Derryl DePriest former Vice President – Global Brand Management at Hasbro, spoke to Mental Floss regarding the inception of special-edition Theodore Roosevelt G.I. Joe figure. Though the company tried new initiatives in ’95 and ’96—like the 5-inch “G.I. Joe Extreme” line, which DePriest called “a disaster”—they were usually discontinued within a year. Joe was still a moneymaker, but it was clear that its popularity was sagging, especially now that it was under the same roof as the Star Wars juggernaut. Turns out, to evolve, the brand just needed to go back to its roots. “The team at Hasbro was aware
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Derryl DePriest Interview – How Teddy Roosevelt Became A G.I. Joe appeared first on
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