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Real War Games.(military toys in America)(Brief Article)(Illustration)

Newsweek International

| March 10, 2003 | Christenson, Elise | COPYRIGHT 2003 Newsweek, Inc. All rights reserved. Any reuse, distribution or alteration without express written permission of Newsweek is prohibited. For permission: www.newsweek.com. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

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 ...

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