Mayday (the Extreme Team's [[TheSmurfettePrinciple token female]]) and Quick Stryke, as well S.K.A.R. members Wreckage and Rampage. The unpopularity of the ''Extreme'' series resulted in these characters being shelved from the toyline, although [[ prototypes]] have been known to exist.
* Neither Squeaky Cleen nor any of the female characters (Mainframe, Nightshade, Ms. Demeanor and Mirage) from ''WesternAnimation/{{COPS}}'' were action figures to start with. And we do mean "start with"; like ''Franchise/{{Transformers}}'' and ''Franchise/GIJoe'', [[MerchandiseDriven the toys came first]].
* ''WesternAnimation/StrawberryShortcake'':
** The Peculiar Purple Pieman Of Porcupine Peak in the second generation line; though he seems not to fit, being a villain, back in the 1980s, he ''was'' represented. He's not even mentioned in the third generation. First-generation characters that appeared in the animated specials but not the toyline include T.N. Honey (''Big Apple City'') and four of the Berrykins (''Meets the Berrykins'' introduces ten of them, but only six became toys).
** Despite showing up in the first special in 1980, Plum Puddin' didn't get a toy until 1984, by which time he had [[GenderFlip become a she]] ([[WordOfGod According to]] Creator/{{Hasbro}}, this is because dolls of [[TheOneGuy Huckleberry Pie]] didn't sell very well).
* ''Franchise/MastersOfTheUniverse''
** ''WesternAnimation/HeManAndTheMastersOfTheUniverse1983'' had a few characters who were introduced apparently to promote new action figures, but said figures never materialised - Strongarm and Lizard Man for instance. The Sorceress and King Randor didn't receive action figures until the final wave despite being major characters in the cartoon.
** ''WesternAnimation/TheNewAdventuresOfHeMan'' had important supporting characters who didn't make the cut into the toyline, like Mara and Crita, the main females from each side. Mara even got [[ a prototype]] before the toyline cancellation. She and Crita then got their own figures years later.
** [[WesternAnimation/HeManAndTheMastersOfTheUniverse2002 The 2002 series]] and its toyline had a lot of problems, and this was one of them. Among the characters excluded were Clawful and Stinkor (two of Skeletor's main henchmen), recurring villains Webstor, Evilseed, and Count Marzo, and nearly all of the Snake Men (who were the main villains of the cartoon's final season!). As a consolation prize, most of these characters were represented in NECA's later line of mini-statues based on the series.
** Generally speaking the Classic line spends a lot of its time correcting this, giving toys to either previously-toyless yet recurring characters from both cartoons (like Queen Marlena and Count Marzo) or one-off villains from the original series (like Icer, Fang Man, Batros, and the above-mentioned Strongarm and Lizard Man), and the two Evilseed's. Filmation Count Marzo, Shakra and the others are still waiting, though.
* The original ''WesternAnimation/TransformersGenerationOne'' cartoon had a bunch of characters who'd fit the bill:
** Arcee was created for the 1986 movie and was a prominent character in the series after that. Hasbro wouldn't make an action figure that was based on her G1 appearance until 2014 (her first action figure was a repaint of Beast Wars Blackarachnia in 2001, and her ''Energon'', movie, and ''Prime'' incarnations also had toys).
** "The Search For Alpha Trion" was a second season episode that introduced Optimus Prime's mentor, Alpha Trion, and girlfriend, Elita One, both recurring characters without toys. Also worth mention from this episode are Firestar, Moonracer and Chromia, all three ''named'' fembots that take the spotlight for at least part of the episode.
*** Alpha Trion, Elita-One, Chromia, Moonracer and Firestar actually ended up getting exclusive [=BotCon=] toys eventually (though Moonracer and Chromia have to share). Chromia later received a mass-released toy in the ''Thrilling 30'' toyline in 2014, Alpha Trion in the ''Titans Return'' line in 2016, and Elita-One, Moonracer and Firestar (the latter is a retool of Moonracer and is renamed "Novastar" for trademark reasons) got all figures in the ''Power of the Primes'' toyline in 2018.
** Fan favorite Nightbird, a female ninja robot introduced in "Enter the Nightbird." Though she's never seen again after this episode [[EnsembleDarkhorse she's not likely to be forgotten any time soon]]. She was finally given a toy in 2015, which was a redeco and retool of the Arcee action figure that had been released the year before.
** Devcon, from "The Gambler" is also pretty popular, and got a [=BotCon=] exclusive figure in 2014.
** Deceptitran, the primary antagonist in "Sea Change".
** "Forever Is a Long Time Coming" gave us Beta.
** Carly, Daniel, and Sparkplug, of course, as well as Spike's younger self.
*** Spike's eventual toy was the head of Cerebros, the head of Fortress Maximus. Younger Spike eventually was released with the redesigned MP-10 version of Masterpiece Optimus Prime, while the MP-22 Ultra Magnus figure came with figures of adult Spike and Daniel, and MP-20 Bumblebee came with an Exosuit figure that can be either Spike or Daniel.
** Third-party companies have attempted to fill in some of the gaps, though as they aren't licensed by Hasbro or Takara, they're not "official" releases. They also tend to have limited production runs and are sold for premium prices.
* ''WesternAnimation/BeastWars'':
** Transmutate didn't get a toy until the 10th Anniversary line, when you had to combine bonus parts packaged with other toys.
** Tigerhawk was forced to be KilledOffForReal after two episodes because they ''weren't sure'' they were making the toy (as in, weren't sure they ''weren't'', either... and eventually did.)
** Blackarachnia was one of the first exceptions to the 'no girls' rule, but her toy was Tarantulas's painted purple. (Guess what color Blackarachnia isn't? At all? [[note]]She's actually yellow and black. ''WesternAnimation/TransformersAnimated'' Blackarachnia is purple, but of course has her own toy.[[/note]]) She got a proper cartoon-accurate rendition in 2015, retooled from her ''Animated'' nameself.
*** It was a ''long'' road for Transformers for the first female toy character to come along. First, again, in 1986 there was Arcee, who was a main character in ''WesternAnimation/TransformersTheMovie'' and season three, and would have been in season four. No toy of her was ever made, though a prototype was. The first actual female Transformer, Freezon (from the Tyco slot car set), wasn't established as female until 2014, and the first Transformer who was explicitly female, Minerva, was a Japanese-exclusive (though her toy was a redeco of Nightbeat, the latter deco made available in Japan via mail order). In ''1996'' there's Beast Wars, and we get Airazor - whose toy was made first. The decision to make her a "her" came later. She gets an upgraded, obviously-female toy, the first Transformers toy intended as female from the start, but the character never takes on that form in the show. And again, Blackarachnia's original form ''effectively'' doesn't get one at all. Finally, in 1999, Blackarachnia gets an upgrade, and that form has a toy. That's ''13 years'' between the first female main character and the first instance of a female character having a toy in her likeness ''intentionally.''
** The Vok, the mysterious aliens that were the focus of one of the main story arcs. Of course, as floating glowing skull thingies, there's not much about them that demands one.
** The WesternAnimation/BeastWars version of Ravage had a toy, but it was never released in America. All we get are two black repaints of [[KidAppealCharacter Cheetor]] that don't bear even a tiny passing resemblence to Ravage. (Worse, ''part'' of Ravage's new design is actually based on one of Cheetor's three forms. The American Ravage toys are based ''only on the other two forms.'')
*** It's worse than that; Creator/{{Hasbro}} was planning on bringing the Japanese Ravage toy (the one based on Cheetor's second Transmetal form) to the states as part of the new 10th anniversary line for the series, but it fell through because ''they lost the mold''. As a final kick to the balls, however, this was ''after they used it to make a Botcon-exclusive Transmetals Tigatron figure''. At least one of the Ravages we did get wound up being its own character in the comic books...
** In general, though, ''Beast Wars'' inverted this; the vast majority of the toys lacked any representation on the show. Besides Ravage and Transmutate, the only non-main characters with toys to appear on the show are the Tripredacus Council, who looked ''nothing'' like their toys in their sole appearance.
*** That was because they couldn't get the models finished before the episodes they appeared in were released; as a result, they were allowed to keep the characters' collective names, but were barred from using their individual names when referring to them. Also, in a bit of WhatCouldHaveBeen, the toy-only character Wolfang could've been represented in the cartoon in Tigatron's place, but Lazy Animator Syndrome kicked in. CGI models ain't cheap (which is why BW had such a small cast and [[AnyoneCanDie high body count]].) so Tigatron, who is largely based on Cheetor, was given the role originally written for Wolfang.
* ''WesternAnimation/BeastMachines'':
** Megatron's form at the end of the series. Like Ravage, Slipstream, and Emirate Xaaron, it would have been very easy to make one - it was [[spoiler: based on Optimal Optimus, meaning that toy would only have needed a recolor and a new head. There is currently a smaller Optimal Optimus toy without a beast mode - even ''better'' for a Megatron makeover, as Megatron had gone anti-organic in WesternAnimation/BeastMachines and would have left out the beast mode.]]
** Botanica is one of ''very'' few main cast members in a Transformers series who was created without the intention for a toy to be made.
** Diagnostic Drone.
* From ''Anime/TransformersEnergon'' there was Padlock. Of course, he existed just long enough to get shot in the back by Shockwave, thus spurring Wing Saber to seek revenge. Debatably, there was also Wing Dagger, but he was quickly reformatted into Wing Saber, who did get a toy.
** Though for once the human companion [[CreatorsPet Kicker]] ''did'' get a toy, as did non-Transformer villain Alpha Q.
* ''Anime/TransformersCybertron'' has an incredibly infamous one in Signal Lancer, a character who appeared in, was named in, and even had a TransformationSequence in the final episode. Even though he had an official Transformation (and was actually designed as a retool of Mudflap, a different character in the toyline), he has no toy, despite how cool he is (he's a traffic light).
* The ''WesternAnimation/TransformersAnimated'' version of ''Omega Supreme'' - very male, very badass, very important, with plenty of screentime, hasn't gotten a toy despite ''much'' fan begging. Especially astonishing given the Tigerhawk situation: The toy company has ''infinitely'' more control than the writers with every incarnation of TF, and saying "Screw the arc you had planned, ''vaporize'' your important character because we're only ''pretty'' sure we're making a toy" is in fact ''not'' the worst thing they've inflicted on a series or comic. A toyless character being allowed as much screentime as Omega got (for [[AffirmativeActionGirl non-social reasons]]) is perhaps unprecedented.
** The Constructicons (Mixmaster, Scrapper, and later Dirt Boss). They were actually ''cut out'' of the cartoon in Japan, based on the reasoning that the show shouldn't spend time on losers who don't have toys.
** Ramjet and Slipstream - who would only have required further recolors of Starscream, being clones of him. Inverted with Dirge, however: he is actually the ''only'' toy-exclusive character to be based on this series, and therefore the only character not to be mentioned in the [[AllThereintheManual Allspark Almanac.]] Oil Slick was ''intended'' as a toy-only character, but the show's writers gave him a small role in one episode once they learned of his existence.
** Ramjet got his own toy eventually, but no such luck for Slipstream -- probably because it would require a slightly different mold.
** Sari, as well, [[spoiler:despite being a Transformer]]. Also Thrust.
* ''WesternAnimation/TransformersPrime'' managed to dodge this for the most part, releasing figures for most of the robots and even a few of the human characters. The only named Transformers who never got a toy are Makeshift and Alpha Trion, and the former spent most of his time disguised as Wheeljack (who did get released as a toy) anyways. However, some, most infamously Breakdown, only saw release as smaller "Cyberverse" figures.
** A Voyager-sized Breakdown does exist......exclusive to the Japanese toyline. The mold couldn't be brought over to the states for cost reasons, leaving the only option for those who wanted a "proper" Breakdown to import the figure.
* ''WesternAnimation/TransformersRobotsInDisguise2015'' gets hit with this very hard: out of all the MonsterOfTheWeek Decepticons seen in the show, only one third of them got figures, with tons of characters getting either no toy or being represented only as non-transforming blindbag minifigures.
* ''WesternAnimation/{{Centurions}}'' has a few examples of this trope. Crystal Kane, the team's MissionControl, was never an action figure; neither were {{Team Pet}}s Shadow the dog and Lucy the orangutan, or {{Killer Robot}}s Groundborg and Seaborg. An interesting case happened with {{Sixth Ranger}}s Rex Charger and John Thunder: they were intended to be in the second wave of toys, but were cancelled together with the line. Even this new wave did not have the above mentioned Crystal, etc: however, bootlegs of her exist.
* In the ''WesternAnimation/LittlestPetShop1995'' TV series, Chet was the only one of the major characters who wasn't made as a toy.
* For ''WesternAnimation/LittlestPetShop2012'', there are way fewer toys of Vinnie than any of the other main pets. While at the beginning of the show, the characters for the toys were created independently of the show except for [[LegacyCharacter Penny]] and [[BreakoutCharacter Zoe]], from late 2014 and onwards, Hasbro made a greater attempt to match the ''Littlest Pet Shop'' toys to the characters from the show. However, in these some lines, such as the official plushes and the capsule-based squishy figurines, Vinnie is left out entirely with the exception of a few collectors' sets.
* ''WesternAnimation/TeenageMutantNinjaTurtles1987'':
** In the last two seasons the Ninja Turtles faced fiction-only BigBad Lord Dregg. Carter, the Turtles' equally toyless SixthRanger human ally, was introduced around the same time. Previously, even Burne got a toy.
** In addition, recurring baddies Lotus Blossom, Don Turtelli, Bezerko, Tempestra, and Big Louie missed out on plastic.
** The second series skipped over many important characters, especially in the last three seasons. This includes many characters and concepts developed in the cartoon SPECIFICALLY to be made into toys!
* Many characters and vehicles from ''WesternAnimation/TheRealGhostbusters'', such as the Ecto-Ichi, although the main cast is well represented in the toyline.
** Elsewhere in [[Franchise/{{Ghostbusters}} that franchise]], while most of the heroes of ''WesternAnimation/ExtremeGhostbusters'' got action figures, HandicappedBadass Garrett Miller was conspicuously absent from the toyline (although a prototype figure exists).
* Mira Nova, Commander Nebula, and over ''3 quarters'' of the villains in ''WesternAnimation/BuzzLightyearOfStarCommand.''
* TheSmurfettePrinciple strikes again: Neither of the female knights from ''WesternAnimation/{{Visionaries}}'' began as action figures. They weren't even planned to be adapted to the toy line's (canceled) second year, which had original characters instead.
** Also from ''WesternAnimation/{{Visionaries}}'': Merklynn, the powerful wizard who sent the knights on their quests, did not begin as and wasn't powerful enough to become a figure. At least Hasbro planned to include a holographic image of him in the unproduced Iron Mountain playset, but he was not planned to be a posable figure.
* ''Franchise/MyLittlePony'':
** They [[ occasionally dipped into this trope]] for background characters during the G1 and [[WesternAnimation/MyLittlePonyG3 G3]] eras, most famously with First Born (from ''[[WesternAnimation/MyLittlePonyTVSpecials Rescue From Midnight Castle]]'') and Fiesta Flair. Fiesta Flair from G3 is an interesting example. She was never put into the toys and her design was reused for Candy Apple but she appears prominently in specials, even as a cameo in G3.5 long after her time. Danny, the brother of human protagonist Megan Williams from ''WesternAnimation/MyLittlePonyAndFriends'' and TheOneGuy along with Spike, never had a toy either.
** Then they fully embraced this trope for the G4 adaptation, ''WesternAnimation/MyLittlePonyFriendshipIsMagic''. %% This example should have a list of toyless characters here; please don't re-add the ridiculously long and somewhat outdated list of the "only characters who appear (or will appear) in both the show and the toyline."
*** It gets even stranger when you realize that there are over 50 [[GodCreatedCanonForeigner characters who have toys but don't appear in the show]] (mostly {{Palette Swap}}s of toy characters who do appear in the show).
*** This even extends to accessories, like the 12 dresses introduced in an episode all about dresses, 6 of which make cameo appearances in other episodes and are featured again in the first SeasonFinale. You won't find those dresses on store shelves. In 2015 [[ Rarity and Rainbow Dash]] were finally released in their Gala outfits as Fashion Style dolls and in early 2017,[[ Twilight Sparkle, Fluttershy, and Rainbow Dash (again)]] were released as regular sized Playful Ponies in their Gala dresses and can be paired with a special Rarity playset based around Canterlot Carousel. Build A Bear also sold the Gala dresses for their line of My Little Pony plush dolls.
*** Naturally, the show's large PeripheryDemographic fandom, frustrated by the lack of official toys from Hasbro, have started making them themselves. A good plushie version can go for over a hundred dollars on eBay.
*** This slowly began being remedied in 2012-2013 as some of the supporting and incidental ponies from the show finally [[CanonImmigrant made the jump]] to the toyline and a small number of ponies from the toyline (Blossomforth, Sweetcream Scoops, Sugar Grape, Lovestruck, Forsythia, Cherry Spices, Barber Groomsby, Tealove, Bumblesweet, and Diamond Rose) finally made the jump to either the show or the ExpandedUniverse.
** Although Photo Finish & The Snapshots from ''WesternAnimation/MyLittlePonyEquestriaGirlsRainbowRocks'' have recieved a full trio of dolls, and most of the humanized background [[EnsembleDarkhorse fan favorites]] have also appeared in said toyline (even a few that aren't in the film), Trixie's bandmates remain toyless.
** Some of the characters from ''[[WesternAnimation/MyLittlePonyTheMovie2017 My Little Pony: The Movie]]'' only got collector's toys (The Storm King and Gruber) or had only one toy made of them (Capper and Queen Novo), while Verko didn't get any toys.
* Gloria Baker from ''WesternAnimation/{{MASK}}'' is an interesting example. During the first three years, neither she nor her vehicle, the Shark, made it to toy stores. She finally got a figure for the Split Seconds line, but not with the Shark.
* None of the villains of ''WesternAnimation/SkysurferStrikeForce'' were made into toys, not even series BigBad, Cybron and his team of Bioborgs.
* ''WesternAnimation/BatmanTheBraveAndTheBold'' was based on Mattel's toyline "Batman: The Brave and the Bold". The female heroes, amongst others, were not allowed episodes of their own because they did not have toys in the toyline, as only Batman, Plastic Man, Aquaman, Blue Beetle, Gorrila Grodd, Robin, Joker, and Bwanna Beast did. However, realistic versions of the females were available as DC Universe Classics.
* In ''WesternAnimation/StoneProtectors'', Opal was created for the show. She wasn't added to the second set of figures either.
* ''WesternAnimation/GreenLanternTheAnimatedSeries'' is an extreme example of this trope, as ''no'' toys were ever produced for the show. The toys were pitched, but no stores wanted them, because they were still trying to get rid of toys from the Creator/RyanReynolds ''Film/GreenLantern'' movie, which flopped horribly. The fact that the expensive [=CGI=] animated show had no toy line to support it financially is rumored to be a major reason the show was canceled.
* Four of the main villains in ''WesternAnimation/{{Silverhawks}}'' (Pokerface, Melodia, Timestopper, and Yes-Man) were unrepresented in the toyline for whatever reason.
* Out of all the characters in ''WesternAnimation/{{Mixels}}'' (a show that's actually ''concurrent'' with a toyline, thanks to both LEGO and Creator/CartoonNetwork working together to make it), some of the only characters to lack a set are Major Nixel (TheDragon) and Muscle Nixel (one of his minions, only seen in the ''Calling All Mixels'' app game). This was eventually extended to even more characters in the "Every Knight Has Its Day" episode, which introduces more background Mixels from currently-introduced tribes.
* ''Every'' character in ''WesternAnimation/JayceAndTheWheeledWarriors'', save the villains. The toyline consisted entirely of vehicles with swappable parts, with the good guys represented as the "Lightning League", and the bad guys as the "Monster Minds". But while the Monster Minds were sentient plant based beings that could take the form of vehicles, the Lightning League cars were just cars driven by the protagonists of the show, none of whom received toys. There was a generic "driver" figure, but he doesn't represent anyone from the show. Mattel planned to make action figures of the series' main cast, but they were never released.
* On most merchandise of ''WesternAnimation/TheFlintstones'', Betty Rubble will not be present because she is far and away the least popular main character. She didn't even appear in the Flintstones vitamins until 1995, over 25 years after they were first introduced (she replaced the Flinstones' ''car'')
* ''WesternAnimation/{{Jem}}'':
** The Stingers were created to sell toys, as parents thought The Misfits' dolls were too scary. The Stingers' toys were never created due to the cancellation of the series.
** Regine and Astral were meant to have dolls but the franchise was cancelled before they could be released.
* ''WesternAnimation/SkyCommanders'' is yet another example of this trope overlapping with TheSmurfettePrinciple. Each faction had one female member (Red [=McCullogh=] from the Sky Commanders, Dr. Erica Slade from the Raiders); neither of them made it to the toy line, even as a prototype from the unproduced second year of figures.
* On ''WesternAnimation/ChallengeOfTheGoBots,'' when the Guardians visit the [[WrongSideOfTheTracks slums]] of Old Gobotron, they encounter a local bigwig named Wrecks. They invite him to return with them, but he says he's needed where he is.
* For the 2015 reboot of ''WesternAnimation/DangerMouse'', there are toys of Danger Mouse, Penfold, Greenback, Nero, Stiletto and even Colonel K, but no toys of Professor Squawkencluck, Jeopardy Mouse, other Danger Agents or other villains.
** In the episode "Danger Fan" Penfold, Colonel K, Squawkencluck, Greenback and Stiletto are shrunk down and put in packaging similar to what the real life action figures come in. If that's anything to go by, it's possible there was a Squawkencluck figure planned at one point.
* The ''WesternAnimation/InspectorGadget'' action figures made by Tiger Toys in 1992 included Penny and Brain, Dr. Claw and MAD Cat (showing Dr. Claw's face for the first time) and multiple different Inspector Gadgets that all did different things, but there was no Chief Quimby figure, even though they even included a generic MAD agent.
* ''WesternAnimation/RosePetalPlace'' had the villainess Nastina get a toy, but her lackey Horace didn't. Also, the second special introduced six new characters who were planned to be made as toys but it never materialized.
* ''WesternAnimation/PeppermintRose'''s beetle villains never got toys, nor did Dimmy the wizard or Petalpuff the dragon.
* While all four (later five) of the ''WesternAnimation/ExtremeDinosaurs'' became toys, only two of their archenemies, the Raptors, did. Spittor, the Raptors' resident EvilGenius, never got a toy, and neither did the recurring human and alien characters.
* ''WesternAnimation/LadyLovelyLocks'' never made toys for Hairball, Duchess Ravenwaves' lackey, or Shining Glory, the powerful wizard. Longcurl the mother dragon is an interesting example as while her babies got toys, she didn't.
* In late 1997, UsefulNotes/McDonalds released Happy Meal Toys for ''WesternAnimation/OneHundredAndOneDalmatiansTheSeries'', consisting of little flip-cars where when you flip one character down, another one comes up on the other side of the car. While most of the main and supporting animal characters (plus Cruella) were part of the set, Whizzer, Patch, and Mooch were not included. It should be noted that the Happy Meal toys were some of the only toys released for the series.
* While most of the characters from ''WesternAnimation/{{Rugrats}}'' got plenty of toys, Kimi only got two Burger King toys and a doll of her in a wedding dress. This even extended to the product line for ''WesternAnimation/AllGrownUp'', where only Angelica and Suzie got dolls.

[[folder: Other]]
* [[ Never Made Toys]] is a website that based on this phenomenon. It's primarily focused on 80's cartoons.