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GIJOE.revolutionized the toy industryin 1960s a 12inch action figure made especially for boys had never been attempted, and Hasbro's secret project had to overcome several challenges . Would the public embrace G.I. Joe as a military action figure? Or would it be perceveid as a doll for boys? Hasbro decided yhat G I Joe was worth the gamble and launched an extensive advertising campaign portraying G I Joe as America's Movable Figthing Man.