The Power of Packaging: Siglo XXX

Packaging sells toys, doesn’t it? We’re starting a new little feature that focuses purely on the packaging side of things. It’s The Power of Packaging. Like the other aspects of the brand that have been covered here at JAD, expect the unexpected. My tastes are always a bit eclectic.

GI Joe has had a long history of striking marketing designs that practically jump off toy shelves, telling kids, “Buy me now!” I know that I succumbed to this power in the 80s, just as kids in the 60s and 70s had.

Here’s a snippet of package art from Siglo XXX. What? Well, in Mexico that was the title of Super Joe, the oft-forgotten follow-up to the Adventure Team. Produced by Lily Ledy (Space Freaks should be familiar with the company), the toyline’s art reflects the US releases, albeit with renamed characters. My favorite renaming is from Super Joe Commander to Commander Cosmo. Has a very 50s radio serial feel to it.

The funky-groovy Super Joe package art is unlike anything before or since in the GI Joe line, and seeing it reinterpreted with new character names has me enthralled. Dig it.