ToyBiz was action figure company that released many lines of X-Men toys. Avi Arad was a co-owner. In 1998 it merged with Marvel Entertainment Group. After Hasbro acquired the rights the company became inactive in 2007.
In the early 90's heyday they were very fond of the work of Rob Liefeld, who worked closely with them when making costume redesign decisions and creating new characters with toyetic qualities.