G.I. Joe

G.I. Joe | Source: Hasbro/The Toy Book

For more than a year and a half, Hasbro has been hard at work on a plan to relaunch the iconic G.I. Joe brand.

Now, ahead of next week’s official launch of the new G.I. Joe: Classified Series action figure line, Hasbro kicked off its first-ever YO JOE! June campaign by opening a brand-new official website, and, for the first time, official social channels for the brand.

The new website includes details on the 56-year legacy of the G.I. Joe brand and a deep dive into the elite fighting team and its battle against the criminal organization known as Cobra. On the site, fans can find information on G.I. Joe toys and licensed products, entertainment, comic books, and games.


Related: G.I. Joe: War on Cobra Deploys on Mobile


The G.I. Joe Classified Series made its formal debut at Toy Fair New York in February. The highly articulated, 6-inch scale action figures reimagine the famous heroes and villains from the 1980s era of G.I. Joe: A Real American Hero with premium, modern deco and details.

The first six characters announced include Duke, Scarlett, Snake Eyes, Roadblock, Destro, and Cobra Commander.

Additional reveals will be made this week culminating with the first-ever G.I. Joe Fan First Friday livestream on the Hasbro Pulse Facebook page on June 26 at 12:30 p.m. ET.