Former Recruit Recasts Green Army Men As Likenesses Of War-Era Veterans, Brings In More Than $13,000 In First Month

Tyler Donovan, who once hoped to enlist, launched a small, self-funded company that remakes the classic plastic soldier into miniature tributes to troops who served in Afghanistan and Iraq. The first commercial run — a 32-figure set representing eight service members — brought in just above $13,000 during its initial sales period, and each veteran featured receives royalties from every box sold.

Donovan’s journey to this idea began long before he became an entrepreneur. As a teenager he was drawn to military culture and toy weaponry, and he intended to pursue a military career after the attacks of Sept. 11. But a severe allergy to peanuts and other nuts prevented him from passing the medical screening, and the path into uniform closed. He studied economics in college and worked in insurance sales, but the desire to build something of his own never faded.

The product Donovan created, Real Plastic Heroes, aims to blend childhood nostalgia with adult stories. The debut 32-figure collection spotlights eight veterans — Manny Merrill, Paul Darling, Eric Lionheart, Taylor LeBlanc, Eddie Moinet, Brian Murphy, Chris DeBlanc and Jason Gotcher — and each miniature is modeled after a real person who served in the War on Terror. Donovan says conversations with a retired Marine neighbor, who shared losses tied both to combat and to suicide, helped shape the project's focus on personal narratives.

Donovan found contributors through a mix of online veteran communities and direct outreach, conducting interviews to capture uniforms, gear and experiences for the sculptors. He emphasizes that the veterans earn a cut of sales, something he sees as central to the venture’s ethics as well as its storytelling mission. He also framed the project as a response to what he sees as public disconnect from the conflicts of the last two decades.

Outside observers say the model has both commercial promise and logistical hurdles. A toy industry consultant, who asked not to be named, noted that niche nostalgia products tied to authentic stories can create a loyal customer base, but warned that scaling production, managing royalties and meeting safety and labeling rules will be key challenges as the company grows. Donovan acknowledges those constraints and says he plans to expand the roster of honorees and explore partnerships with veteran groups.

For now, the company remains bootstrapped and small, but Donovan hopes Real Plastic Heroes will prompt more conversations about service and sacrifice while providing a modest income stream to the veterans it features. He says the project is as much about preserving memories as it is about selling toys — and that he wants the business to keep amplifying veterans’ voices.