Gi Joe Memoir Reveals Tale Of Stealth In Toy Wars

He was the toy industry’s first soldier of fortune.

A plastic-headed patriot who racked up more than $16 million in sales during his first tour of duty in 1964, GI Joe was a Marine, a soldier, a sailor, a pilot.

He was, however, never a doll. (Boys don’t play with dolls.)

Even in creative infancy, GI Joe was referred to as an action figure or, more superfluously, America’s movable fighting man. But mostly he was called the soldier - a soldier that came with plenty of accessories, including bazookas, tanks, canteens, tents, boots, helmets and hand grenades.

GI Joe’s brothers in arms continue to be big sellers for Hasbro.

Last year, a World War II commemorative collection of GI Joes sold out in four days. In all, Joe has earned more than $2.6 billion in sales.

“GI Joe: The Story Behind the Legend” is now in stores. The book, a memoir of the movable military man written by creator Don Levine (with John Michlig), is packaged with a reproduction of the original 12-inch, scar-faced action figure in a “Masterpiece” boxed edition dubbed “The Ultimate Collectible.”

The book shares plenty of insider stories, including the acknowledgment that a beefed-up Ken (Barbie’s perennial date) stood in for GI Joe as the creative team at Hasbro deliberated about uniforms and military coifs.

During the early design stages, the attention to detail was admirable.

According to the book, secrecy was as important.

When Levine sent Jerry Einhorn of product development out to round up military weapons and equipment for research, he stressed secrecy.

“Make up whatever story you want, but do not give away our plans,” Einhorn recalls Levine saying.

“If the police pick you up, we don’t know you. If they toss you in jail, you rot.”

GI Joe’s book, published by Chronicle Books and selling for $60 in the boxed set, reports for duty with scores of color photos, diagrams and illustrations, including early packaging and artists’ sketches.

At ease.