'G.I. Joe' is a line of military-themed action figures produced by the toy company Hasbro. The initial product offering represented all four branches of the U.S. Armed Forces with the Action Soldier (Army), Action Sailor (Navy), Action Pilot (Air Force) and Action Marine (USMC) and the term "G.I. Joe" stood for "General Issue Joe" signifying the universal makeup of the US forces at the time. The development of G.I. Joe led to the coining of the term "action figure." America's Moveable Fighting Man (1964-1969) Development Seeing the market success of the Barbie doll, Stan Weston, toy creator and licensing agent, brought the idea of an action figure line based on the television series "The Lieutenant" to Don Levine at Hasbro. Hasbro saw the potential in a doll, or "action figure," for boys, reworking it as a generic soldier toy. The prototypes were originally named "Rocky" (marine/soldier) "Skip" (sailor) and "Ace" (pilot), before the more u