From the Archives: Affect of G.I. Joe Continues to Develop

Initially revealed in The Toy E book’s Character Licensing, September 1986. Some content material might not match trendy editorial fashion, requirements, or formatting.

Hasbro‘s G.I. Joe has been a serious boys’ toy line for 22 years, and a extremely profitable character license for the previous 5 years. Positioned for boys ages 4 to 13, G.I. Joe supplies an reasonably priced, collectible vary of toys with nice play worth that stimulates the creativeness of its customers. The toy line is backed by heavy community and spot TV promoting ($16 million value in 1986), a every day animated TV collection that’s syndicated nationally in 90 % of the nation, and a lot of different sturdy assist applications.

A breakthrough toy, G.I. Joe debuted as the primary 11-1/2- inch male motion determine in 1964. Absolutely articulated, the product had 21 transferring components and lifelike hair. The G.I. Joe line expanded to incorporate figures that talked in 1968 and chalked up $100 million in revenues in its first 5 years.

Line extensions have been an integral issue within the success of G.I. Joe.

Within the Seventies, the G.I. Joe Journey Staff was launched, adopted by G.I. Joe with “Kung-Fu” grip, “Atomic Man,” which offered a couple of million items, “Eagle Eye” with movable eyes, “The Intruders” and “The Defenders.”

In 1977 “Tremendous Joe” with laser lights introduced the Journey Staff into the world of area journey.

Home advertising of G.I. Joe was discontinued from 1978 to 1982. Within the latter yr, Hasbro reintroduced the road, and it turned extra widespread than ever.

A Hasbro sketch from The Toy E book archives circa 1986.

That yr G.I. Joe: A Actual American Hero was marketed in a brand new 3-3/4-inch measurement. The road consisted of 16 articulated motion figures with uniforms, weapons, and automobiles modeled after trendy military designs of the Eighties and Nineties.

Moreover, an bold G.I. Joe licensing program was launched, masking some 45 licensees by year-end.

One other main growth of the road happened in 1983 when G.I. Joe turned one of many two top-selling toys.

In 1984, the third yr of G.I. Joe’s reintroduction, 10 extra characters have been added to the road, together with new automobiles, playsets, and environments. Greater than $125 million value of Hasbro merchandise have been offered by year-end, plus $50 million in licensed merchandise.

A Pallmark Footwear advert from The Toy E book circa 1986.

With 18 new SKUs added in 1985, Hasbro’s G.I. Joe gross sales surpassed $150 million for the yr.

In 1986, Hasbro made one other important product line extension, providing 17 new characters together with Sergeant Slaughter. The corporate expects G.I. Joe’s quantity this yr to exceed $160 million.

Main client promotions, an lively private look program of costumed characters, and a retailer assist program that gives product updates to toy and non-toy patrons are a part of the advertising assist offered by Hasbro.

G.I. Joe licensing continues to profit from the excessive impression of the toy line and to contribute to the overall advertising effort. This yr, Ralston Pur- ina is introducing G.I. Joe Motion Star Cereal and is supporting the product launch with greater than $13 million for promoting and promotions.

After 22 years, G.I. Joe represents a novel phenomenon whose impression continues to develop, somewhat than diminish.

Circle Reader Service No. 17

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