It all started back in 1964 when Hasbro did something many believed was a huge risk. They planned to release a new product, but it was unusual for its day. Innovative certainly, but risky just the same. First of all, it had a military theme and this was during the Vietnam War. A lot of people didn't the US should be in a war in Asia, so they formed an anti-war movement . "PEACE" signs were everywhere. "Make love not war!" was their battlecry.Secondly, they targeted boys as their market. Not unusual except the product was, well, a "doll." It may not be obvious today, but back then boys simply didn't play with "dolls." The term "action figure" wasn't part of the public vernacular. Would little boys play with "dolls?" Yes! He was GI Joe! Much to everyone's surprise, he was well received and started a legacy that continues to this day.
GI Joe stood about 12" high which was about 1/6th scale. He came as a basic figure and you purchased equipment sets separately, from combat gear to dress uniforms, ARMY , Navy Air Force or Marine. You could even get a jeep for him to ride in.