Introduction
Action figures have been a part of childhood play for decades, capturing imaginations and sparking adventures in bedrooms and backyards around the world. But have you ever wondered about the origin of these little heroes? In this post, we’ll dig into toy history to answer the question: what was the first action figure?
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Come along with us as we travel back in time and explore the birth of an industry, the cultural impact of these little guys and how they’ve evolved over the decades. From military inspiration to pop culture phenomena, the story of the first action figure is as action packed as the toys themselves.
The Birth of an Icon: G.I. Joe Hits the Stage
A New Idea
To find out what was the first action figure we need to go back to the early 1960s. The toy industry was booming but there was a clear divide between “girls’ toys” and “boys’ toys”. Dolls were firmly in the girls’ camp, boys had toy soldiers and plastic army men. But what if there was a way to bridge that gap?
Enter Don Levine, creative director at Hasbro, who saw an opportunity to create something new: a poseable figure for boys that wasn’t just a static toy soldier. This would eventually lead to the birth of G.I. Joe, widely considered the first action figure.
G.I. Joe: America’s Movable Fighting Man
In 1964 Hasbro introduced G.I. Joe to the world. 12 inches tall and 21 moving parts, this was no toy soldier. G.I. Joe was a fully articulated figure that could be posed in countless ways, opening up a whole new world of play.
Original G.I. Joe features:
- Realistic military uniforms for different branches of the U.S. military
- Interchangeable accessories and weapons
- A scar on the right cheek (to avoid trademark issues with Mattel’s Ken doll)
- The trademarked name “G.I. Joe: America’s Movable Fighting Man”
Marketing Magic: Not a Doll, But an Action Figure
One of the smartest parts of G.I. Joe’s creation was the marketing. Hasbro knew boys wouldn’t want to play with “dolls” so they came up with a new term: “action figure”. This clever branding allowed them to create a toy that was essentially a doll for boys without the stigma attached to it.
The Impact and Evolution of G.I. Joe
Phenomenon
G.I. Joe wasn’t just a toy; it was a cultural icon. The figure tapped into the patriotism of Cold War America, allowing boys to act out heroic scenarios and military adventures. It wasn’t long before G.I. Joe went beyond the military with versions of adventurers, astronauts and deep sea divers.
The Line Expands
Hasbro soon realised the potential of their creation and started to expand the G.I. Joe line. This included:
- New characters and nationalities
- Vehicles and playsets
- Clothing and accessory packs
This would be the template for future action figure lines and would be the pattern that would dominate the industry for decades to come.
Controversy and Change
As the 1960s went on and public opinion on the Vietnam War turned, G.I. Joe came under fire for glorifying war. In response Hasbro rebranded the line in 1970 and moved away from military themes and towards adventure. G.I. Joe became part of the “Adventure Team” and tackled natural disasters and exploration rather than combat.
Beyond G.I. Joe: The Action Figure Industry Expands
Competition Enters the Fray
G.I. Joe wasn’t the only game in town. Other toy companies soon followed:
- Mattel introduced Big Jim in 1971
- Mego Corporation launched its World’s Greatest Super Heroes line in 1972
- Kenner (later acquired by Hasbro) revolutionised the industry with its 3.75-inch Star Wars figures in 1978
Licensed Properties
While G.I. Joe was an original creation, many action figures that followed were based on existing properties from comics, TV shows and movies. This trend really took off in the late 1970s and 1980s with lines like:
- Star Wars
- Masters of the Universe
- Transformers
- Teenage Mutant Ninja Turtles
These licensed properties allowed kids to bring their favourite characters to life in 3D form and further expanded the appeal of action figures.
The Legacy of the First Action Figure
Collecting and Nostalgia
As the kids who grew up with the original G.I. Joe and subsequent action figures became adults, a new market emerged: collectors. Vintage action figures, especially those in their original packaging, can fetch high prices at auction and among collectors.
Educational Value
While often seen as just toys, action figures have been acknowledged for their educational benefits:
- Encouraging imaginative play
- Developing fine motor skills
- Teaching history (in the case of historical figures)
- Promoting storytelling and narrative skills
Gender and Action Figures
The creation of G.I. Joe as a “boy’s toy” reinforced certain gender stereotypes in play. But it also opened the door for more diversity in toys:
- Female action figures became more common, starting with G.I. Joe’s Female Action Soldier in 1967
- Lines like Wonder Woman and Princess Leia showed that action figures weren’t just for boys
- Modern toy lines often feature a more balanced representation of genders and ethnicities
The Future of Action Figures
Technology
As technology has evolved so have action figures. Modern figures often feature:
- More advanced articulation for more realistic poses
- Electronic features like lights and sounds
- NFC chips for interaction with video games and apps
Sustainability
With the growing awareness of environmental issues many toy companies are looking at ways to make action figures more sustainable:
- Using recycled materials
- Reducing packaging waste
- Biodegradable options
Customisation and 3D Printing
The rise of 3D printing has opened up new possibilities for action figures:
- Collectors can create custom accessories
- Companies can produce limited runs of niche characters
- Personalised action figures based on scans of real people
FAQs
- What was the first action figure? The first widely recognised action figure was G.I. Joe, introduced by Hasbro in 1964.
- Why was G.I. Joe called an “action figure” instead of a doll? The term “action figure” was coined to market the toy to boys without the stigma associated with dolls, which were seen as girls’ toys.
- How tall was the original G.I. Joe? The original G.I. Joe was 12 inches (30.5 cm) tall.
- Were there any action figures before G.I. Joe? While there were poseable dolls and toy soldiers before G.I. Joe, it’s generally credited as the first true “action figure” due to its marketing approach and cultural impact.
- How did G.I. Joe change over time? G.I. Joe evolved from a military-focused toy to an adventure-themed line in the 1970s and later became a smaller 3.75-inch figure with a complex storyline and media tie-ins.
- What impact did G.I. Joe have on the toy industry? G.I. Joe established the template for modern action figure lines, including the concept of additional accessories, vehicles and playsets.
- Are original G.I. Joe figures valuable? Yes, vintage G.I. Joe figures, especially those in good condition or in their original packaging, can fetch high prices among collectors.
Summary
The story of what was the first action figure is more than just a history of toy innovation. It’s a reflection of cultural change, marketing genius and the power of imagination. From G.I. Joe’s arrival in 1964 to the thousands of action figures available today these little plastic heroes have left their mark on popular culture.
As we look to the future action figures will continue to evolve, embracing new technology and addressing modern concerns. But at their heart they will always be what they’ve always been: a doorway to adventure, a vehicle for storytelling and a friend to children (and adults) around the world.
Next time you see an action figure, think of the story. From a simple concept to change boys’ toys to a global phenomenon the action figure’s story is as big as any toy battle on a bedroom floor. And it all started with a 12-inch Joe, ready to go.
