G.I. Joe: Cold Slither
CONCEPT: How brand mythology can be transformed into a tangible cultural experience, allowing fans to step inside a story rather than only collect a product.
Cold Slither is a fictional band introduced in a 1985 episode of G.I. Joe, created by Cobra Commander as a satirical weapon to manipulate youth culture through music. For the 40th anniversary of the episode, and in conjunction with Hasbro’s revival of the band, this San Diego Comic-Con exclusive box set was conceived as a tangible piece of that lore.
The outer box was designed to resemble a road-worn tour trunk that blurred the line between prop and product, while the inside contained a ReAction+ figure and a variety of band-inspired accessories grounded in the world of G.I. Joe: a vinyl record with custom sleeve and labels, a folding tour poster, a guitar pick, and a 45 adapter.
Two additional colorways, “Zebra” and “Cartoon”, were developed as alternate expressions of the concept for future events, demonstrating how the visual system could flex across different releases while preserving its narrative core.
CONCLUSION: The result demonstrates how a collectible can be designed not just to commemorate an episode, but to activate a fandom through unique execution and storytelling.
Paramilitary Adversary
Explosive Content! With fun and unique design top of mind, all of the box set items came housed inside a tour trunk featuring simulated wear and topped off with “stickers” from the world of G.I. Joe.
Dreadknoks
Front/Back and Top/Bottom of trunk-inspired packaging. Simulated weathering, drippy spray paint, faux snake skin, and haphazard sticker placement lend themselves to the gritty, 80’s rock band feel.
Extensive Enterprises Presents...
This ReAction+ cardback was built on an existing system, but updated for this special release. The front features spray paint accents, the Cold Slither Logo (instead of the standard G.I. Joe), and a recolored illustration, while the back art has a xerox/DIY gig-poster feel.
The guitar pick was a low-risk, but fun, in-universe nod that further drove the story and immersion of this special release.
You'll Be Joining Us Soon!
Special vinyl pressing with custom vinyl sleeve and labels. Hail Cobra!
Band of Vipers
Large, 24 × 36 folding poster featured dates of a fictional world tour. The last date coincided with the Cold Slither band’s performance at BrickxBrick in San Diego during Comic Con.
Funky Zebra Edition
Building on the system developed in the SDCC release, this version featured a zebra-hair pattern and color theme to the figure, box set, and accessories.
Saturday Morning Cartoons
Utilizing the system further, this version featured a more toned-down, yet still bold tour trunk. This look emulated the version of Zartan as seen in the G.I. Joe cartoon.