Now, Your Own DIY Joe

A fantasy come true for an entire generation of alpha-men who yelled ‘Yo Joe’ each time their little GI Joes won

This is a fantasy come true for an entire generation of full-blooded men who yelled ‘Yo Joe’ each time their little GI Joes won a fraught battle in the living rooms of their childhood. Hasbro, creators of ‘the real American action hero’, is promising winners of an avatar-building contest their very own custom-made GI Joe. This comes ahead of next month’s release of the film GI Joe: The Rise of the Cobra, starring Adewale Akinnuoye-Agbaje, Christopher Eccleston and Sienna Miller.

The website, GIJoe.com, encourages you to choose sides, customise the avatar with uniforms, gear and hairstyles, and give a unique story to the character.

The catch: contestants can’t be above 12 years old. Wish you hadn’t grown up so fast?

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arindam