In 1982 the line was relaunched in a 3.75-inch (9.5 cm) scale complete with vehicles, playsets, and a complex background story involving an ongoing struggle between the G.I.

"America's movable fighting man" is a registered trademark of Hasbro, and was prominently displayed on every boxed figure package.

This relaunch pioneered several tactics in toy marketing, combining traditional advertising with an animated television mini-series and an ongoing comic book.

The decision to use a smaller 3.75-inch (9.5 cm) scale for the figures also made it possible for Hasbro to produce a variety of matching vehicles and playsets that further expanded the appeal and commercial potential of the line.

A select assortment of figures from the "Real American Hero" line were released as Toys "R" Us exclusives to celebrate the 15th anniversary.

Joe and one Cobra), the "25th Anniversary" collection was well received by retailers and collectors and was expanded by Hasbro into a full-fledged toyline that ran through 2009.

[23] Despite the movie's release being moved from June 2012 to March 2013, the initial assortments of figures, vehicles, and role-play items were shipped to retailers, and appeared on store shelves in May 2012.

A Variety article was published stating that the already released figures had been pulled from the shelves and recalled by Hasbro,[24] although the companies official statement indicated that existing product would be sold through.

New product shipments were halted by Hasbro, but existing Retaliation figures were available in Target, Wal-Mart, and Toys R Us as late as December 2012.

In 2020, Hasbro released a new line of super-articulated figures and vehicles, similar to the Star Wars The Vintage Collection, utilizing retro-themed packaging from the 1980s.

The line was a hybrid of superhero and space action figures with new features incorporated such as battery powered back-pack lights and motorized accessories.

Super Joe Commander and the Adventure Team (Man of Action, and Adventurer) with their alien comrades "The Night Fighters", Luminos and The Shield, fight against the evil Gor, King of the Terrons, Terron, The Beast from Beyond, and his orange-eyed ally Darkon, the half-man half-monster (the action figure was the same as the Super Joe Commander, but molded in dark green plastic and with a different set of accessories.)

The same basic body molds were used later by a subsidiary of Hasbro to produce a line of action figures based on the TV series Space Academy.

Joe: Sigma 6, consisting initially of an 8" scale selection of action figures distinguished by their extensive articulation and accessories.

Its release was accompanied by a television series produced by the Japanese animation studio GONZO, and a comic book mini-series published by Devil's Due.

Hasbro also expanded the Sigma 6 line to include a 21⁄2" scale selection of vehicles, play sets, and figurines with limited articulation.

The entire 8" product line was canceled by the end of 2007, although Hasbro considers the 8" figures a success and may revisit the scale in the future.

Joe brand has made promotional action figures based on real-life persons, both military and civilian, that the company deems Real American Heroes.

It was announced as a new line of highly articulated 6-inch scale action figures that included prominent characters like Snake Eyes, Scarlett, Roadblock, Duke, and Destro in the first wave.

A second HasLab vehicle, a Dragonfly attack chopper that came included with 4 additional figures, was also successfully funded in the following year in July 2023.

[29] This series has some exclusive lines that are dedicated to certain retailers, including Special Missions: Cobra Island, Tiger Force, and Python Patrol.

They have also started releasing figures in their Ultimate's 7 inch line, that include multiple head designs, hands, and accessories.

The main series released its final issue #155 in December 1994, coinciding with the end of the Real American Hero toy line.

The premise was "good vs. evil" as explained in the show's opening theme song, provided by Jackson Beck (previously known for his work as Popeye's nemesis Bluto): "'G.I.

[32] The show featured physical fighting and high-tech weapons as a way to compensate for toned-down violence and lack of bullets in what was intended to be a children's program.

DiC released a 5-part mini-series entitled "Operation: Dragonfire", in which the Joes faced off once again against Cobra as they tried to take control of an energy source known only as 'dragonfire'.

Also, the main villain, Cobra Commander, met his own demise when he was turned into a living snake by mutant spores created by a new enemy, Cobra-La.

By 2005, Hasbro had entered into an exclusive agreement with Paramount Pictures to have them distribute any future features based on the "Real American Heroes" line, but by the time a third movie was to be created, this time called, Attack of the BATS, Hasbro's sales on the "Real American Heroes" line had once again slumped, and the project was scrapped.

Joe: Retaliation directed by Jon M. Chu and starring Dwayne Johnson as Roadblock was scheduled to be released in June 2012 but was delayed until March 2013.

Joe General Joseph Colton to overthrow the Cobra Commander and his allies Zartan, Storm Shadow and Firefly.