Called Join the Team, the promotion is aimed at generating a new generation of global fans among kids ages six to 12 years old in the UK, US, Australia, Canada, France, Germany, Mexico and New Zealand.

Kathleen Seguin, the director of global promotions for Hasbro, said: “Players can join the G.I. Joe team by creating their own action figure avatar in their likeness. Visitors click on the Join the Team dog tag then choose a team before creating either a G.I. Joe or Cobra avatar. The avatars can be customised with unique uniforms and gear. Players include a story about their avatar and the types of skills they bring to the team.”

“We wanted to find a way to get all those consumers across the world together at the same time with this promotion,” Michael Ritchie, the global brand director for G.I Joe, said.

Thirty-nine winners will be selected who show the most creativity in creating characters and stories. The winners will have their faces scanned and put on the body of their character in a 3.75-inch action figure.

All Hasbro marketing will include a call out for the promotion and the Join the Team icon.

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