Vintage Action Figures

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The concept of an "action figure" was introduced in 1964, when G.I. Joe hit the market. Hasbro, the creators of G.I. Joe, saw the enormous success of Barbie, the 12-inch fashion doll launched by Mattel in 1959, and decided to create a toy with a...
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The concept of an "action figure" was introduced in 1964, when G.I. Joe hit the market. Hasbro, the creators of G.I. Joe, saw the enormous success of Barbie, the 12-inch fashion doll launched by Mattel in 1959, and decided to create a toy with a similar play pattern for boys. A large part of Barbie's success was the fact that girls would bring their dolls over to each other's homes and play dress up, which encouraged parents to buy more clothes, accessories, and playsets for the dolls. While Hasbro wanted to make a toy boys would play with in a similar way, they had to make sure it would not be thought of as a "doll." A team of toy designers set out to make a toy soldier that would be seen as a powerful, dignified man of action, an "action figure." They worked with the U.S. military to make accurate toy-weapon accessories that would excite young boys. Debuting in 1964, the first G.I. Joes were 12 inches tall, with a deliberately generic face, featuring a single scar. The action figure was meant to represent the typical serviceman, and its name was taken from World War II slang—"Government Issue Joe." The toys were a hit, as Americans were still basking in the glow of World War II and growing anxious about the Cold War. G.I. Joe accessory kits were sold for every branch of the military, and kids were able to bond with their elders, pretending to relive their role models' missions in the war, in battles fought on land, sea, and in the air. Encouraged by Hasbro to join its G.I. Joe Club, boys formed "Backyard Patrol" groups and generally rejected knockoffs like Fighting Yank, Action Buddy, and Our Fighting Man made by competitors. By 1968, though, Joe’s' popularity was declining as the American public became more skeptical about the Vietnam War. In two short years, Hasbro launched a revamped spin on G.I. Joe. He was now retired from the military, sported a full fuzzy beard, and was a member of the "Adventure Team," which had a mission to combat global...
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