The Gi Joe Case
The GI Joe Case
History and Current Situation
Released in 1964, G.I. Joe was marketed to children as the “Real American Hero”. G.I. Joe marked the birth of the action figure, a doll for boys. The toy was the creation of Stan Weston and the of the Hasbro team. Today Hasbro is the second-largest toymaker in the United States. It has become a $3 billion sales year player over the last 20 years, with 16% of the market share. Most of this growth has come from acquisitions, creating a toy market oligopoly. G.I. Joe is one of the companies most prized possessions. Few toy brands have even narrowed the gap created by G.I. Joe’s success, stemming from the market longevity the toy has realized. Its brand awareness remains incredibly high to this day, having successfully been re-released three times with peak sale volumes. Its past three re-launches have been coupled with a media campaign wrangling in product extensions, cartoon shows, and comic books.
The industry, however,......
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