All that remained the same was the name Action Force. Whilst new partnership deals were made with Marvel UK for a new Action Force comic and US cartoons re-dubbed, it took only a few years for Hasbro to lose the Action Force identity completely. Hasbro eventually bought out most of General Mills toy interests and GI Joe continued to sell in the UK into the 1990's until, almost ironically, Action Man came out of retirement and was resurrected for the UK market by Hasbro.