The year 1982 saw the highly successful relaunch of the G.I. Joe product line in a smaller, 3¾-inch scale, of the same type employed by the wildly popular Star Wars figures. The 1982 relaunch pioneered several tactics in toy marketing, combining traditional advertising with an animated television mini-series and an ongoing comic book. The decision to use a smaller 3¾-inch scale for the figures also made it possible for Hasbro to produce a variety of matching vehicles and playsets that further expanded the appeal and commercial potential of the line.
G.I. Joe's increasing popularity supported an array of spin-off merchandising that included posters, t-shirts, video games, board games, and kites. In 1985, both Toy & Lamp and Hobby World magazines ranked G.I. Joe as the top-selling American toy.
The 3¾ inch line was canceled at the end of 1994. This was also the 30th Anniversary of G.I. Joe and accordingly, Hasbro released a series of 12-inch and 3¾ inch figures based on the Original Action Team figures from 1964.