Alternative versions of Superman establish a new continuity for DC, affecting not only Superman, but all of the DC Comics characters. The versions of Superman from this time period are traditionally divided into three main periods. The first version of Superman began being published by DC Comics in 1938 appearing in "Action Comics" #1. To explain discrepancies in the aging of Superman across several decades, his earliest stories were retroactively portrayed as having taken place on an alternative world called Earth-Two. These stories take place from 1938 until the late 1950s, although the exact dividing line is unclear and some stories happened identically to
Superman first toy was a wooden doll in 1939 made by the Ideal Novelty and Toy Company. "Superman" #5 (May 1940) carried an advertisement for a "Krypto-Raygun", which was a gun-shaped device that could project images on a wall. The majority of Superman merchandise is targeted at children, but since the 1970s, adults have been increasingly targeted because the comic book readership has gotten older. During World War 2, Superman was used to support the war effort. "Action Comics" and "Superman" carried messages urging readers to buy war bonds and participate in scrap drives. Superman has also featured as an inspiration