hard to believe it's been 50 years since the introduction of g.i. joe, the action figure that started it all, represented all four branches of the u.s. armed forces. let's bring in now chris bench, vice president of collections for the strong toy museum which houses the national toy hall of fame. how did they get -- this was a big deal. you essentially were trying to get boys to play with dolls. was that important to make sure it wasn't called a doll? >> it was. as i understand it, doll was the unspoken four-letter word at hasbro and that he needed to be this new thing. he needed to be an action figure. >> i was a heman guy as a kid. this is the one that started it all. how revolutionary was it at the time? right now, it's no big deal because we have action figures all over. but at the time. >> everything before him had been fixed and little.

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