History
The name G.I. Joe originated from WWI "G" was for Government "I" was for Issue, and "Joe" was a common
name in the 1900's. This grew to be a common military and civilian phrase to represent our troops.
In 1964, Hasbro introduced GI Joe as the first doll ever for boys. This first series of military Joes were popular
from 1964-1969. By 1969 there was a shift in Hasbro instead of military figures there were Adventurer type figures. Hasbro
claims that this change was brought on by rising anti-war sentiment in the US.
In 1970, Hasbro released it's new line of Joes called the Adventure Team. This line sold better than the
military line it appealed to everyone, even parents who opposed their children playing with war toys.
By 1978 Hasbro ended GI Joe production due to dwindling sales, anti-military affiliation or lack of interest
on Hasbro's part no one really knows. Thus the end of GI Joe
In 1982 GI Joe shrank to 4 inches again GI Joe was an instant success!
Between 1978 and 1990 many collectors tried in vain to get Hasbro to bring back the 12 inch Joes but no luck.
When in 1991, a Target store buyer went to Hasbro and said "Here's some money and an order make them for our store" In Oct
91 the Hall of Fame "Duke" was sold out in 10 minutes of Target stores opening.
During 1992-1998 Hasbro wanted to hear what collector wanted in a figure but fell short of their expectations
of an authentic looking military action figure. In 1998 a new company surfaced with a new look and an open ear. 21st Century
Toys was that company, and gave collectors exactly what they were looking for. And of course leaving Hasbro in the dust. Hasbro
has since then suffered the loss of loyal collectors.
Since 1998 six other companies have capitalized on the GI Joe name giving it a generic term representing all
12 inch action figures instead of one that dominated the military action figure hobby.
