Effective date: May 25, 2018
HobbyLink Japan, Inc. ("us", "we", or "our") operates the http://www.hlj.com website (the "Service").
This page informs you of our policies regarding the collection, use, and disclosure of personal data when you use our Service and the choices you have associated with that data.
Personal Data means data about a living individual who can be identified from those data (or from those and other information either in our possession or likely to come into our possession).
Usage Data is data collected automatically either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).
Cookies are small pieces of data stored on a User’s device.
Data Controller means a person who (either alone or jointly or in common with other persons) determines the purposes for which and the manner in which any personal data are, or are to be, processed.
Data Processor (or Service Providers)
Data Processor (or Service Provider) means any person (other than an employee of the Data Controller) who processes the data on behalf of the Data Controller.
We may use the services of various Service Providers in order to process your data more effectively.
Data Subject is any living individual who is the subject of Personal Data.
The User is the individual using our Service. The User corresponds to the Data Subject, who is the subject of Personal Data.
Information Collection And Use
We collect several different types of information for various purposes to provide and improve our Service to you.
Types of Data Collected
While using our Service, we may ask you to provide us with certain personally identifiable information that can be used to contact or identify you ("Personal Data"). Personally identifiable information may include, but is not limited to:
- Email address
- First name and last name
- Phone number
- Address, State, Province, ZIP/Postal code, City
- Cookies and Usage Data
We may use your Personal Data to contact you with newsletters, marketing or promotional materials and other information that may be of interest to you. You may opt out of receiving any, or all, of these communications from us by following the unsubscribe link or instructions provided in any email we send.
We may also collect information how the Service is accessed and used ("Usage Data"). This Usage Data may include information such as your computer's Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that you visit, the time and date of your visit, the time spent on those pages, unique device identifiers and other diagnostic data.
Tracking Cookies Data
Cookies are files with small amount of data which may include an anonymous unique identifier. Cookies are sent to your browser from a website and stored on your device. Tracking technologies also used are beacons, tags, and scripts to collect and track information and to improve and analyze our Service.
You can instruct your browser to refuse all cookies or to indicate when a cookie is being sent. However, if you do not accept cookies, you may not be able to use some portions of our Service.
Examples of Cookies we use:
- Session Cookies. We use Session Cookies to operate our Service.
- Preference Cookies. We use Preference Cookies to remember your preferences and various settings.
- Security Cookies. We use Security Cookies for security purposes.
Use of Data
HobbyLink Japan, Inc. uses the collected data for various purposes:
- To provide and maintain our Service
- To notify you about changes to our Service
- To allow you to participate in interactive features of our Service when you choose to do so
- To provide customer support
- To gather analysis or valuable information so that we can improve our Service
- To monitor the usage of our Service
- To detect, prevent and address technical issues
- To provide you with news, special offers and general information about other goods, services and events which we offer that are similar to those that you have already purchased or enquired about unless you have opted not to receive such information
Retention of Data
HobbyLink Japan, Inc. will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of our Service, or we are legally obligated to retain this data for longer time periods.
Transfer Of Data
Your information, including Personal Data, may be transferred to — and maintained on — computers located outside of your state, province, country or other governmental jurisdiction where the data protection laws may differ than those from your jurisdiction.
If you are located outside Japan and choose to provide information to us, please note that we transfer the data, including Personal Data, to Japan and process it there.
Disclosure Of Data
Disclosure for Law Enforcement
Under certain circumstances, HobbyLink Japan, Inc. may be required to disclose your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).
HobbyLink Japan, Inc. may disclose your Personal Data in the good faith belief that such action is necessary to:
- To comply with a legal obligation
- To protect and defend the rights or property of HobbyLink Japan, Inc.
- To prevent or investigate possible wrongdoing in connection with the Service
- To protect the personal safety of users of the Service or the public
- To protect against legal liability
Disclosure for Service Feedback
We share your name, email address and the product/service you purchased (as obtained during the order process) with Feefo, who will send you an email on our behalf asking you to complete a review. Our legal basis for doing this is our legitimate interest in asking for feedback in order to improve our products and services.
Security Of Data
The security of your data is important to us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While we strive to use commercially acceptable means to protect your Personal Data, we cannot guarantee its absolute security.
"Do Not Track" Signals
We do not support Do Not Track ("DNT"). Do Not Track is a preference you can set in your web browser to inform websites that you do not want to be tracked.
You can enable or disable Do Not Track by visiting the Preferences or Settings page of your web browser.
HobbyLink Japan, Inc. aims to take reasonable steps to allow you to correct, amend, delete, or limit the use of your Personal Data.
Whenever made possible, you can update your Personal Data directly within your account settings section. If you are unable to change your Personal Data, please contact us to make the required changes.
If you are a user in the European Union and wish to be informed what Personal Data we hold about you and if you want it to be removed from our systems, please contact us.
In certain circumstances, users in the European Union have the right:
- To access and receive a copy of the Personal Data we hold about you
- To rectify any Personal Data held about you that is inaccurate
- To request the deletion of Personal Data held about you
Users in the European Union have the right to data portability for the information you provide to HobbyLink Japan, Inc.. You can request to obtain a copy of your Personal Data in a commonly used electronic format so that you can manage and move it.
Please note that we may ask you to verify your identity before responding to such requests.
We may employ third party companies and individuals to facilitate our Service ("Service Providers"), to provide the Service on our behalf, to perform Service-related services or to assist us in analyzing how our Service is used.
These third parties have access to your Personal Data only to perform these tasks on our behalf and are obligated not to disclose or use it for any other purpose.
We may use third-party Service Providers to monitor and analyze the use of our Service.
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic. Google uses the data collected to track and monitor the use of our Service. This data is shared with other Google services. Google may use the collected data to contextualize and personalize the ads of its own advertising network.
For more information on the privacy practices of Google, please visit the Google Privacy Terms web page: http://www.google.com/intl/en/policies/privacy/
Google AdWords remarketing service is provided by Google Inc.
You can opt-out of Google Analytics for Display Advertising and customize the Google Display Network ads by visiting the Google Ads Settings page:http://www.google.com/settings/ads
Google also recommends installing the Google Analytics Opt-out Browser Add-on -https://tools.google.com/dlpage/gaoptout - for your web browser. Google Analytics Opt-out Browser Add-on provides visitors with the ability to prevent their data from being collected and used by Google Analytics.
For more information on the privacy practices of Google, please visit the Google Privacy Terms web page: http://www.google.com/intl/en/policies/privacy/
AdRoll remarketing service is provided by Semantic Sugar, Inc.
You can opt-out of AdRoll remarketing by visiting this AdRoll Advertising Preferences web page: http://info.evidon.com/pub_info/573?v=1nt=1nw=false
We may provide paid products and/or services within the Service. In that case, we use third-party services for payment processing (e.g. payment processors).
The payment processors we work with are:
PayPal or Braintree
Links To Other Sites
We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.
Our Service does not address anyone under the age of 13 ("Children").
We do not knowingly collect personally identifiable information from anyone under the age of 13. If you are a parent or guardian and you are aware that your Children has provided us with Personal Data, please contact us. If we become aware that we have collected Personal Data from children without verification of parental consent, we take steps to remove that information from our servers.
By email: [email protected]
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American line of action figures and media franchise
For other uses, see G.I. Joe (disambiguation).
G.I. Joe is an American media franchise and a line of action figures owned and produced by the toy company Hasbro. The initial product offering represented four of the branches of the U.S. armed forces with the Action Soldier (U.S. Army), Action Sailor (U.S. Navy), Action Pilot (U.S. Air Force), Action Marine (U.S. Marine Corps) and later on, the Action Nurse. The name is derived from the usage of "G.I. Joe" for the generic U.S. soldier, itself derived from the more general term "G.I.". The development of G.I. Joe led to the coining of the term "action figure". G.I. Joe's appeal to children has made it an American icon among toys.
The G.I. Joe trademark has been used by Hasbro for several different toy lines, although only two have been successful. The original 12-inch (30 cm) line introduced on February 2, 1964, centered on realistic action figures. In the United Kingdom, this line was licensed to Palitoy and known as Action Man. In 1982 the line was relaunched in a 3.75-inch (9.5 cm) scale complete with vehicles, playsets, and a complex background story involving an ongoing struggle between the G.I. Joe Team and the evil Cobra organization which seeks to take over the Free World through terrorism. As the American line evolved into the Real American Hero series, Action Man also changed, by using the same molds and being renamed as Action Force. Although the members of the G.I. Joe team are not superheroes, they all had expertise in areas such as martial arts, weapons, and explosives.
G.I. Joe was inducted into the National Toy Hall of Fame at The Strong in Rochester, New York, in 2004 and into the Pop Culture Hall of Fame in 2017.
History of the 12-inch (30 cm) figures
Stan Weston's original design (1963)
The original idea for the action figure that would become G.I. Joe was developed in 1963 by Stanley Weston (inventor), a Manhattan licensing agent. Weston made rudimentary prototypes of the figure and basic marketing materials that showed the sales potential of a military action figure. When he showed these materials to Donald Levine, a Hasbro executive, Levine told Weston: "You will make a fortune with these". Weston subsequently licensed the entire concept to Hasbro for US$100,000.
America's movable fighting man (1964–1969)
Main article: G.I. Joe: America's Movable Fighting Man
The conventional marketing wisdom of the early 1960s was that boys would not play with dolls and parents would not buy their sons dolls, which have been traditionally a girl's toy; thus the word "doll" was never used by Hasbro or anyone involved in the development or marketing of G.I. Joe. "Action figure" was the only acceptable term, and has since become the generic description for any poseable doll intended for boys. "America's movable fighting man" is a registered trademark of Hasbro, and was prominently displayed on every boxed figure package.
The Hasbro prototypes were originally named "Rocky" (marine/soldier) "Skip" (sailor) and "Ace" (pilot), before the more universal name G.I. Joe was adopted. One of the prototypes would later sell in a Heritage auction in 2003 for $200,001. An African-American figure was introduced in 1965, though it was simply the same face as the white figure, painted brown.
Aside from the obvious trademarking on the right buttock, other aspects of the figure were copyrighted features that allowed Hasbro to successfully pursue cases against producers of cheap imitations, since the human figure itself cannot be copyrighted or trademarked. The scar on the right cheek was one; another, unintentional at first, was the placement of the right thumbnail on the underside of the thumb. Early trademarking, with "G.I. Joe™", was used through some point in 1965; the markings changed once G.I. Joe was a registered trademark; "G.I. Joe®" now appears on the first line. Subsequently, the stamped trademarking was altered after the patent was granted (in late 1966), and assigned a number; 3,277,602. Figures with this marking would have entered the retail market during 1967.
Adventure Team (1970–1976)
Main article: G.I. Joe Adventure Team
By the late 1960s, in the wake of the Vietnam War, Hasbro sought to downplay the war theme that had initially defined "G.I. Joe". The line became known as "The Adventures of G.I. Joe". In 1970, Hasbro settled on the name "Adventure Team". Highlights of the line included:
- To coincide with the new direction, "Life-Like" flocked hair and beard, an innovation developed in England by Palitoy for their licensed version of Joe, Action Man, is introduced in 1970. A retooled African American Adventurer was also introduced, which came in two versions as did the others in the series, bearded or shaven.
- In 1974, named after the increasingly popular martial art, Hasbro introduced "Kung-Fu Grip" to the G.I. Joe line. This was another innovation that had been developed in the UK for Action Man. The hands were molded in a softer plastic that allowed the fingers to grip objects in a more lifelike fashion. The polymer used, however, broke down quickly, which caused the end of the thumb and fingertips to break off after a few weeks. Serendipitously, the deformed appendage bore a distinct resemblance to the Bao Zhua hand striking technique and play went on.
- In 1976, G.I. Joe was given eagle eye vision; a movable eye mechanism to allow the toy to appear to be looking around when a lever in the back of the head was moved. This would be the last major innovation for the original line of 12-inch (30 cm) figures.
- A shift in play patterns
For its first ten years, G.I. Joe was a generic soldier/adventurer with only the slightest hints of a team concept existing. In 1975, after a failed bid to purchase the toy rights to the Six Million Dollar Man, Hasbro issued a bionic warrior figure: Mike Power, Atomic Man. One million units were sold. Also added to the Adventure Team was a superhero, Bullet Man. This character had recurring enemies, The Intruders – Strongmen from Another World. Comics included with figures at the time featured "Eagle Eye" Joe, Atomic Man, and Bullet Man operating together; the Adventure Team was finally an actual team. The original 12-inch (30 cm) G.I. Joe line ended in America in 1976. At this time, Hasbro released a line of inexpensive, rotationally molded mannequins in the G.I. Joe style called The Defenders.
International G.I. Joe licensees
Main articles: Action Man and Action Force
From 1966 through 1984, Palitoy Ltd. produced a British version of the 12-inch (30 cm) G.I. Joe line, under the Action Man name for the UK market. Initially, these were exactly the same designs as the American figures, and at first the same military theme which included figures from World War II. The line later expanded to include all men of action, like football players and other sports figures. In the early 1980s, Palitoy responded to falling sales of Action Man by launching "Action Force", a new range of smaller military-themed figures in the style of the then-popular Star Wars line from Kenner. Later, when the U.S. Real American Hero line was released in the UK, they were released under the 'Action Force' title, since the term "G.I." is not in common use in Britain. The figures had the same appearance and code names as the American G.I. Joes, but their identities and histories were international rather than purely American or British. The range was later renamed G.I. Joe to bring it into line with international markets; however, the Action Man line retained its original name when it was revived in the early 1990s.
The G.I. Joe line was also licensed to Germany under the Action Team name. In Spain, Geyperman was the Hasbro licensee, although the products were more based on Palitoy's line, down to the logo design. In France the name was Action Joe, in Japan, Takara and Tsukuda licensed the figures under the names "G.I. Joe" and "Combat Man". In Italy, Polistil licensed the figures under the Action Team name. In Australia, the line was released as "G.I. Joe" by Kenbrite; Palitoy also licensed their "ActionMan" line to TolToys. In Brazil, it was licensed to Brinquedos Estrela; the 12-inch (30 cm) line was called "Falcon" and the 3.75-inch (9.5 cm) figures were called "Comandos em Ação" ("Action Commandos"). In Argentina, the G.I. Joe figures were licensed by Veri-li enterprises under the name "Joe Super Temerario", and "Los Temerarios". The G.I. Joe toy line was produced in India under the Funskool brand. In Mexico, G.I. Joe was licensed to Lili-Ledy and were named "Hombres de Acción" (Men of Action).
Hall of Fame (1991–1994)
Main article: G.I. Joe: Hall of Fame
Hasbro began releasing new 12-inch (30 cm) G.I. Joe figures in 1991. The first figure, Duke, was marketed exclusively to Target retail stores.
Based on the Real American Hero toyline, the Hall of Fame series featured Mission Gear Outfits, vehicles, and featured popular characters like Snake-Eyes, Stalker, Gung-Ho, Cobra Commander, Destro, and Storm Shadow among others.
This was followed by an anniversary series based on the 1960s line and was followed by the Hall of Fame Limited Editions, also based on 60s releases.
Classic Collection (1995–2004)
Main article: G.I. Joe Classic Collection
G.I. Janes were introduced in a series called the Classic Collection, the first 12-inch (30 cm) female dolls in the G.I. Joe line-up since 1967; this doll was a helicopter pilot. The Classic Collection hearkened back to the original all military theme of G.I. Joe with fairly realistic uniforms and gear. Soldiers from Australia, Britain, and other nations, as well as United States forces were featured. The line also presented an all-new articulated G.I. Joe figure that formed the basis of many offerings until the 12-inch (30 cm) line was discontinued in the new millennium.
In 2000, a NavajoCode Talker was introduced, one of only two 12-inch (30 cm) G.I. Joe talking figures (until this time) since the 1970s.
In 2001, G.I. Joe honored the events of the 1941 attack on Pearl Harbor by releasing a line of Pearl Harbor figures. In 2003 Hasbro announced the release of the 40th Anniversary G.I. Joe line. This line featured reproductions of the earliest G.I. Joe figures and accessories originally made in 1964.
In November 2006 a reproduction Land Adventurer G.I. Joe figure was released as an exclusive to Hot Topic stores. The figure was a reproduction of the Land Adventurer with the Kung-Fu Grip and came in the "Coffin" style box. A reproduction Talking Adventure Team Commander was also released in a limited run of 1,970 issues.
Main article: G.I. Joe: Masterpiece Edition
In 1997, the original G.I. Joe figure returned via the G.I. Joe Masterpiece Edition, a unique book-and-figure product created by Chronicle Books with assistance from Don Levine, former creative director of Hasbro Toys and the driving force behind the original Joe concept.
Timeless Collection (1998–2003)
Main article: G.I. Joe: Timeless Collection
During the late 1990s Hasbro built on the renewed interest in authentic reproductions of G.I. Joe established by the Masterpiece Edition reproduction book/figure set; they bought the rights to the ME figure and released a range of store exclusive reproduction figure sets, with the character of the sixties G.I. Joe boxed sets.
History of the 3.75-inch (9.5 cm) figures
A Real American Hero (1982–1994)
Main article: G.I. Joe: A Real American Hero
The year 1982 saw the highly successful relaunch of the G.I. Joe product line in a smaller, 3.75-inch (9.5 cm) scale. The scale was the same scale used by the Kenner's Star Wars figures, but with many more points of articulation much like the 1970s Mego's Micronauts toy line which itself was licensed directly from Takara's Microman toy line.
This relaunch pioneered several tactics in toy marketing, combining traditional advertising with an animated television mini-series and an ongoing comic book. The decision to use a smaller 3.75-inch (9.5 cm) scale for the figures also made it possible for Hasbro to produce a variety of matching vehicles and playsets that further expanded the appeal and commercial potential of the line.
G.I. Joe's increasing popularity supported an array of spin-off merchandising that included posters, t-shirts, video games, board games, and kites. In 1985, both Toy & Lamp and Hobby World magazines ranked G.I. Joe as the top-selling American toy.
The 3.75-inch (9.5 cm) line was canceled at the end of 1994. This was also the 30th Anniversary of G.I. Joe and accordingly, Hasbro released a series of 12-inch (30 cm) and 3.75-inch (9.5 cm) figures based on the Original Action Team figures from 1964.
Stars & Stripes Forever – TRU Exclusives (1997–1998)
A select assortment of figures from the "Real American Hero" line were released as Toys "R" Us exclusives to celebrate the 15th anniversary. A second assortment followed in 1998.
A Real American Hero Collection (2000–2002)
In 2000, Hasbro re-released a selection of 3.75-inch (9.5 cm) G.I. Joe figures and vehicles. This line lasted until 2002. The figures were sold in packs of two and consisted of repainted versions of figures from the Real American Hero line. Some of these repainted figures were assigned new identities: for example, the Baroness figure was repainted and sold as a new character called Chameleon, described on the packaging as "the illegitimate half sister of Baroness".
G.I. Joe vs Cobra (2002–2005)
Main article: G.I. Joe vs. Cobra
Beginning in 2002, newly designed collections of 3.75-inch (9.5 cm) G.I. Joe figures and vehicles were released. Each collection centered on a storyline or theme, such as "Spy Troops" and "Valor vs. Venom".
Direct-to-DVD features were animated for both the G.I. Joe: Spy Troops and G.I. Joe: Valor vs. Venom collections, as well as a new trading card game based on the G.I. Joe vs. Cobra storyline. Both the 12-inch (30 cm) and 3.75-inch (9.5 cm) lines were put on hiatus prior to the release of the Sigma 6 line in 2005.
Direct to Consumer (DTC) (2005–2006)
The 3.75-inch (9.5 cm) line was reintroduced after a very brief hiatus via Hasbro's direct-to-consumer website HasbroToyShop.com and various online retailers. As a result of the line's success, some figures also became available at certain retailers, such as Toys "R" Us.
25th Anniversary (2007–2009)
Main article: G.I. Joe: A Real American Hero 25th Anniversary
To commemorate the 25th anniversary of the Real American Hero line in 2007, Hasbro released a collection of newly sculpted 4-inch (10 cm) figures (as opposed to the 3.75-inch (9.5 cm) scale of the RAH line) based on classic and new designs of many of the line's best known and most popular characters. The 25th-anniversary figures replaced the classic O-ring construction with a swivel chest feature and increased points of articulation beyond the standard shoulder, elbow and knees to swivel wrists, ankles and double-hinged knees. The 25th-anniversary figures also include "Specialist Trakker", otherwise known as Matt Trakker the leader of M.A.S.K.
Originally planned to consist of only two sets of five figures each (one G.I. Joe and one Cobra), the "25th Anniversary" collection was well received by retailers and collectors and was expanded by Hasbro into a full-fledged toyline that ran through 2009. The most recent releases in this line do not include the "25th Anniversary" branding, but in all other respects constitute a continuation of the "25th Anniversary" collection. Other waves released in 2009 include the Resolute figures, which were introduced in wave 13, and had an animated feature premiere in April 2009.
The "25th Anniversary" line was later canceled, in favor of releasing figures for the upcoming live-action movie. Some of the planned figures from canceled waves, totaling 14 figures, were instead released as two 7-figure exclusive packs. Entitled "Defense of Cobra Island" and Attack on Cobra Island, each set contained figures from one opposing side. The canceled future waves included Night Force Falcon, the Python Patrol Trooper and Tele-Viper, and an Iron Klaw/Resolute Crimson Guard Trooper Comic Pack.
The Rise of Cobra (2009)
In July 2009, a series of figures based on the G.I. Joe: The Rise of Cobra movie was released in the United States and Australia. The line was a mixture of the Rise of Cobra movie designs, some G.I. Joe vs Cobra designs, some 25th Anniversary figure molds and new molds.
The Pursuit of Cobra (2010–2011)
In 2010, a new series of figures was released, based on four battlegrounds: Desert, City, Jungle and Arctic. The packaging was an update to the 25th Anniversary design.
30th Anniversary (2011–2012)
In 2011, a new series of figures was released, including characters from both G.I. Joe: A Real American Hero and the G.I. Joe: Renegades cartoon series. This series was continued through 2012.
A series of figures based on the movie G.I. Joe: Retaliation was confirmed by Hasbro in February 2012. Despite the movie's release being moved from June 2012 to March 2013, the initial assortments of figures, vehicles, and role-play items were shipped to retailers, and appeared on store shelves in May 2012. A Variety article was published stating that the already released figures had been pulled from the shelves and recalled by Hasbro, although the companies official statement indicated that existing product would be sold through. New product shipments were halted by Hasbro, but existing Retaliation figures were available in Target, Wal-Mart, and Toys R Us as late as December 2012. The toyline was re-released in the United States in February 2013.
50th Anniversary (2014–2016)
In 2014, to celebrate the 50th anniversary of G.I. Joe, a new line of figures was released, using characters from the G.I. Joe: A Real American Hero cartoon series. This series ended in 2016.
Retro Collection (2020-present)
In 2020, Hasbro released a new line of super-articulated figures and vehicles, similar to the Star Wars The Vintage Collection, utilizing retro-themed packaging from the 1980s.
Super Joe (1977–1978)
In 1977, Hasbro released the Super Joe Adventure Team, and took the battle between good and evil to the stars. The figures were scaled down to 81⁄2 inches, similar in size to Mego's Superheroes line of action figures. The line was a hybrid of superhero and space action figures with new features incorporated such as battery powered back-pack lights and motorized accessories. The hero Super Joe characters, Super Joe Commander (Caucasian/African American) and Super Joe (Caucasian/African American) had a "One-Two Punch" that could be activated by pressing panels on the figure's back. The majority of these figures used Kung-Fu grip style plastic in the joints and hands. But with age, the material degrades, leaving even unopened figures missing limbs and hands.
Unlike the original G.I. Joe collection, the Super Joe collection was developed from the start with a play-pattern of Good vs Evil. Super Joe Commander and the Adventure Team (Man of Action, and Adventurer) with their alien comrades "The Night Fighters", Luminos and The Shield, fight against the evil Gor, King of the Terrons, Terron, The Beast from Beyond, and his orange-eyed ally Darkon, the half-man half-monster.
Super Joe was discontinued by the end of 1978. The same basic body molds were used later by a subsidiary of Hasbro to produce a line of action figures based on the TV series Space Academy.
Short-lived lines (1994–1997)
As a follow-up to the Real American Hero toyline, Sgt. Savage and his Screaming Eagles figures debuted in late 1994. It was canceled after only two waves of figures were released, due to a combination of scarce marketing and, therefore, low sales.
In 1995, G.I. Joe Extreme figures were introduced by Kenner Toys (who had merged with Hasbro in late 1994, taking over their boys toys production). Along with the release of toys, G.I. Joe Extreme featured a comic book, published by Dark Horse Comics, and a Gunther-Wahl-produced cartoon series which ran for two seasons.
Sigma 6 (2005–2007)
Main article: G.I. Joe: Sigma 6
2005 saw the introduction of a new line called G.I. Joe: Sigma 6, consisting initially of an 8" scale selection of action figures distinguished by their extensive articulation and accessories. Sigma 6 combined entirely new characters with already familiar characters from the 3.75-inch (9.5 cm) "Real American Hero" line. Its release was accompanied by a television series produced by the Japanese animation studio GONZO, and a comic book mini-series published by Devil's Due. Hasbro also expanded the Sigma 6 line to include a 21⁄2" scale selection of vehicles, play sets, and figurines with limited articulation.
2007 saw the re-branding of the 8" line. The Sigma Six branding was dropped in the spring of 2007. Subsequent 8" figures were branded simply as "G.I. Joe" action figures and divided into differently packaged sub-groups such as Combat Squad, Commandos, and Adventure Team. The entire 8" product line was canceled by the end of 2007, although Hasbro considers the 8" figures a success and may revisit the scale in the future.
In 2009, Sideshow Collectibles began releasing its own line of G.I. Joe figures under license from Hasbro. These highly detailed figures offer new looks at key characters. In addition, Sideshow also created "Figure Environments", which are small diorama pieces intended to enhance the display of their figures. A line of figures was featured at Comic-Con 2012.
Real people honored with G.I. Joe figures
The G.I. Joe brand has made promotional action figures based on real-life persons, both military and civilian, that the company deems Real American Heroes.
G.I. Joe Classified Series
The second quarter of 2020 sees the release of the G.I. Joe Classified Series. It is a new line of highly articulated 6-inch scale action figures that includes prominent characters like Snake-Eyes, Scarlett, Roadblock, and Duke. This line features premium deco, detailing, articulation, and classic design updated to bring the classic characters into the modern era, plus accessories inspired by each character's rich history. The figures are released in waves, and the boxart for each package is done by multiple artists to show off the characters.
Main article: G.I. Joe (comics)
G.I. Joe originated from a comic strip in the 1940s called "Private Breger". As a licensed property by Hasbro, G.I. Joe comics have been released from 1967 to present. G.I. Joe re-appeared in the 1980s as a promotional comic book, produced by Marvel Comics. The success of the main title led Marvel Comics to produce a secondary title, G.I. Joe: Special Missions which lasted 28 issues. The main series released its final issue #155 in December 1994, coinciding with the end of the Real American Hero toy line.
In July 2001, Devil's Due Publishing acquired the rights to G.I. Joe and released a four-issue limited series entitled G.I. Joe: A Real American Hero (Reinstated). The new series picked up seven years after the end of the Marvel Comics series, and also used elements from the animated TV series. Strong sales led to Reinstated being upgraded to ongoing, and DDP also published other G.I. Joe titles outside the existing continuity. DDP's license with Hasbro expired in 2008 and was not renewed.
In 2009, IDW Publishing began to publish the series again. IDW's G.I. Joe series is a complete reboot of the property, ignoring the continuity from the Marvel and Devil's Due incarnations of the comic. However, the G.I. Joe: A Real American Hero series originally published by Marvel Comics in the 1980s and 1990s was revived as an ongoing series in May 2010 with a special #155 1⁄2 issue, and followed by #156 onwards in July 2010. The series directly picks up from the end of the Marvel Comics series and ignores the Devil's Due continuity completely.
Book and record sets
In the 1960s, Hanna-Barbera released a record titled "The Story of the Green Beret" as a G.I. Joe tie-in. Later, four Book and Record 45 rpm sets were released by Peter Pan Records, which tied into accessory packages. Three of these were combined into an LP. The art of the original Peter Pan book and record sets was created by Carl Pfeufer. The same recordings were also repackaged as material for G.I. Joe: A Real American Hero.
Main article: G.I. Joe (film series)
See also: G.I. Joe (disambiguation) § Films
Many movies have been made based upon G.I. Joe and the toy lines that developed from the action figure. The G.I. Joe: Real American Hero cartoon series was followed up by G.I. Joe: The Movie. The film had been released direct-to-video in 1987 because of the perceived box office failure of another animated movie – The Transformers: The Movie. Inspired by viewers' reaction to Optimus Prime's death, G.I. Joe: The Movie was re-dubbed, cutting out the death of one of the main characters, Duke. Instead, he falls into a coma and recovers (unseen) at the movie's end. Also, the main villain, Cobra Commander, met his own demise when he was turned into a living snake by mutant spores created by a new enemy, Cobra-La.
Filmmaker Gregory P. Grant made a film using old GI Joe figurines simply called Ode to GI Joe which played at film festivals and earned him a Student Academy Award.
A direct to video animated series was created for the Sgt. Savage line, packaged with an exclusive Sgt. Savage figure in 1994. Next in the G.I. Joe-based line of movies was the 2003 release of Spy Troops: The Movie, Hasbro's first computer animated feature which coincided with the release of its "Spy Troops" header line. It is followed by Valor vs. Venom (2004), in response to sales from "Spy Troops". This was Hasbro's second commissioned feature using computer graphics to coincide with the line of the same name. By 2005, Hasbro had entered into an exclusive agreement with Paramount Pictures to have them distribute any future features based on the "Real American Heroes" line, but by the time a third movie was to be created, this time called, Attack of the BATS, Hasbro's sales on the "Real American Heroes" line had once again slumped, and the project was scrapped.
In 2009 Stephen Sommers directed a big budget Hollywood live-action movie based on G.I. Joe. The first film in what is intended to be a franchise, is G.I. Joe: The Rise of Cobra, stars Channing Tatum as Duke, Ray Park as Snake-Eyes, Christopher Eccleston as Destro, Jonathan Pryce in the role of the President of the United States, and Joseph Gordon-Levitt as Cobra Commander. Tatum describes the film as being a cross between X-Men, Transformers and Mission Impossible: "It's a huge $170 million movie. It's just a big kid sort of driven film". The movie showcased the main members of G.I. Joe and Cobra. While some characters held true to the cartoon adaptations, others differed markedly in significant respects. As well, the storyline gave a different foundation for the battle between G.I. Joe and Cobra. The movie is based in present time (however at the beginning of the movie it states "In the not too distant future") and shows glimpses of each character's history. In the movie, Cobra sets out to cause destruction using high tech weapons and sell them to ruthless terrorists. The G.I. Joe members join together to stop Cobra from becoming a global terrorist organization.
To promote the film, G.I. Joe: The Invasion of Cobra Island was produced as a viral campaign. The short animated two-parter used stop motion and puppet animation utilizing Hasbro's toy line, and was produced by R.M. Productions Ltd.
The sequel G.I. Joe: Retaliation starring Dwayne Johnson as Roadblock was scheduled to be released in June 2012 but was delayed until March 2013. In the film, the Joes are framed as traitors by Zartan, who is still impersonating the President of the United States, and Cobra Commander now has all the world leaders under Cobra's control, with their advanced warheads aimed at innocent populaces around the world. Outnumbered and out gunned, the Joes form a plan with the original G.I. Joe General Joseph Colton to overthrow the Cobra Commander and his allies Zartan, Storm Shadow and Firefly.
A new film, Snake Eyes starring Henry Golding, was released in 2021.
Main article: G.I. Joe (disambiguation) § Television
Marvel Productions and Sunbow Productions released G.I. Joe: A Real American Hero to promote the 3.75 inch (9.5 cm) toyline. The premise was "good vs. evil" as explained in the show's opening theme song, provided by Jackson Beck (previously known for his work as Popeye's nemesis Bluto): "'G.I. Joe' is the code name for America's daring, highly trained special mission force. Its purpose: to defend human freedom against Cobra, a ruthless terrorist organization determined to rule the world".
The show featured physical fighting and high-tech weapons as a way to compensate for toned-down violence and lack of bullets in what was intended to be a children's program. The show also featured public service announcements placed at the end of each show. These PSAs ended with the phrase: "Now I know!" or "And knowing is half the battle". The series ran for a total of 95 episodes, from 1985 to 1986.
The animated series was canceled after the release of G.I. Joe: The Movie, but made a significant return with the animation company DiC taking over where Sunbow/Marvel left off, and ran from 1989 to 1991. DiC released a 5-part mini-series entitled "Operation: Dragonfire", in which the Joes faced off once again against Cobra as they tried to take control of an energy source known only as 'dragonfire'. In this mini-series, Cobra Commander was also returned to a semi-human state by the energy itself while Serpentor, the Cobra emperor, was turned into an iguana by the dragonfire. This mini-series was successful enough for DiC to produce 2 more seasons.
In 1995, Sunbow returned to produce "G.I. Joe Extreme" an animated series based upon the namesake toy line. This series, along with the toy line, was canceled after 2 seasons, broadcast from 1995 to 1997.
In the 2000s, a new interest in the "Real American Hero" toy line brought about new lines, including Spy Troops (2003), Valor vs. Venom (2004), and Sigma 6 (2005-2007). In 2009, G.I. Joe: Resolute was launched. This new series was more realistic and contained graphic violence and dark themes, with Cobra portrayed as a serious threat, a sharp contrast to the relatively lighter-toned animated series that proceeded it. Resolute was originally released as mini webisodes, with the full series later broadcast on Cartoon Network's Adult Swim.
In 2010, The Hub launched G.I. Joe: Renegades, in which the Joes became fugitives seeking to clear their names while Cobra worked towards world domination under the guise of a pharmaceutical company. The series' last episode aired 2011.
It has also been spoofed by the cult animated sci-fi series Futurama in the episode "Saturday Morning Fun Pit".
In 2014, the American sitcom Community featured an episode ("G.I. Jeff") where one of the main characters dreams that he and his friends are characters in the 1983 cartoon series. The episode was animated in the same style and featured some of the same voice actors as the cartoon. The episode also features scenes where the character's mind is trying to get back to reality, but keeps getting caught in G.I. Joe commercials.
In 2021, Paramount TV Studios, eOne, Skydance and Amazon Prime Video are developing the first live action G.I. Joe TV series that will focus on Lady Jaye with Erik Oleson serving as the creator and showrunner.
Main article: List of G.I. Joe video games
There were several video game adaptations of G.I. Joe, including G.I. Joe: Cobra Strike by Parker Brothers for the Atari 2600 and Intellivision (1983), G.I. Joe: A Real American Hero by Epyx for the Apple II and the Commodore 64 (1985), Action Force by Virgin Games for the Commodore 64 (1987), a G.I. Joe video game by Taxan for the Nintendo Entertainment System (1991), a G.I. Joe arcade game by Konami for arcades (1992), and G.I. Joe: The Atlantis Factor by Capcom for the Nintendo Entertainment System (1992).A game for Wii, Xbox 360, PlayStation 3, PlayStation 2, PSP and Nintendo DS was released to coincide with the first live-action G.I. Joe film, G.I. Joe: The Rise of Cobra. Another video game, G.I. Joe: Operation Blackout, was released for PlayStation 4, Xbox One, and Nintendo Switch in 2020.
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