GiJoe vs. Cobra: The Behind-the-Scenes Battle Against Hydra in Marvel Comics
The classic toy line of GiJoe has long been a beloved property in the action figure market. However, an even more intriguing aspect of its history lies in its original battle plan against a shadowy organization known as the Hydra from the pages of Marvel Comics. This story not only intertwines with the origins of the Cobra Commander, but also highlights the intricate negotiations and creative discrepancies between Hasbro and Marvel Comics.
The Origin of GiJoe
GiJoe, in its inception, was a simple action figure of a character named GiJoe who came with a military uniform and replica gun. These figures, known for their 12-inch stature, quickly evolved from the typical Vietnam War fatigue to more exciting roles as firefighters, skydivers, and deep sea explorers in the 1970s. The 3 and 3/4-inch versions of the GiJoe and his vehicles became a massive hit in the 1980s, leading to a cartoon and comic book adaptation.
Marvel Comics and the Genesis of Hydra
Meanwhile, in the late 1970s and very early 1980s, Marvel Comics were exploring ways to capitalize on changing cultural attitudes. They aimed to create a cartoon and comic book around their fictional spy/military organization, SHIELD, under the leadership of the iconic character Nick Fury, with the assistance of toy maker Hasbro and cartoon company Sunbow. The storyline proposed by Marvel was that the Nazi terrorist organization, Hydra, had become more aggressive in the United States.
Bring to life was the concept of a powerful follower, Baron Strucker, choosing a capable leader for the American branch of Hydra. This leader was to be the prototype for the later Cobra Commander. In response, Nick Fury formed a special mission unit that operated independently of the larger SHIELD operation, represented in the GiJoe character. This unit was to be a counter to Hydra, with Duke taking on the role of team commander.
The Shifting Sand of Hasbro's Involvement
Yet, with The Sunbow team behind the cartoon, concerns mounted about the real-life Nazi elements in the storyline. The fear of traumatizing children and parents led to the discourse on the potential harm of having real-life Nazi symbols on a children’s show. Consequently, Marvel Comics withdrew from the project, taking with them their characters Nick Fury and SHIELD.
Hasbro, however, moved forward with the original concept, eventually transforming Hydra into the more generic and less controversial Cobra. It was a smart decision that proved immensely successful. The series continued with Cobra as the primary adversary, while still retaining GiJoe’s original mission to combat the terroristic group. In the UK, the Action Force was a more diplomatic version of the Cobra storyline.
GiJoe’s Legacy and the Success of Direct Marketing
The televisions show, comics, and toys all became highly profitable, with Larry Hama as the comic's writer being a key figure in ensuring the quality and authenticity of the stories. This approach contrasted with some direct marketing strategies of the era, such as the production of Transformers and HeMan, which were seen as more commercial in nature.
GiJoe effectively portrayed a powerful counter to Cobra through its original mission against Hydra. This battle is a fascinating tale of crossover creative collaboration between iconic toy and comic book characters and the omnipresence of changing demographics and ethical considerations in the entertainment industry.