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A recent review of an audio tape from the afternoon I first described my book-and-toy concept to Don Levine startled me with how true to my original concept the final Masterpiece Edition remains. Despite a long process that introduced the opinions and input of dozens of people, in the end I felt as though we'd truely given form to my initial idea.
My original box design for the Masterpiece Edition was black and red with a subtle varnish background design depicting the GI Joe figure's blueprints. GI Joe's face showed through a die-cut square in the center of the box cover; when lifted, the face is revealed as the cover of the enclosed book.
(CLICK HERE to see PRELIMINARY SKETCHES).
I proposed lidded and sliding-drawer options, and the figure and book were placed exactly as you see in the final product.
It was with that original mockup - - which was never photographed, unfortunately - - that Don Levine and I sold the project to Chronicle Books (and, later, Hasbro and Target).
Once the project was under way, we began to receive input from Chronicle Books, Hasbro and Target stores regarding design and engineering requirements for my book-and-toy box concept. Shipping and stocking variables required specific dimensions and interior "platforming."
Unbeknownst to myself or Chronicle Books, Levine took the accumulated new data and my original box to an ex-Hasbro designer, Mike Lizak, who then put together the box you see pictured at right.
My project was suddenly called the "OFFICIAL HARDCOVER COLLECTORS EDITION." Though I had in mind a different graphic approach (to this day I believe the design is a bit dated), I thought Lizak did a commendable job. He had instant access to the graphics needed, and knew exactly what colors said "GI Joe."
Soon after this prototype appeared, Chronicle coined the (slightly) less clunky "Masterpiece Edition" title, and I was able to argue for a slightly better display font. We spent the remainder of our time on the box working to make sure everything inside would survive shipping from Hong Kong and shelf-time at Target and bookstores.
Order GI JOE: The Complete Story of America's Favorite Man of Action by John Michlig (Chronicle Books)
Read an excerpt from the book.
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"The Official Hardcover Collector's Edition"
 Prototype front (left) and back (below)
The final product
50-50 HINDSIGHT DEPT.
A tip for anyone out there planning to do business with anyone: Pay for a background check on that person's name and business name immediately.
I used KNOWX.COM, (after I'd already had to file a lawsuit, unfortunately) but there are any number of online services that'll give you a public records search for $45-$65.
Take it from someone who learned the hard way: It is money well spent to learn ahead of time that a potential business partner is financially strapped, has leins or judgements outstanding, or is misrepresenting the worth of their business.
© 2002 John Michlig
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