G.I. Joe is more than just a toy line. It is a cultural phenomenon that has spanned decades and generations, inspiring comics, cartoons, movies, and video games. G.I. Joe is the name of a team of elite soldiers who fight against the evil forces of Cobra, a ruthless terrorist organization bent on world domination. G.I. Joe is also the name of the action figures that represent these characters, as well as the vehicles, playsets, and accessories that accompany them. G.I. Joe is an American icon that has influenced millions of fans around the world.
The Origins of G.I. Joe
The idea for G.I. Joe was born in 1963, when Stanley Weston, a Manhattan licensing agent, came up with the concept of a military-themed doll for boys. He made some prototypes and marketing materials, and pitched his idea to Hasbro, a toy company that was looking for a rival to Mattel’s Barbie doll. Hasbro’s executive Donald Levine liked Weston’s idea, and bought the rights to the concept for $100,000. Levine then hired a team of designers, sculptors, and writers to develop the product. He also coined the name G.I. Joe, which was a generic term for American soldiers in World War II.
The first G.I. Joe action figures were released in 1964, and they were an instant hit. They were 12 inches tall, had 21 movable parts, and came with realistic uniforms and accessories from different branches of the military. They also had a trademark scar on their right cheek and a thumbnail on the inside of their right hand. The original line consisted of four figures: Action Soldier, Action Sailor, Action Pilot, and Action Marine. Later, Hasbro added Action Nurse, the first and only female figure in the line.
G.I. Joe was marketed as “America’s Movable Fighting Man”, and it was the first toy line to use the term “action figure” instead of “doll”. Hasbro also created a comic book series and a television commercial to promote the toy line. The commercial featured a catchy jingle that went: “G.I. Joe, G.I. Joe, fighting man from head to toe, on the land, on the sea, in the air”. The commercial was so popular that it was parodied by many comedians and shows, such as Saturday Night Live and The Simpsons.
The Evolution of G.I. Joe
In 1966, Hasbro introduced the Adventure Team, a new line of G.I. Joe figures that focused on exploration and adventure rather than combat. The Adventure Team had more diverse ethnicities and facial features, and they wore civilian clothes instead of military uniforms. They also had a new feature called “Kung Fu Grip”, which allowed them to hold objects more firmly. The Adventure Team also had a mascot, a bald eagle named Freedom.
In 1969, Hasbro partnered with Palitoy, a British toy company, to launch Action Man, a version of G.I. Joe for the European market. Action Man had different outfits and accessories than G.I. Joe, and he also had flocked hair and beard instead of painted ones. Action Man became very popular in Europe, especially in the UK, where he won several awards and became a cultural icon.
In 1974, Hasbro discontinued the 12-inch G.I. Joe line due to rising production costs and declining sales. However, in 1982, Hasbro revived the G.I. Joe brand with a new line of 3.75-inch figures called G.I. Joe: A Real American Hero. This line was inspired by the success of Star Wars and other sci-fi franchises, and it introduced a new storyline and characters for G.I. Joe. The new G.I. Joe team was composed of specialists from different fields and backgrounds, such as Snake Eyes (a ninja), Scarlett (a counterintelligence agent), Duke (a field leader), Roadblock (a heavy machine gunner), and many more. Each figure came with a file card that provided their code name, real name, rank, specialty, and biography.
The Real American Hero line also spawned a comic book series by Marvel Comics and an animated series by Sunbow Productions. Both media expanded the lore and mythology of G.I. Joe, and introduced new characters and villains. The most notable villain was Cobra Commander, the mysterious leader of Cobra who wore a hood or a metal mask to conceal his identity. Other notable villains were Destro (a weapons dealer), Baroness (a femme fale), Storm Shadow (a ninja who was Snake Eyes’ rival), Zartan (a master of disguise), and Serpentor (a genetically engineered tyrant who claimed to be the reincarnation of history’s greatest conquerors).
The Real American Hero line was a huge success, selling over 250 million figures worldwide. It also spawned several spin-offs and sub-lines, such as G.I. Joe: Special Missions Force (which featured more realistic military themes), G.I. Joe: Ninja Force (which featured ninjas with spring-loaded action features), G.I. Joe: Star Brigade (which featured space-themed characters), and G.I. Joe: Extreme (which featured more muscular and exaggerated designs).
The Legacy of G.I. Joe
G.I. Joe is one of the most influential toy lines in history. It has inspired countless other toy lines, such as Transformers, Masters of the Universe, Teenage Mutant Ninja Turtles, Power Rangers, and more. It has also influenced many artists, writers and filmmakers, such as Steven Spielberg, George Lucas, Joss Whedon, and Quentin Tarantino. It has also influenced many military and political figures, such as Colin Powell, John McCain, Barack Obama, and Chuck Norris.
G.I. Joe has also been adapted into various forms of media, such as novels, video games, board games, and live-action movies. The most recent movie adaptation was G.I. Joe: Snake Eyes, which was released in 2021 and focused on the origin story of the fan-favorite character Snake Eyes. The movie starred Henry Golding as Snake Eyes, Andrew Koji as Storm Shadow, Samara Weaving as Scarlett, and Iko Uwais as Hard Master.
G.I. Joe has also been celebrated and honored by various institutions and organizations. In 2003, G.I. Joe was inducted into the National Toy Hall of Fame at The Strong National Museum of Play in Rochester, New York. In 2004, G.I. Joe was awarded the first ever Toy Industry Association’s “Toy of the Century” award. In 2009, G.I. Joe was featured in a special exhibit at the Smithsonian National Museum of American History in Washington, D.C.
The Future of G.I. Joe
G.I. Joe is not just a toy line from the past. It is a toy line that continues to evolve and innovate with the times. Hasbro has recently announced a new line of G.I. Joe figures called G.I. Joe: Classified Series, which features modernized and updated versions of the classic characters in a 6-inch scale. The Classified Series also incorporates new technology and features, such as digital face printing, articulated hands, and removable accessories.
Hasbro has also announced a new animated series called G.I. Joe: Renegades, which will debut on Netflix in 2022. The series will follow a group of rogue G.I. Joe operatives who are framed for a crime they did not commit by Cobra. The series will feature a mix of old and new characters, such as Flint (a former Green Beret), Lady Jaye (a covert ops specialist), Tunnel Rat (a demolitions expert), Jinx (a martial arts master), and Roadblock (a heavy weapons specialist).
G.I. Joe is also expanding its reach and appeal to new audiences and markets. Hasbro has partnered with various companies and brands to create crossover products and collaborations with G.I. Joe, such as Transformers, Fortnite, Marvel Legends, Star Wars, Ghostbusters, and more. Hasbro has also launched a new initiative called G.I. Joe: World on Fire, which aims to create a global community of G.I. Joe fans and collectors through social media platforms, events, podcasts, and newsletters.
G.I. Joe is more than just a toy line. It is a legacy that lives on in the hearts and minds of millions of fans around the world. G.I. Joe is a real American hero that inspires courage, loyalty, honor, and adventure in every generation.
