In 1994 a series of action figures created by Toy Biz was released and was based on Spider-Man: The Animated Series. The toy line lasted longer then the series itself. Avi Arad originally wanted to promote Spider-Man: The Animated Series as one big toy commercial. However, John Semper Jr. was able to convince Arad that a good television series could promote toys better then anything else.
John Semper Jr. wanted to use the Green Goblin first like in the comics. However, the story editor before Semper changed the order that the Green Goblin and Hobgoblin appeared. John Semper Jr. wanted to change the order the Hobgoblin and the Green Goblin appeared. However, Semper was overruled by Avi Arad because his company, Toy Biz, had already created a Hobgoblin action figure.
Avi Arad did not want Madame Web to be in Spider-Man: The Animated Series because he was afraid his company, Toy Biz, would not be able to make an action figure of her. However, John Semper Jr. wanted to use Madame Web for a big storyline he was planning. Eventually Jemper convinced Arad to let him introduce Madame Web in the series.
The Rhino action figure from Spider-Man: The Animated Series was taken out of stores because it was believed that his horn was too pointy and kids would end up hurting themselves.