Action Figure Fumble

How the G.I. Joe design team has lost the Classified Series

Introduction

When the G.I. Joe Classified Series was first announced back in 2019, one Hasbro executive stated that they expected the line to last around five years, or from 2020-2025.

I think it’s safe to say that the line’s popularity with adult collectors (who comprise eighty percent or greater of the line’s sales) have helped sustain it beyond that original projection.

That does not mean however, that the line has not seen its share of failures. In this blog post, I want to take a look at a few of the specific figures revealed going into SDCC this year, and then look at some of the sub lines in the series.

We’ll wrap things up by examining how some of these entries have affected the line in the larger context, as well as examining strategies that Hasbro could pursue in the future.

Facial recognition

One of the things that Hasbro has excelled at have been the portraits on the Classified Series. The continued evolution of their Photo-Real ink jet printing technology have given their action figures the most realistic life-like resemblance of any one twelfth scale line to date.

That is not to say however, that there haven’t been quality control issues along the way, and nowhere is that more evident than with Lt. Falcon.

Originally released in 2023, Lieutenant Falcon was voted the worst figure in the line by collectors due to the horrid head sculpt.

Hasbro wasn’t oblivious to the fan backlash, and they released an updated Falcon under the Night Force subline in 2024, as part of a deluxe two-pack with Quarrel.

Unfortunately, the latter figure’s success has been overshadowed by the recently revealed Retro Cardback version.

The Retro Cardback figures are a sub-line within the Classified Series, first released back in 2022. They are variants that are identical to the original three and three quarter scale action figures from the eighties.

The Retro line are marketed towards adult collectors who grew up with the original G.I.Joe cartoon and toy lines, in an effort to capitalize on nostalgia.

They typically include very minimalist accessories that differ from their main line release, and have for the most part been received with mixed reviews.

The real issue here is over saturation of the market with variants. The initial release of Falcon was a flop, while the Night Force variant was a success. The Retro variant aims to release an improved version, to correct the problems with the first.

Personally, I don’t see it being a success for the line. Simply put, it’s nothing more than a repaint/retool of the original mold.

It doesn’t look good, and it retains that awkward appearance that the original is known for, in spite of the new head sculpt.

She’s got the looks

In 2023 Hasbro released a deluxe boxed set of two female Cobra troopers called Valkyries. They were a hot item among collectors, and have retained their value on the secondary market thus far.

During SDCC, it was revealed that these figures will also be receiving the Retro treatment, with the female Cobra Trooper.

This figure is intended to be an army builder, and though there are slight differences from the original, it’s one figure that I’m not opposed to.

This will no doubt be one of the more sought after figures in the Retro line by adult collectors, much like the mainline counterpart.

I will say that I’m not a fan of their choices for kit on these figures, and the remedy is simple: Replacing the cheap harness with a plate carrier from Valaverse.

Making this minor change, along with some minor paint apps will drastically improve the appearance and realism of this figure.

Flash, Gambello!

New, from Worlds of Wonder! Okay, so it’s not a Lazer Tag commercial, but it is a laser trooper. Enter Anthony Gambello, call sign Flash.

If you’re looking for nostalgia, this figure is oozing with it, as he is a modern upscaled copy of the original figure.

The problem that I have with this reveal is complex. To begin, this is another example of over saturation of the line by releasing another laser gun figure.

Sci-Fi was released in 2025, and is a much nicer figure than Flash. You also have to consider the cost of these figures, which was increased to $27.99 here in the U.S.

Adult collectors are going to look at this on the pegs, and these two things are going to immediately dictate their decision to pick or pass on this figure.

This isn’t going to be a major financial win for Hasbro in any sense of the word. They have already lost revenue on the Retro sub line, and it’s not a lesson that they seem to be learning from.

Less than honorable mention

Sergeant Slaughter has been a household hero since the early eighties, and his involvement with and contributions to G.I. Joe are nothing less than heroic.

The same can’t be said however, for the recently announced Triple T Tank. It is for the most part an exact replica of the early eighties toy, with the exception of the mini guns and canopy.

And herein lies the problem with this toy. The design team at Hasbro has ignored the call from fans to bring realism to this line.

They have consistently missed opportunities to balance nostalgia with real world military models, and that has translated into failed marketing strategies.

As previously stated, Adult collectors are the primary consumers of this line, and these “kidults” as we’re called, have grown up with the original G.I. Joe toys in the eighties and nineties.

We were inundated with playsets and vehicles that kitbashed real world technology, with fantasy and science fiction elements.

As adults we have become accustomed to seeing real world military technology, and that clicks with the child in us. The “wouldn’t it be cool if they made this as a toy?” mindset.

So naturally, there may be stuff from the original toys that we want to see made that we could play with, there’s also that nagging feeling of viewing G.I. Joe from a more gritty, grounded perspective.

The Triple T in my opinion looks like a tracked snow plow. The cockpit is cramped, and there’s nothing practical about it.

It’s the sort of thing you envision a disabled person driving out the back of their minivan at Walmart to buy groceries. Not exactly G.I. Joe material.

Since we’re already in the hundred dollar price range for every toy we buy, why not take the opportunity to improve upon the original design?

Increase the scale, lengthen the chassis. Give it a small troop carrier capacity in the rear, with a remote weapons station on top! Make it look like it came to destroy Cobra, instead of pulling your car out of the snow pile at work.

Mental health awareness

Finally, I have to go here because nobody else will. The Mad Marauders sub line sucks. Who wants G.I. Joe figures in bright Blue, Brown, and lime Green?

If there was ever a way to demoralize adult collectors and hurt sales, this was it. To date, Hasbro has released half a dozen figures in the Mad Marauders line, which is a reimagining of the original Slaughters Marauders.

They should probably check the sales of this crap, and find a better use for these molds, much like Valaverse does with their figures.

You don’t have to be a calculus major to figure out this is the least popular sub-line of the series, and it’s destined to become a favorite at Ollies and Ross.

*The new approach to tactical fashion on the battlefield.*

Conclusion

Like any toy line, the sales and success of the Classified Series are determined by a number of factors that marketing teams are constantly evaluating.

Somewhere along the line though, the design and marketing teams for the Classified Series have missed some major indicators as well as opportunities.

Ultimately, the longevity and success of this line will be determined by the direction that they continue to take it. At some point, someone needs to call for a tactical pause and reevaluate the line.

They need to take a very careful look at each figure and toy individually, and note what worked, and what didn’t.

They also need to drop the nostalgia, and listen to collectors. At least fifty percent of their consumers also buy the Action Force line of figures from Valaverse, and Hasbro needs to pay attention.

They have a more modern and realistic line of military figures, which is one of their major selling points.

Action Force figures are also highly customizable, due to most of the figures either using or reusing existing tooling.

This is a major attraction for collectors who liked to customize their figures. They also use a better grade of plastics for their molds, and all of their accessories are made from ABS with zero warping.

Their lone vehicle the Vanguard, is just as popular as the G.I.Joe VAMP. It’s larger, and far less expensive. Judging from it’s popularity, the Vanguard has probably surpassed the VAMP in sales.

Like the old saying goes, you can’t compare apples to oranges, but in this case there are takeaways that anyone in the toy industry should be paying attention to.

If I had to guess, I would argue that the Classified Series is on a downward trend, with 2027-2028 being critical, and I don’t make that analysis lightly.

The only way it could feasibly continue is if Hasbro were to make some very real changes to the line, including in how it’s marketed.

Then again, what do I know? I’m just a child trapped in a man’s body, who’s willing to work for more toys.

My thoughts on the G.I. Joe Classified Series

Introduction

2020 was a very devasting year for many, but there was also good in the midst of the bad. One of those things was the release of the G.I. Joe Classified Series line by Hasbro.

When I first learned about this line in 2019 I was both excited and skeptical about it, having only rumors to go on.

When the figures were first released in June of 2020, the demand exceeded supply, and stores were quickly stripped bare by collectors and scalpers alike.

The Target exclusive Cobra Island sub-line fared no better, with limited inventory, and some stores putting out stock before the street date.

This caused confusion, and led to Hasbro redacting the street date by a week, allowing inventory to be placed out for sale.

What followed was a merciless attempt by scalpers to get their hands on as much inventory as possible, forcing collectors and consumers to turn to eBay as their only source for these figures.

This allowed scalpers to inflate aftermarket prices by as much as five times or more the actual MSRP of the figure, forcing collectors to meet their demands if they wanted to obtain them.

It was and is a serious blight on both the toy industry, and collector community alike.Early on I managed to snag several of the Wave 01 figures from an area Wal-Mart and GameStop twenty miles away, before their inventory disappeared.

I was eager to get the new Target exclusive Beachhead and Cobra Troopers, and began waiting for their release date.

I live in a rural area, so the nearest Target store to me is roughly fifty miles away. My first trip there last year proved to be a nightmare.

They had inventory on hand in the stock room, but the management present was not aware that the street date had been lifted, and because of that they refused to sell me any of the figures.

I would make several more trips over the following months, with nothing to show for it but an empty gas tank.

I finally caved in and purchased two of the Cobra Troopers on eBay for a whopping one hundred dollars each! Thankfully, that would turn out to be the worst experience that I have had with the Classified Series line to date.

Meet our demands, or you’ll never have us in hand!

Overview

The G.I. Joe Classified Series is possibly the most successful line of figures within the franchise, since the debut of the three and three quarter inch scale A Real American Hero line in 1982.

Each of the figures is based on the six inch scale, with each figure being scaled according to their character’s stature in relation to each other.

They boast thirty six points of articulation, and include at minimum one weapon, and at least one accessory, with most having several of each.

The figures also feature updated appearances and uniforms, which are based upon their original A Real American Hero designs from the 1980s.

Most of the weapons are futuristic, and are scaled down replicas of some Nerf blasters. This was done intentionally, to steer the line away from being seen as promoting firearms and violence in play.

This has been a point of debate among adult collectors who grew up as fans of the original G.I. Joe cartoons, comics, and toy line.

The idea is that G.I. Joe has always stood as a symbol of morality, pitching good versus evil on the battlefield.

The individual weapons, aircraft, armor, and boats were all portrayed as implements of war, and each episode of the cartoons and comics depicted G.I. Joe fighting Cobra forces.

The idea that depicting either G.I. Joe or Cobra using actual weapons has any bearing or negative influence over the hearts and minds of today’s youth, simply has no foundation in reality.

The Classified Series figures are not the first G.I. Joe line to be designed in the six inch scale, but they are the first to go into production.

A previous line based loosely on the G.I. Joe Pursuit of Cobra figures was drawn up nearly ten years ago, but never went into production.

It is unknown why that line was cancelled, however it proves that the concept for a six inch line of G.I. Joe figures was seen as a valid direction to take the franchise.

Recently it was revealed in the updated Linkdin profile of Hasbro’s Senior Marketing Director Irvin Ducournau, that he was responsible for the development of a global brand strategy ( G.I. Joe Classified Series ) planned for three to five years.

If that’s true, then that would make the G.I. Joe Classified Series the third longest running line of action figures produced for the brand by Hasbro to date.

And if sales are any indication, it is has quickly become by far the most popular line as well.

My Assessment of the line

One thing that I strive for when I do a toy review is to remain unbiased in my report. I usually spend dozens of hours reviewing a single figure, including their in universe history, their production facts, as well as looking at other reviews.

Ultimately my assessment is based on my personal in hand experience with the toy. That includes addressing quality control issues that have been previously reported by other collectors and consumers, as well as offering my own opinion.

Overall I think that the G.I. Joe Classified Series has exceeded my personal expectations of the line, and it certainly lives up to the hype on social media.

I will say that my primary point of concern is with the weapons being made of soft plastic, as most of them have a tendency to be warped beyond the ability to correct.

If I could offer any suggestions for future waves, it would be to either include two weapons with every figure: a sidearm and a rifle, or to offer a weapons pack as a separate expansion kit that could be purchased at retail.

This would give collectors an additional means of outfitting their figures, and offer an attractive feature that would enhance the collector experience.

*G.I. Joe Classified Series Duke with warped rifle*

I think that the design team has done a tremendous job with this line, and so has the marketing team.

Their color choice, design, and layout on the packaging are both eye catching and simplistic. I also like the redesigned character abilities icons on the side panel, as it gives collectors an added feature to their experience with the figure.

I have found that some of the complaints by collectors and consumers are both biased and unfounded.

Conflict among collectors

First, when you are speaking about collectors, you are referring primarily to adult collectors who have been and are life long fans of G.I. Joe.

People collect for a myriad of reasons, but there are some of us who are more versed in this world then others, and can be considered subject matter experts when it comes to toys and toy collecting.

To that end, I want to address this issue:

There are some who use social media to compare the Classified Series with it’s only competitor, Action Force.

Any collector or influencer like myself, is going to offer their opinion when there is a standard to compare something to, but unfortunately that isn’t the case here.

The reason being is that the Action Force line of six inch military style figures has yet to be shipped from the manufacturer, and no one has these figures in hand to compare them to the Classified Series figures.

*Action Force? Is that* *like the girl scouts?*

Second, Action Force is a brand new start-up by a former employee of the Hasbro design team. Their target demographic is the adult collector community, whereas the Classified Series is marketed to collectors age four and up.

That means when designing these figures they were incorporating features that would appeal to a much broader consumer base than what Action Force is doing.

You also have to take into consideration that G.I. Joe has been around in one scale or another for the past sixty four years.

Action Force on the other hand is a new line, from a new start-up. The name Action Force originated in 1982 with Palitoy in Great Britain as a response to their failed Action Man line.

The new line was composed of multinational figures, but would soon include their own rebranding of G.I. Joe’s as well.

Once their trademark came up as available, it was purchased by Valaverse, and used to rebrand the Action Force line. The first wave of figures were offered through a kickstart campaign.

The video reviews that have been posted to social media sites like YouTube have mostly been of a biased nature, and used to promote the Action Force brand, while debasing the Classified Series.

With no Action Force figures in hand to actually compare to the Classified Series, these unprofessional reviews are of no merit to the collector and fan communities.

At best they demonstrate the polarizing views associated with individuals who have no regard for professional culture or ethics, and who offer no insight into the product itself.

Conclusions

The G.I. Joe Classified Series has brought new life to an old friend, and renewed interest among fans. It is a modern take on an eighties classic, that we all grew up with and loved.

In many ways it allows us to reconnect with our childhood, and experience emotions and familiarity with a far better time in our world, than the days in which we live.

The Classified Series has in fact, taken G.I. Joe fans by storm, and made our dreams come true. Despite opposition from a few, the G.I Joe Classified Series is here to stay.