Action Figures

Although action figures are an integral part of a boy's upbringing in the United States, this was not always the case. At one point in our history action figures were simply unheard of. This changed in 1964 with the introduction of G.I. Joe, considered to be the first action figure. The aim of Hasbro, its producer, was to create the toughest and most masculine doll ever made. These characteristics clearly delineated it from the dolls on the market at that time, and thus the action figure was born. Typically, an action figure must possess these characteristics: the figure is usually made of plastic, designed as a superhero, can be articulated, is intended to be able to stand on its own, and is designed specifically for males. These specifics help to distinguish the action figure from other male figures such as Ken, the accoutrement to Barbie.

Although G.I. Joe sales have risen and fallen as a reflection of societal opinions and trends, he has stayed the course and remains one of the most prominent toys within the boyhood market. Indeed, Hasbro estimates G.I. Joe sales alone to be a staggering 375 million units worldwide. The success of G.I. Joe is largely because of the social environment in which it was created. In 1964, the United States was still reeling from the assassination of John E Kennedy and found itself embroiled in the Vietnam War. During this early period of the war in particular, the military male was honored and his courage promoted by the media. There was no better time to release a military toy figure.

G.I. Joe was released in appropriate Army, Navy, Marine, and Air Force attire. Sales were impressive, with Hasbro generating nearly $17 million in its first year. Hasbro released an African American version the following year. Sales plummeted, however, following the Tet Offensive in 1968, suggesting that the action figure was indeed tied to societal trends. Hasbro responded by altering G.I. Joe's identity from a member of a team to a solitary warrior, followed soon after as a team member of an elite independent fighting unit. Sales climbed once again, and G.I. Joe's physique and appearance began to diversify, especially as new equipment and technology were developed.

With increasing production costs in the mid-1970s, sales once again began to fall, and Hasbro was forced to release a smaller but more muscular G.I. Joe. However, production was halted in 1978 in part because of cost, but also because of competitors such as Star Wars figures beginning to compete for the market. By this time, other companies had taken an interest in the action figure market, and soon other well-known characters, particularly from comic books and movies, began to emerge. Indeed, the development of action figures during the 1960s and 1970s created a transformation in the toy industry that continues today. The sales statistics alone are impressive, with wholesale action figure sales generating approximately $1 billion annually.