In the UK, G.I. Joe is called Action Man

From 1966 through 1984, Palitoy Ltd. produced a British version of the 12-inch G.I. Joe line, under the Action Man name for the UK market. Initially, these were the exact same designs as the American figures, and at first the same military theme which included figures from World War II. The line later expanded the line to include all men of action, like footballers and other sports figures.