Toy developer Stan Weston went to Hasbro's Don Levine with the idea of an articulated doll in the form of a soldier — a basic figure, and with limitless accessories. Levine and his Hasbro team took the concept, making it into G.I. Joe, the first modern action figure for boys — and the first to carry the "action figure" generic name, an attempt to remove the term "doll" from a toy for boys. Weston took his money from the G.I. Joe venture and founded his own licensing company, representing DC Comics, Marvel Comics, and King Features Syndicate.