It also helps that gi Joe is open ended. There's no defining end point that you can point out and say "and that's how it ended". With the multiple continuities, it is acceptable to define your own version of the story. For example, everyone has their own "Joe-verse" which is not a great term, but sums it up quite well. There are also tons of characters to choose from that all have shades of gray. You know that Luke Skywalker is always goi g to be the good guy and that Vader is always going to be his dad. But a real army guy has to make choices that aren't always so morally defined. And then there are the guys with masks. Who are they really? Cobra commander or Snake eyes could be anyone, which makes his character an open book or even a reflection of the author.

Like others have said, it's also a matter of poseability and availabilty of accessories and set pieces.

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