G.I. Joe is a line of military-themed action figures produced by the toy company Hasbro.

The name G.I. Joe was created by David Breger when he was asked to do a comic strip for United States military magazines during World War II. Breger came up with the title "G.I. Joe" from the term "G.I." His strip debuted June 17, 1942 in the military's YANK magazine and Stars and Stripes newspaper. In 1945, United Artists released a movie titled The Story of G.I. Joe [1], directed by William Wellman and starring Burgess Meredith as acclaimed war correspondent Ernie Pyle.

In 1952 an army surplus store by the name of "G.I. Joe's" began operation in Portland, OR. By 2007 the chain had expanded to 29 stores across Oregon, Washington and Idaho. In early 2007 the chain re-branded all their stores to simply read "Joe's", dropping the "G.I.". It's not clear for what reason this was done.

In 1964, the character G.I. Joe became a series of military-themed 12" articulated action figures produced by the Hasbro toy company. The Hasbro prototypes were originally named "Rocky" (marine/soldier) "Skip" (sailor) and "Ace" (pilot), before the more universal name G.I. Joe was adopted. The initial product offering featured members of the four branches of the armed forces as follows; Action Soldier, Action Sailor, Action Pilot and Action Marine. The name G.I. Joe no longer referred to one specific character but to a toyline brand.

G.I. Joe was also directly responsible for coining the term 'action figure'; when the toy was designed, it was considered 'inappropriate' for a boy to play with a doll, and parents would be resistant to buying them.

The following series of Hasbro G.I. Joe toys were released:

• G.I. Joe: America's movable fighting man (1964-1969)
• G.I. Joe Adventure Team (1970-1977)
• G.I. Joe Defenders (1976)
• G.I. Joe: Super Joe Adventure Team (1977)
• G.I. Joe: A Real American Hero (1982-1994)
• G.I. Joe: Hall of Fame (1991-1994)
• G.I. Joe: Street Fighter II(1993)
• G.I. Joe: 30th Anniversary (1994)
• G.I. Joe: Limited Exclusives (1995-1997)
• G.I. Joe: Sgt. Savage and the Screaming Eagles (1995)
• G.I. Joe: Masterpiece Edition (1996-1997)
• G.I. Joe Extreme (1996-1997)
• G.I. Joe: Timeless Collection (including Exclusives) (1998-2003)
• G. I. Joe Classic Collection (1995-2004)
• G.I. Joe: The Real American Hero Collection (2000-2002)
• G.I. Joe vs. Cobra (2002)
• G.I. Joe vs. Cobra: Spy Troops (2003)
• 40th Anniversary Reproductions (2003-2005)
• G.I. Joe: Valor vs. Venom (2004-2005)
• G.I. Joe: Sigma 6 8" (2005-Present)
• G.I. Joe: Sigma 6 2½" (2006-Present)
• G.I. Joe: Direct To Consumer (2006)
• G.I. Joe: A Real American Hero 25th Anniversary (2007)
• G.I. Joe Adventure Team (2007)
• G.I. Joe 8-inch Commando Figures (2007)
• G.I. Joe Combat Squad (2007)

The 40s

• In 1943, a pigeon named G.I. Joe rescued over a thousand people in Italy by delivering a crucial message.
• In 1945, a hit movie, The Story of G.I. Joe, about war correspondent Ernie Pyle in World War II, was released. Burgess Meredith starred.

The 50s

• On February 22, 1953, a radio program called "G.I. Joe" debuted.  

 The 60s

• Nearly 20 years later, seeing the market success of the Barbie doll, Stan Weston, toy creator and licensing agent, brought the idea of a soldier action figure to Don Levine at Hasbro. Reinforced perhaps by the television series "The Lieutenant", Hasbro saw the potential in a doll, or "action figure," for boys. In 1964, Hasbro launched the G.I. Joe line of World War II action figures, naming it after the aforementioned movie. At that time, the G.I. Joe figures were approximately the same physical scale as Barbie dolls - 12 inches, or 305 mm, tall (also known as playscale).
• In 1965, a black "G.I. Joe" figure was introduced in select markets.
• In 1966, soldiers from other countries (France, Germany, England, et al.) joined the G.I. Joe line up, and Hasbro decided that the entire toy line would be named G.I. Joe. A Project Mercury-like space capsule and silver-suited astronaut figure was also added to the series.
• In 1967, G.I. Joe talking figures were introduced. Around this time, the only full-sized female G.I. Joe action figure - a nurse - was produced. It was not a commercial success, as young boys were disinterested in a character whose role was non-action oriented.

The 70s

• By 1970, in the wake of the Vietnam War, Hasbro sought to downplay the war theme that had initially defined "G.I. Joe". The line became known as "The Adventures of G.I. Joe" for a time. G.I. Joe was now cast as the leader of the "Adventure Team", an adventuring/spy-like organization with the goal of rescue missions and fighting evil. The look of the doll was also changed in 1970 with the addition of a flocked beard (an innovation developed in England by Palitoy's for their licensed version of Joe, Action Man). A retooled African American Adventurer was also introduced around this time.
• In 1974, in an apparent nod to the growing cultural popularity of Kung Fu, Hasbro introduced the "kung fu grip" to the G.I. Joe line. This entailed sculpting the doll hands in a softer plastic that allowed the fingers to curl and grip objects in a more lifelike fashion.
• In 1975, after a failed bid to purchase the toy rights to the Six Million Dollar Man, Hasbro issued a bionic warrior figure named Mike Power, Atomic Man, which sold over one million units. Also added to the Adventure Team was a superhero, Bulletman. Both figures were not in the mold of the rest of team, and further confused the GI Joe line.
• In 1976 G.I.Joe and the Adventure Team met new foes from outer space when, The Intruders: Strong Men from Another World, are introduced. These armored caveman-like aliens, although smaller than G.I.Joe, had a button on their backs which could be pressed to make them grab with their "Crusher Grip" arms. These were available in the bearded and gold armored commander, and the unbearded, silver armored warrior. It should be noted that up until the introduction of these cavemen-looking armored aliens, Joe and his team only had the forces of nature and animals to combat. Now he was pitted up against foes who despite their brutish appearance were possessed of keen intellect and bent on world domination.
• Around the same time, G.I. Joe was given "eagle eye" vision--a movable eye mechanism to allow the toy to appear to be looking around when a lever in the back of the head was moved. This would be the last major innovation for the original line of 12-inch figures.
• At this time Hasbro also released its line of rotationally molded mannequins in the G.I.Joe style called "The Defenders."
• In 1977, Hasbro releases the Super Joe Adventure Team, and the battle between good and evil takes to the stars. Scaled down to 8 1/2 inches, similar in size to the Mego Super-heroes line of action figures of the time. Super Joe commander, and the Adventure Team (Super Joe Man of Action, and Adventurer) with their alien comrades "The Night Fighters", Luminos and The Shield, fight against the evil Gor, King of the Terrons, The Terron: The Beast from Beyond, and his ally Darkon, the half man half monster.
• The claim is that by 1978, the petroleum crisis had taken a toll on the profitability of the 12-inch G.I. Joe line. Drastic increases in the price of petroleum increased the cost of the plastic used to manufacture the toys. After the failure of the "Super Joe" line, Hasbro decided to discontinue domestic production, although foreign licensees continued to produce their own versions quite successfully for some time to come (well into the eighties), which tends to negate this rationale. It would seem as likely that mismanagement of the product line, and a lack of a focused product development direction caused the demise of the 12" line in the US market.

The 80s

• 1982 saw the highly successful relaunch of the G.I. Joe product line in a smaller, 3 3/4-inch scale, of the same type employed by the wildly popular Star Wars figures. The 1982 relaunch pioneered several tactics in toy marketing. The release of the 1982 line - known to collectors as the "Real American Hero" or "RAH" line - was combined with not only traditional paid advertising, but also an animated television mini-series and comic book series. The comic book, produced for years by Marvel Comics, enjoyed surprising success, thanks in no small part to the unique television advertising and the writing talents of Larry Hama, who worked closely with Hasbro to develop a unique identity, background story, and personality for each character. The decision to use a smaller 3 3/4-inch scale for the figures also made it possible for Hasbro to produce a variety of matching vehicles and playsets that further expanded the appeal and commercial potential of the line. Over the coming years, the roster of characters expanded rapidly to include such favorites as the masked terrorist leader Cobra Commander, the prideful Scottish arms dealer Destro, the chameleon-like master of disguise Zartan, and his posse of biker-gang ruffians, the Dreadnoks.

Over the 1980s, G.I. Joe's increasing popularity supported an array of spin-off merchandising that included posters, t-shirts, video games, board games, kites, animated movies, and an ongoing animated series.

• In 1985, both Toy & Lamp and Hobby World magazines ranked G.I. Joe as the top-selling American toy.
• In 1986, wrestler Robert Remus, also known as Sgt. Slaughter, became the first real person to join the 'G.I. Joe' team. Football player William "Refrigerator" Perry followed suit in 1987.
• In 1988, Hasbro added Battle Force 2000 to the product lineup. These figures and vehicles were distinguished by their emphasis on futuristic technology.

The 90s

• In 1991, the G.I. Joe Ecowarriors line was produced to raise environmental awareness. 12" figures were also re-introduced as the G.I. Joe: Hall of Fame series. The first figure, Duke, was marketed exclusively to Target retail stores.
• In 1992, G.I. Joe joined the war on drugs by introducing the Drug Elimination Force (DEF) line of figures. The line declined with sci-fi themes again, notably the Star Brigade. G.I. Joe also jumped on the Jurassic Park bandwagon and had a set of Dino-hunters. The first full wave of the 12" Hall of Fame figures (Duke (2nd Edition), Cobra Commander, Snake Eyes, Stalker) was also released.
• In 1994 the 3 3/4 inch line was cancelled. This was also the 30th Anniversary of G.I. Joe and accordingly, Hasbro released a series of 12-inch and 3 3/4 inch figures based on the original 4 basic services represented in the first waves of the 1964 toy-line.
• In 1995, Sgt. Savage and his Screaming Eagles figures debuted. They were subsequently cancelled the same year. 12" figures continue to sell in select markets.
• In 1996, G.I. Joe Extreme figures were introduced by the recently merged former Hasbro competitor, Kenner toy. Along with the release of toys, G.I.Joe Extreme featured a comic book, published by Dark Horse comics. 12" G.I.Joe figures see mass retail with the name G.I.Joe Classic Collection.
• In 1997, the original G.I. Joe returned via the G.I. JOE MASTERPIECE EDITION ([2]), a unique book-and-figure product. G.I. Janes were introduced in a series called the Classic Collection, the first 12-inch female dolls in the G.I. Joe line-up since 1967; this doll was a helicopter pilot. The Classic Collection harkened back to the original all military theme of G.I. Joe with fairly realistic uniforms and gear. Soldiers from Australia, Britain, and other nations, as well as United States Forces were featured. The line also presented an all-new articulated G.I. Joe figure that formed the basis of many offerings until the 12" line was discontinued in the new millennium.
• In 1997 two Nissan commercials featuring an action figure resembling an Adventure Team GI Joe rescuing a fashion doll that resembled Barbie aired to accolades, eventually winning numerous awards. A select assortment of figures from the 3 3/4-inch "Real American Hero" line were released as Toys "R" Us exclusives to celebrate the 3 3/4-inch concept's 15th anniversary. A second assortment followed in 1998.

The 2000s

• In 2000, a Navajo Code Talker was introduced, one of only two 12-inch G.I. Joe talking figures (until this time) since the 1970s--The other being "Duke" from the Hall of Fame line. The figures included a toy bomb that "detonated" if handled incorrectly.
• In 2000, Hasbro re-released a selection of 3 3/4" G.I.Joe figures and vehicles. This line, commonly known as the "collectors edition", lasted until 2002. The figures were sold in packs of two and consisted of repainted versions of figures from the Real American Hero line. Some of these repainted figures were assigned new identities: for example, the "Baroness" figure was repainted and sold as a new character called "Chameleon," described on the packaging as "the illegitimate half sister of Baroness".
• In 2001, G.I. Joe honored the events of the 1941 attack on Pearl Harbor by releasing a line of Pearl Harbor figures. Devil's Due Productions bought the license to publish the G.I. Joe comic book with Josh Blaylock as writer, Scott Wherle as editor and Steven Kurth as artist. Eventually, the entire creative team changed, with newcomer Brandon Jerwa taking over as writer and Tim Seeley as artist. Devil's Due declined to purchase the rights to reprint the Marvel Comics line.
• Beginning in 2002, newly designed collections of 3 3/4" G.I. Joe figures and vehicles were released. Each collection centered around a unique storyline or theme, such as "Spy Troops" or "Valor vs. Venom". The "Valor vs. Venom" figures were sculpted to the same proportions as the original 3 3/4" figures, but the "Spy Troops" figures were, on average, several millimetres larger.
• In 2003 Hasbro announced the release of the 40th Anniversary G.I. Joe line. This line featured reproductions of the earliest G.I. Joe figures and accessories originally made in 1964.
• In 2004, the direct-to-DVD feature film G.I. Joe: Valor vs. Venom debuted, as well as a new trading card game based on the G.I. Joe vs. Cobra storyline. G.I. Joe celebrated his 40th Anniversary at the annual convention of the G.I. Joe Collectors' Club, held that year at Disney World in Florida.
• 2005 saw the introduction of a new line called G.I. Joe: Sigma 6, consisting initially of an 8" scale selection of action figures distinguished by their extensive articulation and accessories. Sigma 6 combines entirely new characters with already familiar characters from the 3 3/4" "Real American Hero" line. Its release was accompanied by a television series produced by the Japanese animation studio GONZO and a comic book mini-series published by Devil's Due. Both the 12" and 3 3/4" lines were suspended shortly prior to the release of the Sigma 6 line. The 3 3/4" line was reintroduced after a very brief hiatus; unlike Sigma 6, however, it could no longer be purchased in stores but was instead sold exclusively on a direct-to-consumer basis, through Hasbro's website and select Internet retailers.
• 2006 The Official G.I. Joe Collectors' Club held its 10th annual convention in New Orleans with Sgt. Slaughter in attendance as a special guest. The 3 3/4" line, while still available online, returned to retail as a Toys R Us exclusive. Hasbro also expanded the Sigma 6 line to include a 2 1/2" scale selection of vehicles, playsets, and figurines with limited articulation. Despite strong retailer support of the 2.5" line, sales failed to meet expectations, leading to the cancelling of the subset in early 2007,^{[citation needed]} leaving a third series of action sets and vehicles (as well as several planned releases) in a state of unknown release. It is widely believed that this third series of products will not see commercial release.^{[citation needed]}
• Also in November 2006 a reproduction Land Adventurer GI Joe was released as an exclusive to Hot Topic stores. The figure was a reproduction of the Land Adventurer with the Kung Fu Grip and came in the "Coffin" style box. A reproduction Talking Adventure Team Commander was also released in a limited run of 1,970 issues.
• 2007 Marks the 25th Anniversary of the "Real American Hero" line. To commemorate the event Hasbro is releasing all new sculpted 3 3/4" figures based on the more popular characters such as; Duke, Scarlett, Snake-Eyes, Gung-Ho, Roadblock, Cobra Commander, Destro, Baroness, and Cobra Enemy Trooper (the first 10 which can be viewed on Hasbro's official G.I.Joe.com web site, it has since been updated with the first 5 single carded figures, a first for 3.75 figures since 1994). These figures will feature more articulation and will be reminiscent of their original incarnations, and scheduled for a summer release. Despite initial press stating only 25 figures were planned, strong retailer response has prompted Hasbro to continue the line into 2008. In addition, the "Sigma Six" branding was dropped in the spring of 2007 and future releases were merely branded "GI Joe: A Real American Hero".