Jabba the Hutt, Star Wars action figure

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"Go for the ugly, unpopular guys." No, not quite the latest dating strategy, but invaluable advice for all those looking to collect TV action figures.

Yes, really, there is a market for them now - a growing one in fact - among adults as much as children. Pick the right plastic figure and you could make some decent money on it in the short or long-term.

If you want to get on the action figure bandwagon ahead of the crowd, there are a number of things to consider. Firstly, it's important to find out the best series or film to look at.

The vital thing to remember is that successful collecting doesn't exist in a bubble. The collector needs to know what is going on around him or her in the world. The market for certain products can be boosted by a film or TV series. Look out for the next big thing.

When it comes to the burgeoning business of action figure collecting, good looks aren't everything. The hideous, puffing, overweight hulk Jabba the Hutt from Star Wars will be worth more to collectors than a Hans Solo, even if he's played by the better-looking Harrison Ford.

Manufacturers know the attractive, exciting characters will be the most popular so they make more of them. They don't make as many of the less attractive ones, so they are rarer and more valuable. If you can't recognise a character immediately from the face, however, then don't buy it. Look at the features and remember to look for quality.

It's not the best idea to go for the main characters either. Buy the sidekicks. Alfred the butler would be worth more than his boss, Batman. If you collect merchandise from the television series Xena Warrior Princess, leave Xena on the shelf and snap up Joxer, her geeky hanger-on. His drop kick might not be as spectacular but he'll pack more of a punch as an investment.

The condition of figures is important too. Figures are worth more if they're still in their packaging. Some experts recommend buying one to keep and one to be played with, but even if you don't take collecting this far make sure you keep the packaging.

Unfortunately, there's no guaranteed way to make money from action figure collecting, but try going for older products that are slightly different should prove more profitable. The harder it is to get hold of, the more its worth. Be careful though, as some companies do create the demand themselves.

It can be difficult to hunt down the right figures as they rarely turn up at auctions. Instead, get some idea of prices and products, and what is in demand, by exploring internet sites. Then go for boot sales, jumbles, charity shops, attics and toy boxes. Fan conventions can be a happy hunting ground too, but go early as the good bargains are often snapped up quickly.

The market has some way to go before it reaches its peak, as it still revolves around the internet, car boot sales and fan conventions, rather than auction houses. Prices are very variable, depending on condition and character.

A mint condition Action Man from the sixties can reach £1000 or more, while an eighties Jabba the Hutt action play set with no box can make £25 on the internet. In comparison, a newly bought basic Buffy the Vampire Slayer 6" figure costs £12.99. However, with hundreds of websites already dedicated to movie, TV and comic book memorabilia, it is one that is definitely worth watching.

More information can be found at:

• www.popcornlive.co.uk - UK based online toy and collectable store.
• www.toyzine.com - US based toys and collectables website
• www.starstore.com - UK based site for action figures and TV memorabilia

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Jasmine Birtles is from Money Magpie - the website that gives you a richer life