Buzz
For some, it was the Millennium Falcon. For others, Barbie’s Malibu Dreamhouse. Every child had their dream toy, but in the 1980s, the USS Flagg from Hasbro’s G.I. Joe series reigned supreme. This colossal aircraft carrier measured an impressive 7 feet, 6 inches in length, 3 feet in width, and 3 feet in height, making it a jaw-dropping centerpiece of holiday wish lists.
With dimensions comparable to a twin bed, it ranked among the largest play sets ever created. The real challenge wasn’t whether kids desired it—they absolutely did—but whether they had the space for it (and if their parents could manage the cost).
Setting Up the Flagg
Debuting in 1964 as a series of 12-inch action figures, G.I. Joe swiftly became a symbol of adventurous, non-violent warfare for kids. These figures, part of an elite squad with rugged beards and realistic fabric uniforms, were ready to tackle any threat, whether domestic or international. (In the 1960s, this often meant facing off against Barbie, Mr. Potato Head, or even the family pet.)
However, by the 1970s, the G.I. Joe line began to lose momentum, and by 1978, it was discontinued due to declining sales. The brand remained dormant until 1982, when Hasbro implemented two pivotal changes. First, they scaled down the figures to 3.75 inches, making them compatible with vehicles and play sets that were impractical for the larger 12-inch versions.
Additionally, Hasbro partnered with Marvel to develop a compelling backstory for the characters, showcased through “file cards” that highlighted their personalities and a comic book series. Instead of battling household pets, the Joes now faced off against Cobra, a fictional terrorist group. This conflict expanded into an animated series titled G.I. Joe: A Real American Hero.
This revival sparked a massive resurgence in the brand’s popularity, generating $50 million in revenue in its first year back and cementing G.I. Joe as one of the top toy brands of the 1980s. The success also gave designers Ron Rudat and Greg Bernstein the freedom to innovate. Figures gained more articulation points, and the vehicles and play sets, initially made with cardboard components, became increasingly sophisticated.
This approach aligned with the vision of G.I. Joe creator Stanley Weston, who had convinced Hasbro to take on the project in 1963 by emphasizing the importance of accessories—much like Mattel’s Barbie thrived on a booming market for outfits.
The ultimate challenge for this concept came with the creation of the massive aircraft carrier. Named after Brigadier General Lawrence J. Flagg, the original leader of the Joe team, the Flagg was inspired by a visit to Quonset Naval Base in Rhode Island, where designers observed aircraft carriers firsthand.
“The base was still active at the time, and I recall that either I or [Hasbro marketing executive] Kirk Bozigian secured permission to visit,” Rudat shared with author Mark Bellomo in The Ultimate Guide to G.I. Joe: 1982 to 1994 (2009). “I can’t recall the ship’s name, but I vividly remember descending to the second deck—it was enormous. We also visited the film department and obtained photos of the vessel. Riding one of the aircraft elevators to the top deck was unforgettable. This level of research was crucial for creating vehicles … [today’s] designers don’t delve as deeply as we did.”
The Flagg, designed by Hasbro’s Gregory Berndtson, was a masterpiece of intricate detail. Beyond the tarmac for Joe vehicles like the Skystriker, it included an arrestor cable to simulate aircraft landings, a public address system for issuing commands, a deployable lifeboat for emergencies, multiple crew rooms for strategizing, and an array of cannons and missiles ready for action.
Too Large to Ignore
Released in late 1985, the USS Flagg carried a hefty price tag of $99.97 to $139.99 (equivalent to $283 to $396 today), varying by retailer. This was a significant investment, especially when individual Joe figures cost as little as $3 and vehicles under $4. By comparison, the Joe Headquarters Command Center seemed like a steal at $28.88.
The Flagg quickly turned into a neighborhood status symbol, distinguishing those who owned it from those who didn’t. Its high price led many parents to remove it from their children’s holiday wish lists. Owning one placed you in an exclusive group of toy enthusiasts.
“Whenever I share photos of it in [social media] groups, I receive offers, and many comment that it’s the ultimate gift they never received but always wanted,” G.I. Joe enthusiast Jason Lopez shared with Coffee or Die Magazine in 2021. “I feel fortunate because I know people who had it as kids but no longer do.”
The price wasn’t the only issue—finding room for the enormous play set was another hurdle. “The ship stayed at my grandma’s house because they had enough space for it,” Lopez explained.
G.I. Joe stood out among action toys for its longevity: The 3.75-inch line lasted from 1982 to 1994. However, by 1987, the Flagg had dropped to $79.99 or even as low as $60, suggesting that both fans and parents found it too demanding in terms of space and cost.
Years later, Hasbro explored bringing back the Flagg, unveiling a prototype at a Joe convention in 2011. While it never materialized, the idea remains alive. In 2022, Hasbro’s Joe Product Design Director Lenny Panzica mentioned that the current 6-inch Joe line makes a Flagg impractical.
“Even before the current inflation surge, we crunched the numbers, and it’s clear—this isn’t 1983 anymore,” Panzica stated. Emily Bader, a Joe Associate Brand Manager, noted that a carrier designed for 6-inch figures would stretch an impressive 20 feet in length.
For Joe enthusiasts dreaming of owning a carrier, the only option is the collector’s market. A USS Flagg in its original packaging can now command up to $5000, while a largely complete set might go for $2000. Even individual pieces can fetch hundreds of dollars. Nostalgia, it seems, comes with a hefty price tag.
