Stan Weston originally conceptualized the G.I. Joe action figure and licensed the concept to Hasbro.
In 1963, Weston, a Manhattan licensing agent and former U.S. Army serviceman, developed the idea of a military-themed counterpart to the popular fashion dolls of the era. He created rough prototypes and marketing materials for what he called an “outfitted action figure.”
Weston showed the concept to Donald Levine, a Hasbro executive. Levine recognized its commercial potential, and Weston licensed the complete concept to Hasbro for $100,000. Hasbro introduced the first G.I. Joe figures in 1964, initially representing four U.S. military branches.
A common mix-up is crediting Levine or designer Jim Swearingen as the originator. They were important to developing and marketing Hasbro’s version, but Weston is credited with conceiving the original action-figure idea and bringing it to Hasbro.