About: G.I. Joe: America's Movable Fighting Man   Sponge Permalink

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The driving force behind the concept was Don Levine, who in 1963 was creative director of Hasbro Toys. Stan Weston of Weston Merchandising Corp., a product development company, approached him with the idea of a military-based toy line that would include figures and many accessories. Stan Weston credits Larry Reiner, then head of the games division at Ideal Toys, with the notion of an articulated figure, based on conversations he had with Mr. Reiner regarding the concept. Sam Speers, then of Hasbro's product development team, is primarily credited with the specific 30 cm tall articulated figure design as produced by Hasbro; his name appears on the patent assigned on October 11, 1966. The all-important packaging graphics were sub-contracted to Thresher and Petrucci Art Studio, a company base

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  • G.I. Joe: America's Movable Fighting Man
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  • The driving force behind the concept was Don Levine, who in 1963 was creative director of Hasbro Toys. Stan Weston of Weston Merchandising Corp., a product development company, approached him with the idea of a military-based toy line that would include figures and many accessories. Stan Weston credits Larry Reiner, then head of the games division at Ideal Toys, with the notion of an articulated figure, based on conversations he had with Mr. Reiner regarding the concept. Sam Speers, then of Hasbro's product development team, is primarily credited with the specific 30 cm tall articulated figure design as produced by Hasbro; his name appears on the patent assigned on October 11, 1966. The all-important packaging graphics were sub-contracted to Thresher and Petrucci Art Studio, a company base
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abstract
  • The driving force behind the concept was Don Levine, who in 1963 was creative director of Hasbro Toys. Stan Weston of Weston Merchandising Corp., a product development company, approached him with the idea of a military-based toy line that would include figures and many accessories. Stan Weston credits Larry Reiner, then head of the games division at Ideal Toys, with the notion of an articulated figure, based on conversations he had with Mr. Reiner regarding the concept. Sam Speers, then of Hasbro's product development team, is primarily credited with the specific 30 cm tall articulated figure design as produced by Hasbro; his name appears on the patent assigned on October 11, 1966. The all-important packaging graphics were sub-contracted to Thresher and Petrucci Art Studio, a company based nearby that had previously produced freelance work for Hasbro. The Hasbro prototypes were originally named "Rocky" (marine/soldier) "Skip" (sailor) and "Ace" (pilot), before the more universal name G.I. Joe was adopted. The initial product offering featured members of the four branches of the armed forces as follows; Action Soldier, Action Sailor, Action Pilot and Action Marine, with accessory sets immediately available for each branch. It was correctly assumed that competitors would try to emulate or outright copy the concept, so the idea was to offer a broad range of accessory items from the very start. The ongoing situation in Vietnam, and the growing anti-war sentiment of the late sixties signaled the end of the early years of G.I. Joe; by 1969, He was no longer a soldier/sailor/pilot/marine, but rather an Adventurer; he was marketed under the "Adventures of G.I. Joe," and the line consisted of Adventurer, Black Adventurer, Aquanaut, and Talking Astronaut. Instead of military sets, the mostly recycled materials from earlier years were given names such as "Fight for Survival," "Danger of the Depths." "Mysterious Explosion," "Secret Mission to Spy Island" and "Mouth of Doom". Everything would change the following year, as G.I. Joe received lifelike hair and beards, courtesy of Hasbro's U.K. licensee; Palitoy. See Adventure Team for more information on the later series of G.I. Joe.
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