The upcoming film G.I. Joe 4: Ever Vigilant (2024) is the latest installment in the long-running G.I. Joe franchise, which has been a significant part of American pop culture since its inception. The G.I. Joe brand, owned and produced by Hasbro, has evolved from a line of action figures to a multifaceted media franchise encompassing toys, comics, cartoons, and movies.

Origins and Evolution of G.I. Joe

The G.I. Joe franchise began as an action figure line introduced by Hasbro on February 2, 1964. The original line included 12-inch (30 cm) figures representing four branches of the US military: Action Soldier (US Army), Action Sailor (US Navy), Action Pilot (US Air Force), and Action Marine (US Marine Corps). Later, an Action Nurse was added to the lineup. The term “G.I. Joe” comes from the generic term for an American soldier, which itself is derived from the term “G.I.”

The introduction of G.I. Joe action figures marked the creation of the term “action figure,” distinguishing these toys from traditional dolls and appealing primarily to boys. The realistic figures became iconic, earning G.I. Joe a place in American toy history.

The 1982 Re-release and New Direction

In 1982, Hasbro re-released the G.I. Joe line in a smaller 3.75-inch (9.5 cm) scale, which included vehicles, playsets, and a detailed backstory. This new line introduced the ongoing conflict between the G.I. Joe Team, a group of highly skilled operatives, and the evil Cobra organization, which seeks to dominate the world through terrorism. This era of G.I. Joe became known as the “Real American Hero” series. The smaller figures, with their intricate designs and elaborate narratives, reinvigorated the brand and solidified its place in popular culture.

International Success and Adaptations

The success of G.I. Joe extended internationally. In the United Kingdom, the original 12-inch figures were licensed by Palitoy and sold as “Action Man.” When Hasbro introduced the smaller figures, Palitoy rebranded them as “Action Force,” aligning them with the G.I. Joe narrative.

Cultural Impact and Recognition

Despite the members of the G.I. Joe team not being superheroes, their expertise in areas such as martial arts, weapons, and explosives made them formidable characters. The G.I. Joe brand has left a lasting impact, leading to its induction into the National Toy Hall of Fame at The Strong in Rochester, New York, in 2004, and the Pop Culture Hall of Fame in 2017.

The New Film: G.I. Joe 4: Ever Vigilant

As fans eagerly await G.I. Joe 4: Ever Vigilant (2024), the new film promises to continue the legacy of the franchise, blending action, adventure, and the timeless battle between good and evil. While specific plot details and cast information are still emerging, the film is expected to build on the rich history of the G.I. Joe universe, bringing new excitement to both long-time fans and new audiences alike.