Vintage3DJoes
Feedback? Contact me :
  • Welcome!
    • Home
    • The Story of GI Joe
    • The GI Joe Figure 1964-69
    • The Adventure Team Figure
    • Dietz Archive of Commercials
    • About >
      • The Curator
      • The Mission
      • Help Build the Site
      • Thank You!
      • Feedback & Appraisals
    • Buy, Sell, & Trade
  • Military Era
    • Action Soldier >
      • Action Soldier
      • Action Soldier (Negro)
      • Talking Action Soldier
      • Machine Gun Emplacement
      • "C.Q." Convertible Quarters
      • Green Beret
      • Forward Observer Set
      • Green Beret Machine Gun Outpost
      • Command Post Equipment
      • Soldier Fatigues
      • Combat Equipment
      • Bivouac Equipment
      • Military Police (1964-66)
      • Ski Patrol & Mountain Troops
      • Special Forces & Bazooka
      • Jungle Fighter
      • Sabotage
      • West Point Cadet
      • Heavy Weapons
      • Military Police (1967-68)
      • Combat Engineer
      • Combat Construction & Demolition
      • Combat Photo Box
    • Action Sailor >
      • Action Sailor
      • Talking Action Sailor
      • Life Ring, Fatigues & Basics
      • Sea Rescue
      • Frogman
      • Navy Attack
      • Shore Patrol (1964-66)
      • Deep Sea Diver
      • Landing Signal Officer
      • Sea Sled and Frogman
      • Shore Patrol 1967
      • Deep Freeze
      • Annapolis Cadet
      • Breeches Buoy
    • Action Marine >
      • Action Marine
      • Talking Action Marine
      • Marine Fatigues and Basics
      • Communications Equipment
      • Combat Paratrooper
      • Dress Parade
      • Beachhead Attack Equipment
      • Marine Medic
      • Marine Demolitions (Mine Detector)
      • Bunk Bed
      • Mortar, M-60, & Rifle Rack
      • Tank Commander
      • Marine Jungle Fighter
    • Action Pilot >
      • Action Pilot
      • Talking Action Pilot
      • Survival Equipment
      • Dress Uniform
      • Scramble Equipment
      • Pilot Communications
      • Air Police
      • Mae West & Basics
      • Crash Crew
      • Air Security
      • Air Cadet
      • Fighter Pilot
      • Astronaut
      • Air Sea Rescue
    • Action Soldiers of the World >
      • German Soldier
      • Japanese Imperial Soldier
      • Russian Infantryman
      • French Resistance Fighter
      • British Commando
      • Australian Jungle Fighter
    • Action Girl
    • Mountie
    • Action Joe >
      • Race Car & Driver
      • State Trooper & Motorcycle
    • Special Value & Adventure Packs >
      • Foreign Soldiers Talking Adventure Pack
      • Bivouac Adventure Pack
      • Mountain Troops Adventure Pack
      • Navy Scuba Series Adventure Pack
      • Marine Medic Adventure Pack
      • Command Post Special Value Set
      • Footlockers & 4-in-1 Boxes
    • Vehicles and Accessories >
      • Official Footlocker
      • Official Jeep Combat Set
      • Desert Patrol Attack Jeep
      • Official Space Capsule >
        • Test Shot Space Capsule
      • Official Space Capsule (Sears)
      • Crash Crew Fire Truck
      • Irwin Vehicles >
        • Motorcycle and Side Car
        • Staff Car
        • Amphibious Duck
        • Personnel Carrier & Mine Sweeper
        • Jet Helicopter
        • Jet Fighter
        • Armored Car
  • 1969
    • 1969 Figure Sets >
      • 1969 Adventurer
      • 1969 Black Adventurer
      • 1969 Aquanaut
      • 1969 Talking Astronaut
    • Adventure Sets >
      • Danger of the Depths
      • Secret Mission to Spy Island
      • The Fantastic Freefall
      • Mouth Of Doom
      • The Mysterious Explosion
      • Eight Ropes of Danger
      • Perilous Rescue
      • Hidden Missile Discovery
    • Deluxe Adventure Sets >
      • The Fight For Survival
      • The Shark's Surprise
      • Spacewalk Mystery
    • 1969 Footlockers >
      • Adventure Locker
      • Aqua Locker
      • Astro Locker
  • Adventure Team
    • 1970-73 Adventure Team Figures >
      • Talking Adventure Team Commander
      • Land Adventurer
      • Sea Adventurer
      • Air Adventurer
      • Adventurer
      • 1970 Talking Astronaut
      • Man of Action
      • Talking Man Of Action
      • Talking Adventure Team Commander (Black)
    • 1974 The Adventure Team with Kung-Fu Grip >
      • Talking Adventure Team Commander with KFG
      • Land Adventurer with KFG
      • Sea Adventurer with KFG
      • Air Adventurer with KFG
      • Adventurer with KFG
      • Man of Action with KFG
      • Talking Man of Action with KFG
      • Talking Adventure Team Commander with KFG (Black)
    • 1975-76 Life-Like GI Joe >
      • Land Adventurer With Life-like Body
      • Sea Adventurer With Life-like Body
      • Air Adventurer With Life-like Body
      • Adventurer With Life-like Body
      • Man of Action With Life-like Body
      • Eagle Eye Land Commander
      • Eagle Eye Man of Action
      • Talking Commander with Life Like Body
      • Talking Black Commander with Life Like Body
      • Talking Man of Action with Life Like Body
      • Bulletman
      • The Intruders
    • 1970-74 Adventure and Play Sets >
      • Secret Mission to Spy Island
      • Danger of the Depths >
        • Danger of the Depths Art Restoration
      • Hidden Missile Discovery
      • Eight Ropes of Danger
      • Fantastic Freefall
      • Flying Space Adventure
      • Fight for Survival
      • White Tiger Hunt
      • Capture of the Pygmy Gorilla
      • Deluxe Adventure Set
      • Adventure Team Headquarters
      • Search for the Abominable Snowman
      • Mystery of the Boiling Lagoon
      • Adventure Team Training Center
    • 1970-74 Adventure Sets with Vehicles >
      • Adventure Team Vehicle
      • Secret of the Mummy's Tomb
      • The Shark's Surprise
      • Spacewalk Mystery
      • Sears Exclusive Super Adventure Set
      • Search for the Stolen Idol
      • Desert Patrol Adventure
      • Recovery of the Lost Mummy Adventure
      • Mobile Support Vehicle
      • Adventure Team Helicopter
      • Devil of the Deep
      • Fate of the Troubleshooter
      • Sandstorm Survival
    • 1972-73 Release Equipment Sets >
      • Missile Recovery
      • Radiation Detection
      • High Voltage Escape
      • Hurricane Spotter
      • Volcano Jumper
      • Aerial Recon
      • Demolition/Dangerous Removal
      • Smoke Jumper
      • Karate
      • Jungle Survival
      • Emergency Rescue
      • Secret Agent
      • Infiltration
    • 1973-76 Uniform Sets >
      • Desert Survival
      • Dangerous Mission
      • Fight For Survival
      • Secret Rendezvous
      • Hidden Treasure
      • Copter Rescue
      • Secret Mission
      • Dangerous Climb
      • Jungle Ordeal
      • Winter Rescue
      • Desert Explorer
      • Undercover Agent
      • Photo Recon
    • 1971-72 Action Packs >
      • Rescue Raft
      • Fire Fighter
      • Flying Rescue
      • Life-Line Catapult
      • Windboat
      • Underwater Explorer
      • Escape Car
      • Signal Flasher
      • Turbo Copter
      • Drag Bike
      • Danger Alert
      • Escape From Danger
    • 1972-73 Equipment Cards >
      • Underwater Demolition
      • Laser Rescue
      • Sonic Rock Blaster
      • Chest Winch
      • Solar Communicator
      • Rocket Pack
      • Escape Slide
      • Magnetic Flaw Detector
      • Sample Analyzer
      • Thermal Terrain Scanner
      • Equipment Tester
      • Seismograph
    • 1975-76 Adventure Sets with Vehicles >
      • Fantastic Sea Wolf
      • Skyhawk
      • Trapped in Coils of Doom
      • 1976 Combat Jeep Vehicle
      • Capture Copter
      • Big Trapper
      • Avenger Pursuit Craft
      • 1975-76 Footlocker
    • 1975-76 Carded Adventure Sets >
      • Secret Courier
      • Thrust Into Danger
      • Long Range Recon
      • Green Danger
      • Buried Bounty
      • Diver's Distress
    • 1975-76 Adventure Sets >
      • Danger Ray Detection
      • Night Surveillance
      • Shocking Escape
      • Raging River Dam Up
      • Jettison to Safety
      • Mine Shaft Breakout
      • Revenge of the Spy Shark
      • Black Widow Rendezvous
      • Peril of the Raging Inferno
      • Attack at Vulture Falls
      • Jaws of Death
      • Skydive to Danger
      • Trouble at Vulture Pass
      • Magnum Power
    • Mike Power Atomic Man >
      • Mike Power, Atomic Man
      • Race for Recovery
      • Fangs of the Cobra
      • Special Assignment
      • Secret Mission
      • Dive to Danger
      • Challenge of Savage River
      • Command Paradrop
      • Secret Mountain Outpost
    • 1976 Canadian Release Sets >
      • 1976 Canadian Mountie
      • Polar Explorer
      • Wild West Cowboy
      • Wild West Indian
    • Backyard Patrol Bags
    • The Defenders >
      • The Defenders Figure
      • Commando Assault
      • Point Man
      • Sniper Patrol
      • Counter Attack
      • Forward Observer
      • Ambush
      • Command Post
      • Strong Point
      • Sea Recovery
      • Iron Knight Tank
      • Combat Jeep Vehicle
      • Forward Patrol
  • Toys, Info, & More
    • Toys, Games & Fun! >
      • Kid-Sized & Backyard Patrol
      • Lunch Boxes
      • Inflatables
      • Playsuits & Costumes
      • Games & Pre-Hasbro Wind-ups
      • School, Coloring, & Activity
      • View-Master
      • Book & Record Sets
    • Prototypes, Samples, & Displays >
      • Prototypes
      • Salesmen's Samples
      • Store Display Items
      • AT Prototypes
      • The Hasbro Morgue!
    • Variation Index >
      • Uniform Tags
      • Boots & Shoes
      • US Bayonets
    • Paperwork
    • Web Sites & Online Resources
    • Reference Books
  • More 3DJoes!
    • 3DSuperJoes.com
    • 3.75" Joes!

The Story of GI Joe

Picture
Picture
Picture
Picture
The story of the creation of GI Joe has been told many times, and there is much more to it than can shared in this brief run-down.  If you want more detail I encourage you to check out John Michlig’s  GI Joe, the Complete Story of America’s Favorite Man of Action.  Watch for updates to the Reference Books page for more details on that and other sources.

As much as we tend to mythologize our childhoods, the toy business has always been just that: a business.  Designers and manufacturers try their best to figure out what will fly off the shelves and fatten their bottom line.  The toys that gave us so many hours of fun and fantasy as kids began their lives at desks and in offices as employees racked their brains to figure how to get kids to make their parents spend money.  The journey from concept to beloved plaything is an interesting one for GI Joe because, although it combined several pre-existing ideas (toy soldier, poseable doll, accessory sets), it did it in a way that was groundbreaking both for the 1960s and for its parent company Hasbro.

Picture
Don Levine (image courtesy of Patches of Pride)
While the late Don Levine is often credited as the father of GI Joe, the original idea came from a licensing agent named Stan Weston.  Weston, who later went on to help Ideal develop Captain Action, was peddling the licensing rights to a short-lived NBC show called The Lieutenant when he had the idea for a large toy soldier with accessory sets.  In 1963 he brought the idea to Hasbro where he discussed it with Don Levine.  Despite a longstanding ban on dolls from Hasbro’s then-CEO Merrill Hassenfeld, Levine saw potential in Weston’s idea and put his creative team to work.  Initially there was discussion of creating just a soldier, then three different figures, Rocky the Marine, Skip the Sailor, and Ace the Pilot.  Fortunately, Hasbro’s ad agency pointed out the confusion the different names could cause, and Levine happened to catch the classic Robert Michum/Burgess Meredith film about Ernie Pyle called The Story of GI Joe, which inspired the now classic name for the line.
Designer Sam Speers led the group that developed the innovative body design while sculpting of the final head was farmed out to artist Phil Krackowski who had recently completed a sculpture of John F. Kennedy, which may account for Joe’s slight resemblance to the president.  While the packaging design concepts were worked out in-house, the art that became central to marketing GI Joe was created by local commercial artists Thresher and Sam Petrucci.  While there was much hand wringing and angst about whether boys would play with a doll, Levine brilliantly sidestepped the issue by insisting the GI Joe be marketed as an “action figure” and threatened the sales force with punishment if they used the forbidden d-word when selling the new line. 

Just before the official debut at Toyfair 1964 Hasbro gathered sales reps from some of the largest retailers together to show them a sales film about G.I. Joe.  This was the official debut of the Action Soldier, Action Sailor, Action Marine, and Action Pilot.  Responses were cautiously enthusiastic, and few orders were placed.  Things looked good, and looked even better after running some test marketing in New York where product sold out in just a few days.  Production went into overdrive to supply stores by the busy holiday season.
Picture
The following years saw Joe’s sales grow, supported by classic TV commercials, and introduction of big selling sets like the Deep Sea Diver, the Jeep and the Space Capsule.  1966 added the Action Soldiers of the World to the line, and 1967 was the peak year for the military era, debuting classics like the Fighter Pilot and Talking GI Joes, and even the failed G.I. Nurse Action Girl.
Picture
Picture
Picture
Picture
Picture

Times were beginning to change though, and there was some activism growing against war toys, fueled by national discontent about the Viet Nam war.  Sales began to flag and Hasbro looked for ways to renew interest in the line.  1969 brought a new direction, the Adventures of GI Joe.  Inspired by both by tales of real-life adventure and action films, staff developed eleven new adventure sets and four new figures.  These reused many military era accessories, making the line more cost effective.  This line was a bridge to the 1970s and Joe’s transformation back to a top seller with the Adventure Team.

The transformation of G.I. Joe to a man of adventure was completed by a big change in his look, courtesy of a flocking process that came to Hasbro at the suggestion of British licensee Palitoy.  G.I. Joe left the military behind to become Adventurers on the Land, Sea, and Air.  The black figure even got a new, more realistic head sculpt.  The line blossomed with new vehicles and Adventure sets and stayed strong with innovations like Kung Fu Grip.  By the mid-70s sales were flagging again, so the figure was redesigned and a final burst of new adventure and play sets were released, but to no avail.  1976 was the end of the vintage era.
Picture
Picture
Picture
An effort was made to maintain the brand with an eight-inch space themed series called Super Joe in 1977, but that only lasted another year before the plug was pulled and the brand shelved until the early eighties.  The story of the rebranding of the figure into A Real American Hero can be found on our companion site, 3DJoes.com!

Vintage3DJoes is buying single items and collections!  CLICK HERE for more info!
All 3D photos, traditional photos, text and scans are ©2022 Vintage 3DJoes.com
All Rights Reserved. No usage is permitted without written permission.