Super7 G.I. Joe Ultimates! | Source: Super7/The Toy Book

The ongoing resurgence of Hasbro‘s G.I. Joe brand has reached a new level.

In one of the worst-kept secrets of recent months thanks to some retail listings that leaked more than two months ago, Hasbro and Super7 are collaborating on two new lines of products inspired by the 1980s G.I. Joe: A Real American Hero animated series and toy line. A wide array of classic characters will be produced as a vintage-style 3.75-inch ReAction Figures line while a 7-inch Ultimates! collection will pack super articulation and premium deco alongside a multitude of special accessories. Additionally, previous Super7 x Hasbro G.I. Joe collaborations for apparel and the mega-sized Cyborg line will continue.

“As a kid growing up in the ’70s and ’80s, there were a few toy lines that became unique worlds to themselves; the space fantasy of Star Wars, the technology of Tron, the robot missile-firing mayhem of Shogun Warriors, and the expansive world of G.I. Joe,” says Super7 Founder & Owner, Brian Flynn. “From comics to cartoons, action figures to vehicles, G.I. Joe was one of the widest worlds of action and adventure you could imagine.”

G.I. Joe 3.75-inch ReAction Figures | Source: Super7/The Toy Book

According to Flynn, the G.I. Joe ReAction Figures collection is already deep into development with “year’s worth” of action figures in the pipeline. The first wave is set to hit stores in September and includes Snake Eyes, Kwinn, Scarlett, Cobra Commander, Destro, Baroness, and a variety of G.I. Joe Greenshirts and Cobra Troopers in assorted skin tons and uniform styles that are prime for “army building.”

G.I. Joe 7-inch Ultimates! Figures | Source: Super7/The Toy Book

The first wave of cartoon-accurate G.I. Joe Ultimates! includes First Sergeant Conrad S. Hauser — better known as Duke — along with the team’s original commando, Snake Eyes. On the Cobra side, Cobra Commander and the Cobra Battle Android Trooper (B.A.T.) are available for preorder now through Aug. 15. Ultimates are “made-to-order” based on the number of preorders received and the company expects to ship next spring.

Related: From Shelf to Screen: The Dramatic Evolution from Toymakers to Entertainment Companies

“G.I. Joe is an important toy line in the lives of so many collectors, and to have the opportunity to delve into its history and create new action figures for collectors like ourselves is truly a dream come true,” Flynn says.

On July 23, G.I. Joe is back on the big screen in Paramount Pictures’ Snake Eyes: G.I. Joe Origins. G.I. Joe returned to toy departments last year with the launch of Hasbro’s G.I. Joe Classified Series. This summer, a kid-focused line based on Snake Eyes hit stores, joining additional G.I. Joe products from licensees including Jada Toys, Funko, Jazwares, and others.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.