During last month's San Diego Comic-Con, Hasbro (NYSE: HAS ) Chief Marketing Officer John Frascotti generously gave his time to talk on camera about the toy maker's major brands. In this video, he talks about G.I. Joe.
Talking with Frascotti about G.I. Joe brought back memories. I'm one of those kids who had the original 12-inch Joe. Today, G.I. Joe is becoming more like Transformers. Hasbro's TV project -- The Hub -- will host a Joe-themed animated series come October called G.I. Joe: Renegades.
As for the big screen, Frascotti hints at but won't confirm another G.I. Joe film. The last one, G.I. Joe: The Rise of Cobra, made in concert with Viacom's (NYSE: VIA ) Paramount Studios, needed $175 million to take in $300 million in worldwide gate receipts, Box Office Mojo reports. By contrast, comic-book adaptation Wanted needed just $75 million to yield $341 million at the global box office for General Electric's (NYSE: GE ) Universal Studios.
Color me among those who don't care whether Joe returns to the big screen. I'm more interested in Frascotti's references to looking back and forward in building the G.I. Joe brand. Could that mean a return to the 12-inch Joe I once knew? Both the kid and investor in me smile at that possibility.