![]() Joe, the toys were eventually genericized. The original strategy called for a different figure for each branch of the military, but seizing on a 1945 film called The Story of G.I. In 1963, Hasbro began development on a military-themed line of dolls that, like Barbie, could be accessorized with different outfits and equipment. While toy company Mattel could barely keep up with demand for its Barbie dolls in the early 1960s, its competitor, Hasbro, realized the market had no analogue for boys. ![]() (See pictures of ninja warriors: from myth to movies.) Joe: The Rise of Cobra hopes it can emulate Transformers and turn nostalgia for the 1980s toys and cartoons into success at the box office. ![]() Joe gets his most challenging mission yet: anchoring his own live-action film. The soldier has been a toy, a comic book, a cartoon, another toy and several videogames. ![]() Follow Joe has seen a lot of action over his 45 years.
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