Donald Levine, the American toy company executive credited with developing the world's first action figure, GI Joe, has died aged 86.
He died of cancer early on Thursday at a hospice on Rhode Island, said his wife, Nan. They were just about to celebrate their 60th wedding anniversary.
Levine shepherded the toy through design and development as toy company Hasbro's head of research and development.
He and his team came up with an 28cm articulated figure with 21 moving parts, and since the company's employees included many military veterans, it was decided to outfit the toy in the uniforms of the Army, Navy, Marines and Air Force, with such accessories as guns, helmets and vehicles.
Levine, who served in the Army in Korea, said he got the idea for the moveable figure as a way to honour veterans.
GI Joe hit the shelves in time for the 1964 Christmas shopping season and soon became a big seller at $US4 apiece.
It remained popular until the late 1960s, as opposition to Vietnam intensified and parents shied away from military-related toys.
Hasbro countered in 1970 by introducing "Adventure Team" GI Joes that played down the military connection.
Into the 1970s, GI Joes featured "lifelike hair" and "kung-fu grip" and were outfitted with scuba gear to save the oceans and explorer's clothing for discovering mummies.
Over the decades, GI Joe has spawned comic books, cartoons, two movies starring Channing Tatum, and a GI Joe Collector's Club and its annual convention - GIJoeCon - held in Dallas in April.
Levine's funeral will be held on Sunday at Temple Beth-El in Providence. He is survived by his wife, three children and four grandchildren.
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