When I joined Hasbro’s Action Brands creative team in 2018, the first project I was assigned to was the relaunch of the iconic G.I. Joe brand. I knew little about G.I. Joe prior to joining the team, and with over 50 years of established history, the task of understanding everything about the brand felt daunting.

However, the deeper I dug the more I began to unravel the awesome scope of this epic story. At the core of this brand is a struggle between the dangerous Cobra organization and the righteous members of G.I. Joe, a group of ordinary people doing extraordinary things. The fact that this brand has been going strong for more than 50 years is a testament to the character and storytelling mastery this universe holds.