After Variety had reported that the film recharacterizes . Joe as being a Brussels-based outfit whose name stands for "Global Integrated Joint Operating Entity",  there were reports of fan outrage over Paramount's alleged attempt to change the origin of . Joe Team.  Hasbro responded on its . Joe site that it was not changing what the . Joe brand is about, and the name will always be synonymous with bravery and heroism. Instead, it would be a modern telling of the ". Joe vs. Cobra" storyline, based out of the "Pit" as they were throughout the 1980s comic book series.