G.I. Joe is a military toy line launched by Hasbro in 1964. After a six-year break it returned in 1982 as 3¾-inch figures under the name "A Real American Hero", with a new adversary: Cobra. The first 1982 figures, with straight arms, are the most sought after. In Europe the range was sold as Action Force: the prices quoted here relate to the American market for Hasbro figures.
Sources : Mental Floss · The Toy Collector's Guide
A copy of this playset, graded AFA 80 and with its three Cobra figures, sold for $10,384 at Hake's. Mental Floss cites more common sales around $1,436, an incomplete copy at $1,250 and a $2,280 sale in 2021.
Sources : Wheeljack's Lab · Mental Floss · Hake's sale, 3 November 2021
The figure, which retailed at $2.99 on release, recently reached $3,050 at auction. A boxed copy sold for $2,499 on eBay, according to the same source.
Source : Mental Floss · recent auction (Mental Floss article)
Mental Floss reports an average of about $1,558 for this figure, with sales going as high as $2,999 and one at $1,440 in 2021.
Source : Mental Floss · sales recorded by Mental Floss
Its badly drawn Cobra insignia looks like Mickey's silhouette. Originally a mail-away offer, it can reach $860, and $325 to $525 loose according to Mental Floss. Heritage Auctions also offered a Sears blister-carded copy graded AFA 85, presented as the only graded example.
Sources : Mental Floss · Heritage Auctions · sales recorded by Mental Floss
Prices found in the press and on marketplaces during our research of Oct 4, 2026. These are isolated sales, or asking prices where stated: they are not a price guide. Amounts are in their original currency.