Tag Archives: G.I. Joe

Previously, I remarked upon how those of us who were children in the 1980s “knew disappointment by name”, thanks to the deluge of new toy lines leaping at us from store shelves, most of them doomed to two-year lifespans and discount-bin futures. Companies were just beginning to learn how the lack of a Saturday morning cartoon could put an ugly dent in their profits. The hunt was on for the next best gimmick, the hook that would bring in the kids and establish the next He-Man or GI Joe. Not coincidentally, those lines were also infusing gimmicks circa 1987 in a losing battle to stay on top.

Transformers, arguably the decade’s most popular toys, were expensive to produce. The supply of repainted robots that comprised the line’s first few years had run dry, leaving Hasbro no choice but to design the toys themselves, an extra step that was not only also very expensive, but resulted in the far simpler Pretenders and Firecons. Few, if any, will argue that either was a high point in quality. For the uninitiated: Firecons used the same sparking mechanism as Doc’s DeLorean from Back To The Future, and that was a Happy Meal toy. (It was recalled because “kids” could chew off a rear tire and choke on it, not because of the sparks as you might assume. I have two of the worthless things.)

So it was that in 1987 Hasbro began to try some new tricks. Here is but one example of something they threw at the wall with the greatest effort, and try as it might, it just didn’t stick. Ladies and gentlemen of the Internet, I give you Air Raiders.

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