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1960s / GI Joe Nurse Doll
One of the most spectacular failures in toy history was the G.I. Joe Nurse figure. In 1967 Hasbro expanded its line of successful G.I. Joe toys. One was the G.I. Nurse Action Girl, a doll so rare that certain models in mint condition still in the box can bring up to $6,000 on today’s collectors’ market. 'The G.I. Joe Nurse is so valuable today because it was released for only one year,' says Sharon Korbeck, editorial director of Toy Shop, a biweekly magazine aimed at toy collectors. 'The figure didn’t do very well. Boys weren’t interested in a female doll, and girls weren’t interested in anything related to G.I. Joe.' Sales also suffered because toy store managers didn’t know how to position the doll. Some put her with the G.I. Joe action figures, while others stocked her next to Barbie and her friends. Either way, 50 percent of the prospective market was lost. There are actually two G.I. Joe Nurse figures: one has a dark-colored bag. The other has a white bag. An example of the rarer white-bag doll was highlighted on a season-four episode of Pawn Stars.