Creator of G.I. Joe action figure to create a line of Bible-themed toys

May 15, 2007

According to the Christian Post, Don Levine, the creator of the G.I. Joe, will be creating a line of action figures based on characters from the Old Testament. Released this month are action figures of Samson, David, Noah, Moses, and dolls of Queen Esther and Deborah the Warrior. The toys come with their own Bible storybook. By the fall, the line will expand to 35 products. Levine has began developing a DVD series and television show.

While certainly not the first action figures, dolls, or animated programs based on Biblical characters, it is perhaps the first to launch with a full-fledged licensing program. Already a comic book, narrated CDs, wallet, flashing pins, dog tags, and necklaces have been released.

Levine created G.I. Joe for Mattel in 1963, after a licensing agent suggested soldier figures might have the same success as their Barbie line.