G.I. Joe Action Figures Were Popular Toys of the 80s

While there were many popular toys of the 80s, none of them were quite as iconic as the G.I. Joe action figures that were released by Hasbro.

It’s important to remember that G.I. Joe actually started long before the 80s. But, it wasn’t until the 80s that G.I. Joe action figures became a popular toy. During this period of time, they captivated the imaginations of children all over the country thanks to their many military adventures. Thanks to the popularity of Saturday morning cartoons, and popular comic books, G.I. Joe action figures quickly grew in popularity throughout the early 80s.

Popular Toys of the 80s and the Revival of G.I. Joe

G.I. Joe action figures thrived in an environment where there were significant cultural and technological changes. The 80s saw the rise of mass media, an increased focus on entertainment, consumerism, and a market that was specifically geared towards children and their interests. TV shows and toys became interconnected with one another as toy companies used the series in order to market their products. And, when coupled with the tensions resulting from the Cold War, many action-based toys including G.I. Joe were created. These figures portrayed heroic soldiers and tapped into both the patriotic sentiments of the time and the growing fascination with advanced military technology.

As a result, G.I. Joe’s revival in the 80s came at a time when toy companies were moving away from the larger 12-inch tall figures that had dominated the 60s and 70s. They focused on creating a smaller more compact 3.75-inch action figure which allowed them to create more intricate playsets and vehicles. Not only did this make G.I. Joe action figures more affordable for consumers, but also provided greater flexibility in storytelling and world-building. These smaller figures became a mainstay in the bedrooms of children all across the country.

The Success of G.I. Joe Action Figures

There were many reasons why G.I. Joe action figures were so successful during the 80s. The biggest reason for many popular toys of the 80s successes was a result of media tie-ins.

Popular Toys of the 80s and Media Tie-ins

The most significant development associated with any action figure of the 80s was their close tie-in with television and comic books. Every child who grew up in the 80s was familiar with G.I. Joe: A Real American Hero, which was an animated series that premiered in 1983. While comic books had been around for quite a while, it was the animated series that played the most critical role in the success of the action figures. The series introduced children across the country to the vast universe of G.I. Joe and the colorful cast of heroes and villains. Before long everyone knew who Duke, Snake Eyes, and the Cobra Commander were.

In line with the launch of the television series, Marvel Comics published a line of G.I. Joe comic books under the same name, which were released a year prior to the animated series. These comic books help to further expand the narrative and character development of the heroes and villains. And, this multimedia effort paid off in the long run as it created a more immersive experience that encouraged kids to reenact scenes from the shows.

Innovative Toys of the 80s Designs

The 3.75-inch G.I. Joe action figures of the 1980s were vastly different from their 12-inch predecessors. For starters, they were designed with better articulation. This allowed for more dynamic play and seem re-creations. The arms were bendable, and the legs and even the torso could easily rotate. This allowed kids to oppose the figures in any battle-ready position they wanted. It was an innovation that was crucial to the success of the toy line, as it allowed children to re-create complex and realistic scenarios on the battlefield.

But it wasn’t just the action figures, because Hasbro introduced an entire line of vehicles, playsets, and accessories. This added a lot of depth to the G.I. Joe world. In keeping with the scale, they even released the USS Flagg which was a 7-foot-long aircraft carrier. And, all of these added accessories added to the appeal of the action figures and encouraged more imaginative play.

Diverse Toys of the 80s Characters

In the early part of the 80s, there was a lack of diversity when it came to children’s toys. But G.I. Joe made humongous strides when it came to introducing new characters from different backgrounds. They had an entire line of action figures that featured both heroes and villains from different ethnicities, specialties, and genders. Some of the more popular characters included Roadblock who was an African-American heavy weapons specialist, and Scarlett who was one of the first female action figures used in a military role. This allowed G.I. Joe to appeal to a wider audience.

The Team Behind G.I. Joe and Other Popular Toys of the 80s

In order to understand how G.I. Joe became so popular during the 80s, we need to look back at the 60s when Don Levine first conceived the G.I. Joe universe. He worked closely with Larry Hama who created the comic book series. The two helped to expand the G.I. Joe universe exponentially, especially when it came to character development and storytelling. They managed to give the television series depth and injected real-world issues into the universe.

Eventually, Hasbro would pick up the G.I. Joe name, and play a crucial role in the marketing and expansion throughout the 80s. Hasbro knew that in order to make the G.I. Joe action figures profitable, they needed to team up with Sunbow Entertainment in order to create the animated series. And they realized the importance of reaching a broader audience through comic books, which is why they teamed up with Marvel Comics as well.

The Influence of G.I. Joe On Popular Toys of the 80s

G.I. Joe action figures had a profound impact on 80s culture. Not only were they the first toys to leverage the power of multimedia tie-ins, but they also set the stage for toy-driven franchises like Teenage Mutant Ninja Turtles and Transformers. Their use of TV shows, tonic books, and an entire toy line, would create a blueprint that other brands followed throughout the 80s and 90s.

Of course, the patriotic and teamwork themes showcased in G.I. Joe also resonate with children during the era due to the tensions related to the Cold War. The G.I. Joe franchise offered a sense of escapism while also reflecting the military concerns of the decade. And that influence can still be felt today with the many live-action films that are being created based on the original 80s comics.

Conclusion

in the end, not only did G.I. Joe action figures define an entire generation of children during the 80s, it offered them a way of escaping the world into their own immersive imaginations. The use of TV shows, comic books, and action figures was an innovation that changed the way toys were marketed forever. Multimedia tie-ins allowed diverse characters like G.I. Joe to stand out in an overcrowded toy market, and as a result, has become one of the most iconic symbols of the 80s youth culture.