Today, G.I. Joe: The Rise Of Cobra launches onto screens courtesy of Stephen Sommers.

It's had quite the journey from the toy's early days to big screen status, so fall in, stand straight and let's be ready to salute the greatest heroes of them all...

1. The birth of an action (figure) hero

It's all Barbie's fault. Well, not directly.

But back in 1963, toy creator and licensing agent Stan Weston noted that the girls' doll - which had launched in 1959 - had become a worldwide sensation.

Figuring that boys could be tempted with something similar, yet military-based, Weston lucked into the perfect opportunity.

He held the merchandising rights to the US TV show The Lieutenant, and took a couple of episodes to Don Levine, creative director at toy giant Hasbro.

Levine liked the idea, and with the two men figuring that the show's soapy elements could spin off a line of military-themed dolls, Weston set about to make it happen.

A trip to a New York store known as The Soldier Shop brought the inspiration for the eventual toys, with prototypes created for Rocky (army), Skip (navy) and Ace (air force).

But Levine had another bright idea - and named the range G.I. Joe based on the 1945 movie The Story Of G.I. Joe (the name comes from the term "government issue").

They were never referred to as "dolls" - after all, what boy would be seen dead demanding something that girls played with?

So the term "action figure" was coined instead.

A sensation had begun...

Next: Early recruits