Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: WEDNESDAY, February 9, 1994 TAG: 9402090042
SECTION: BUSINESS PAGE: C-8 EDITION: METRO
SOURCE: Associated Press
DATELINE: NEW YORK LENGTH: Medium
G.I. Joe turned 30 this week.
And toy manufacturer Hasbro Inc. kicked off a $15 million-plus marketing blitz to celebrate the prototype action doll introduced in February 1964. Since then, the Pawtucket, R.I.-based company has sold $2.6 billion in G.I. Joe products, including more than 300 million G.I. Joe figures and 200 million vehicles.
"The trade thought it was a joke. What boy was ever going to play with a doll? Well, we've been laughing ever since," said Kirk Bozigian, vice president of boys' marketing for Hasbro Toys Division.
Plans for the yearlong "salute" include appearances by a skydiving team at air shows in 10 cities and the first G.I. Joe collectors' convention, to be held in August in New York.
Hasbro also is issuing commemorative editions of the doll - still decked out in fatigues and boots, the scar on his right cheek as fresh as ever - priced up to $34.
In addition, producer Larry Kasanoff said he is planning a film based on the character for the summer of 1995, although no financier or studio has been signed.
"G.I. Joe in my mind is nothing less than a popular cultural icon," said Kasanoff, who said he used to stage battles with the toy along with his brothers and neighbors in their childhood backyards near Boston.
The combat figure's "good vs. evil" battle has changed over the years. G.I. Joe has donned new uniforms, joining "Eco-Warriors," a "Drug Elimination Force" and the "Star Brigade" space army.
"One of the reasons we've taken G.I. Joe into other adventures is, thank God, we're not in any wars," Bozigian said.
Due to rising petroleum prices, the foot-high plastic doll disappeared after 1978 and came back in a 3 3/4-inch size in 1982, the same year the first of several female figures was introduced. The 12-inch dolls did not reappear until 1991.
by CNB