GI Joe Figure

Hasbro introduced the GI Joe action figure in 1964. By 1968, declining sales, probably tied to the controversy surrounding the American war effort in Vietnam, led Hasbro to reinvent its product line by downplaying the "military" aspects of the GI Joe character. This "land adventurer" is a 12-inch action figure from the GI Joe Adventure Team toy series released in 1970. The new figures came with civilian-style beards and round dog tags with logos that conspicuously resembled peace signs. The Adventure Team Club magazine marketed alongside the toy envisioned these GI Joes taking part in archaeological or scientific missions rather than military ones. These fully articulated 12-inch figures were among the last of their kind. Owing to laggard sales and rising plastic prices, GI Joe figures thereafter would be produced in smaller sizes.
Currently not on view
Object Name
Date made
ca 1974
Physical Description
plastic (overall material)
rubber (overall material)
metal (overall material)
fabric (overall material)
Place Made
United States: Rhode Island, Pawtucket
ID Number
accession number
catalog number
Family & Social Life
Artifact Walls exhibit
See more items in
Home and Community Life: Domestic Life
Artifact Walls exhibit
Data Source
National Museum of American History, Kenneth E. Behring Center

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