The Hassenfeld Brothers (Hasbro) of Pawtucket, Rhode Island, began selling the first “action figure” targeted specifically for boys in the early 1960s. GI Joe was launched at the 1964 New York Toy Fair as “America’s Movable Fighting Man” which is prominently displayed on every boxed action figure package and is a registered trademark of Hasbro.
Four hair colours were offered in 1964; Blonde, Auburn (Red), Brown and Black. Eye colours were matched to hair colours; Blonde and Auburn hair came with brown eyes, Black and Brown hair came with blue eyes. In 1965 a black version of the basic soldier was introduced.
February the 1st 2024 saw us celebrating 60 years of this iconic action figure

As far as we can tell there are no plans to launch a 60th anniversary 12″ GI Joe, which is a shame as many of us were looking forward to getting some new goodies to enhance our collections. Instead, Hasbro are celebrating the 60th Anniversary by updating the classic 12″ toys into a new range of highly articulated 6″ figures to be sold as the G.I. Joe Classified Series. This new figure range is available on the USA shop.hasbro website, but unfortunately is not yet available here in the UK
During the 1960’s Hasbro had a number of marketing campaigns to launch GI JOE…
1964 Hasbro GI JOE Marketing Film
A Compilation of Hasbro GI JOE Marketing Films and TV Adverts
Recent Additions
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GI Joe M-60 Gunner’s Pit£45.00
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GI Joe Navy Admiral£85.00
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GI Joe 35th Anniversary Set£120.00
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Gi Joe Navy Shore Patrol Gear£19.95
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GI Joe USS Connecticut Crewman£65.00
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GI Joe General Omar N. Bradley£85.00
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GI Joe General Colin L. Powell£65.00
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Gi Joe Marine Parris Island Gear£19.95
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GI Joe African American Army General£65.00
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Gi Joe French Foreign Legion£65.00
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Gi Joe 40th Anniversary Action Pilot£80.00
Retro Signs
GI JOE T-Shirts, Hoodies & Vests
GI JANE T-Shirts, Hoodies & Vests
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Gi Jane Mans T-Shirt£14.95
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Gi Jane Woman’s T-Shirt£14.95
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Gi Jane Men’s Vest£14.95
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Gi Jane Woman’s Vest£14.95
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Gi Jane Action Marine Woman’s Vest£14.95
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Gi Jane Action Marine Men’s Vest£14.95
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Gi Jane Action Marine Woman’s T-Shirt£14.95
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Gi Jane Action Marine Mans T-Shirt£14.95
