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In 1968, Mattel introduced the action figure G.I. Joe to address the demand for a boys' toy line to complement their Barbie dolls. G.I. Joe was marketed as a "doll for boys," featuring a variety of military-themed outfits and accessories, which appealed to young boys' interests at the time. This move helped Mattel diversify its product offerings and capture a broader audience in the toy market.

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