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The 00s were an extremely unfortunate time for GI Joe. The brand was suffering fatigue at the end of the 90s. Then the W presidency happened and America fell completely out of favour with the rest of the world. On one hand you had the republican world policing and on the other hand you had the exported liberal media doing a ruthless smear campaign against both Bush and America. Many countries didn't bother to import Sigma Six and Renegade, both the cartoon and the toys. When the live action movies hit, the general sentiment was "pfft, hasbeens. Cool ninja tho".
