Being born in 1981, I grew up in what I’d consider one of the Golden Ages for children’s toys. As a child there was always a new fad to get in to and a new idea just emerging to take over from that one. Regrettably, there were two things standing in my way from fully enjoying this golden age, the first is that if I had been born a few years earlier I wouldn’t have missed the first few years of toys, and secondly I wasn’t an American and so didn’t have the impact of all the cartoons and tie-ins for all the range.
Granted, there was a lot of choice in what to follow at the time and I bounced around happily in periods of collecting Star Wars, He-Man, Transformers, MASK and Teenage Mutant Hero Turtles, and following but never able to fully embrace Visionaries, Centurions, Galaxy Rangers and the like.
You see, saturation on the TV in the UK was never that grand, certain American shows would get played during the holidays or weekends and then never seen again (Transformers, Visionaries, Centurions), some would be rarely if ever shown (Galaxy Rangers), some would get re-shown (TMHT, He-Man) and some would almost never be shown (MASK). For the most part, we’d rely on VHS videos of two episodes or a story arc to see us through and stimulate us, with no chance to buy a whole set or season.
Comic books were fairly common, with the large format weekly comics for nearly every trend. In fact, it was probably the comics that influenced most children in how they thought characters were portrayed. The thing about UK comics is that they were huge, with lots of pages of comic strips and plenty of filler material, from character bios to maps to letter pages run by characters.
Toys were also hard to come by in most ranges, with most stores only carrying a few of the key ranges and not all that willing to hedge bets on what might prove popular. When something made it big, there would be a whole aisle dedicated to it, but the actual range of characters would always by limited. This was also compounded due to the locations and distribution of Toys R’ Us. As a child I grew up seeing these adverts for Geoffrey and this ‘magical place’ on TV, and we’d get catalogues through the door, but the stores were always far away for our family, and so we’d never go out to one or even really believe they’d exist except for when friends would go there. The thing was, Toys R Us had the huge ranges of toys, they had all the characters and they were considerably cheaper at the time, according to their adverts. While we were stuck with the few figures that we could afford in our home town, people willing to travel could get more.
This seems a long way, and a rather venting way, to get to the point: GI Joe happened.
Well, actually, Action Force happened.
It’s one of those deviations that we British deviants do, we already had a comic and toy line running from 1983 with an army of heroes (Action Force) up against a terrorist threat (Red Shadows). The original Action Force figures by Palitoy were stiff, barely posable characters that had a rough basis on realistic units (SAS, Nazi Stormtroopers) and the stories were very much told in the old fashioned war stories way.
When Hasbro started to really kick ass with their range in 1985, the two did a kind of merge. The new Hasbro articulated figures were put under the established Action Force name, and the comic saw the dissolution of Red Shadows and the start of Cobra. Things began to creep in to place.
Now, before this time there was much flapping about as to what was the big thing, with some staunchly holding on to Transformers and others looking in to all the other ranges. Action Force bought a new concept. The toys themselves were different and unique, more posable and with lots of different characters, and they were relatively cheap compared with other toys. As most of the range was the cheaper individual figures, there was more to collect in the less expensive price bracket than the larger toys, and for big presents there were vehicles with a larger price tag.
Comics wise, the old Battle Action Force comics disappeared and a new series of imported American stories started to appear in the comic that pretty much was the must-have, the Marvel UK publication of Transformers in 1987 and then get its own comic. To make things fit with what had been established, they took a few edits to the story, changing text and logos to say “Action Force” instead of “GI Joe” or to refer to British authorities or locations. The stories were otherwise the same, unlike the Transformers comic itself which frequently made-up new storylines to fill it’s bigger-than-the-US weekly comic.
The Action Force comics were out of sync slightly with the toyline, which got slightly confusing as we had no idea who the new blood was or why they were there. More importantly, sometimes we didn’t know how they would act when playing with or as them. The comics were great though, as they actually had a villain in Cobra Commander who, despite having a few strange plans, was a master tactician and devised a fully working covert military operation.
Eventually, they tied Action Force into the GI Joe global storyline. Well, they shoe-horned it rather uncomfortably in and then left it alone. Action Force became known as GI Joe and the world didn’t suddenly end.
Cartoon wise, to the best of my knowledge, we never got to see the cartoons on UK television and had to rely on videos. Part of this, I believe, was down to the rather obvious voice editing to remove any GI Joe reference and replace it with Action Force references (”Yo Joe” became “Full Force”). We managed to get quite a few story arcs from the Sunbow cartoons and the odd double/triple episode tape, though I never even saw a single tape for the DiC series.
UK Cartoon - Action Force
US Cartoon - GI Joe
(To me, the UK version sounds better as the lyrics seem to flow with the tune)
They even redubbed part of the movie, as well as cropping from the opening. A while back, I actually specifically went out to get a copy of the VHS of the UK version and the DVD of the US version of the movie. The differences are quite small, but some of the biggies are noticeable.
UK Intro - Action Force: The Movie
US Intro - GI Joe: The Movie
(To me, the UK version sounds better, has wider appeal and seems a better paced intro for a movie)
It wasn’t until I was about 7 or 8 years old that I really got in to Action Force/GI Joe, but when I did I got in to it hard, and so did a few of my classmates. It was perhaps the first time we fell that hard in to collecting outside of Garbage Pail Kids and was likely the reason so many got hooked on Turtles.
This wasn’t just collecting, this was war. The emergence of playground fanboys, green-eyed monsters and storymakers. This was the time of arguments about best characters. It was an age of showing off the new figure and getting to see reactions if it was a ‘rare’, by which I mean one that you had to travel more than a 15 minute bus ride to get (Sam S. had a Lifeline, which wasn’t sold locally for an extra four months) or a vehicle (Paul J. used to get vehicles instead of figures, he even had the Killer WHALE!!). I had two - TWO - mail-away Super Troopers, the kind with the file card you designed based on tick boxes on the application, and the seething at that level of cheating to tip the scales was phenomenal.
The toys had some disadvantages, for example, the figure of the Baroness. She was meant to be a beautiful seductress, and in the comic and cartoon this was rather feasible. In the toy range, instead of using a typical slender, alluring body like Lady Jaye they decided to make her look like a Council Estate mother who’d spent the Child Support for little Chardonnay on a bucket of chocolate covered chicken drumsticks with smudged National Health Service glasses. Later versions paint job made her look slightly more along the NerdSex route, but still I could only think of her seducing if she went undercover as a government ministers Personal Assistant, the magic of the comic was lost. Also, things got stupid with the toyline, starting with the garish Python Patrol toyline, and by the time the War on Drugs, War on Pollution and War on Aliens started, I’d realised that GI Joe had lost the plot and moved on to the much more realistic WWF and Turtles toylines.
I always loved the cartoon, though even as a child I wondered why Cobra Commander was so much weaker than in the comic. The cartoon was, of course, intended to show the bad guys as squabbling, incompetent or imbecilic characters who were doomed to fail, and their plans always involved huge levels of suspension of disbelief, which as a kid I was happy to do because I knew when I replayed the events with the toys I’d make the plan much better and more realistic.
Cobra would win.
And, finally we reach the point: I loved Cobra.
I still do in the current comic book reincarnation, actually. Cobra in the toys and comic always seemed the better organised and regimented army. While GI Joe were just a bunch of specialists, Cobra had divisions of troops with specialist knowledge who could perform multiple functions, they had clandestine operatives in communities and legitimate business fronts through Extensive Enterprises.
From the rank-and-file Vipers to the named characters, from biker Dreadnoks to professional mercenaries, from outsourced weapon specialists to ninjas, there was so much going for Cobra. The toy line offered the most potential, as it was one of the few where you actually wanted multiple of the same figure to build up the army - unfortunately, parents were for once on the ball and were trying to avoid buying duplicates in an effort to ‘get you what you wanted’ or ‘wanted to get you something you didn’t already have’. My dream of owning a garrison of Vipers was scuppered early on.
Now, there was another thing I had over some of the kids in my class, which proved to be a surprising advantage and later a tragic disadvantage, I had two older brothers and both of them for a time had an interest in Action Force/GI Joe as the last of the childhood years fluttered away. Because of my brothers, our family had up to triple the turnover of figures than most of the kids had, this wasn’t a huge margin but it was enough to keep me entertained with an army to play with when I was alone, and a considerable number of figures and small number of vehicles to show off to visitors. One of the crowning achievements happened, my collection - my own personal part of our triple strong army - finally got Serpentor and his Air Chariot.
Serpentor. Air Chariot.
The two coolest toys merged in to one product and bought for me from Martin McColls, next to Sainsburys, in Worle, outside of Weston super Mare on a Saturday afternoon. I got it home, it was assembled, and together Serpentor and I watched the video of “Arise Serpentor, Arise”. I guess it was sort of like sitting with your child watching the video of its birth, only without the uncomfortableness and general illness.
Then peace was shattered. Well, technically it melted. One of my brothers had gone to secondary school and learnt more about woodwork, metalwork and electronics, and somehow he’d convinced our parental units that really giving this teenager a soldering iron was a ‘quite good idea’. Now, with a soldering iron my brother could have really done some great things. He could have built many wonderful devices to help out around the home or learnt how to weld a bike together.
For reasons known only to himself, my brother decided to become an artist. An artist in the same way that Leatherface could be considered a Fashion Designer. See, what my loving brother did was apply his soldering iron to different parts of different figures and watch as they melted. After a while, it got to the point of treason and regicide as the Cobra emperor, my Serpentor, had the soldering iron applied to his chest.
Not since the great MASK figure exodus from t’ other brother, or the female parentals handing over to a young child of the Transformer toys, had so many figures been sacrificed in so short a time. The troops dwindled before this breach of the Geneva Convention was uncovered, and by then the older toylines were gone, even Serpentor was irreplaceable.
Despite my efforts of trying to cling on, GI Joe and Cobra had met an end in our house. By the end of the next school term, World Wrestling Federation toys and the entire schoolyard politics of that would take over and then Turtlemania would swoop in. But, I’ll always love Cobra, in the same way I’ll always love some of the Decepticons, they made me what I am today.
COBRA!
Cross-posted from The Ramblings of Guise Dugal at http://www.rogues.1me.net/blog