This series' concept was originally created for the Marvel Comic book using a reworked series proposal by Larry Hama originally called, "Fury Force," where the son of Nick Fury, Executive Director of S.H.I.E.L.D., organizes and leads a special commando unit of that intelligence organization to fight the villainous secret organization, HYDRA. While that proposal did not go forward, the toy company, Hasbro, approached Marvel to create a comic book of their revived GI Joe toyline, the characters and equipment of which could be advertised on television with much less regulation than straightforward toy commercials. To that end, the "Fury Force," proposal was redesigned to match the toy line with Marvel writer Archie Goodwin suggesting reworking HYDRA as Cobra for the villain. That idea was accepted with some reluctance from Hasbro as they had some trepidation at how well an army of villains would sell. However, sales of Cobra action figures and accessories soon made up 40% of the toyline's sales.