Are we in for a “different kind of (G.I.) Joe” with upcoming Cinematic Universe?

The Los Angeles Times newspaper dropped an interesting article online today discussing the upcoming release of Transformers: The Last Knight as well as a My Little Pony animated film, but within the context of the article they spoke broadly about Hasbro’s new “Cinematic Universe” initiative.

This is all old news to most of us, but where it got interesting is some very specific discussions about the G.I. Joe brand itself:

Simon Waters, the man in charge of consumer brands says the following:

“The world has changed, and I think you’re going to see G.I. Joe changing with it.”

I think the evolution and change of G.I. Joe is a natural thing, especially as you consider all of the different other brands contained within the cinematic universe.

Hasbro’s Stephen Davis elaborated on this, saying:

“We hope to create a head snap. It’s a different kind of ‘Joe’ — one that still resonates with ‘Joe’ fans but brings in an uninitiated audience and expands the audience internationally and domestically.”

Discussions of a “contemporary approach” also take place within the article, the true meaning of which is anyone’s guess at this point.

I’m glad that G.I. Joe seems to be the focus of a potential overhaul, but time will tell what Hasbro considers a “head snap” and how it will resonate with the long term fans and what it can do to bring in new fans.  I’ll certainly be watching.

Check out the full article at LATimes.com.

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