Hasbro 1970 Gi Joe Adventure Team Land Adventurer

This is Hasbro's 1970 Land Adventurer from the GiJoe Adventure Team line of action figures. As I've mentioned before, with public backlash against military toys in the late 60's and early 70's, Gi Joe needed to redefine himself as an "adventurer" rather than a soldier. With newly-flocked hair and beard (vs. the beardless painted hair previous versions of Joe), the Adventure Team was ready to take on Mother Nature instead of foreign soldiers. This change from soldier to adventurer proved to be quite a success and millions of these figures found their way into countless backyard adventures everywhere.

When I was about 5 or 6 years old in the very early 70's, it seemed that every kid had an Adventure Team GiJoe or two (and maybe even a few of the 60's military figures handed down from an older brother). Like the 60's GiJoe line before, when you got your hands on an Adventure Team (AT) Gi Joe, you weren't just introduced to a world of of action figures. No, you were inducted into a huge world of possibilities that included vehicles, playsets, and other uniforms and outfits. The amount of add-ons for Joe seemed endless and it was always a thrill to visit the toy store and drool over all the adventures your Joe (or Joes) could have if only Mom and Dad would pony up the dough for new Gi Joe stuff. Your Joe could capture a wild gorilla or white tiger, dig up an old mummy, or even recover a stolen idol (Yep, ol' Joe was doing it way before Indy). Most the time, the smaller accessory sets could be purchased with some saved allowance but the bigger sets usually ended up as Christmas or birthday presents.


Although, there were five or six different figures in the Adventure Team line-up. The Land Adventurer seemed to be the "go to" guy for most missions. His visage (dark hair and beard) graced most of the add-on adventure sets' packaging. He also seemed to be the most prevalent Joe amongst neighborhood kids, for whatever reason. Mabye it was his camo outfit that attracted so many kids.

The figure in the photos is a fairly recent addition to the Yesterville archives. He's the first version of the AT Land Adventurer with the "nose picker" (affectionately named for the extended index finger on the right hand) hard hands, pistol, and shoulder holster. Later versions of the Land Adventurer would feature "Kung Fu" grip hands and a scoped rifle. Although this original style of hands made it somewhat difficult to hold guns and accessories, they have held up much better over time than their Kung-Fu counterparts. The Kung Fu hands are made of a rubber material that has dried and broken (take note Hot Toys!) on many figures, while the original hands are made of a less flexible, sturdier plastic that has survived on most figures, just fine.

One of the coolest things to me, as a kid, about the AT GiJoes was their big, chained "AT" medallions around their necks. I loved the AT graphic symbol, for whatever reason, and almost viewed it to be like a superhero logo. This was a replacement accessory for the metal dog tags that came with the earlier 60's GiJoes. During a meeting at Hasbro during the development of the AT logo, one of the employees remarked at how much the AT symbol looked like a peace symbol (which was EVERYWHERE back then... t-shirts, posters, bumper stickers, etc.). The owner of Hasbro responded by saying, "Let's hope so!!" Hasbro was eager to leave the stigma of military toys behind and any similarity to the peace symbol certainly couldnt have hurt. At any rate, there's just something I really love about these huge, over-sized medallions that is just so indicative of the early 70's.


One of the things that many younger action figure collectors are surprised by when they first hold and pose a vintage 12" GiJoe is just how well-articulated and posable they really are. I'm always a little shocked by this since GiJoe was the very first boys' articulated action figure and the development guys at Hasbro really did their homework and came up with an amazing base body for their new toy. In my circle of (older) friends, it's been pretty much common-knowledge that action figures started on a high point and had begun to de-evolve (articulation-wise), in the late Seventies with the onset of small 5-point articulated figures. Many younger collectors grew up in the 80's and 90's when action figures were smaller, simpler, and much, much less articulated than their predecessors like GiJoes and Megos. As more and more companies have started putting more and more articulation into their smaller all-plastic figures, many believe this to be a new development in the world of action figures. That's my guess as to why the "disconnect" happens, anyway.

The Adventure Team Land Adventurer was many kids' very first action figure. He predates even the first Mego Superhero figures by several years and the smaller 3 3/4 Joes by over a decade. He truly is a prime example of a much simpler time in the world of action figures. I can hardly believe he's over 40 years old this year. Someone put a brake on these years... they are rolling by much too fast.

Hasbro GI Joe Adventure Team

As I work my way back through my favorite toys of childhood, I find myself once again fascinated by GI Joe and the impact he's had on the toy world and culture, in general. I have a new appreciation for the open-ended "non-licensed" property of GI Joe. The 12" GI Joe vintage line is the kind of line that seems to have disappeared, for the most part, from modern toy store shelves. It's wasn't based on a licensed movie, TV show, or comic yet it prospered on the idea of giving kids enough to trigger their imaginations... to carry out their own adventures with the toys.

The first GI Joes were 12" military figures (these were the very first true action figures). There were four basic figures available (Action Marine , Action Soldier, Action Pilot, and Action Sailor) and they all utilized the same headsculpt with different colored eyes and hair. Uniforms, weapons, and vehicles could be purchased to supplement the basic Joes. Hasbro used the basic razor and razor blades marketing strategy... and it worked. A child might buy or receive a figure but would then spend more money on items to be used with the figure. While I have a somewhat detached love for the first, military Joes (they were before my time), the GI Joe Adventure Team was MY GI Joe, growing up. The Adventure Team was introduced in 1970... right about the time I started really playing with toys as a child. I only had a couple of the AT Joes as a kid before moving on to such things as Mego Superheroes, Evel Knievel, and the Six Million Dollar Man (these licensed properties had a huge draw on me at such a young age) but I loved the Joes I did have. I never had any of the accessory sets or vehicles but enjoyed playing with the figures, all the same. In fact, my first "GIJoe" wasn't even a GIJoe, at all. You see my Dad wanted to buy me a GI Joe for my birthday but couldn't find one to purchase. So, on my birthday, I opened a Ken doll dressed in a GI Joe Marine Dress uniform (there you go, Bubba, have a field day).

The GI Joe Adventure Team was basically an upgrade of the military GI Joe figures. Hasbro took each of the four military figures, added flocked hair and beards, added a shoulder holster and pistol, and a giant AT medallion around their necks. Their uniforms were even identical to the ones used for the military figures. As America became embroiled in Vietnam, the idea of playing with toys based on war became less and less popular with the American public. So, Hasbro, in a brilliant move, transformed their military Joe line into an adventure line full of heroes that would rescue animals and search for lost treasure. They became more like Indiana Jones and less like Audie Murphy (you youngins will have to look that one up)... although, Indiana Jones wouldn't actually appear on the pop culture scene for another 11 years or so.

Many great vehicles, playsets, and accessories accompanied the release of the Adventure Team and the line continued to grow and prosper until 1976 when competing licensed toys (like The Six Million Dollar Man) and high oil-prices made the line no longer profitable.


In the past few months, I've started to acquire more of the original, vintage AT GI Joes and am excited to finally bring more AT reviews to Yesterville. So, stay tuned, as I post on some of the individual vintage AT Joes and even some of the more recent AT replica figures. It's a fun line that harkens back to a simpler time for many of us when playing with our GI Joes in the backyard with a buddy or two was about as much fun as you could have with a toy line.

Almost Vintage: Hasbro Gi Joe Talking Adventure Team Commander (Gi Joe Collectors Club Reissue)

There's something special about a Gi Joe. As kids, everybody had one (or more), it seems. Whether you are an older guy, like myself, or of a slightly younger generation, the world of Gi Joe has been kind of a collective experience for many of us.

Gi Joes started as clothed, 12 inch articulated figures. In the early 60s, wooden artist mannequins served as the inspiration for creating a brand new concept in boys toys... a large, fully-posable soldier. Boys were used to playing with toy soldiers in a much smaller scale but larger clothed soldiers were a new concept. Hasbro, afraid of Gi Joes being called "dolls," prohibited everyone in Hasbro's office from using the "D" word in reference to Gi Joes. They were to refer to Gi Joe as a "movable soldier." They even went so far as to tell their toy reps that if they were caught using the word "doll" to sell Gi Joe, they would have their orders canceled.

Gi Joe was the first true "Action Figure." All the great sixth-scale and smaller figures of today owe a debt to the ground that Gi Joe broke all those years ago.

Hasbro enjoyed enormous popularity with Gi Joe during the 1960s. However, when America became involved in the Vietnam conflict, sales began to wane as Americans no longer wanted to be reminded of the realities of war as they bought toys for their sons. Hasbro, eager to move away from Gi Joe's military theme, released the Adventure Team in 1970. Gi Joe no longer fought foreign soldiers. He fought the elements and anything else Mother Nature could throw at him as he searched for wild animals and even buried mummies. These new Joes also sported "life-like" hair and beards for the first time through an inventive flocking technique.

The Gi Joe pictured is a recent (several years) Gi Joe Collector's Club reissue of the Adventure Team Talking Commander. It is a near-perfect recreation of the 1970 figure... right down to the box. I had an original Talking Commander for a short time in the early 70s. I had received him for Christmas and remember enjoying playing with him that Christmas day. However, I have no memory of ever playing with him after that Christmas. I'm guessing that something was broken (maybe I messed up his pull-string talking feature) and he was returned to the store. Whatever happened to that Gi Joe will always be a mystery to me.


I'm not going to give an overview or review of this figure, at this point. Hasbro used the same body and head mold for almost all of the AT Gi Joes. I'll go into more detail about the figure, itself, in a future Gi Joe post. I have some vintage and quite a few reissue Joes that I'd like to talk about.

A few of the accessories that came with this reissue Joe

When you pull Joe's pull-string, he says one of many different phrases like, "I've got a tough assignment for you!"

I really love these figures. I love that they all used the same headsculpt and it was up to a child's imagination to create the different characters and adventures that these toys went through. Heck, they didn't even have names past monickers like "Land Adventurer," "Air Adventurer," and "Sea Adventurer." They were Gi Joes... and that was good enough for us.