G.I. Joe (a.k.a. Joe Colton) was created in 1964 by Hasbro and was the original “action figure” as the term “doll” deemed was perceived to be unattractive to boys. G.I. Joe was an instant hit and shortly afterwards Palitoy licensed the rights to G.I. Joe from Hasbro and created Action Man for the European market.

G.I. Joe appears in many of the late 1970’s Action Man books helping Action Man fight the Nazis or Japanese in World War II.