donald levine, the hasbro executive who came up with the toy. he passed away this week as abc's david muir takes a look back. ♪ >> reporter: the famous 1960s jingle getting the word out about g.i. joe. >> g.i. joe attacks. boom boom. g.i. joe, take the hill. bam, bam. win this battle. >> reporter: 12 inches tall, 21 moving parts. you could prepare your soldier for any kind of battle and g.i. joe's creator once explained how difficult it was coming up with a name. >> g.i. joe came out in 1963. we had no name for g.i. joe. we called it rocky the marine, ace the fighter pilot and the salty the sailor. our advertising agency in new york, and a small agency called me up and said don, we love the idea but you need a name. >> reporter: he would spend weeks trying to come up with the name and suddenly he had it.