Guys, I don't mean to be rude, but Larry Hama pretty much created GIJoe.
Hasbro came up with the idea for a new GIJoe in a smaller, more affordable scale, and along with their advertising agency Griffin Bacal went to Marvel in hopes of fleshing it out further.
Granted Hama only took the job because nobody else at Marvel would, he still came up with the whole story, adapting his "Fury Force" proposal which Marvel had rejected into a storyline for this new GIJoe. He came up with names, personalities and the personnel dossiers of almost every Joe released between 1982 and 1994.
Of course, the cartoon was watched more than the comic was read, but still Hama came up with the personalities of the characters showcased in said cartoon.
Of course, the man is hardly perfect. Some time around the Ninja Force's introduction, the Marvel comic hit a pretty nasty downward slope that it never recovered from...
zed is right, though. Larry was a paid advisor to this film, so it's normal that he'd plug it... A number of years ago,
Courtney Thorne-Smith did a movie with CARROT TOP and had to plug it in spite of it being, you know, a movie starring CARROT TOP.