Your G.I. Joe, Your Rules: Why Imagination Is the Real Secret Behind the Brand’s Lasting Power
There were plenty of great action figure lines in the 1980s, but few encouraged imaginative play quite like G.I. Joe: A Real American Hero. Masters of the Universe had Eternia. Transformers had Cybertron. Star Wars had an enormous galaxy already mapped out through movies and expanded stories. G.I. Joe certainly had its own mythology, but the toy line gave kids something incredibly powerful: room to make the universe their own. A file card might tell you a character’s name, specialty, hometown, and a few personality traits, but after that, the…
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