An action figure based on the little-known 1977 Spider-Man television series has become the most valuable Marvel collectable currently on the market, according to collector site ActionFigure411.com. The Hot Toys figure tops the site's newly released ranking of the 20 priciest Marvel action figures, underlining Spider-Man's enduring commercial appeal even through one of his more obscure screen incarnations, at a time when the character is already riding high thanks to the box-office success of Spider-Man: Brand New Day and the release of Amazing Spider-Man #1000.

The figure carries a retail price of $255 but has fetched as much as $768.50 on the secondary market. It is modelled on the CBS series starring Nicholas Hammond, which departed from the comics by skipping Peter Parker's "great power, great responsibility" motivation and featuring minor villains rather than well-known foes like the Green Goblin. Co-creator Stan Lee reportedly disliked the adaptation, arguing it lacked the sophistication of the comic version, and the show was cancelled after a single season as CBS moved away from superhero television.