G.I. Joe is a line of action figures popular with children and collectors since first introduced by the Hasbro toy company in 1964. The toy line was created as a response to the success of Mattel’s Barbie doll and was designed to appeal to boys. G.I. Joe figures were designed to be highly detailed and poseable, and they were initially sold with military-themed accessories and outfits. It was in fact the world’s first “action figure”, as the marketing team defined the moniker because “Boys didn’t play with dolls.”
Over the years, the G.I. Joe toy line has gone through several changes and has included a wide range of figures and accessories. In the 1980s, the toy line was revamped and released under the title “G.I. Joe: A Real American Hero,” which featured more modern military themes and characters. In the 1990s, the toy line was again revamped and released as “G.I. Joe Extreme,” which featured more futuristic themes and characters. Today, the G.I. Joe toy line continues to be popular and has inspired several spin-off products, including comic books, video games, and multiple animated television series.
The Genesis and Cultural Resonance
G.I. Joe didn’t merely emerge as a counterpart to Barbie; it encapsulated the spirit of adventure and heroism that resonated deeply with post-war America. As the nation was embroiled in the Cold War and the space race, G.I. Joe offered a canvas for children to project their imaginations, embodying the values of bravery and patriotism.
The meticulousness with which Hasbro crafted the uniforms and accessories in the original line reflected a society that held its military in high esteem. Each figure wasn’t just a toy but a tribute to the American soldier, teaching children to respect and understand the various roles within the armed forces.
The Original 12″ figure line
The original G.I. Joe toy line was designed to represent the four branches of the United States military: the Army, Navy, Air Force, and Marine Corps. The toy line included figures that were dressed in the uniforms of each of these branches, as well as a wide range of military-themed accessories and playsets.
The Army figures were dressed in green fatigues and featured equipment and gear that was commonly used by the U.S. Army, including rifles, helmets, and other gear. The Navy figures wore blue uniforms and were equipped with gear and accessories that were used by the U.S. Navy, such as life jackets, helmets, and other equipment. The Air Force figures wore blue uniforms and were equipped with gear and accessories that were used by the U.S. Air Force, such as helmets, flight suit, and other equipment. Finally, the Marine Corps figures wore green fatigues and were equipped with gear and accessories that were used by the U.S. Marine Corps, such as helmets, flak jacket, and other equipment.
Like Barbie, it used a version of the “razor/razor blade” product strategy: Sell the razor for a low price and make your profits off razor blade sales. In order to ensure this, Hasbro rolled out an extensive line of accessories for all four branches of G.I.Joe and priced the basic figure at $4 – Accessories sold for between $1.20 and $5.
The Adventure Team: Adapting to a Changing World
In the early 70s Hasbro decided to shift the line to a more fantasy adventure space than a strictly military figure. So the G.I.Joe soldiers because the G.I.Joe Adventure Team, and became “Commanders” – Land, Sea, and Air. They also introduced life like hair and a “kung-fu grip”.
The Adventure Team’s departure from strict military themes can be seen as Hasbro’s response to a society grappling with the complexities of the Vietnam War. By moving towards fantasy, Hasbro preserved the essence of heroism while distancing the brand from the controversial aspects of military conflict.
In addition to the figures, the G.I. Joe adventure team toyline also included a variety of vehicles and playsets. These included vehicles such as jeeps, rafts and helicopters, as well as playsets that included bases, jungle camps, and other adventure-themed locations.
Super Joe: A Lesson in Economics and Nostalgia
In 1977 Hasbro decided to “shrink” Joe, due to the higher cost of raw materials and the success of the MEGO 8 inch action figures. Thus came the failed “Super Joe” toyline, which was my introduction to the line. My family got it on clearance, and I loved it. You had eight figures, a large vehicle, and lots of accessory packs (many reusing parts from the previous line).
The “shrinking” of Joe can be analyzed considering the economic pressures of the 1970s, offering a case study in how external factors such as resource scarcity impact product design.
A Real American Hero: G.I. Joe in the Reagan Era
In 1982, Hasbro decided to bring Joe back, in a smaller form factor. The same size as the wildly popular Star Wars figures. And with deregulation, they could also “sell” the toys through a cartoon show.
The G.I. Joe animated television series that aired in the 1980s, known as “G.I. Joe: A Real American Hero,” featured a large cast of characters, many of whom were members of the G.I. Joe team, a group of elite soldiers who were trained to defend the world against the evil organization known as Cobra.
Some of the main characters in the G.I. Joe animated series included Duke, who served as the team’s leader; Scarlett, who was a skilled martial artist and intelligence officer; Snake Eyes, who was a silent and highly skilled ninja; and Storm Shadow, who was a ninja who worked for both G.I. Joe and Cobra at different times. Other notable characters included Roadblock, who was a heavy weapons specialist; Beach Head, who was a tough and disciplined soldier; and Lady Jaye, who was a skilled covert operations specialist.
In addition to the G.I. Joe team, the series also featured several villains from the Cobra organization, including Cobra Commander, who was the leader of Cobra; Destro, who was a weapons dealer and one of Cobra’s top operatives; and the Baroness, who was a seductive and skilled intelligence officer. There were many other characters in the G.I. Joe animated series, and the show featured a mix of action, adventure, and drama as the G.I. Joe team worked to stop the plans of Cobra and protect the world from their evil schemes.
The 1980s revival of G.I. Joe, accompanied by a cartoon series, mirrored the Reagan administration’s re-invigoration of American patriotism. The battle against Cobra can be interpreted as a symbolic representation of the fight against communism, with G.I. Joe serving as champions of freedom.
Sgt. Savage
G.I. Joe: Sgt. Savage and his Screaming Eagles was a toyline and attempted television series produced by Hasbro and created by DIC Entertainment. It was released in 1994.
The toyline featured Sgt. Savage, a World War II-era soldier who leads a team of elite soldiers known as the Screaming Eagles. The pilot episode (released on VHS tapes that came with figures) followed the adventures of Sgt. Savage and his team as they battled various enemies and completed various missions. Like Super Joe before it, it died a quick death. However, it did have a small, dedicated fan base.
GIJoe Extreme!
The GI Joe Extreme toy line was a spin-off of the classic GI Joe action figures, released in the mid-1990s. The line featured a new team of GI Joe soldiers with a more modern and edgy design, as well as a variety of new vehicles and weapons.
The toy line was not as successful as the original GI Joe line, likely due to the shift in design and target audience. It also faced competition from other popular toy lines at the time, such as Power Rangers and X-Men.
(We are skipping another variation, similar sized, from the mid-2000s called G.I.Joe: Sigma Six… Because it sucked that bad).
The less successful G.I. Joe Extreme line speaks to the challenges of brand evolution. It is a textbook example of how shifting market trends, such as the rise of the Power Rangers and X-Men, require established brands to innovate or face decline.
The Timeless Collection: The Power of Legacy
The GI Joe Timeless Collection was a line of action figures produced by Hasbro in the early 2000s. It reproduced classic GI Joe characters from the 1960s and 1970s, reimagined with modern packaging and technology. The figures were made with high-quality materials and featured the original figure’s multiple points of articulation, making them highly poseable and collectible.
The GI Joe Timeless Collection was generally considered a success by collectors and fans of the franchise. It was praised for its attention to detail and faithful recreation of classic characters, as well as its use of modern technology to improve the figures’ playability and durability. The line was also successful commercially, with many of the figures selling out quickly upon release and fetching high prices on the secondary market.
The Timeless Collection’s success underlines the importance of heritage in the toy industry. By modernizing classic figures, Hasbro tapped into the collectors’ market and showed how a brand could honor its past while embracing the future.
G.I. Joe Classified: Modernity Meets Tradition
The GI Joe Classified toy line is a series of eight-inch action figures based on the Real American Hero franchise. These figures are highly detailed and feature realistic articulation, making them popular with collectors and fans of the franchise. The toy line includes a variety of different characters, including classic GI Joe characters such as Duke, Snake Eyes, and Scarlett, as well as some new characters.
The toy line has been quite successful, with the figures selling well and receiving positive reviews from collectors and fans. Many collectors appreciate the attention to detail and high quality of the figures, and the toy line has also been praised for its diverse representation of characters. However, the initial figures were criticized for too “cartoonish” weapons and has faced further criticism over recent price increases. Overall, the GI Joe Classified line has been a successful addition to the franchise and has helped to reinvigorate interest in the brand.
The Classified series exemplifies how toy lines can adapt to modern sensibilities, including the need for detailed craftsmanship and diverse representation. The criticism of “cartoonish” weapons and price hikes opens discussions on consumer expectations and the balance between affordability and quality.
Fan Influence: The Heartbeat of the Brand
The G.I. Joe fan community is not just a passive consumer base but an active participant in the brand’s evolution. From the earliest days of the original 1964 line, fans have taken to customizing figures, writing fan fiction, and eventually influencing official storylines and character developments. Conventions like G.I. Joe Collectors Con, once held annually, serve as a testament to the community’s vibrancy, where Hasbro has often unveiled new figures and taken feedback directly from the most dedicated enthusiasts. Fans have been instrumental in reviving characters and advocating for the reintroduction of vintage designs, demonstrating the unique relationship between a brand and its audience in the toy industry.
Media Tie-Ins: Expanding the Universe
The G.I. Joe brand’s extension into television, comics, and film has created a rich, interconnected universe that enhances the toy line’s appeal. The “G.I. Joe: A Real American Hero” animated series of the 1980s not only served to advertise the toys but also enriched the characters with backstories and personalities, fostering a deeper connection with the audience. The comics, particularly those written by Larry Hama, have been credited with adding layers of depth to the G.I. Joe mythology, exploring themes of camaraderie, sacrifice, and honor. These tie-ins have become a crucial aspect of the brand’s storytelling, with each medium contributing to a larger narrative tapestry.
Design Philosophy: The Art and Science Behind the Figures
The design of G.I. Joe figures is a blend of artistry, engineering, and market research. Hasbro’s designers must balance aesthetic appeal with playability and cost of production. The design process involves extensive historical research, especially for lines that reference real military gear and uniforms. The sculpting of prototypes often begins with sketches and 3D models, followed by meticulous detailing to ensure that the final product stays true to the vision while being robust enough for play. The designers also must anticipate trends and fan expectations, which can dictate the level of detail and articulation in new figures.
Global Impact: G.I. Joe’s Worldwide Mission
While G.I. Joe is an American creation, its influence spans the globe. Internationally, the brand has been marketed under different names and backstories to resonate with local audiences. For instance, in the UK, the line was known as “Action Man,” and in Japan, “G.I. Joe” figures have been recast within different cultural narratives. This global reach has required Hasbro to navigate diverse cultural attitudes towards military figures and adventure toys, leading to unique variations in product offerings and marketing strategies. The global fan base also adds to the richness of the community, bringing a multitude of perspectives to the appreciation of the toy line.
Conclusion: Beyond Plastic and Paint
The G.I. Joe brand is more than the sum of its parts. Each figure, vehicle, and playset tell a story that has been carefully crafted to engage and inspire. From the drawing boards at Hasbro to the hands of children and collectors around the world, G.I. Joe represents a legacy of imagination, a microcosm of cultural history, and a beacon of innovation in the toy industry.
G.I. Joe is more than just a series of action figures; it’s a cultural icon that has adapted to the times while remaining true to its core identity. Its ability to evolve while maintaining a nostalgic charm is a testament to Hasbro’s understanding of its audience and the cultural forces at play.