G.I. Joe is a name recognized worldwide, let alone by the vintage toy collecting community. You don’t have to be a vintage toy expert to see that G.I. Joe was one of the most popular toys in America. The line, produced by Hasbro, revolutionized the action figure industry. G.I. Joe has a rich history, so let’s explore the beginnings of the first G.I. Joe action figures!
The World’s First Action Figure: G.I. Joe
G.I. Joe’s story begins back in the 1940s. Determined to create a toy that could accessorize like Mattel’s Barbie, Hasbro’s Vice President and Director of Marketing and Developing, Don Levine, rolled up his sleeves. He took inspiration from a wooden mannequin and created a toy that could move like a human. He stuck with the military theme because toy soldiers were a huge hit. His idea transformed into what we know now as G.I. Joe with a movie in 1945.
In 1964, Hasbro released the first G.I. Joe action figures. Hasbro designed the toys to be “action figures,” a term coined to appeal to boys who might not have been attracted to the concept of “dolls.” This shift in perspective revolutionized the way manufacturers marketed toys.
The Original G.I. Joe Action Figures
Hasbro’s initial G.I. Joe line featured four figures, each representing branches of the U.S. Armed Services: the Army, Navy, Air Force, and Marine Corps. These 12-inch figures were meticulously crafted with movable parts and various accessories. Inspired by the widespread fascination with the military and the popularity of TV shows and movies like “The Great Escape,” Hasbro sought to create a figure that embodied the heroism and adventure of the armed forces. The name “G.I. Joe” was taken from the 1945 film, “The Story of G.I. Joe,” further emphasizing the figure’s military roots.
G.I. Joe’s Impact and Legacy
The G.I. Joe line quickly became a sensation, launching an entirely new genre of toys and influencing the creation of numerous action figure lines to follow, from Star Wars to Masters of the Universe. The concept of action figures as collectibles also grew from the popularity of G.I. Joe, paving the way for the modern toy market we know today.
As we reflect on the history of toys, understanding the origins of the G.I. Joe line is integral. Since its introduction in 1964, G.I. Joe has continually evolved from military figures to adventure teams, super soldiers, and beyond. Through each iteration, the core values of courage, heroism, and adventure encapsulated in those first figures continue to inspire and captivate fans worldwide.
G.I. Joe and Vintage Collectibles
The original G.I. Joe action figures hold immense value for vintage toy enthusiasts and collectors. They represent a significant moment in toy history and act as a nostalgia-infused reminder of childhood and the cultural zeitgeist of the 1960s. At Wheeljack’s Lab, we pride ourselves on our collection of these treasured pieces, allowing you to own a slice of this rich, fascinating history. Whether you’re looking to start your vintage toy collection or add to an existing one, exploring the world of G.I. Joe is an adventure.
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About the Author
Author: Chris Ingledue
Contact: email
Bio: I am the founder and owner of Wheeljack’s Lab pop Culture and Toy Shop. My vision has always been to reunite customers with their favorite childhood toys and pop culture, triggering fond memories, and reigniting their imaginations. Every day, I work in the “lab” where it’s Christmas 365 days a year. I scour the internet, like when we had the Sears Catalog of yesteryear, for the next great treasure. Then, I await the arrival of the postman as if he were Santa Claus himself and helping collectors worldwide with their versions of Christmas. Every day as a vintage toy buyer is an absolute joy!