Loading

Doll clothes:Johnny Hero

1960s

The Strong National Museum of Play

The Strong National Museum of Play
Rochester , United States

In 1964, Hasbro introduced its military "action figure," G.I. Joe, an 11 1/2-inch, male figure with 21 moving parts and uniforms representing each of the four branches of the U.S. Armed Forces. In the first year, Hasbro sold more than $16.9 million in G.I. Joe merchandise. In the second year of manufacture, sales topped $36 million. Marketing a male figure in the 1960s, however, required some finesse. In a culture of clearly defined gender roles, few toy manufacturers thought boys would play with dolls.��??Hasbro, in fact, called G.I. Joe an action figure explicitly, emphatically, and precisely to overcome any notions that the toy resembled a doll in any way. That the figure represented soldiers and sailors of the U.S. military (an institution, at mid-20th century, not overly friendly to women) reinforced Joe?s manliness. The success of Hasbro?s new toy line motivated other companies to offer their own action figures. Marx created a World War II figure, Stony Smith; a Noble Knight series, and the Best of the west series. Ideal offered super hero Captain Action; A. C. Gilbert, maker of Erector sets, produced figures from the Cold War including James Bond and the Man from U.N.C.L.E.

Show lessRead more
  • Title: Doll clothes:Johnny Hero
  • Date Created: 1960s
  • Subject Keywords: clothing, athlete, sport
  • Type: Action Figures and Character Toys
  • Medium: fabric
  • Object ID: 113.3518
The Strong National Museum of Play

Get the app

Explore museums and play with Art Transfer, Pocket Galleries, Art Selfie, and more

Home
Discover
Play
Nearby
Favorites