Hasbro is out to lure toy collectors and nostalgia buffs with an impressive line of fortieth anniversary G.I. Joe figures.  This summer the toy giant is releasing the G.I. Joe Preview Collection, four authentic reproductions of the original G.I. Joe figures launched in 1964 -- one for each branch of the fighting forces (Army, Navy, Marines and Air Force).  The preview line will feature the same outfits, packaging and accessory sets as originally released.  The G.I. Joe figures made their debut in 1964 as 11.5' action figures with 21 moving parts.  The size of the figures and the number of accessories is impressive by today's standards -- it's all very 1964 except for the 'approximate retail price per figure of $34.95,' which clearly indicates that Hasbro is targeting collectors with these authentic reproductions.

It is only fitting that Hasbro is releasing the four preview collection figures at the G.I. Joe International Collectors Convention at the San Francisco Airport Hyatt on June 28 before shipping to toy stores.  But the release of these four figures in 2003 is only the beginning.  The program really gets rolling in 2004 with at least 24 additional Fortieth Anniversary products rolling out in waves.   This ambitious program illustrates two facets of Hasbro's strategy for increasing profits on its action figure lines.  The first is creating special upscale products that have collector appeal and the second is an increased emphasis on the company's own brands (like G.I. Joe) rather than on licensed merchandise (see 'Hasbro Goes Back To Basics').