In 1964, Hasbro launched the first-ever line of G.I. Joe toys. Seeking to be a touch more realistic than some of its contemporaries, the manufacturing company based the action figures on four branches of the United States armed forces; Army, Navy, Air Force, and Marine Corps. Hasbro attached the word "Action" as a precursor to soldier, sailor, pilot, and marine; in addition, G.I. Joe coined the phrase "action figure." Boasting various moving parts and diverse playsets, G.I. Joes have entertained children for decades. Describing Hasbro's property as industry-changing would not be hyperbolic.

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The original 12-inch G.I. Joe transformed the toy manufacturing business, but 1982's 3 3/4”  line produced arguably the franchise's most highly sought-after collector's items. While realism remained an essential component, Hasbro introduced anti-enemy specialists to the equation. Suddenly, G.I. Joes had personality, characterization, and bad guys. The action figures came equipped with tanks, unique features, and Cobra Commander. Each playset incorporated detailed biographies and crisp artwork, ensuring the days of a nameless Action Man discharging a generic peashooter was history.

People reacted so positively to Hasbro's new line of toys, G.I. Joe spawned multiple animated series and a couple of (terrible) movies. In 2004, G.I. Joe was inducted into The Strong's National Toy Hall Of Fame, an honor well-earned by Hasbro. Is there an old G.I. Joe somewhere in your closet? Is it still in mint condition? Are you sitting on a goldmine?

Disclaimer: Not all of the upcoming action figures are the most expensive on the market, but they serve as a price guide for those looking to add some G.I. Joes to their collection. The focus will also be on brand new units, although used prices will be cited when there is no other option.

Updated April 20, 2021 by Mark Sammut: The action figure scene is constantly in a state of flux, but certain models are forever destined to be highly sought-after by collectors. G.I. Joes are still being produced in 2021, and while the Wave 3 Classified Series has plenty of positives, these newer toys cannot hope to compare to a simplistic figure from 1982 when it comes to value. Vintage and rare are not interchangeable, but they often go together when it comes to G.I. Joes. Even compared to 2019, the present G.I. Joe market is very different.

27 1984 Firefly ($85)

Vintage GI JOE 1984 FIREFLY 99% Complete W CUT FILECARD

G.I. Joe might have originally strived for realism, but any such ambitions were gone by the '80s. That's not to say Hasbro decommissioned soldiers, marines, and sailors; however, the company clearly saw ninjas as the future. Snake Eyes' success led to the creation of numerous similar characters, with some even serving as the commando's rivals.

Employed as a saboteur by Cobra, Firefly's missions usually involved the infiltration and destruction of a secure enemy outpost. Introduced in 1984 and updated multiple times over the decades, Firefly is among the license's best-known antagonists. He is also priced as such.

26 Mobat Tank ($152)

GI JOE MOBAT MOTORIZED OFFENSIVE BATTLE ATTACK TANK

Hasbro's detailed equipment, weapons, and vehicles helped push G.I. Joe to the next level. Once the movable action figures began to score big with customers, copycats quickly flooded the market in the hopes of owning a piece of that Action Man pie. Try as they might, few had the resources or dedication to even approach Hasbro's immaculate toys. 1982's Motorized Battle Tank serves as a perfect example to illustrate G.I. Joe's supremacy over all the wannabes.

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If you want quality, you have to pay for quality. As the tank was discontinued in 1985, models are extremely rare. It is the definition of a collector's item.

25 Sideshow Destro ($325)

NEW GI Joe Sideshow Cobra DESTRO 1:6 Scale Figure

Lasting from 2009 to 2014, Sideshow Collectibles produced a modern line of G.I. Joe figures under Hasbro's guidance. As implied by the manufacturer's name, Sideshow provides quality over quantity. Despite originating just a decade ago, purchasing any of these figures will likely demand a fee in the hundreds.

Over the years, Sideshow has crafted detailed Sixth Scale figures based on popular movies, games, and celebrities. Want an Alice Cooper action figure? Well, here it is. Sideshow prices a limited edition 12" Destro at an intimidating $325, but the figure is absolutely stunning! The villain never looked better.

24 1982 Scarlett ($379 – Used)

GI JOE Scarlett action figure

Back in the day, G.I. Joes were solely marketed to boys. In due time, manufacturers realized that ignoring 50% of the population is not a sound business strategy, but the early '80s was too soon for such an epiphany. As the first real female hero in the franchise, Scarlett stood out due to possessing a unique mold and just being one-of-a-kind.

Agent Scarlett proved to be quite popular, even appearing in 1985's original G.I. Joe animated series. An unsealed 1982 Scarlett can be obtained for roughly $50, but a used version with the box will require around $380.

23 Sideshow Cobra Commander ($399)

Sideshow G.I. Joe Cobra Commander Exclusive The Dictator 1:6 Scale Figure Cobra

Cobra Commander epitomizes everything great and awful about Saturday Morning cartoons. As the evil organization's supreme leader and perpetual thorn in the side of all Joes, Cobra Commander seeks to rule the world by manipulating governments and instigating economic upheavals. In summary, the dude is not a nice guy.

Chris Latta's hammy performance in 1985's animated series forever immortalized Cobra Commander as a silly but oddly charming villain who sacrifices nuance in favor of stealing every scene. In 2009, Sideshow Collectibles launched a new line of G.I. Joes, including an awesome Cobra Commander.

22 Roadblock: Dwayne Johnson Edition ($479)

HOT TOYS MMS199 GI Joe Retaliation Roadblock Dwayne Johnson 1/6 Figure

Critics absolutely disliked 2009's G.I. Joe: The Rise of Cobra and fans were hardly significantly kinder to the incredibly loud but shockingly boring live-action adaptation of the animated series from the 1980s. Despite the negative reception, the G.I. Joe's name compelled enough people to watch this generic action film to warrant the production of a sequel.

Slightly better than its predecessor but still nothing special, G.I. Joe: Retaliation is a stupid movie that benefits greatly from Dwayne Johnson's presence as Roadblock. Johnson is mostly just playing himself, but that is more than enough to overshadow a sleepwalking Bruce Willis and a disinterested Channing Tatum. $400+ is a tad steep.

21 1966 Green Beret ($500 – Used)

Vintage GI Joe Green Beret With Talker Figure And Box

1966's Green Beret may seem like a woefully undercooked action figure to modern eyes, but Hasbro's earliest line of G.I. Joes changed the industry forever. Bolstered by a brilliant marketing campaign, Hasbro only needed to scribble a "Movable Fighting Man" on a box to guarantee the action figure sold like hotcakes.

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Green Beret is straightforward, but customers appreciated this simplicity. Prior to G.I. Joe, boys refused to purchase anything resembling a doll. By coining the term "action figure," Hasbro birthed a whole new market. Gender norms have thankfully relaxed since the '60s, but action figures are STILL not dolls. Brand new models are near impossible to find, while used versions will net a few hundred dollars.

20 Sideshow Baroness Premium ($597)

GIJOE Sideshow Premium Format 1:4 Scale BARONESS classic version

2013's Classic Baroness is the final Sideshow G.I. Joe mentioned on this list, with the company pricing its modern toy at just north of $550. Limited to merely 750 units, the Baroness was never cheap; however, the collectible's price has more than tripled in the last five years.

Sideshow's toys and Dwayne Johnson's figure are the only entries released during the 21st century. Once Baroness is out of the way, we will not be leaving the 20th century for the remainder of this article. Once upon a time, the older G.I. Joes could be readily purchased from your average store, but time transformed them into collector's items. Sideshow's Baroness was born special.

19 Sideshow Cobra Throne ($635)

Sideshow GI Joe Cobra Throne Environment NEW 1/6 Scale

Sideshow's interest extends beyond mere action figures, as the manufacturer typically creates environmental dioramas to complement its G.I. Joes and aging rock stars. Originally priced at $199.99, Sideshow's Cobra Throne is a beautiful model designed specifically for the company's 2009 Cobra Commander. Only 750 units exist of this gorgeous throne, and adding one to the collection requires a heftier investment than $200.

Obviously, a throne without a king is nothing more than a fancy chair. There is no point in purchasing Sideshow's diorama without picking up Cobra Commander, therefore collectors should be prepared to break the $1000 mark.

18 Talking Commander ($643)

G.I Joe Adventure Team AA Talking Commander Collectors Club

The licensed character's popularity rarely plays a crucial role in determining an item's eventual price. The more beloved a character, the more units tend to be created. Unless dealing with a limited edition model, an ignored toy is likely to hold a greater significance to collectors than a Snake Eyes owned by everyone.

A talking commander with a beard and little else, there is basically nothing special about this G.I. Joe. When an action figure's selling point is its life-like hair and beard, then there is probably no reason to get excited. Yet, a used copy with the box can fetch more than $600! A new copy will roughly cost the same, although there aren't exactly plenty on the market.

17 1985 Dusty ($699)

GI Joe DUSTY 1985 MOC MOSC Hasbro Vintage

Along with the occasional celebrity endorsement, Hasbro commonly took inspiration from real-life people to facilitate the sculpting process behind an action figure. In the case of 1985's desert trooper, the company turned inwards to its own Ron Rudat – an artist who worked on the early Joes – while designing Dusty. The action figure's origin is made even more obvious when one takes into account Dusty's real name is Ronald Tadur.

1986's version can be purchased for less than the price of a new console, but the same cannot be said about Dusty's 1985 model.

16 1985 Flint ($699)

GI Joe FLINT 1985 MOC MOSC Hasbro Vintage New Factory Sealed Action Figure

Attaching the word "vintage" automatically elevates an item's perceived value. At release, a G.I. Joe costs around $20, but time makes the heart grow fonder. Nowadays, an all-new Flint costs a staggering $699, which may have more to do with people not particularly flocking to purchase the infantry soldier when the figure originally hit shelves. In 1987, Hasbro discontinued Flint, presumably due to disappointing sales.

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If Flint had been more successful, the toy might cost far less in 2019. eBay only lists one brand new packaged 1985 Flint, therefore the seller can aim for the sky and wait for a collector to bite.

15 1982 Bazooka Soldier With Straight Arm ($779 – Used)

1982 Hasbro GI Joe Series 1 Zap Straight Arm 11 Back MOC Unpunched Vintage

Released in 1982 as part of G.I. Joe's revamped brand, Bazooka Soldier's code name is Zap, but his parents know him as Rafael J. Melendez. Compared to the likes of Snake Eyes and Duke, Zap is not the license's most celebrated personality; however, winning a battle requires more than super ninjas.

Due to the soldier's background in combat engineering, Zap specializes in taking down tanks and armor units. He is the type of hero who tends to work best when the enemy is distracted by flashier soldiers, but every successful unit needs a Rafael. Pre-owned versions are available for a reasonable price, but a model with the package can even cost more than $779. Just to be clear, that is used.

14 Sideshow Commando Snake Eyes ($787)

GI Joe Commando Snake Eyes 1/6 Scale sideshow Collectibles

Snake Eyes is awesome. Providing insight into a person's upbringing can enamor a character to its audience, but there is something to be said about withholding information. If applied correctly, mystery trounces amity. As a case in point, take G.I. Joe's Snake Eyes. While a lot is known about the commando's military training and background, Hasbro held back from revealing the specialist's name, place of birth, or face.

Snake Eyes's black bodysuit allowed the figure to stand out among the mostly identical soldiers produced as part of 1982's line-up. A man of few words but numerous ninja moves, Snake Eyes encapsulates everything great about G.I. Joe. Sideshow's collectible is not cheap.

13 1983 Destro ($849)

GI Joe Destro 1983 Cobra MOC
Via viperpit.xyz

Collectibles are a gamble in the best of circumstances. As an item's rarity increases and market competition steadily subsides, sellers are free to charge crazy prices. What criteria determine a product's value? Action figures instantly depreciate once the packaging is opened; in fact, pre-owned versions can easily be found for 5% of the price of a new model. Even if the item is practically identical, the simple act of resealing a package is enough to greatly devalue a toy.

Are you searching for an unopened 1983 Destro? There is some good and bad news. The toy is available to purchase, but beggars cannot be choosers.

12 1982 Mickey Mouse Cobra Commander ($1,250)

GI Joe 1982 Cobra Commander mail-in w/ card Factory Sealed Bag! Straight Arm C9+

In spite of what the name may imply, Disney has nothing to do with Cobra's supreme leader. "Mickey Mouse" refers to the undetailed logo painted on the first batch of Cobra Commanders produced in 1982. Compared to the version released just a year later, the original seemed poorly equipped to handle the trials and tribulations associated with running an organization seeking to rule the world.

Unsurprisingly, Cobra "Mickey Mouse" Commander is among the license's most sought-after collector's items. Pre-owned copies fetch a few hundred dollars, but discovering one in its original mailer box is akin to finding the holy grail. Somehow, here is a toy that is simultaneously outdated and priceless.

11 1983 Duke ($1,800)

1983 GI JOE DUKE unopened sealed bubbled redback mail away figure + bonus

Duke has a solid case for being the license's most revered character, although Cobra Commander and Snake Eyes would probably object to any such claim. Introduced as a special mail-away figure, Duke is fluent in multiple languages and serves as the Joes' field commander. Believing a supervisor should stand alongside his soldiers on the battlefield, Duke is highly respected by those who fight with or against him.

Duke is the hero. For all intents and purposes, the commander serves as G.I. Joe's de facto protagonist, particularly following 2005's Sigma 6 anime. The mail-away model is quite rare.

10 1984 Cobra Ninja, Aka Storm Shadow ($2,050)

Gi Joe Vintage 1984 STORM SHADOW

Whether fighting with or against the G.I. Joes, Storm Shadow is always one cool customer! Certain combinations are simply too awesome to ruin, and a special forces ninja is among them. Not convinced? Okay – how about this? Storm Shadow has appeared in every single G.I. Joe animated series and 2009's G.I. Joe: The Rise of Cobra. The cartoons may have been designed to sell toys, but only action figures with market potential warranted a moment in the spotlight. Storm Shadow has never left.

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Storm Shadow remains as incredible as the day the toy was released, which might explain why a pristine version can cost above $2,050.

9 1982 Mobile Missile System ($2,499)

1982 Mobile Missile System Gi Joe

Debuting in 1982 but only lasting a couple of years, the MMS came packed with plenty of firepower and an operative trained to make the most out of it. Hawk is the figure in question, although his model does not really resemble the chiseled driver on the package's cover art.

If a collector is searching for a sealed box, then they have to be prepared to put down some hard cash, and that is permitting they manage to actually find one on sale.

8 1982 Snake Eyes With Straight Arm ($2,600)

1982 Hasbro GI Joe Series 1 Snake Eyes - Straight Arm - RARE 9 BACK

There is no surpassing the original. When it comes to price, 1982's Snake Eyes is not the most ludicrously expensive G.I. Joe on the market; nevertheless, owning such a significant toy requires quite an investment. Is it too much? Perhaps, but this is a super rare Snake Eyes in mind condition. The toy is vintage!

Funnily enough, Hasbro created Snake Eyes to save money. Due to the figure's black attire and non-descript face, the commando demanded less paint and resources to put together. Basically, G.I. Joe's iconic ninja started out as a budget toy. Snake Eyes is the ultimate overachiever. If someone wants a brand new vintage Snake Eyes with Wolf, $2,600 might not even be enough.