Available on VHS and DVD
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.

Joe was an entirely new concept for the times, introducing a fully articulated figure to the boy's toy market; or to hear team member Jerry Einhorn tell it, “Barbie’s got the girls, we’re gonna get the boys!” Innovative engineering and creative strategies used by the Hasbro team brought a new kind of adventure to our backyards. Kids everywhere welcomed this fully poseable hero with his realistic weapons and authentic uniforms.


Over the years GI Joe responded to the changing times, going from the ideal American Soldier in the early 1960's to an intrepid Adventurer in the 1970's, and taking new ground as a popular toy in the international market. Reintroduced in the 1980's as a 3-3/4" figure, Joe was again welcomed by a new generation of back yard warriors. In the early 1990's, Joe was re-released as a 12" figure for the hot collector market.

Bring GI Joe home again in this entertaining and memorable film. Whether you are a committed collector, or just want to reconnect with your childhood friend, this documentary is for you!


1963 GI Joe Prototype

Hasbro and GI Joe are trademarks of Hasbro, Inc. All rights reserved. Used with permission.