G.I. Joe is one of the longest-running toy lines in toy history. The classic brand goes back to the 1960s, with a few interruptions here and there over the years. As the franchise's fortunes rise and fall, so do the fates of many toys, planned but never released. Some of the most fascinating Joe toys are the ones that are still unproduced.
Some of the most expensive G.I. Joe figures are also the rarest, but these unproduced toys are even rarer. Only a few prototypes exist of a few of these toys, and in some cases, only concept art that shows what might have been if the toys had gone into production. Images courtesy of the fantastic archive at Yojoe.com.
Updated on 9/9/2022 by Matthew Z. Wood: CBR's standards have changed significantly since this article was released. In addition to format updates, the intent is to make this article as useful and up-to-date as possible in a changing world.
10 Battle Corps Rangers
1994
In 1994, the G.I. Joe line was on the skids. Sales were slumping for the iconic 3.75" scale action figures and vehicles, leading to a lot of weird G.I. Joe toys. For 1995, Hasbro intended to circle back to the classic military Joe vs. Cobra theme of the early line with Battle Corps Rangers.
This was still a relatively busy concept compared to early Joes, but the idea, like with this prototype of Dr. Mindbender, was to get back to the brand's traditional roots. Unfortunately, the line was canceled in 1994 and this figure was never produced.
9 Untitled Black Female G.I. Joe
1983
Unmade figures aren't always the casualties of cancellations. Early in the A Real American Hero line, during the height of Joe's popularity, Hasbro planned to make a black female G.I. Joe character. Concept art was drawn up, but she didn't make it far enough to get a name.
Market research showed that female characters like Scarlett and the Baronesswere popular with the G.I. Joe animated series audience, but they were afraid to take a chance with new female figures because of imagined poor sales.
8 Phi Star Space Cruiser
1990
The Phi Star Space Cruiser would have been an interesting toy if it had come out in 1990. It was developed and prototyped in 1989, as part of the increasing number of G.I. Joe space vehicles, like the gigantic space shuttle Defiant playset.
For reasons that remain a mystery, the Phi Star Space Cruiser was never produced in any form. The vehicle would have carried two figures in its cockpit and also had finger-flick missiles hidden in its wings.
7 Cobra Eel
1995
The Battle Corps Rangers line in 1995 would have included the Cobra Eel, a water-based enemy vehicle. Due to the line's cancellation, it was never produced. This unique craft definitely would have harkened back to Cobra's glory days, after years of silly vehicle designs for Cobra and G.I. Joe.
The Cobra Eel made it pretty far into the production process before it was canceled. A mock-up of the packaging was developed, along with a fully painted prototype.
6 Extreme Figures
1997
G.I. Joe toys were canceled in 1994 but weren't gone for long. The line resurrected with the G.I. Joe Extreme line, which was exactly what it sounded like. Larger figures with huge muscles and crazy action poses, this was how Hasbro tried to cash in on the 90s penchant for extreme characters in 1995.
The line faltered by 1997, leaving many figures unproduced. Among the many figures that were advertised and never produced were Joes named Mayday, Quick Stryke, Rampage, and Wreckage.
5 G.I. Joe Train
1991
The G.I. Joe brand was extended to everything in the 80s, including an electronic train set from Tyco. This fantastic set wasn't in scale with the figures though, and later Hasbro attempted to rectify this with a train designed for the action figures.
The battle train set was planned and prototyped in 1991, modeled on both the Tyco set and earlier Lionel trains from the 50s and 60s. Cost considerations ultimately doomed it, as the track, motor, and chassis components proved too expensive to justify mass production.
4 Cobra Shredder
2007
A great tradition Hasbro has maintained for decades is the G.I. Joe Convention. This dedicated gathering for Joe collectors has often featured exclusive products and one of the most interesting toys that almost was is the Cobra Shredder. Cobra Commander is the best Cobra leader because he evidently loves recycling.
This tank was based on the Joe Mauler MBT tank the good guys used in the 80s. Tooling issues forced its cancellation, and the blue Cobra tank was never produced for the 2007 Joe Convention.
3 Replicators
1994
The Battle Rangers Corps was intended to get the Joes back to their roots, but the late-stage Real American Hero's line's strange sci-fi leanings would have continued as well. The idea behind the Replicators segment was that characters became hosts for different aliens. These figures were intended for release in 1995 but were canceled with the rest of their line in 1994.
Snake Eyes is one of the deadliest and most-respected Joes but this alien-augmented version of the character would have been even more powerful. The Replicators only made it to the concept art stage and would have included Snake-Eyes, Sci-Fi, Duke, Cobra Commander, and Gung-Ho.
2 Manimals
1994
The G.I. Joe line would have gotten even weirder if Hasbro had had their way. The Manimals sub-line was intended to be the next phase for the Star Brigade figures that had been running in the larger Joe line for years. Six figures were planned for late 1994, but the G.I.Joe line was canceled before these figures hit the stores.
Each Manimals figure was a different kind of alien, and all of the Manimals had the ability to transform. The Manimals were also bigger than regular figures. 'Manimal Encounter' regular Joe figures would have also been produced, including Duke, the Joes' classic leader.
1 Rocky Balboa
1987
The Transformers had their share of weird toy tie-ins over the years, but G.I. Joe got into the act, too. During the toy line's heyday in the 80s, Hasbro incorporated real-life athletes like William "Refridgerator" Perry and Sgt. Slaughter into their line with great success. Next on their list was Rocky Balboa.
Hasbro got as far as producing art and a sculpt for the Rocky figure in 1987, but the deal fell through at the last minute after Sylvester Stallone's signature character appeared in Marvel Comics' G.I.Joe Order of Battle #2 drawn by Herb Trimpe and a filecard written by legendary Joe writer Larry Hama. Balboa would have faced off against Cobra boxer Big Boa, who was produced and sold in stores.