historyWikipedia1923 · Providence, Rhode Island, USA
Hasbro began as a textile-scrap company in Providence and became a toy giant with G.I. Joe
Three Polish-Jewish brothers, Herman, Hillel and Henry Hassenfeld, founded Hassenfeld Brothers in Providence, Rhode Island, in 1923 selling textile remnants. The company expanded into pencil cases and school supplies, then made modeling clay and medical play kits, and became primarily a toy company by 1942. It bought Mr. Potato Head in 1952. In 1964 it launched G.I. Joe and called the figure an action figure to sell it to boys who would not play with dolls. In the mid-1980s Hasbro overtook Mattel to become the world's largest toy company.
Hasbro's path shows how a company can change its business entirely, from fabric scraps to global toys, by spotting what children want to play with. Its G.I. Joe marketing also introduced a term that toy makers still use today.
Hasbro's marketers called G.I. Joe an action figure to sell it to boys who would not play with dolls.
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