G.I. Joe was popular amongst kids because it portrayed heroism in the form of military. You had all sorts of crazy weaponry or vehicles that you could use with them. The animated series propelled the toy line to great heights.
For me, the comparison with G.I. Joe and Fortnite is an easy one as the game very much feel like you're playing with action figures from a bunch of different IPs. It's great fun to run around as a banana trying to shoot down Spiderman only to get killed by John Cena.
Fortnite is the G.I. Joe of this generation ... it's somewhat surprising that we still don't have G.I. Joe skins inside of the game - perhaps it's because most kids of today wouldn't know who half of them would be.
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