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Talking Joe - Jim Shooter Interview - G.I. Joe deep dive The Marvel origins of GI Joe & Transformers

Talking Joe

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For the 40th anniversary, Talking Joe continues its look back to the secret origins of GI Joe. Mark and Tim talk to Jim Shooter, editor-in-chief of Marvel Comics when G.I Joe was launced in 1982. As you will find out, Jim was instrumental to the creation and success of the G.I. Joe comic and the property as a whole.

Jim Shooter is an American comics creator, editor, and publisher. He made his start writing Legion of Super-Heroes when he was only fourteen years old,

He served as the editor-in-chief of Marvel Comics from 1978 to 1987 and during this time launched G.I. Joe: A Real American Hero in 1982, gave Larry Hama the writing gig and has editor in chief credits up to issue 64.

After leaving Marvel he founded several comics companies including Valiant Comics, Defiant Comics and Broadway Comics.

We talk about

Licensed Properties at Marvel in the 1980s

The general conditions for Marvel, teetering on bankruptcy, and owners who had no interest in comics.

How Marvel was approached for G.I. Joe and the initial steps to putting together the book.

The parallels and differences with the launch of Transformers at Marvel.

And so much more besides!

Further reading - Secret origin of GI Joe blog written by Jim http://jimshooter.com/2011/07/secret-...

Jim on the origins of Transformers http://jimshooter.com/2011/06/secret-...

We mention Tim's blog post on Marvel's licensing for GI Joe https://arealamericanbook.com/2011/10...

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About Talking Joe:
Talking Joe is a weekly podcast in which Mark, Tim & Jay and a revolving set of guests co-hosts review and discuss the ever evolving, always entertaining world of G.I. Joe comics. The journey began with Marvel's epic 155 issue run and continues through to present day IDW and Devil's Due eras.

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20 Comments

@Transfixed 3 years ago

Fascinating interview! I wish the comics industry had more men like him, then and now.

@joshua3732 3 years ago

Great interview! You guys have really been hitting them out of the park recently. I started collecting comics at age 9 in 1984, and Jim Shooter oversaw my favorite Era of comics. I've really enjoyed getting his take on GI Joe.

@eve-ahn 2 years ago (edited)

Thank you for the interview and thanks to Jim for all the effort to make great comics

@phildpain 3 years ago

Great interview from Jim Shooter. This man kept Marvel running.

@Dellaluna13 2 years ago

Loved the interview. I’ve been binging interviews with Jim Shooter, he’s an interesting fella. That Sienkiewicz drawing of Shooter was the first time I ever “saw” him, as part of a profile in some issue. Marvel Age, maybe?

@spanpt 3 years ago

Wow! I started reading comics around 1986, just after Jim left as Editor in Chief; I've always collected and loved those issues while he was the man, and wished I could have started collecting a few years earlier. It's so fascinating to hear his recollection of events back then. It's amazing that you guys are able to get such great guests (although, I also could listen to you without guests all day long as well!). Thanks so much Mark and Tim!

@G7M9W 3 years ago

Finally had the chance to listen to the whole interview: fascinating and riveting. Learning more about the larger comic world G.I. Joe entered and was a part of was a real treat and Jim's candid conversation was excellent.

@g.i.joenederland3380 3 years ago

That was an amazing talk! Thank you all so much. 🙏🏼

@smyers9052 3 years ago

You guys absolutely nailed this. Well done!

@Khanheir 2 years ago

Wow, this was the best YouTube video I’ve seen all year! So cool to learn about what was going on at Marvel back in the 80s.
My question would have been about the fleshing out of the “Shooter” Joe on the screen in issue #1.

@Godravage 2 years ago

Not gonna lie, as much as I love the Joes, without Cobra and the enemies I never would have collected GI Joe. It was Destro and the Baroness and the commander and Zartan that drew me in.

@RedDragonActionFigures 3 years ago

Excellent interview, great insights into the origins of GI Joe (and Transformers).
In some ways the business / development background and the balance with the creative side is as interesting to me as the comics (and toys) themselves.

@Its.Chad. 3 years ago

Very awesome!! I had the pleasure of sitting down with Kirk Bozigian not too long ago and that was amazing.

@danjamin905 3 years ago

This made my day! Thanks guys!

@yojoeturner 3 years ago

Outstanding interview, enjoyed hearing and seeing this!

@taylorjeremy71 1 year ago

Fantastic interview

@jedijones 9 months ago

Great interview! Glad you didn't try to cut down on the time and just went for the deep dive. Although Jim stopped his great blog, he did transition into doing a lot of convention and podcast interviews to continue sharing his insights. It's been extremely sad to lose him and not be able to look forward to more interviews like this one. I'll just add that Jim was on his way out of Marvel in 1987, around the time that Hasbro was trying to "phase out" Duke and Cobra Commander. So that's why he may not have known about that. We also know Hasbro backpedaled on killing Duke off, and even made the Battle Armor Cobra Commander figure in 1987, despite him being turned into a snake in the movie. So it's very fuzzy on exactly what Hasbro's plans were for those characters and when they might have changed. We also know Larry Hama often resisted these big changes, going all the way back to him never wanting to replace Hawk with Duke. I don't remember exactly what the storyline was with Cobra Commander in the comics at that time, but I do remember that "Fred VII" wore the Cobra Commander Battle Armor for a while, so I'm not sure if Larry had written Cobra Commander out for a little while or not around the 1987 period.

@stuwarp6684 3 years ago

Just.....excellent!

@mrdorf2784 3 years ago

Great interview. Very informative.

@KintounKal 3 years ago (edited)

I can confirm two dates discussed at 57:00 and 1:00:45. X-Men #137 ("The Fate of the Phoenix") went on sale June 17th, 1980. Afterwards, Alan Moore's run on Captain Britain began in Marvel Super-Heroes #387 ("A Crooked World"). This issue hit the stands on July 1st, 1982.

By the way, I enjoyed seeing Jim talk about the time is not absolute event during the last minute. I love that crossover and Jim's math is surprisingly close. Archer & Armstrong, Harbinger, and Shadowman each cost $2.50 US while the other 5 VALIANT ongoing series were a quarter cheaper. Of course, Unity #0 ("Ends of the Earth") was free which seemed too good to be true back in 1992.

As I recall, catalog solicitations for Unity #1 ("Until the End of Time") indicate it was supposed to be gratis as well. Barry Windsor-Smith is credited as editor for that final chapter. I believe he's responsible for it being sold for $1.50 US instead. So collecting these 18 chapters required at least $39.00 US plus tax. Bump that total up to $42.00 US plus tax if you were able to track down the red, silver, and gold variants.