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It has become a $3 billion sales year player over the last 20 years, with 16% of the market share. Most of this growth has come from acquisitions, creating a toy market oligopoly. G.I. Joe is one of the companies most prized possessions. Few toy brands have even narrowed the gap created by G.I. Joe’s success, stemming from the market longevity the toy has realized. Its brand awareness remains incredibly high to this day, having successfully been re-released three times with peak sale volumes. Its past three re-launches have been coupled with a media campaign wrangling in product extensions, cartoon shows, and comic books...
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