NPR: G.I. Joe Becomes 'Global Integrated' Joe

G.I. Joe Becomes 'Global Integrated' Joe

The original hand-carved, hand-painted G.I. Joe prototype (third from left) sits with fellow original G.I. Joe prototyes.

Victoria Arocho/AP

Ah, G.I. Joes. I had lots of them when I was a kid. Back in the '60s, Joe was still fighting Nazis and the Japanese. And he was a lot bigger than the G.I. Joe action figures are today. My father would drive me crazy when he would say they looked just like dolls. Dads ... What do they know?

But G.I. Joe has changed over the years, and now he may be in for the biggest change of all. Instead of the "Real American Hero," G.I. Joe is being made over as "a Global Integrated Joint Operating Entity" for Paramount Pictures' new movie, Variety reports. No more "Government Issue." Joe is being changed to appeal to a wider, more international audience.

Traditionalists are upset. Retired Army Col. David W. Hunt, a Fox News military and terrorism analyst, called it "a shame."

Well, as weird as it may be, it's life. Joe is a "brand" after all, and brands change all the time in an effort to reach new audiences and make more money. (Hasbro has not said if it will change the toys it sells to match the movie's new look. But it's my guess that we'll have new Joes and the old Joes. Joe has probably been made in China for years now, anyway.)

However, I've seen some stretches to come up with names from acronyms before, but "Global Integrated Joint Operating Entity"? Geesh.

That's all for this week. If you see anything interesting, e-mail us at newsblog@npr.org.

5:24 PM ET | 09- 7-2007 | permalink

Comments

Speaking from a 1980s-90s-centric point of view, GI JOE gave birth to all sorts of characters from various culures and ethnicities; I'd say that this was the next logical step, especially as the world becomes more pop culture merges with cross-culture.

But, I agree to your closing point; that acronym is large and unwieldy enough to accidentally kill someone if Paramount pictures tosses it around with reckless abandon.

Sent by Juni | 12:19 AM ET | 09-08-2007

Next logical step only if the US plans on answering to the UN. I won't see this tripe. It's a slap in the face to America. GI Joe is a "Real American Hero." Hasbro and Paramount Pictures can go to hell. They won't get my Real American Dollar.

Sent by Pissedoff | 2:56 PM ET | 10-30-2007

Ditto Pissed. Schools, Universities, Media, Politics (Bipartisan) and now toys...the Commie infiltration is going on all around us. It is a shame.

Sent by Better than pissedon | 8:37 PM ET | 11-01-2007

Are you kidding me? GI Joe is an American icon not some international hero. He stands for American ideals of freedom, justice, and democracy. The so-called "next logical step" that Juni makes is not logical at all. The GI Joe of the 80s/90s was still American after all it was called "GI Joe: A Real American Hero". What the 80s/90s did was update it to show that all Americans regardless of different backgrounds, cultures, faiths, races, and genders could still fight and protect ideals and concepts that were uniquely American like freedom, justice, and democracy. The organization that the 80s/90s GI Joe team mostly fought was a terrorist group bent on disrupting those ideals. And not surprisingly the head of that terrorist organization was a home grown American terrorist who became disenfranchised with his country. That terrorist group know as COBRA would recruit terrorists from around the world to try and destabilize fledging democracies. COBRA supported harsh dictatorships and inflexible theocracies. COBRA also used the unscrupulous actions of corporate America by creating their own publicly traded company Extensive Enterprises. This company gave them an inside track of using the America's own legal system against itself. And of course whenever a member of COBRA was apprehended they would merely claim diplomatic immunity as COBRA was eventually recognized as an independent nation further hampering GI Joe and the USA from ending the global terrorist threat. Now back to GI Joe, again while the 80s/90s team seemed like an international force they were mostly Americans born in this country with a love of America. GI Joe did have allies from foreign nations like th Oktober Guard or the ninja Storm Shadow, but the GI Joe team themselves were the best of the best from all branches of the American military.

Sent by Adrian | 3:26 PM ET | 12-20-2007

The term "GI" was first used by the US Government (not Europe) in 1935, and stands for "Government Issue".

End of subject... Hollywood!

Sent by David | 4:26 PM ET | 01-07-2008

It's sad to see this watered down version of what could have been a true vision of patriotic imagery. With the things going on the world (real terrorism) and the need for a strong portrayal of a "Real American Hero" we get the GLOBAL INTEGRATED: JOINT....whatever.

Adrian, you said it best and thank you. Hollywood, and it's corporate clutches will do its best to make this movie as politically correct as possible.

What a shame.

Sent by Junior | 4:15 AM ET | 02-26-2008

But, gang....the liberals want a watered down soldier.

You have to remember what liberals have devolved into. They are the confused unwashed orphans with huge guilt trips who don't want to be a world super power anymore.

They would have our military wear dresses and practice ballroom dancing all day long.

Then they think the rest of the world will love them.

Liberals need love....and an unimposing doll to hug in bed at night.

fred camorra call

Sent by fred camorra call | 9:23 AM ET | 02-26-2008

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