Did you know that the GI Joe Figure toy actually came before the cartoon series?

The GI Joe cartoon series was a timeless classic for those who grew up watching it in the 80's.

The cartoon's popularity rose to a wide following and has spawned a vast array of toys, comic books, video games, clothing apparel and miniature action figures throughout 1980's and up to the 1990's.

It's safe to say, most middle aged (30 something) individuals know a thing or two about the battles between the Cobra Commander and the Allies.

In 1963, toy creator and licensing agent Stan Weston first came up with the plan of a toy soldier/action figure based on the hit TV series "The Lieutenant".

He then brought it up to Don Levine the CEO of toy manufacturer Hasbro Co. At that time, only Mattell's Barbie doll was dominating the market and it was targeted only for girls.

Since there were no particular dolls made for boys, Levine and Hasbro saw the potential in the idea of a doll for boys and if there ever was a time to offer a new brand of toy line, it was the perfect opportunity to do so.

The development of the GI Joe Figure line of plastic figurines also led to the coining of the popular and now common term "action figure" to make it more appealing to their intended market- the young boys who did't like to play with Barbie dolls.

Thus in 1964, Hasbro launched the GI Joe Figure line of military-themed, 12" articulated action figures which featured changeable clothes with various uniforms to suit different purposes.

The initial products featured dolls which represent the four branches of the United States Armed Forces such as the following: Action Soldier, Action Sailor, Action Pilot and Action Marine. With this, the GI Joe Figure name no longer refers to a specific character but to a brand of toy line instead.

The toy's features made it more appealing because the soldier could be bent into various poses and it also came equipped with different accessories and outfits which were based on real-life military equipment.

Its popularity rose overnight in the U.S. much to the chagrin of their rival Mattell which only had Ken to counter with.

In order to create global popularity for the toy figures, Hasbro licensed the product line to other marketing companies and it was met with wild success.

In the years that followed, additional characters were added to the product line to satisfy the customers' interest. Timing was indeed everything.

But in 1983, a federal regulation which prohibited the creation of children's programming based on toys was lifted and this incidence opened up a new era in the action figures competition. Already facing stiff rivalry with the Kenner Company which got the license to manufacture the Star Wars action figures, Hasbro fell into the backseat of the action figure market.

All sorts of action figure lines based on cartoon series suddenly flooded the toy industry and it became one of the largest marketing tools for toy companies.

Some of the most popular back then were He-Man and the Masters of the Universe, GI Joe Figure, Thundercats, Transformers and Teenage Mutant Ninja Turtles, to name a few.

By mid-1990's, a new action figure line from Todd McFarlane's "Spawn" was introduced to the toy stores which caught the attention of the market.

These new figures were made with a high degree of attention to detail compared to any of the previous toys.

McFarlane's influence and direct involvement with the design of the action figures based on his comic book has resulted in the high quality details of toy figures today.

As of present, plastic figurines are produced regardless of whether or not it appeared in movies or cartoons. Characters in video games, graphic novels, comic book firms and even performers in adult movies are now being manufactured.

These though are aimed towards a market of older consumers and on an ever increasing interest in collector's items, which only proves that action figures are not just for kids anymore.

And this toy boom owes it all to the original American toy icon. GO JOE!

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G.I. Joe Releases

G.I. Joe Homepage

Vintage G.I. Joe Figures

Pre-order G.I. Joe Figures and Collectibles

Buy G.I. Joe Action Figures and Collectible

The Cobra Organization

One-sixth Scale G I Joe Figures

Cobra Commander Figure

Cobra Trooper Figure

Snake Eyes Figure

Cobra Figure

RAH Cobra Figure (Medicom)

Hasbro G.I. Joe Releases 2009

G.I. JOE MOVIE 3-3/4-INCH MOVIE FIGURES

(Approximate retail price: $7.99: Ages: 4 & up; Available: Summer 2009) The first-ever live-action G.I. JOE movie won?t hit theaters until August 2009, but you don't need to wait until then to see the stars from the movie cast as G.I. JOE characters. G.I. JOE invented the action figure category 45 years ago, and the movie-line 3-3/4-inch action figures continue this great legacy. All figures are sculpted to match their on-screen counterparts, including Sienna Miller as BARONESS, and Channing Tatum as DUKE. Figures come with high-tech gear and projectile launchers, allowing for play among multiple waves that are set to be released in 2009, starting in July.

G.I. JOE MOVIE PIT PLAY SET

(Approximate retail price: $99.99; Ages: 4 & up; Available: Summer 2009) Prepare for battle in the first-ever play set that recreates the fortress headquarters for G.I. JOE. Known throughout the G.I. JOE comics, animated series and now live-action movie as the underground command center of the G.I. JOE team, The Pit serves as the characters? training facility, living quarters and heavy equipment storage facility. The state-of-the-art expandable multi-level play set is equipped with sounds, an elevator and much more. It even includes an exclusive 3-3/4-inch General Hawk figure (not obtainable anywhere else) to begin the recruitment of your very own G.I. JOE team.

G.I. JOE MOVIE VEHICLES CLASS A

(Approximate retail price: $15.99; Ages: 4 & up; Available: Summer 2009) These are the smallest and most covert of the G.I. JOE vehicles made for the 3-3/4-inch movie figures. Outfitted with universal projectiles and launchers and a surprise attack feature, these stealth vehicles also come with a realistic articulated driver that will help guide you through your action-packed adventures.

G.I. JOE MOVIE VEHICLES CLASS B

(Approximate retail price: $24.99; Ages: 4 & up; Available: Summer 2009) This collection recreates the larger vehicles from the upcoming G.I. JOE movie. Each represents the most technologically advanced vehicles in the G.I. JOE vs. COBRA arsenal and is equipped with a hidden reveal weapons system. Designed to traverse a wide range of terrains, each vehicle comes with an action figure to help steer your squadron to victory.

G.I. JOE MOVIE NIGHT RAVEN VEHICLE

(Approximate retail price: $39.99; Ages: 4 & up; Available: Summer 2009) Based on the iconic jet from the 1980s and playing a big role in the upcoming movie, the COBRA NIGHT RAVEN comes fully loaded, with an array of engines, weapons, lights and sounds. The largest vehicle in the entire new G.I. JOE vehicle series, this jet also features a pump action "Lock and Load" system that readies the missiles for attack. Manning the controls in this ultimate G.I. JOE movie vehicle is a 3-3/4-inch Air-Viper figure.

G.I. JOE MOVIE 12-INCH NINJA FIGURES

(Approximate retail price: $22.99; Ages: 4 & up; Available: Summer 2009) With all the stealth of a ninja come the 12-inch versions of SNAKE EYES and STORM SHADOW, two of the most feared and respected characters in the G.I. JOE vs. COBRA saga. The deluxe expressions of these iconic movie figures include weapons, soft goods and battle actions that activate electronic sounds - a must for all ninja warriors in training.

G.I. JOE MOVIE 12-INCH CHARACTER FIGURES

(Approximate retail price: $15.99; Ages: 4 & up; Available Summer 2009) Inspired by the original 12-inch G.I. JOE figures from the 60s and 70s, the 12-inch movie character figures are highly articulated and feature weapons and apparel that match the characters from the film.

G.I. JOE MOVIE ACCELERATOR SUIT DUKE

(Approximate retail price: $69.99; Ages: 5 & up; Available: Summer 2009) This unique figure captures the spirit of the G.I. JOE team leader and all of the technology needed to fight the COBRA forces. The ACCELERATOR SUIT DUKE figure comes equipped with the armored accelerator suit that DUKE wears during a soon-to-be-classic scene from the upcoming G.I. JOE movie. When activated using an easy hand grip control, DUKE simulates his accelerator running motion, with motorized head, torso and arm movements as well as lights and speech with more than 50 phrases. With the ACCELERATOR SUIT DUKE figure, kids will be able to "run" with DUKE and play out their favorite scenes from the movie or create their own new G.I. JOE missions.

G.I. JOE MOVIE SNAKE EYES ROLE PLAY SET

(Approximate retail price: $24.99; Ages: 5 & up; Available: Summer 2009) Gear up and get ready to take on the role of everyone?s favorite Ninja from the G.I. JOE team. With the SNAKE EYES katana-style sword, which features special lights, sounds and a secret dart launcher hidden in the handle and SNAKE EYES mask, kids can play the part of their Ninja hero.

G.I. JOE MOVIE TOUGH TROOPERS

(Approximate retail price: $22.99; Ages: 4 & up; Available: Summer 2009) Tough enough for any G.I. JOE in training, the trooper figures are perfect for crash and bash play. Each figure has lights, fighting action sounds, and arm slashing action.

G.I. JOE MOVIE COMBAT HEROES

(Approximate retail price: $6.99; Ages: 3 & up; Available: Summer 2009) The G.I. JOE team continues its COMBAT HEROES action figures in 2009. Featuring cute, cartoonish styling of classic G.I. JOE vs. COBRA characters, these figures are smaller than their traditional counterparts and are perfect for both collectors and young ones new to the G.I. JOE regiment.