| -- End Ad Box ---> | | | | In keeping with tradition of using G.I. Joe to heighten |
| By 1989 G.I. Joe was the best selling action figure in | | | | youth awareness about certain topics, G.I. Joe took |
| the United States and was being marketed in other | | | | on his next adversary in 1992. It was that year that |
| countries around the world. Not bad conquering the | | | | G.I. JOE called in to help the Drug Elimination Force |
| world by the age of 25, but the producers at Hasbro | | | | (D.E.F.) to combat drugs. Hasbro even went as far as |
| were not ready to settle there. COBRA, was G.I. | | | | coordinating in school teaching programs to warn |
| Joes greatest competition and the dynamic of good | | | | children of the dangers of drugs. |
| and bad made for a more interesting story line to the | | | | The popularity of the 12 inch G.I. Joe action figures |
| G.I. Joe, Real American Hero plot. | | | | also prompted Hasbro to manufacture 12 inch Duke, |
| By the early 90’s G.I. Joe found himself in a | | | | Stalker, Cobra, Commander and Snake Eyes action |
| battle with COBRA who’s main goal was to | | | | figures. They were also a huge success. |
| destruct the Earth’s environment. The action | | | | In 1993 G.I. Joe is broken into separate armies |
| figure boxes even came with eco-facts for the | | | | including Battle Corps (military), Star Brigade (space), |
| young audience to read. This was done in an attempt | | | | Ninja Force (martial arts), Hall of Fame (12-inch |
| to heighten youth awareness about important issues | | | | figures), and Mega-Marines (Monsters). This was also |
| such as the environment. | | | | the same year that G.I. Joe was introduced in a |
| G.I. Joe was also conducting new marketing | | | | video game. |
| strategies in the early nineties with live action | | | | G.I. Joe turned 30 in 1994 and Hasbro celebrated their |
| commercials and a partnership with Target stores | | | | soldier’s birthday with commemorative figures, |
| across the United States to help boost the brand. | | | | new characters in the Battle Corps, Star Brigade, Hall |
| The attempts were successful. When the original 12 | | | | of Fame and Ninja Force. As well as a full fledged |
| inch G.I. Joe was reintroduced in a marketing test | | | | advertising campaign including television, print and a |
| with Target stores, the entire shipment of 25,000 | | | | mail in promotion. |
| figures sold out in one day. | | | | |