Nerdluster Writes: After a 4 year development cycle G.I. Joe: Retaliation finds the fearless fighting force with new actors, new villains and lots of new problems. My generation didn't spend their mornings watching G.I. Joe on television. By the time I was up it was pretty much just Pokémon and the lingering remnants of the Transformers. For me the Joes had always fought a mysterious and faceless enemy organization known as Cobra. Cobra eventually transformed from its origins as a terrorist organization into a cabal for snake-men & mutants. This change seemed like it was executed to compete with the success of X-Men. With G.I. Joe: The Rise of Cobra (2009) Hasbro and Paramount attempted to reboot the heroes casting them into more modern archetypes.