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Thread
:
G.I. Joe: A failure of the brand, or Hasbro?
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07-13-2014, 12:05 PM
brock Samson
Commando
Join Date: Jul 2008
Location: Dirty South
Posts: 2,477
Military toys and themes are just out of favor right now. We've been at war for the last decade and I constantly see parents (including my brother) in stores denying their kid's interest in guns or military toys. They won't buy any of the Nerf blasters and sometimes won't allow the water guns either. Transformers, comic properties, medieval and space type themes are fantasy so they're allowed. Strange that my brother and I both came from a home with GI Joe, were exposed to and loved the same movies yet he's liberal and I'm conservative.
It's hard to disagree that Hasbro has made multiple attempts at relaunching the brand in the media. You simply keep throwing lawn darts until one hits. Valor vs Venom, Spytroops, Sigma 6 all had animated content. Creatively, I appreciate the work the Avatar: The Last Airbender creators did on Resolute but that was just a one shot. Stylistically, it looked great and was the best modern take on what GI Joe could be. The renegades just looked awful, with a tired A-Team concept saddled on a seldom watched network with a matching toy that was too late to the game.
The problem is you never really know what will catch on with kids. The best a company could do is look at what's successful in other brands and try to emulate the themes with their own intellectual property.
I think a good relaunch for Joe would be a clean slate. Start with a military training academy where a few students are selected as the gifted elite group and asked to participate in actual missions. I think it's important the characters are youthful for kids to identify with them. Maybe allow some of the instructors to be ARAH characters (a nice hat tip to older fans) and let a new generation take the wheel. There will be learning lessons built into the episodes that teach about loyalty, friendship, self reliance, etc. I don't see any issue in bringing real world terror issues into play. After all, Cobra was a terrorist organization in 1982. Take out the world domination and add in a fundamentalist anarchist group in Cobra for the sake of chaos and instability. One of my most favorite TV series was the relaunch of BSG and they were constantly pulling in relevant current world issues into the plot lines. Maybe animation isn't the way to go and live action series could work. I hate to say it but CW programming seems to be very popular with kids and they have a formula that they apply that seems to work on multiple shows. That 100 show did well and it had guns, explosions and violence with a lot of CGI going on.
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