Action Force – Hasbro (1985–1991)

Hasbro took direct control of the Action Force brand in the UK during the late 1980s, completing the transition from Palitoy’s original British toy line to a range based almost entirely on the American G.I. Joe: A Real American Hero figures and vehicles. By 1987, Action Force had effectively become the UK identity for G.I. Joe, with Cobra replacing the earlier Red Shadows as the principal enemy.