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Joe concept, Marvel Editor- in- Chief Jim Shooter realized it was similar to something that writer/artist Larry Hama had been developing, called Fury Force.įury Force was a series starring the son of Marvel’s spy extraordinaire Nick Fury as the leader of a seven- member paramilitary strike team. Naturally, the comic featured all the action figures and vehicles from the toyline. Griffin- Bacal took the risky move of dedicating $3 million to create a series of 3. However, there were no such rules regarding advertising for comic books, because it had simply never been done before. There were government regulations required for toy commercials, including: restrictions on runtime the ad had to show kids playing with the actual toys and animation was limited to only a few seconds. Joe, because Griffin- Bacal wanted to try something new for the comic book-television advertising. Whatever the case, Marvel was willing to help, and the relationship between the two companies was born. Bozigian says that it was Griffin- Bacal that contacted Marvel to discuss working on G. One version of the story states that the CEO of Hasbro and the president of Marvel met in the men’s room at a charity function, where the two got to talking shop. Just how Marvel Comics and Hasbro came together is a mix of legend, reality, and fuzzy memories from nearly 4. Instead, it was suggested that a comic book might work just as well. Joe movie to tie into like Kenner had with Star Wars. Although they came up with a lot of fun concepts, they faced a big marketing stumbling block-there was no G. Prupis pulled together a team, including Kirk Bozigian from marketing and toy designers Ron Rudat and Greg Bernstein, to brainstorm product and promotional ideas. Prupis would be given two weeks with Griffin- Bacal, the marketing firm that managed Hasbro’s advertising, to see if he could come up with something to get kids excited about G. 1, after yet another failed attempt to get Blast Off off the ground, Prupis was told that he had one more shot with Joe, or else he needed to move on to other ideas. But even the smaller Joe concept was turned down by management, simply because it “wasn’t exciting enough.” For the next two years, Prupis kept going back to the drawing board to try to find some new hook that would make Hasbro bite, but he was rebuffed every time. So Prupis took inspiration from the “little green army men” he used to play with as a child, as well as from the popular Star Wars line of action figures produced by rival toy company, Kenner, and sized Joe down to 3 3/4- inches high to save on plastic. Joe figures and vehicles would be too high for the average household. The increased expense of this raw material for plastic would have to be passed on to the consumer, meaning the retail price of new 1. Middle East oil suppliers had cut production, causing the cost of petroleum to jump from $1. One of the first hurdles Prupis had to clear was the price of petroleum. However, his idea was met with resistance from Hasbro executives. It would feature science fiction- inspired weapons like laser artillery and jet packs, next to realistic depictions of tanks, rocket launchers, and submachine guns.
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Joe reboot, code named “Operation: Blast Off” on internal memos, was a Mission: Impossible- style toy line that had one foot in the future, with the other grounded in contemporary military technology. 9, Hasbro’s Head of Boy’s Toys, Bob Prupis, was ready to bring Joe back. Joe had become something of a superhero, incorporating fantastic elements like the chrome- plated Bulletman and the bionic limbs of Atomic Man, who battled The Intruders, a group of cavemen from outer space.Īn Uphill Battle. Hasbro changed Joe from a soldier to an “action hero,” trading his tanks and jeeps for inflatable rafts and a patented “kung fu grip.” By the time the line was cancelled in 1. With so many facets to the fandom, we thought it was time to fill you in on the history of this influential media monster.
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