Originally published in The Toy Book’s Character Licensing, September 1986. Some content may not match modern editorial style, standards, or formatting.
Hasbro‘s G.I. Joe has been a major boys’ toy line for 22 years, and a highly successful character license for the past five years. Positioned for boys ages 4 to 13, G.I. Joe provides an affordable, collectible range of toys with great play value that stimulates the imagination of its users. The toy line is backed by heavy network and spot TV advertising ($16 million worth in 1986), a daily animated TV series that is syndicated nationally in 90 percent of the country, and a number of other strong support programs.
A breakthrough toy, G.I. Joe debuted as the first 11-1/2- inch male action figure in 1964. Fully articulated, the product had 21 moving parts and lifelike hair. The G.I. Joe line expanded to include figures that talked in 1968 and chalked up $100 million in revenues in its first five years.
Line extensions have been an integral factor in the success of G.I. Joe.
In the 1970s, the G.I. Joe Adventure Team was introduced, followed by G.I. Joe with “Kung-Fu” grip, “Atomic Man,” which sold more than one million pieces, “Eagle Eye” with movable eyes, “The Intruders” and “The Defenders.”
In 1977 “Super Joe” with laser lights brought the Adventure Team into the world of space adventure.
Domestic marketing of G.I. Joe was discontinued from 1978 to 1982. In the latter year, Hasbro reintroduced the line, and it became more popular than ever.
That year G.I. Joe: A Real American Hero was marketed in a new 3-3/4-inch size. The line consisted of 16 articulated action figures with uniforms, weapons, and vehicles modeled after modern army designs of the 1980s and 1990s.
Additionally, an ambitious G.I. Joe licensing program was launched, covering some 45 licensees by year-end.
Another major expansion of the line took place in 1983 when G.I. Joe became one of the two top-selling toys.
In 1984, the third year of G.I. Joe’s reintroduction, 10 more characters were added to the line, along with new vehicles, playsets, and environments. More than $125 million worth of Hasbro products were sold by year-end, plus $50 million in licensed products.
With 18 new SKUs added in 1985, Hasbro’s G.I. Joe sales surpassed $150 million for the year.
In 1986, Hasbro made another significant product line extension, offering 17 new characters including Sergeant Slaughter. The company expects G.I. Joe’s volume this year to exceed $160 million.
Major consumer promotions, an active personal appearance program of costumed characters, and a retailer support program that offers product updates to toy and non-toy buyers are part of the marketing support provided by Hasbro.
G.I. Joe licensing continues to benefit from the high impact of the toy line and to contribute to the total marketing effort. This year, Ralston Pur- ina is introducing G.I. Joe Action Star Cereal and is supporting the product launch with more than $13 million for advertising and promotions.
After 22 years, G.I. Joe represents a unique phenomenon whose impact continues to grow, rather than diminish.
Circle Reader Service No. 17
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