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Five GI's tentatively enter a bullet-riddled residence. Before making it in, one falls to the ground, wounded by an unseen enemy. His scarred comrade watches and grasps a box of iodine pills. A scene from Iraq? Afghanistan? Nope--FAO Schwarz. Welcome to the world of toys.
War is hell, but it's vividly displayed to American kids in a series of G.I. Joe dioramas at the Fifth Avenue store in New York. G.I. Joe's overall sales are up 46 percent from last year, and spokeswoman Audrey DeSimone credits a renewed focus on marketing to kids. Toy company Model Power sported a similar display last week at New York's International Toy Fair. Outside its showroom was a model of what looked like a bombed-out shelter--labeled HUSSEIN HILTON. "It gets people in here," says a salesman.
At 21st Century Toys, CEO James Allen is a bit more ...