Hasbro Kicks the G.I. Joe Relaunch into High Gear

G.I. Joe | Source: Hasbro/The Toy Book

For more than a year and a half, Hasbro has been hard at work on a plan to relaunch the iconic G.I. Joe brand.

Now, ahead of next week’s official launch of the new G.I. Joe: Classified Series action figure line, Hasbro kicked off its first-ever YO JOE! June campaign by opening a brand-new official website, and, for the first time, official social channels for the brand.

The new website includes details on the 56-year legacy of the G.I. Joe brand and a deep dive into the elite fighting team and its battle against the criminal organization known as Cobra. On the site, fans can find information on G.I. Joe toys and licensed products, entertainment, comic books, and games.

Related: G.I. Joe: War on Cobra Deploys on Mobile

The G.I. Joe Classified Series made its formal debut at Toy Fair New York in February. The highly articulated, 6-inch scale action figures reimagine the famous heroes and villains from the 1980s era of G.I. Joe: A Real American Hero with premium, modern deco and details.

The first six characters announced include Duke, Scarlett, Snake Eyes, Roadblock, Destro, and Cobra Commander.

Additional reveals will be made this week culminating with the first-ever G.I. Joe Fan First Friday livestream on the Hasbro Pulse Facebook page on June 26 at 12:30 p.m. ET.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.