On August 1, 1981, MTV first started broadcasting music videos, which was a totally new concept in the television world. All of the excitement surrounding this new mode of enjoying music created a stir in a lot of different business sectors. Hasbro decided to cash in on this by creating a rock star doll named Jem. As the embodiment of the new rock craze, it would open up the market for merchandise targeted at the MTV viewer demographic. When the doll was unveiled at Toy Fair in 1986, Jem--standing a towering 12.5"--was a huge success. Not only was the doll a knockout with her LED earrings and haute couture wardrobe, but she inspired multiple companies to create Jem products of their own. Other dolls in the Jem line included members of her band, the Holograms, their rivals, the Misfits, and Jem/Jerrica's boyfriend, Rio. Jem enthusiasts could catch up on her latest adventures on television, too. Hasbro produced a half-hour program that combined the animation of a cartoon with the music video feel of MTV. In fact, each episode incorporated a music video with captions, just like MTV. Jem was a product of the '80s--big hair, flashy jewelry and fashion, and totally outrageous make-up. Nearly every doll came complete with a cassette tape of Jem's music, which are collector's items now in their own rights. Besides the Hologram's Aja, Kimber, Shana, and Raya, Jem's friends included Synergy (her holographic computer), Danse (her choreographer), Video (her videographer, natch) and the Starlight girls. Members of the Misfits, Pizzazz, Stormer, Clash, Roxy and Jetta, are also coveted by serious collectors. Jem even had a furry friend, Rama Llama, a pink (of course) furry llama. |
