Richard Gottlieb

GI Joe! Oh, No!

I guess that Hasbro has become jealous of Mattel getting all of the flack from the media so they have decided that they might as well get their share of the “limelight.” That’s the only reason I can think of for them taking on the political right, comic enthusiasts and whatever is left of the “Greatest Generation.”

In a Monday New York Sun article, we learned that there is talk that Hasbro and Paramount studios are in discussions to change GI Joe from an American patriotic military unit to a multi-national force. GI Joe will no longer stem from the nickname coined for American troops during World War II but will be an acronym for (and I assume they’re not kidding): “Global Integrated Joint Operating Entity.” Now, that’s catchy.

That’s not all. Reports indicate that they’re even talking about moving GI Joe headquarters to Brussels;   something that Hasbro has refuted on their GI Joe website.  The statement from Hasbro does not, however, deny the rumor that GI Joe will no longer be an American team.

Why is this happening? Well, it seems that the US military isn’t real popular around the world right now and it’s deemed better to take a more global approach. 

Does Hasbro really need this right now? Does the toy industry really need this right now? I don’t think so.

We are already getting clobbered by politicians and the media for importing “dangerous toys.” Do we really need one of our industry leaders to be fodder every night for Rush Limbaugh, Hannity and Colmes, Lou Dobbs and every other right wing advocate looking for a new soapbox?

It would be better for everyone, however, if this problem just went away. Hasbro may well be, as Brian Savage, President of the GI Joe Collector's Club is reported to have suggested, just testing the waters to get fan responses.  

That may be the thing to do during normal times, but these are certianly not normal times.  If Hasbro has some say in this with Paramount, I hope that they take a pass on changing GI Joe into anything than what he has been: a successful toy based upon a loving nickname for the U.S. soldiers who fought and helped win World War II.  We in the toy industry need peace!

Posted by Richard Gottlieb on October 31, 2007 | Comments (3)