The Power of Packaging: 1985 Lady Jaye
Female figures don’t sell. That’s the inside story action figure collectors have heard for years which supposedly accounted for the boys’ toys industry’s lack of ladies among the males in the toy aisles. Of course, things are somewhat different now, with prominent female characters marketed within brands like Star Wars, Marvel, DC and others. Kudos by the way to DC for turning conventional wisdom on its head by creating an entire action figure line aimed at girls.
The GI Joe brand has been including women in its team regularly since the 1980s, and while they weren’t as numerous as the men during the Real American Hero era heyday, the strong characters that emerged still resonate with fans.
The example of a diverse group of characters that the 1980s Joe design and marketing teams set for impressionable young fellows like me is to be commended. Now, I realize Lady Jaye’s card art presents a little more decolletage than would be appropriate. However the character in the associated media was not portrayed as a sex object or damsel in distress. She was a wholly capable and valuable member of the team.