A franchise, for lack of a better term, is an incarnation of the G.I. Joe brand. The word is used here to refer to the collection of not just toys, but also media, merchandise, and ideas that surround each of these incarnations. Because of these other elements, the word "toyline" would not be broad enough -- the toy line is just the toy component of the whole thing.
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A Real American Hero -
G.I. Joe: America's Movable Fighting Man -
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Super Joe Adventure Team
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