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G.I. JOE TURNS 50 YEARS OLD

The world’s first action figure was introduced by Hasbro in 1964

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POSTED February 6, 2014 8:52 p.m.

NEW YORK (AP) — The birthday of what’s called the world’s first action figure is being celebrated this month by collectors and the toy maker that introduced it just before the nation plunged into the quagmire that would become the Vietnam War — a storm it seems to have weathered pretty well.

Since Hasbro brought it to the world’s attention at the annual toy fair in New York City in early 1964, G.I. Joe has undergone many changes, some the result of shifts in public sentiment for military-themed toys, others dictated by the marketplace.

Still, whether it’s the original “movable fighting man” decked out in the uniforms of the four branches of the U.S. military, or today’s scaled-down products, G.I. Joe remains a popular brand.

“Joe stood for everything that was meant to be good: fighting evil, doing what’s right for people,” said Alan Hassenfeld, the 65-year-old former CEO for Pawtucket, R.I.-based Hasbro Inc., whose father, Merrill, oversaw G.I. Joe’s development in 1963.

But it’s Don Levine, then the company’s head of research and development, who is often referred to as the “father” of G.I. Joe for shepherding the toy through design and development. Levine and his team came up with an 11½-inch articulated figure with 21 moving parts, and since the company’s employees included many military veterans, it was decided to outfit the toy in the uniforms of the Army, Navy, Marines and Air Force, with such accessories as guns, helmets and vehicles.

Mike Groll/AP

Gen. George Patton G.I. Joe action figure, right, and other G.I. Joes in a display at the New York State Military Museum in Saratoga Springs, N.Y. The iconic action figure is 50.

Levine, who served in the Army in Korea, said he got the idea for the moveable figure as a way to honor veterans.

RELATED: SURVEY: G.I. JOE IS BEST-LOVED KID’S TOY

But he and his team knew the product wasn’t in Hasbro’s usual mold, and it took years of pitches before Merrill Hassenfeld gave it the company’s full backing.

“Most boys in the ‘60s had a father or a relative who was or had been in the military,” said Patricia Hogan, curator at The Strong National Museum of Play in Rochester, home to the National Toy Hall of Fame. “Once you’ve bought Joe, you need to buy all the accessories and play sets and add-ons, which was great for business.”

G.I. Joe hit the shelves in time for the 1964 Christmas shopping season and soon became a big seller at $4 apiece.

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