So I'm going to jump in on a tangent because... I
still have a beef with Larry Hama, and... why not? I know I can rant here and he'll never so much as catch word of it anyway, but I'll feel better blowing off steam some 30 odd years later about how he made my childhood less fun than it should have been, had GI Joe stayed as good as it started out. So read on or tl;dr. This is therapy for me.
You mentioned never getting those civilian supporting characters from the comic as figures. I'd argue that there was never a significant enough market for those add on characters that, while adding some depth to the comic story line, would have brought any additional value to the toy line. I, for one, despised basically every one of those characters. Why? Because they took page time from all the characters I actually cared about, the ones I owned and played with regularly, the ones that looked cool, had guns, drove tanks, and flew planes and helicopters, the ones that were the reason I loved the line to begin with.
I had no desire to see any of the backstory/sideshow characters in the comic books, and certainly would never have paid for action figures of any of them out of my meager kid income. If I didn't actually do it (can't recall at this point), I know I thought often about writing to Hama to tell him to stop wasting time and space on these non-Joe, non-Cobra characters, and spend the major bulk of the comic actually telling us more about the actual (particularly the new) Joes and Cobras, and letting them go to war. There is always something new to learn about each of them, their capabilities, their missions, their personalities and their backstories. So why waste the time with outlying civilians?
I felt ripped off when I'd spend said kid cash for a GI Joe comic book and it was filled with a frankly boring (to me) storyline involving these fringe characters, somehow intertwined with the actual characters (who were then often drawn mostly outside of uniform in said stories, without their weapons and not kicking butt on a battlefield) because Hama was apparently not satisfied with the characters he helped develop for the line and had to bring in weird, convoluted relationships with boring, non-toyline characters.
Anyway, rant off (okay, just kidding), but I said all that to say that I don't believe those characters would have sold as action figures to most of us Joe kids. Why? Because most of us really just wanted action ready Joes and Cobras that we could set up in bases and have battles with. We played war, not soap opera dolls. We wanted characters that brought firepower to our battles, not weird gimmicks or nothing more than some kind of backstory relationship with the real characters.
It's the same reason that boring or one note toy line characters like Quick Kick, Jinx, Crystal Ball, Dress Blues Gung Ho, Big Boa, Sneak Peak, Raptor, Croc Master and even Mindbender (who would have peg warmed even worse were it not for prominence in the Serpentor origin) hung in the toy aisles long after everything else had been gobbled up by excited fans. Those figs brought very little playability with their non-weapon accessories and/or oddball personas. They were often just the leftovers that your aunt got you for Christmas because that what was left at the toy store. Then they only really served as bullet sponges for your battles since they had nothing to shoot with anyway. I really don't think Hama's comic pets would have fared even that well as figures back then.
Yet he kept introducing and featuring characters that were not in the toy line at all, while barely even showing a lot of the (actually useful) new characters and gear that were coming down the line from Hasbro. He might well have single handedly kept some of the new characters from doing as well because he didn't give them the page time/character development that (long out of production) ninjas and non-toy characters got. Makes me wonder if he was in some kind of contract dispute and was not happy with Hasbro or something. Or maybe he was just bored. Who knows?
I'd argue the Joe would have lasted longer if they had stuck with what made them popular in the beginning - military themes in the vane of real and concept equipment and soldiers, with comic books and cartoons to bring the characters to life and get kids to like them. Did Hama's lack of interest in actually developing more characters in the back half of the '80's cause Hasbro to think they needed more gimmicks just to get the same level of interest that earlier characters had gotten due to being featured in the comics and cartoon?
The weirder things got or the farther it went off on some whacky (Tiger, Night, Battleforce, Eco, Cobra-Lalalalala, whatever) theme, the fewer and fewer new kids came to replace those of us who were aging out. I'd even argue that the Dreadnoks (while having an actual role to play, and yes, I owned nearly all of them) were way overused in the cartoon and comic, and that screen/page time could have been used to develop new characters in the later waves.
Seems like Hama was at least partially to blame for the ultimate downfall of the line he was so influential in making great. I feel like maybe there was some Stan Lee envy in there somewhere, like Larry wanted to have carte blanche to create any story or character he wanted like independent comic creators could, and not be stuck with whatever was coming off the line in Hong Kong that year. There's a Greek tragedy story in there somewhere.
Ok, actual end of rant. I feel better now...