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Features

How War, Gender Stereotypes, And The Economy Gave Birth To ‘G.I. Joe’

Turns out the real patriotic pursuit in the U.S. is turning a profit.

GI Joe cartoons

People love a good comeback story — especially if it involves an American icon.

This genesis of this particular revival story began in the place where some men do their best thinking: the bathroom.

The story goes that the presidents of Hasbro and Marvel entertainment introduced themselves to one another in the restroom at an early 1980s charity event.

During their conversation about their respective companies, the Hasbro exec confided in his new friend that the company was ready to reactivate the trademark on G.I. Joe – one of the most popular toys of the 1960s and 1970s — but was stuck on how to develop a new approach to the forgotten American hero.

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