G.I. Joe is a line of action figures produced by the toy company Hasbro. The franchise began in 1964 with the release of the first G.I. Joe action figures, created by Stan Weston. Initially, G.I. Joe was marketed as America's movable fighting man, with figures representing different branches of the U.S. armed forces, including the Army, Navy, Air Force, and Marines. These original figures were 12 inches tall and highly poseable, featuring numerous accessories and uniforms to reflect various military roles.
The term "action figure" was coined by Hasbro to market G.I. Joe to boys who might not be interested in traditional dolls. The line was a significant success and helped to establish the action figure market. However, in the late 1960s and early 1970s, rising production costs and declining interest in military toys due to the Vietnam War prompted Hasbro to diversify the line. G.I. Joe evolved into the "Adventure Team," a series of figures and sets that focused on adventure and exploration rather than military themes.
In 1982, G.I. Joe underwent a major transformation with the introduction of the "G.I. Joe: A Real American Hero" line. These figures were smaller, at 3.75 inches tall, and came with intricate backstories and personalities. This relaunch included a comprehensive marketing strategy involving comic books by Marvel Comics and an animated television series. The storyline featured an ongoing battle between the G.I. Joe team and the evil Cobra organization, led by the ruthless Cobra Commander.
The "G.I. Joe: A Real American Hero" line was incredibly popular throughout the 1980s and early 1990s, spawning multiple toy lines, animated series, and a significant cultural impact. The franchise continued to evolve with various reboots and new toy lines, maintaining its presence in popular culture.
In addition to toys and animated series, G.I. Joe has expanded into other media, including feature films like "G.I. Joe: The Rise of Cobra" (2009) and "G.I. Joe: Retaliation" (2013), as well as numerous comic book series and video games.
G.I. Joe remains an iconic brand, symbolizing action, adventure, and heroism, with a legacy that spans over five decades and continues to captivate fans of all ages.
