If I were running G.I.Joe...

[ndb]

I hear so many remarks and comments on other threads, let's gather them in one place. If you could control the entire brand, what would it be like? Who would be the major characters? What marketing tie-ins would be made?

I'll start:

First off, I would drop the GI.Joe brand for a year. Give time for all the bad press and sentiments to end, time for proper toys and tie-ins. Then in 2014, boom, it's all back.

Title: G.I.Joe: The Real American Hero

Toys: All of the figures and vehicles are on the realistic side. No sci-fi weapons, spring-loaded missiles are like the resolute one, etc.

Basic Figures: Like the Dollar General figures, with better paint apps and a few weapons.

Deluxe Figures: Poc-style figures with loads of weapons or a small vehicle. Possibly a two pack sometimes, say in Tomax and Xamot's case.

Alpha Vehicles: Think Awe-striker size

Bravo Vehicles: Think POC Vamp size

Delta Vehicle: Store Exclusives, think the Conquest, Tomahawk, and other larger vehicles.

There would be three mail-in figures, each a specialist in a field. (Airtight, Barbecue, Wet-suit) Buy so many figures collect the stickers, send them to the "GI Joe headquarters" and receive the specialist to help in your special mission.

The Story:

The G.I.Joe initiative was formed in 2002 to combat terrorist threats in the U.S. Six teams are stationed in six sectors of the United States, plus a large unit in Virginia where the major weapons, research, and the Generals over the initiative are stationed. There are also smaller Hawaii and Alaska teams.

The characters:

The story revolves mainly around G.I.Joe unit 6, call-sign: Sigma 6. They are based out of Indianapolis. This unit is lead by Scarlett - Intel and staffed by Duke - Field Commander, Roadblock - Heavy weapons, Tunnel Rat - Explosives, Med Alert - medic, Psyche-Out - team psychiatrist, Bullhorn - Hostage Negotiations, and Hard Drive - computer operations.

Snake Eyes is a real ninja. He carries a small sword on missions but mostly uses his uzi and pistol. He wears his original commando goggles (His visor is shown, but never worn, as it is a relic passed down from the Hard Master.) He initially clashes with the Joes when he (as a vigilante) murders several suspects in a murder case. Once caught, he is forced to help the Joes solve the Arashikage mystery. Later the government hires him as Hawk's bodyguard.

Flint is the unit commander of the New York unit, with his own team like Scarlett's. Other units are lead by Stalker, Courage, Lifeline, Torpedo, and a few other joes characters.

General Hawk is the supreme commander of the G.I.Joe unit, with a mysterious past. Many of the Joes (Duke, Roadblock, Snow Job) don't trust him. In truth, he stole his current position from Joe Colton, G.I.Joe's founder. He is a "good guy", but not afraid to use questionable methods.

Lt. Stone is also important to this series. He eventually becomes a G.I.Joe after a long stint of capture by Cobra and will one day lead the new incarnation of G.I.Joe codenamed: Extreme.

Eventually Duke temporarily leaves the unit and Crazy Legs takes his place. Hard Drive is killed in a heroic action to stop Dr. Venom.

Enemies:

The Coil is a religious organization that believes the snake gods (Based on Cobra-la, don't worry they are pure fiction) are returning. Led by Steven Spurgeon, the Great Serpentor, they are prepared to make the sacrifices necessary and appease the gods.

Cobra is a splinter group that carries out the snake's prophecy. They are made up of terrorists and mercenaries. Adam Decobray, The Cobra Commander, leads them. He is a middle aged man who owns many snakes and is ruthless as you would expect. Other members include Croc (Croc Master), Zartan (A serial killer who has several identities), Firefly (A GI Joe traitor), Scalpel, and others.

James McCullen is a Scottish arms dealer who sells weapons to Cobra and G.I.Joe. He wears a metal mask during weapons deals to conceal his identity, and calls himself Destro when he does.

Cartoon:

A 13 episode first season, with the hope of 52 episodes. The entire series, Cobra stays one step ahead of the Joes, with the Joes winning occasionally, but rarely. The final episode ends with the deaths of Duke and Cobra Commander. The end gives rise to a new threat that you see the beginnings of in the fourth and final story arc. Bullets are used in every episode. (If Young Justice can, why can't G.I.Joe?)

The show is aimed at 9-16 year olds. Characters do die, with at least one major character dying each season. It would probably be aired late at night.

Comic:

The comic tells the stories that are too violent and mature for the show, but it is still appropriate for kids.

Video Game:

Done in call of duty style, players play the first and second seasons along with a new story the happened off screen, but is still important to the mythos.

And there you have my grand idea! Let's hear yours!

[kneroh]

Pass, that's just bbi. not gi joe... at least how I see the property.

http://www.cooltoyreview.com/Hasbro/GIJoe/25thSgtFlash/header.jpg

[Raw Dog]

I would re-brand GI Joe as just "Joes".

The Joes would be a team of experts where each Joe was selected because they were the best at what they do. Not only would Joes be selected from the Army, Navy, Marines, and Airforce, but also from the Police, FBI, Fire Dept, etc. Heck, the world's greatest extreme athlete could even become a member of the Joes.

The Joes would be a global peace keeping, crime fighting, problem solving organization more like SHEILD than like an army. They'd be like super heroes only without the powers.

They'd still fight Cobra, but Cobra would be a criminal organization rather than a terrorist one. Cobra, like the Joes, would be made up of the best, only they would be like the best bad guys. They'd have like pirates, gang bangers, theives and the like.

They'd have action figures and vehicles that could then be used in a video game kind of like Skylanders.

They'd also have a comic book and a cartoon on cartoon network.

You could like them on Facebook and follow them on Twitter, and if you did, they would give you codes that could un lock exclusive content on their website.

[CVdelgado]

@nbd, sounds very interesting! :)

@Raw Dog, those are great ideas too!

id like some kind of long term planning done before construction of the rebranded universe. treat the brand like a classic. one reason star wars is so enduring because the story hasnt changed, only been added to, but it was designed that way from the beginning as part of a larger epic tale. enough with the short cycle reboots.

id like to add, some of this stuff has to have missile launchers. if you want kids to buy them, they help.

[CobraOfficer999]

Wasn't there a thread like this earlier this month?

[youdoitimbusy]

If I were in charge, I would let the same guys keep running the brand into the ground. Who cares I'm rich, I've got scanks to bang on my yacht. Screw you guys and your toys!

[starbuck]

Pass, that's just bbi. not gi joe... at least how I see the property.

http://www.cooltoyreview.com/Hasbro/GIJoe/25thSgtFlash/header.jpg


Ditto. G.I. Joe has always been larger than life, i love the campy sci-fi element.

[Adamantite]

Pass, that's just bbi. not gi joe... at least how I see the property.


Can you elaborate?

[CobraOfficer999]

Like I said in the other thread like this:
Hmm... If I ran Hasbro, I'd make the following decisions:
1. Drop the ever-unpopular figure sized springloaded weapons from being put into every fig. I would keep the 30th Articulation.
2. I would put Hasbro subsidiary Tonka Inc to work producing steel versions of The Cobra Rattler, The VAMP, and the Flagg.
3. No more ridiculous numbers of versions of the same figs (Duke, Destro, CC, SE, SS, ETC.) Would be put out from year to Year. You would get an ME retread of the 1982/83 series my 1st year in charge, the 84 series the second year, and so on, untill each ARAH Fig and vehicle has a ME Version. I would also have new characters such as Billy, Quinn, and Dr. Burkhart released each year. To keep costs low, however, the figs would lack the spring loaded weapons.
4. I'd start a massive advertising campaign so kids would know the toys exisist and get excited about them, and actually start buying them, driving up demand, and thus the retailers' desire to stock more, hopefully exceeding 1988 TRU stocks (see The tank thread with the 1988 TRU Photo).

[Raw Dog]

@nbd, sounds very interesting! :)

@Raw Dog, those are great ideas too!

id like some kind of long term planning done before construction of the rebranded universe. treat the brand like a classic. one reason star wars is so enduring because the story hasnt changed, only been added to, but it was designed that way from the beginning as part of a larger epic tale. enough with the short cycle reboots.

id like to add, some of this stuff has to have missile launchers. if you want kids to buy them, they help.

When I first conceived of my idea for the Joes I envisioned it as taking place after ARAH, sort of like the evolution of what was started there, but bigger than just special forces fighting terrorists.

[Troops of Doom]

If I were running GI Joe...

...Everything would be perfect.

[mtsbspidey]

I love Raw Dog's idea so much. It's really a great new spin on how the franchise already works (with Joes from various branches of the military).

I think the big thing that I'd do is introduce new characters. The line can't survive forever if it's just going keep rehashing the ARAH characters. It needs fresh blood.

[ndb]

I like raw dogs idea for a skylanders style game! The other ideas have been great too!

Btw, please don't post criticism or comments if you aren't going to tell us the way you want Hasbro to reinvent the Gijoe brand.

[Clockwise]

1. I'd have Showtime or HBO develop a gritty show more or less centered around the characters from the '82-'87 waves, but set in current day. Each season's DVD/Blue Ray set would be sold with a group of exclusive figures (but produced in amounts where anyone could buy them).

2. There are multiple Joe comics set in multiple continuities right now. Each of these has its own appeal, so I'd leave them as they are. But I'd also have Hasbro develop its own webcomic to draw interest kids in the toys. Set at about a "PG" level- not too silly, but not overly complicated.

3. Bring down Master Collector's ridiculous prices. I'm okay with "exclusives", but not when they are so overpriced that serious collectors no longer consider purchasing them. If MC can't figure out ways to cut costs, send them on their way.

[CobraCommandr]

If they are really doing that bad with sales in GI Joe figures to have to lower articulation/accessories/plastic/etc. I would do a few things to cut costs back, but not quality.

For one, waves would be smaller, some people would hate it, but I'd make sure we really knock the figures out of the park. This will also increase the chance for a lot of people to get what they want. Maybe a wave has 3 in it, 4 of each in a case. Every wave would have an army builder. Old saying goes, QUALITY not quantity.

I would ditch figure packs as most people wait for those on clearance, not profitable, stick to the single carded. Cut back on how many figures are released, but again, really knock the quality out of the park.

When I say quality, I mean fantastic paint apps, poseability, accessories, etc.

As far as marketing, get a Resolute-styled GI Joe show on Cartoon Network or something. In TF Prime, throw in the idea of Joe/Cobra existing perhaps and a few cameos made, this might grab the attention of kids who love TF Prime. Eventually maybe do another live action movie with TF and Joes in the same movie. The SDCC crossovers have been popular, this could work.

Transformers does real well for Hasbro, so mixing GI Joe up in it would just help in reinserting GI Joe back with the kids and pop culture.

[Jim_Beutel]

Getting rid of spring loaded weapons lowers the play value for kids. As much as I'm disinterested in them, I respect the fact that they are marketed to give extra play value for kids, who may find them interesting and fun.

[CommanderSteve]

Like ndb, I would have the brand on hiatus for a year. Then bring everything back to basics. The dollar store Joes would serve as a template. Very basic cardbacks. Title, character's name and purpose on the front, tagline on back with other available figures.

Title: G.I.Joe

Tagline: G.I.Joe is the codename for a special operations unit of higly trained men and women who defend the world against the evil COBRA organization.

Figures: The technology is more like Ghost Recon or MGS. Not too futuristic so no Mega Marines. Each figure would have maybe up to three weapons, removable gear, and a figure stand. Each wave would have six figures, three Joes, three Snakes. Some figures would get Resolute style spring loaded weapons (its for the kids).

Vehicles: Each wave would have one or two vehicles more like the VAMP or AWE Striker. Then, some HISS Tanks or MOBATs would come in. Aircrafts would be at most two a year.

Tie-Ins/Promotions: An animated series on CartoonNetwork. In the tone of Young Justice or Thundercats. It takes its audience seriously. If it must, it will kill characters. A comic book would be a nice companion for the series. Maybe like Special Missions and the Series is the main title. And toy commercials, toy commercials everywhere!

[PhantomStranger]

Alright, this is going to be a long one so hang on.

First I want to get the story out of the way.

The idea for G.I. Joe goes all the way back to WWII, where small allied forces of the very best are sent in as commandos, undercover ops, double agents etc, to take out the most dangerous of Nazi technology and to fight an offshoot of the Nazis called the Red Shadows. After the war the need for a full team dies out.

Cut to the early 70s when the US Government is experimenting with the idea of enhancing soldiers through genetic manipulation. The first of these test is to improve eye-sight Codename:Eagle eye. The experiment has some success, but is largely too costly and due to each persons varying eyesight, too complex to be practical. Any further enhancement experiments are scraped and documents relating to the test strangely go missing.
Some of the participants go off to use their new found sight to search the world for treasure and mystery. This leads into Adventure team.

During an expedition some members of AT stumble upon a new terrorist group wearing the M.A.R.S logo, the reports are unofficial and are largely forgotten about.

Date unknown:A new up and coming organization calling itself Cobra is now known to be a highly sophisticated and technologically advanced threat to the world.

Arbco pharmaceuticals is founded shortly after, any relation to Cobra is unfounded.

Date Classified:G.I. Joe is formed to combat Cobra.

Date Classified:Strange activity in the Nevada Desert, Reports of Robotic beings are reported.

It is now know we are not alone in this world.

With the Transformers now known to the world and more importantly Cobra, a new Arms race begins to take Place.

Cobra sends out forces to collect left overs of Transformers battles, Optics, fingers, large unidentifiable parts of city bots.

Cobra begins upgrading existing technology such as A-10 Bombers to have VTOL abilities. Cobra begins testing out their new B.A.T prototypes. Cobra also outfits their new Viper and Techno Viper soldiers with Helmets that have a Battlefield Hub.

G.I. Joe begins researching captured equipment and recovered TF parts. They discover that not only can the helmets improve eye sight, but also give multiple forms of sight including sound. This starts the work on project Spectrum. Attempts to create a replica of Optimus Prime for human use fail, however the vehicle codename:Rhino does still have it's uses. With this, the new sub team Codename: M.A.S.K. is officially green lighted.

Cobra counters with a new Sub team Codename V.e.n.o.m. to compete with M.A.S.K.

Cobra gains a new member Codename Serpentor, He appears to be a cultist who is under the delusion that Cobra Commander is an alien Snake God that will lead them to a meteor paradise called Cobra-LA. Even Cobra seems to be weary of this crackpot, but he's good at recruiting new members to the Cobra youth, so they keep him.

Cobra is finally technologically advanced enough to work on stolen documents taken in the 70s. V.e.n.o.m. begins work on project F.E.A.R. Attempts at giving soldiers healing abilities similar to octopi and Jelly fish fail miserably. The subjects suffer from lower intelligence and their healing ability does nothing but cause the flesh on the bodies to fall off, some even mutate tentacles. Eventually the subject dies after 30-60 minutes. The so called Compound Z doesn't seem to be contagious due to it having to be specially made for each persons blood type and immune system, but is still very toxic to breath in. Attempts at giving Night Vipers and natural camouflage ability like octopi also fail but less dramatically, the subject simply gains white pupils and nothing more. The only success seem to be a member named Shadow Tracker. ST seems to have a shape shifting ability similar to Zartan. However, Shadow Tracker seems to shape into his environment as oppose to another human.


Alright, that's all I have in terms of story. This is how I have always seen G.I. Joe in my eyes, by incorporating as many aspects as possible.

Now beyond story I would want a new Cartoon to be aired to get interest up and running. I would want it to be animated along the lines of Resolute with a maturity level straddling the line. I don't want kids to be treated a too young to stupid to get death and fear. Batman the animated series did a fine job with it and as many other users have stated stuff like Thundercats and The legend of Korra handle it well today.

The Series would air on the HUB first and for most, but I would have a deal with Cartoon Network to air episodes a few days after airing on the HUB. After a season was done I would have episodes be put up on an official youtube Page temporally and rotate the episodes out. In between the commercials I would have quick ads for GI Joe comics from IDW both for ARAH and the Dixon run.

I would tap into social media, if you join the Facebook fan page you get PMs to see private YT videos before they go public, if you're also a Joe Fan Club Member you can get digital Flag points to use on digital Joe comics. You could also earn Flag points by registering Joe products you buy. Simply fill out a small survey on where you bought the toy, how much you payed, and what you like most about the product.

If or when Joe gained in popularity I would have a game made by fans for fan in much the same way TF:WFC was done. I would not restrict the developers in anyway, in this way they won't be bogged down in trying to fit a story in with the cartoon/comic.

And if Joe got popular enough, HTS would carry small items for collectors, like blank Cobra and Joe Bases, weapons, and other accessories. Kinda like how Lego shop is set up to buy a single brick if you wish. I would also run special lighting discounts from Army builders and other item. Buy one Shock Trooper get 30% off another, stuff like that. Yeah I thinks that's all I can think of with what I'd do with Joe if I could do anything.