Not Your Average Joe

G.I. Joe fans will have a lot to be thankful for in 2008, with even more new action figures being planned—plus vehicles—to continue this year’s 25th anniversary celebration of the 1980s-era G.I. Joe versus Cobra story line, which had revived what once was a brand on the decline with help from television, comic books and a movie.

“This is one of the best times for GI. Joe,” Michael Ritchie, Hasbro’s director of marketing for the brand, tells Playthings. To mark the occasion, 25 commemorative figures were created this year, with the final wave hitting retail ahead of the holidays. “What we wanted to do was create a line that would give [adult fans] a chance to celebrate, using all new tooling but still capturing the look of the ’80s,” Ritchie says. New features include greater articulation, more gear and base stands featuring each character’s name.

“The other goal of the line was giving the dormant fan [a way] to experience G.I. Joe. There are millions of people that grew up with it, but we wouldn’t consider them collectors that are buying our products right now,” Ritchie says. “But if we give them something they remember, they might buy a figure or two ... We’ve been thrilled with the response.”

Even a cursory glance at retail shows that the anniversary figures have outshined much of the newer lines. “When the product hits the shelf, there’s a limited amount of time before it sells through, and that’s one of the things that the fans [are saying]—it’s difficult to find the figures,” Ritchie says.

Additional figures—including vehicles and retailer exclusives—are already in the works for next spring; many are a direct response to fan feedback, Ritchie says. For example, some characters now available in five-packs will debut next year as single figures, while additional characters will also be introduced.

And in 2009, timed to Paramount’s film version of the story, the revived '80s toys will be part of a bigger strategy that includes comics and licensed product. “We’re looking at this the same way we look at Transformers,” Ritchie says. “We want to make sure we’re getting consumers of all ages invested in the brand.”