|
Back in 1964, my father was managing the toy department of Verscharen's store on Route 51 here in Pittsburgh. That year Hasbro came out with G.I.Joe, the first ever fully posable doll. It was my fathers opinion that parents would not approve of or buy a doll made for boys. He decided not to order them for the store that Christmas, and he missed out on the record sales. But he was not the only one with doubts about Joe. Many other toy dealers were also reluctant. In fact, Hasbro was taking a big chance with the first doll for boys, thus they stayed clear of calling it a doll, and called him an "action soldier". And if that's not masculine enough, they cleverly marketed the most unbelievable collection of accessories ever. The many different outfits were all made EXACTLY to the military specifications, often of the same material that the military used. G.I. Joe is completely regulation! No wonder he remains one of the most peculiar and popular phenomena of our culture.
|
