G.I. JOE

“Movie Trailer 1”

For kids content is king — especially when you look at the boys toy aisle and consider that the top selling brands of the past 5 years are all backed with a Hollywood movie IP. In 2002, with G.I. JOE desperate for some new life and no budget for new IP, we created our own entertainment property in the form of 60 second “movie trailers.” The messaging in these spots drove kids online to discover the new G.I. JOE product line and learn the story of Cobra: the sworn enemy of Joe. The immediate results included a 55 percent increase in sales, a 400 percent increase in web traffic; long term the trailers lead to a $100+ million toy business and two direct to DVD feature releases “Spy Troops” and “Valor vs. Venom.”