I heard about this on the radio! From what I heard it's no longer 'G.I. Joe, a real American Hero' Now it's just 'G.I.J.O.E.' Yes, that's right, it's an acronym. Supposedly it's a global anti-terrorist organization based in Brussels.
I don't remember what the acronym was exactly, but G.I. stood for Global Initiative I think. I had the toys when I was little, but I never really got into the story.