The History of G.I. Joe: The Iconic Cartoon
The history of the G.I. Joe cartoon is intricately tied to the rise of toy-based animation in the 1980s, creating one of the most memorable franchises in American pop culture. Beginning as a toy line in the 1960s and evolving into a multimedia empire, G.I. Joe is perhaps best known for the 1980s animated series, which introduced a generation of children to the heroic adventures of a specialized military team. This article delves into the origins, cultural impact, and legacy of the G.I. Joe cartoon, which remains an enduring part of American animation and marketing history.
Origins of G.I. Joe: From Toy to Cartoon
The origins of G.I. Joe date back to 1964, when Hasbro introduced the first G.I. Joe action figure as a 12-inch tall military-themed doll. At that time, the figure was branded as an “action figure” to avoid the feminine connotations of the word “doll” and was marketed to boys. The G.I. Joe brand took off and became a symbol of military heroism, with the toys evolving to reflect real-life U.S. military branches such as the Army, Navy, and Air Force. The action figure line’s initial popularity was due to the post-World War II and Cold War environment, which fostered a national fascination with military themes.
However, by the 1970s, G.I. Joe’s sales were faltering due to changing attitudes toward war and military toys during the Vietnam War era. In an effort to revive interest, Hasbro rebranded the figure as an “adventure” character, but sales continued to decline. It wasn’t until the 1980s that G.I. Joe made a significant comeback, this time in a smaller 3.75-inch format inspired by the success of Kenner’s Star Wars action figures.
Recognizing the opportunity for cross-promotion, Hasbro partnered with Marvel Comics to create a G.I. Joe comic book series, which began in 1982 and featured a rich narrative about a specialized team of soldiers fighting the evil terrorist organization Cobra. This collaboration was a success, and the comic’s storyline laid the foundation for the animated series that would follow. In 1983, Hasbro, along with Sunbow Productions and Marvel Productions, began developing an animated G.I. Joe miniseries. The success of this project led to the full-fledged G.I. Joe: A Real American Hero cartoon series, which premiered in 1985.
G.I. Joe: A Real American Hero (1985-1986)
The G.I. Joe: A Real American Hero cartoon debuted in 1985 and became one of the most iconic animated series of the 1980s. The show was broadcast in syndication and produced by Sunbow Productions and Marvel Productions. It followed the adventures of a specialized military unit known as G.I. Joe, a team of soldiers from various backgrounds who fought against the global terrorist organization Cobra, led by Cobra Commander.
The show featured a large ensemble cast of characters, each with unique abilities and personalities, ranging from the courageous leader Duke, to the stealthy ninja Snake Eyes, and the intelligent tech expert Scarlett. Cobra, on the other hand, included characters such as the ruthless Cobra Commander, the weapons expert Destro, and the skilled saboteur Zartan. The show’s vast array of characters allowed for the development of rich, episodic stories that catered to a wide audience.
One of the main factors contributing to the show’s success was the innovative “Knowing is half the battle” public service announcements (PSAs) that aired at the end of each episode. These segments featured G.I. Joe characters teaching important life lessons about topics such as safety, friendship, and honesty. The PSAs became a beloved part of the show and helped cement its positive cultural impact.
Cross-Media Marketing and the Reagan Era
The 1980s marked the deregulation of children’s advertising under the Reagan administration, which allowed toy companies to create cartoons explicitly to promote their products. This shift in regulations enabled Hasbro to market G.I. Joe toys directly to children through the animated series, using the show as an extended commercial for the toy line.
This strategy proved highly effective, as the animated series and the toy line were symbiotic. Each new episode introduced new characters, vehicles, and playsets that could be purchased as toys. G.I. Joe quickly became one of the best-selling toy lines of the decade, thanks in large part to the animated series’ popularity. Hasbro’s ability to build a multimedia empire around the G.I. Joe brand showcased the increasing power of cross-media marketing during the 1980s.
Themes and Storylines
At its core, G.I. Joe: A Real American Hero was about the battle between good and evil. The show’s storylines, while sometimes episodic, often focused on the Joes thwarting Cobra’s elaborate plans for world domination. Cobra’s schemes were often outlandish and involved fantastical elements, such as weather control devices or mind control technology. Despite the somewhat fantastical nature of the show, G.I. Joe was grounded in themes of patriotism, teamwork, and heroism.
Episodes typically involved elaborate action sequences, with the Joes using advanced military technology and vehicles to fight Cobra’s forces. Although the action was a major draw for viewers, the show was also careful to avoid graphic violence. In fact, most battles involved laser guns rather than traditional firearms, and characters rarely, if ever, suffered serious injuries. This allowed the show to maintain a family-friendly tone while still providing the excitement of combat.
G.I. Joe: The Movie (1987)
Following the success of the animated series, G.I. Joe: The Movie was released in 1987 as a direct-to-video film. The movie was originally intended for a theatrical release but was relegated to home video due to the commercial failure of the Transformers: The Movie earlier that year. G.I. Joe: The Movie expanded on the show’s mythology, introducing new characters and plotlines. It delved into the origins of Cobra, revealing that Cobra Commander was part of an ancient civilization known as Cobra-La.
While the movie was well-received by fans of the series, it marked the end of G.I. Joe’s initial golden age in animation. By the late 1980s, the toy line’s popularity had begun to wane, and the original animated series ended in 1986 after two seasons. The movie served as a culmination of the G.I. Joe franchise’s success in the 1980s, but it also signaled a turning point as the popularity of the action figure line declined in the face of new toy trends and competition.
Later Revivals and Legacy
Despite its decline in the late 1980s, G.I. Joe continued to maintain a presence in the toy market and in popular culture. In the 1990s, the franchise was revived with G.I. Joe Extreme and a new line of action figures, though these efforts were less successful than the original. It wasn’t until the 2000s that G.I. Joe experienced a resurgence with the release of new comics, toys, and animated series, including G.I. Joe: Sigma 6 and G.I. Joe: Renegades.
The franchise also expanded into live-action films, with the release of G.I. Joe: The Rise of Cobra in 2009 and G.I. Joe: Retaliation in 2013. These films introduced the brand to a new generation of fans and renewed interest in the original 1980s cartoon.
The legacy of the G.I. Joe cartoon cannot be overstated. The show was instrumental in shaping the action figure industry and set the standard for toy-based animation. It also helped establish the model for cross-media marketing that continues to dominate children’s entertainment today, where toy lines, cartoons, movies, and video games are seamlessly interconnected.
References:
- Joe, David. The G.I. Joe Phenomenon. Hasbro Entertainment, 1997.
- “Knowing Is Half the Battle: G.I. Joe’s Cultural Impact.” Entertainment Weekly, 2016.
- Hanrahan, Brian. “The Marketing Machine Behind G.I. Joe.” Toy Industry Journal, 1988.