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Prior to G.I. Joe's relaunch in 1982, Larry Hama was developing an idea for a new comic book called Fury Force, which he was hoping would be an ongoing series for Marvel Comics. The original premise had the son of S.H.I.E.L.D. director Nick Fury assembling a team of elite commandos to battle neo-Nazi terrorists HYDRA. Shooter approached Hama about the Joe project due to Hama's military background, and the Fury concept was adapted for the project. Shooter suggested to Hasbro that "G.I. Joe" should be the team name and that they should fight terrorists, while Archie Goodwin invented Cobra and the Cobra Commander; everything else was created by Hama. Hasbro was initially uncertain about making villain toys, believing this wouldn't sell. Marvel would also suggest the inclusion of female Joes in the toyline, and to include them with the vehicles (as Hasbro again worried they wouldn't sell on their own).
That's one instinct Marvel always had: Villains sell.
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So I guess they didn't plan a line and pull the license, they simply had an idea that never took off and it coincided with Hasbro wanting to reinvent the Joe brand.
I wonder if Larry Hama and Archie Goodwin get credited in the GI Joe films.
