G.I. Joe in Pop Culture

G.I. Joe was invented in 1963 in a response to Mattel’s hottest toy, the Barbie Doll. Hasbro felt that young boys needed a “doll” of their own, but found that boys would not play with doll. Thus, the “Action Figure” was born.

G.I. Joe was essentially a 11 ½” tall military figure, and much of the product focused on the patriotism of WWII and the Vietnam War. Children could stage their own battles with Joe and were offered complete lines of accessories to equip their own army with the latest in military might. Everything from jeeps to highly classified secret weapons were available, as well as the coolest uniforms and guns.

By the 1970’s, G.I. Joe was no longer a military man. He was now a member of the Adventure Team due to rising dislike for the war in Vietnam. Joe was now and adventurer, seeking out giant squids, sharks, or space ships. He became an astronaut, deep sea diver, or sky diver. Still, Joe had all the latest gear at his disposal. All he needed was a hefty wallet, much like today’s military.

By 1982, sales of the 11 ½” action figure had slumped, so Hasbro released a new line of toys with the G.I. Joe branding. The new Joes were now 3 ¾” tall, but still had a wide range of accessories. Because of the smaller size, and lower cost, new equipment and vehicles could be purchased. Even a huge aircraft carrier could be purchased, though the high cost ensured it didn’t stay on the market very long.

Today the 3 ¾” figure is making a comeback, and collector’s editions of the 11 ½” figures are being sold as well, though targeted at the adult collector. G.I. Joe is a cultural icon, and has fans spanning many generations.