GI Joe: The Story Behind the Legend; An illustrated history of America's greatest fighting man

by Don Levine, John Michlig

In the early 1960s, Don Levine had a vision for a fully poseable action figure-a doll for boys. The conventional wisdom said that it couldn't be done, but Levine and a team of dedicated professionals at Hasbro worked endlessly to create the most authentic and fun action figure possible.

The in 1964 Hasbro launched GI Joe, and the 12 inch soldier took America by storm. The demand was overwhelming, and since then GI Joe has sold in the millions worldwide, making it one of the greatest selling toys of all time.

This is a behind-the-scenes look at the birth of an icon as told by the men and women who crafted the original action figure. Here you will find the secret origins of GI Joe's scar, the misplaced thumbnail, the construction of the body, and more.

Filled with over 100 full-color photos of prototypes, early models, blueprints, and sketches, here is a rare, firsthand account of creative genius, dedication, and entrepreneurial spirit.

Foreword by Alan Hassenfeld * Preface by John Michlig * One Man's Journey to Toyland * A Boy'll Never Play with a Doll * GI Joe is Born * Making America's Moveable Man of Action * Toy Fair 1964 and Beyond * Epilogue

Genres: Nonfiction

96 pages, Hardcover

First published January 1, 1999

Reviews

[Kelly · Rating 4 out of 5]

GI Joe is an iconic piece of American culture, and reading about the inception of the idea and creation of the prototypes and original ad campaigns is really fascinating. It's like the real Mad Men because this is all taking place in 1963 and is told through a series of interviews and photographs of the original artwork, mannequins, and items which inspired the first-ever GI Joe collection. For anyone who is interested in vintage toys, this is a must-read; but for anyone interested in American ingenuity and the creation of a product and all of the steps, departments, people and travels that it takes to put together a brand-new product, this is a quick, informative, and really inspirational read. It takes incredible dedication, passion, and hard work to innovate, and I'm thankful for the people who make passion projects their lives and don't let them die.