Like many kids in the 80's, I was a Care Bears nut. Although my main concentration was the plush toys, the 3.5" action figures were also cool. I'm not sure if it was the vinyl feel of the plastic, or the bright and fun colors, or the fluffy-looking sculpt, but I loved those figures. I couldn't quite reconcile the look and theme of the Care Bears with other action figure favorites like Star Wars, GI Joe, or Transformers, so I couldn't justify buying more than a few. But they're great regardless.
I might start collecting them if I can get them on the cheap. They're so colorful that they would make a great display.