In the popular memory, G.I. Joes come in two types: the comic book influenced 3.75” figures and the older, more realistic 12” figures. And while that’s broadly true, it misses a very specific era that linked the two thematically: the 12” Adventure Team figures!
G.I. Joe Debuts
Fun Fact: Hasbro coined the term “Action Figure” in 1964 to market the original G.I. Joe! They knew there was no challenging rival toymaker Mattel’s newfound hold on the girl’s toy market, so they took the basic idea that Mattel had success with (12” scale fashion doll) and made a version for boys.
At the time, World War II was only one generation gone by and had a firm grip on popular culture. TV shows like McHale’s Navy, movies like The Guns of Navarone, and comic books like Sgt. Fury & His Howling Commandos imparted a heroic, largely kid-friendly view of the war on young baby boomers. It was into this world that G.I. Joe launched with four figures – one for each branch of the U.S. military.
G.I. Joe was a big hit, quickly rivaling Barbie and friends in terms of available outfits, accessories, and vehicles. Hasbro focused on a certain amount of realism, with the generic soldiers and sailors essentially serving as the unofficial action figures for all the WWII media on the market.
G.I. Joe Goes from War to Adventure
And then came the Vietnam War. Neither little boys nor their parents wanted realistic toy soldiers anymore thanks to horrific images appearing in color on TV, anti-war protests breaking out across the country, and older brothers being shipped home with a folded flag. But Hasbro still had toys to make, so they revamped their strategy in 1970.
They kept the name G.I. Joe but changed the tagline from “America’s Moveable Fighting Man” to “Adventure Team”. Hasbro downplayed the toy’s military origins in favor of more generalized two-fisted tales of adventure. Joe himsel received a brand-new flocked hairdo and beard that were decidedly not military issue. The accessory sets and vehicles followed suit. Gone were olive-drab jeeps, detailed military uniforms, and realistic M1 Garands. In their stead were bright yellow dune buggies, outdoor survival clothes, and everything Joe needed to survive in the wilderness, undersea, or in outer space. Additionally, the line became a testing ground for new gimmicks: kung-fu grip, eagle eyes, talking figures, and more all filled out the team.
The Adventure Team Gets Super
These changes successfully breathed new life into G.I. Joe sales. As the 70s continued, however, they faced stiffer and stiffer competition. 1972 saw Mego bring comic book superheroes like Superman and Spider-man to the action figure market with their World’s Greatest Super Heroes line. 1975 saw Kenner adapt the hit TV series The Six-Million Dollar Man for toy store shelves. Both ate into G.I. Joe’s market share by offering American kids something new and different. Naturally, Hasbro’s move was to copy them.
First, the G.I. Joe got some bad guys for the first time since the line’s inception. The cavemen-esque Intruders were billed as “strong men from another world” and stopping their invasion became the Adventure Team’s new mission. Next, Hasbro added a genuine superhero to the team! With vac-metalized arms, 40s era Fawcett Comics hero Bulletman became Joe’s new ally against The Intruders. Finally, they got their own bionic man – Mike Power, The Atomic Man featured visibly robotic limbs and a glowing eye. None of these sci-fi additions saved the line from folding in 1976.
The Adventure Team’s Legacy
The 1980s would bring G.I. Joe back to the big time with the military-based 3.75” action figure line. However, that line included Adventure Team-esque elements like laser guns, flamboyant villains, and unrealistic vehicles from the very beginning. The last days of the toyline and comic book would even bring the original, now-bearded G.I. Joe into their story as a retired military man, ex-adventurer, and the team’s namesake.
The Adventure Team era remains a cult favorite to this day. In fact, a revival of the idea was even pitched in-house at Hasbro in the 2010s! Nothing came of it, but it was considered a potentially viable strategy for the 21st century. A collection of the 70s era originals (including figures, vehicles, and accessories) comes to auction on April 27th, so be sure to give that a look! For up-to-the-minute info on collections coming to auction, be sure to follow us on social media @b2pcollect.
And if this article reminds you of a collection hiding in your basement, stop sitting on it – let us help you sell it!