Stanley Weston, a licensing agent and entrepreneur, conceived the idea of creating a military-themed action figure. Inspired by the popularity of the 12-inch tall Barbie doll, Weston saw an untapped market for a similar toy aimed at boys. With an unwavering belief in his vision, he began pitching his concept to various toy manufacturers.

While walking by an art store one day, Levine noticed a wooden artists mannequin in a window display and was struck with an epiphany:

Suddenly it occurred to me that we could create something truly magnificent if there was a way to produce figures that moved and posed any which way the human body did. Tin and plastic soldiers have been favorites of children as long as there have been toys; it seemed to me that this fully articulated man could be a giant step forward. From that point on, it was a matter of conveying this vision to my staff at Hasbro.

Weston’s vision eventually caught the attention of the renowned toy company, Hasbro. In 1963, Hasbro’s Don Levine, a former Korean War veteran, recognized the potential of the concept and spearheaded the development of what would become known as GI Joe. Drawing upon his military experience, Levine envisioned a highly articulated and realistic action figure that would resonate with young boys. Levine told Weston: “You will make a fortune with these”. Weston sold the rights to his invention, which he called “outfitted action figures”, to Hasbro. Levine has said that “G.I. Joe is a universal archetype of good.”

Hasbro assembled a team of talented designers and engineers who worked tirelessly to bring GI Joe to life. They faced numerous challenges, such as finding the perfect scale for the figure, developing a diverse range of accessories, and ensuring durability for rough play. With meticulous attention to detail, they created a masterpiece—a 12-inch tall, fully posable action figure ready for adventure. The key characteristic driving its popularity was the 19 points of articulation and high-quality assembly.

As the team was preparing to launch the toy, discussions revolved around naming the figure. Eventually, the name “GI Joe” was chosen, drawing inspiration from the 1945 film “The Story of G.I. Joe” and the generic term “G.I.” (meaning Government Issue) used to refer to U.S. military personnel. The name resonated, conveying a sense of patriotism, heroism, and adventure. The original 12-inch line introduced on February 2, 1964, centered on realistic action figures.

To further promote GI Joe, Hasbro struck a groundbreaking deal with the animation studio, Sunbow Productions. The result was the memorable animated series “G.I. Joe: A Real American Hero,” which aired from 1983 to 1986. This animated show not only showcased the characters but also introduced compelling narratives that captivated young audiences and solidified GI Joe’s place in pop culture.