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Some of the earliest, rarest figures attract a similar price tag.īut what's perhaps most unique about G.I. Joe produced went for more than $6,000 at auction. Nurse from 1967 the earliest and least successful female G.I. Joes, and in 2004, the classic 1964 figures were rereleased to capitalize on Baby Boomer nostalgia. In the early 1990s, Hasbro reintroduced a line of larger, 12-in. Though the action figure's popularity peaked in the late 1980s, Joe has been around in some form ever since.
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Joe: The Movie went straight to video in 1987. Joe's first film the animated flick G.I.
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Joe was also made into video games for early Atari and Commodore game platforms and as a comic-book series published by Marvel from 1982 to 1994. (Cobra operatives got action figures, too.) G.I.
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Joe also got a new enemy, Cobra "a ruthless terrorist organization determined to rule the world," as described in the intro to the 1980s TV cartoon G.I.
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Joes, each given signature weapons, backstories and code names like Scarlett and Snake Eyes. Instead of a single character, there was an entire battalion of G.I. The sci-fi flick and the collectables it spawned rekindled America's appetite for action figures, so Hasbro reintroduced a scaled-down line of G.I. In 1982, Joe had an unlikely savior in Star Wars. The reception was lukewarm, and by 1978, Joe was retired from service entirely. But the changes proved to be a gimmick, taken even further by Hasbro with the development of a space-traveling "Super Joe" in 1976. Joe: the figure received lifelike hair, moveable eyes and a "kung-fu" grip, enabling him to hold onto objects for the first time. It redesigned the toys and relaunched them in 1970 as Adventures of G.I. But outcry over American involvement in Vietnam dampened enthusiasm for a camo-clad action figure, so Hasbro gave Joe an honorable discharge. Joe was initially a massive success and Hasbro expanded the line throughout the '60s, reimagining Joe as an astronaut, a deep-sea diver and a Green Beret. (The term itself comes from World War II, where it was used as a shorthand symbol for the typical serviceman, or "Government-Issue Joe.") (See pictures of Barbie's 50th birthday.) Joe, the toys were eventually genericized. The original strategy called for a different figure for each branch of the military, but seizing on a 1945 film called The Story of G.I. In 1963, Hasbro began development on a military-themed line of dolls that, like Barbie, could be accessorized with different outfits and equipment. While toy company Mattel could barely keep up with demand for its Barbie dolls in the early 1960s, its competitor, Hasbro, realized the market had no analogue for boys. (See pictures of ninja warriors: from myth to movies.) Joe: The Rise of Cobra hopes it can emulate Transformers and turn nostalgia for the 1980s toys and cartoons into success at the box office. Joe gets his most challenging mission yet: anchoring his own live-action film.
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The soldier has been a toy, a comic book, a cartoon, another toy and several videogames. Follow Joe has seen a lot of action over his 45 years.