Wal-Mart a believer in religious toys

Long an evangelist for low prices, Wal-Mart is getting religion.

The world's largest discounter is rolling out a line of biblical action figures in more than 400 of its 3,300-plus stores, mostly in the South and Midwest, in response to customers who asked for faith-based toys. Wal-Mart has carried other religious products such as stationery for years.

Action figures such as Samson are produced by One2believe, a California toy maker. The toys should begin appearing on a tiny slice -- Wal-Mart estimates the space as two feet wide -- of the discounters' extensive toy section. The playthings are made for pre-schoolers up to age 12 and feature a 12-inch talking Jesus doll, a 3-inch Daniel in the lion's den and other action figures including a 14-inch-tall Goliath. Prices will range from $5 -$20.

Expect to see more faith-based toys in mainstream stores in coming months. The creator of GI Joe recently launched an Almighty Heroes line of characters from the Old Testament. Those include Moses and David, as well as toys that will appeal to young girls. Move over Barbie. Here come Queen Esther and Deborah the Warrior.

Historically, Bible-based toys have been around for ages. Victorian youngsters played with elaborate arks filled with Noah dolls and the animals he brought on two by two. In bringing these latest faith-oriented toys on board, Wal-Mart is doing what it does best, responding to customers' wishes.