The toy soldier that invented 'action figure' and accidentally started a war in your sandbox.
Watch the history of the GI Joe Action figure unfold in this two hour documentary, with the story told by the original Hasbro creative team. Memorable Hasbro television commercials spanning four decades take you back through the 60's, 70's, 80’s and 90's as GI Joe was brought into our living rooms. Also included is the original marketing film used to present the concept of GI Joe to the 1964 International Toy Fair.
Production
Hasbro's internal 1964 toy fair pitch film — corporate archaeology gold
Editing
Four decades of commercials sequenced like a fever dream
Director
Mitch Lieding
Trivia, insights & behind the scenes
GI Joe's 12-inch 1964 debut predates Star Wars merchandising by 13 years, essentially inventing the collector economy Hasbro would later dominate. The documentary treats this as corporate triumph; history treats it as the moment play became product.
The original working name was 'Rocky'—as in the bell-ringer at West Point—until trademark issues forced the pivot to 'GI Joe.' The film includes Don Levine's audible shrug about losing 'Rocky.'
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