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 GI JOE: 1968 TRADE CATALOGUE

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the_pauley
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PostSubject: GI JOE: 1968 TRADE CATALOGUE   GI JOE: 1968 TRADE CATALOGUE Icon_minitimeSat Nov 16, 2013 10:15 am

This is Hasbro's 1968 Catalogue advertising the GI Joe range, released only to the toy trade and not available to the general public.

1968 was a watershed year for the GI Joe line. 1967 had seen the anti war toys movement bite and the sales of GI Joe were severely affected. In 1968 Hasbro released no new product for the line, but indulged in a major repackaging and marketing campaign for existing sets and some unique combinations of existing equipment.

But it was to no avail. While the Action Man line continued as a predominantly military line right up until its demise in the mid 1980s, 1968 saw the sad end of the GI Joe military line. After a false start in 1969 with The Adventures of GI Joe, the beginning of the 1970s saw GI Joe reborn in The Adventure Team.

So, presented here, a little piece of history - the last ever GI Joe military catalogue, before they pulled his teeth and sent him off in search of pygmy gorillas and the like....

GI JOE: 1968 TRADE CATALOGUE 1968TradeCatalogue

The last appearance of the original four that started it all, but bowing out bellowing their lungs out as talkers.

GI JOE: 1968 TRADE CATALOGUE 1968TradeCatalogue1

The new photo box packaging. This was as much a cost cutting exercise as a marketing strategy, as the box style was simpler and therefore less expensive than the complex cut and folded tray sets that were previously produced.

GI JOE: 1968 TRADE CATALOGUE 1968TradeCatalogue2

The new packaging contained the uniforms and equipment packed loose in polythene bags, a much less labour intensive (and therefore less expensive) process than sewing the equipment on to backing cards as had been done previously.

GI JOE: 1968 TRADE CATALOGUE 1968TradeCatalogue3

An example of the tweaking of existing sets that took place. Notice that the Tank Commander set includes more equipment than the original set, in the form of the mortar and shells.

GI JOE: 1968 TRADE CATALOGUE 1968TradeCatalogue4

Notice the Action Pilot with the "foreign" head sculpt from the 1966 Soldiers of the World range. Some talkers were also released with foreign heads.

GI JOE: 1968 TRADE CATALOGUE 1968TradeCatalogue5

Another recycling ploy. Each pack contained a mixture of kit from the four services, but only if you bought all four could you get the complete sets for each service. For example, if you look carefully at the contents, pieces from the MP set is spread over several boxes.

GI JOE: 1968 TRADE CATALOGUE 1968TradeCatalogue6

Something I had never come across before seeing this catalogue - stocked footlockers with mixtures of equipment from the four services.

GI JOE: 1968 TRADE CATALOGUE 1968TradeCatalogue7

The Talking GI Joe Adventure packs. These sets are where where many of the "foreign" head talkers turned up.

GI JOE: 1968 TRADE CATALOGUE 1968TradeCatalogue8

These big value packs were absolutely stuffed with loads of equipment as well as a talking figure. Anyone care to put a value on that Foreign Soldiers set? Smile

GI JOE: 1968 TRADE CATALOGUE 1968TradeCatalogue9

The mega-rare Action Nurse, ignored by every boy in America at the time. Many of those same boys would kill for one today!

GI JOE: 1968 TRADE CATALOGUE 1968TradeCatalogue10

The superb 5 Star Army Jeep and its desert version.

GI JOE: 1968 TRADE CATALOGUE 1968TradeCatalogue11

The only way you could obtain the full length Crash Crew tunic (as illustrated on the box art) was with this vehicle.

GI JOE: 1968 TRADE CATALOGUE 1968TradeCatalogue12

Some of the 1/1 scale GI Joe equipment to allow boys to become GI Joe.

GI JOE: 1968 TRADE CATALOGUE 1968TradeCatalogue13

Notice that it's all Action Soldier equipment. Wouldn't a full size replica of the Scramble Pilot helmet have been nice?

GI JOE: 1968 TRADE CATALOGUE 1968TradeCatalogue14

Some of the GI Joe board games HAsbro produced with, for some unknown reason, three non-Joe items, the only ones in the catalogue.

GI JOE: 1968 TRADE CATALOGUE 1968TradeCatalogue15
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Blondeactionman
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PostSubject: Re: GI JOE: 1968 TRADE CATALOGUE   GI JOE: 1968 TRADE CATALOGUE Icon_minitimeSat Nov 16, 2013 10:40 am

Fantastic upload !! thanks for sharing cheers 
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TheOneManKid
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PostSubject: Re: GI JOE: 1968 TRADE CATALOGUE   GI JOE: 1968 TRADE CATALOGUE Icon_minitimeSat Nov 16, 2013 5:40 pm

Very interesting to see the catalogue with all the variations and especially interesting to see that the Talking Action Pilot got the Scramble Pilot flight suit...I always thought the standard outfit was orange/yellow for all the Action Pilot basic figures...Very Happy 

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the_pauley
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PostSubject: Re: GI JOE: 1968 TRADE CATALOGUE   GI JOE: 1968 TRADE CATALOGUE Icon_minitimeSun Nov 17, 2013 11:52 am

ActionMalph wrote:
Very interesting to see the catalogue with all the variations and especially interesting to see that the Talking Action Pilot got the Scramble Pilot flight suit...I always thought the standard outfit was orange/yellow for all the Action Pilot basic figures...Very Happy 
Yes - that was one I always wondered about. I haven't seen it mentioned anywhere else apart from in thiat catalogue and any original Joe Talking Pilots I have seen have been in the standard orange jumpsuit.

Don't know if it was an error in the catalogue shoot or whether some were released like that. At this point of course Hasbro were recycling and clearing out existing stock, so there is a possibility that it was released this way to use up existing stocks of Scramble jumpsuits.

Can any of our US or Canadian members shed any light on this one?
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Joe90
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PostSubject: Re: GI JOE: 1968 TRADE CATALOGUE   GI JOE: 1968 TRADE CATALOGUE Icon_minitimeMon Nov 18, 2013 12:02 am

I don't recall that specific combination back in 1968 but that doesn't mean it didn't happen.

Jeff Killian's Tomart Guide says it did but I think he's the only published collector who makes that claim.  Considering that 1967 was a year of relatively flat sales, I'd wager that by 1968 Hasbro was already making plans for their transition to the "Adventures of G.I. Joe" line in 1969, and it's no stretch of the imagination that they would've cleared out their stock of Scramble flight suits rather than put in an order for new orange flight suits for their Talking Pilots.

One thing I do remember was that as early as 1967 G.I. Joe was on sale on a regular basis, and by late 1968 there were outstanding deals on sets.  In early 1969 I got the G.I. Joe Desert Patrol Attack Jeep with a soft head driver and unique goggles Wink for $7.95.
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PostSubject: Re: GI JOE: 1968 TRADE CATALOGUE   GI JOE: 1968 TRADE CATALOGUE Icon_minitimeThu Feb 20, 2014 1:53 pm

Awesome upload thanks for sharing enjoyed looking at the equipment  Very Happy 

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snow white
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PostSubject: Re: GI JOE: 1968 TRADE CATALOGUE   GI JOE: 1968 TRADE CATALOGUE Icon_minitimeThu Feb 20, 2014 3:37 pm

great upload (I want that one that one)

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inntruderr61
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PostSubject: Re: GI JOE: 1968 TRADE CATALOGUE   GI JOE: 1968 TRADE CATALOGUE Icon_minitimeThu Feb 20, 2014 3:48 pm

Cool upload Pauley!

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PostSubject: Re: GI JOE: 1968 TRADE CATALOGUE   GI JOE: 1968 TRADE CATALOGUE Icon_minitimeThu Feb 20, 2014 3:49 pm

lol! lol! Snow White  lol! lol! lol! 

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PostSubject: Re: GI JOE: 1968 TRADE CATALOGUE   GI JOE: 1968 TRADE CATALOGUE Icon_minitimeFri Nov 06, 2015 4:44 pm

snow white wrote:
great upload (I want that one that one)

Sorry Snow...you can only pick one!


Name it!
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PostSubject: Re: GI JOE: 1968 TRADE CATALOGUE   GI JOE: 1968 TRADE CATALOGUE Icon_minitimeFri Nov 06, 2015 6:02 pm


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