In 1963, Hasbro, a toy company from Pawtucket, Rhode Island, was on a mission. A group of its designers were borrowing guns and rifles from the National Guard and driving around with their trunks full of military weapons. They even had the gumption to call generals and request top-secret material.

What, exactly, were they up to? They wanted to make a product that would be similar to Mattel's Barbie, except one that would be just as popular with boys. Barbie, the 1/6-scale fashion doll for girls, was launched in 1959. The original dolls were sold wearing only a swimsuit and high heels, and wardrobe sets and accessories could be purchased separately. Because girls would get together to dress and play with their Barbie—and because this play time would inspire more purchases—sales were through the roof by 1963.

Of course, a product for boys could not be called a "doll." No, when Hasbro debuted its first G.I. Joe, a 12-inch-tall fully poseable figurine not entirely unlike a Barbie, in 1964, it was dubbed an "action figure."

The G.I. Joe action figure—whose name came from the 1945 film, "The Story of G.I. Joe," and the World War II slang for the typical serviceman "Government Issue Joe"—was presented as a rugged, powerful fighting man, with a deliberately generic face, scarred to prove his indifference to pain. Accessory packs for all branches of the U.S. Armed Services were available for purchase, and its toy weaponry was impressively authentic in detail. G.I. Joe could be a combat-ready soldier carrying a bayonet, an undersea frogman sent to explode a ship, or a Marine landing on Iwo Jima.

These toys were a hit with Baby Boomer children, partially due to their emotional connection to their family members who had served as soldiers, pilots, and sailors in World War II. The boys could imagine themselves going on the missions fought by their fathers, uncles, and grandfathers—in that way, G.I. Joe helped the generations bond.

In addition, 1964 was a timely year to introduce new military toys: The United States was stockpiling weapons for the Cold War and growing more entangled in the conflict in Vietnam. Thanks to the growing pro-military fervor, fake guns and small plastic soldiers were hugely popular at the time. Hasbro’s new toy struck a chord.

One of the company's most clever promotional moves was to encourage boys to join its G.I. Joe Club, which had kids forming "Backyard Patrol" groups that required authentic access...

By 1968, however, as the United States' involvement in the Vietnam War peaked and the conflict became increasingly unpopular at home, G.I. Joe toys started to fall out of favor. In 1969, Hasbro declared that G.I. Joe had retired from the military and would now be an "Adventurer," with some weapons but many more accessories meant for exploring deserts, jungles, and even the ocean floor.

The Adventurer G.I. Joe was a lot like Indiana Jones, rescuing mummies and gilded artifacts, and wrestling with wild beasts like bears, gorillas, and lions. As a part of a new "Adventure Team," this post-combat G.I. Joe, with his fuzzy "life-like" hair and beard, was on a mission to prevent world-wide disaster. The new look, direction, and "AT" logo made G.I. Joe a sensation all over again. In 1974, the action figures got "Kung Fu" grip hands, so the Joes could more easily hold weapons and adventuring equipment.

As the price of plastic rose, G.I. Joe got a new figure in 1976—a smooth, lightweight "muscle body," wearing blue swim trunks. This money-saving change didn't go over well with the public, which was losing interest in G.I. Joe, despite the company's attempts to remake him as the Atomic Man Mike Power, Bulletman, and one of the Intruders.

The year 1977 marked the end of the 12-inch G.I. Joe. Instead, Hasbro offered an 8-inch Super G.I. Joe, with the same face, grip, and muscular body of its predecessor. It was Hasbro’s attempt to enter the market established by Mego, which made wildly successful 8-inch figures of DC and Marvel comic-book superheroes. However, the venture failed to take hold.

It wasn't until 1982 that Hasbro launched another G.I. Joe line, this time with 3 ¾-inch posable figures similar to Kenner's Star Wars figurines, which were selling like hotcakes.

The new G.I. Joe was rebranded as "A Real American Hero." Instead of being an anonymous fighting man, each pocket-sized figure had its own identity and exciting code name, like Snake Eyes, Stalker, Short Fuse, Breaker, Zap, Flash, Scarlett (a woman), Rock 'n Roll, and Grunt. The '80s G.I. Joe team also had a new enemy army, the Cobra Command led by Cobra and Cobra Officer.

For 13 years, this new incarnation of G.I. Joe flourished on the market, spawning companion toy military vehicles and aircraft, as well as new heroes and enemies. These G.I. Joes became the heroes of a popular children's TV cartoon, a comic-book series, and several video games.

In 1995, Hasbro hoped to revive declining interest in G.I. Joe with larger 5-inch figurines called Sgt. Savage and His Screaming Eagles, who were also featured in a new animated TV show. When that failed, the company tried and stumbled again with G.I. Joe Extreme, modeled after popular superhero action-figure lines.

The 12-inch G.I. Joe action figures were produced again in limited numbers in the 1990s, usually in special deals with Target. In 1992, Hasbro began releasing limited-edition 12-inch versions popular '80s G.I. Joe characters. In 1994, it reintroduced the generic 12-inch G.I. Joe, and late in 1995, the "Classic Collection" came out with a figure similar to the 1976 "muscle body."

A new reproduction line was started in 1996 by original G.I. Joe designer Don Levine and John Michlig, in collaboration with Chronicle Books. These 12-inch figurines were sold under the Masterpiece brand, but were too expensive to be purchased as mere playthings—these were instant collectibles. In 2004, classic 1964 figurines were released again.

The vintage 12-inch G.I. Joes are the most sought-after for collectors. For example, a rare G.I. Nurse from 1967, the earliest female G.I. Joe ever made, recently sold at an auction for more than $6,000.

About our sources | Got something to add?

▼ Expand to read the full article ▼

Best of the Web (“Hall of Fame”)

The Beachhead

The Beachhead

Mark Wright’s G.I. Joe site, The Beachhead, has everything a fan of the original action figure could want. Click … [read review or visit site]

Museum of Childhood

Museum of Childhood

Embrace your inner child on this website from the Victoria and Albert Museum, filled with high-quality images and i… [read review or visit site]

Clubs & Associations

Most watched eBay auctions    

Vintage 1976 Hasbro Gi Joe Adventure Team Intruders Warrior Figure In Box Ultimate Soldier 21st Century Toys Xd 1:18 Uh-1c Huey Helicopter1964 Gi Joe Collection 12" Hasbro Talking Doll Tent/box Lifelike Hair 7400 7403 Vintage Hasbro Gi Joe 1970 Super Adventure Set Team Complete Original Box Gi Joe Plastirama Argentina Argen 7 Cobra Mortal Loose Figure Rare! (a)Mego Super Hero And Villain Blow Out LotVintage Original Gi Joe Box Lot Of 15 Total Action Figures 3 3/4" 1980's Lot #2Gi Joe 1964 G.i. Doll Hasbro 12" Figure W/box Uniform Boots Access. See DescriptVintage Gi Joe Navy Scuba SeriesVintage 60's 12" Talking G.i. Joe Astronaut With Outfits And Space Capsule Vintage Gi Joe LotLook Awesome Tm Gi Joe Airborne Mp Set,no Reserve!Big Jim The Beast! With The Box!!Vintage 1960's Gi Joe Figure & Accessory Lot **as Found** Hasbro As-is Elite Force Ah-64 Apache Helicopter - Large 1:18 Scale Bbi 21st Gi Joe Vintage Gi Joe Marine Jungle Fighter With Box And Lots Of ItemsVintage Original Gi Joe Box Lot Of 15 Total Action Figures 3 3/4" 1980's Lot #1Vintage 1960's Hasbro Original Gi-joe - Big Lot - Figure - Clothes - AccessoriesGi Joe Plastirama Argentina Argen 7 Topson Loose Figure Rare! (a)Vintage Original Gi Joe Box Lot Of 11 Total Action Figures 3 3/4" 1980's Lot #3Vintage Gi Joe Action Figure 12" Military 1964 Green Fatigues Orange AccessoriesHasbro Gi Joe Lot Of 100's Of Pieces Of Vehicles, Men And WeaponsG I Joe Battle Corps Cross-country 1992 Sealed Moc Cannon Shoots!! Transport Exp1988 Cobra Bugg Misb Mib Moc Sealed Complete Secto ViperMint 1960's Gi Joe Action Marine Jungle Fighter Outfit In Original Hk Sealed BagUh1c Huey Helicopter Cia Air America 21st Century Ultimate Soldier Xd - 1:18// Gi Joe // African American Figure #2 // Circle "r" // Mint Head // Nice //Gi Joe Lot 48 Figures Shockwave Slaughter Eels Snow Serpent Recondo TorpedoG.i. Joe- Cross-country 100% Complete W/ Filecard- 1993G.i.joe Adventure Team Vehicle Secret Of The Mummy's TombToy Stamp & 1960s Hasbro Rare Black Negro Gi Joe In Original Box Beautiful ShapeMarx Johnny West Sheriff Garrett Rare Green Color 12 " Molds Plastimarx MexicoMarx Johnny West Sam Cobra Green Color & Extras 12" Molds Plastimarx Mexico3 3/4 Vintage Gi Joe Arah Vamp Mark 2 With Box!!!Gi Joe Plastirama Argentina Cobra Invasor Loose Figure Rare!Vintage 1985 Gi Joe Uss Flagg Fantail Railing Rail Original Unbroken!!!Gi Joe Lot Of 23 Figures With Acc And Case G.i. Joe// Gi Joe // African American Figure // Complete // Original 60's T.m. Joe //Look Lot Of 3 Boxed Gi Joe Soldiers,no Reserve...........Gi Joe 1987 Starduster Version A With Accessories 1:6 Scale Damtoys 78016 U.s. Coast Guard Msrt Maritime Security Response TeamMarx Johnny West Sam Cobra Brown Color Rare 12" Molds Plastimarx Mexico 2011 Sky Striker Sealed Case Of Three Jets Misb Moc Gijoe- CobraRare Johnny West Sheriff Garrett Cowboy Mexican Figure No Marx Reissue CamelToy Stamp & 1964 Hasbro Gi Joe In Mailer Rare Mailer BoxVintage Gi Joe Sea Adventurer In Box HhMarx 4526 Cape Canaveral Missile Set/boxVintage 1960's Gi Joe Original Star 7000 Jeep Trailer Hasbro 1964Gi Joe 25th Anniversary X-30 Conquest And Rattler Loose Complete With FiguresGi Joe Estrela Brazil Tigor 100% Complete Excellent Condition Rare!Mip 1964 Hasbro Gi Joe Action Marine Fatigue/camouflage PantsGi Joe 80's Lot For 24 Figures Replaced O-ringsGi Joe Cobra Vintage Lot Of Weapons And Accessories As Shown 82-93Gi Joe 1984 Storm Shadow Action Figure Mostly Complete With File Card - CobraLarge Lot Of G.i.joe Vehicles, Parts, Figures, Weapons, And Accessories3 Afa Gi Joe Graded Vintage Figure Moc No ReserveHasbro Talking Gi Joe Man Of Action With Life Like Hair W/ Box 1970Gi Joe 12in Adventure Team Outfit Copter Rescue Around 1975 Set MocLarge Lot Of 1960's Gi Joe Dolls And AccessoriesVintage Eagle Eye Gi Joe Moving Eyes Land Commander Muscle Fuzzy In Pieces 1975