If they do this to G.I. Joe, I'm going to kick someone's ass:

Armed with guns, tanks and military helicopters, Action Man represented plucky British soldiering to a generation of boys. But after years of rebranding as a climber, skydiver and skateboarder, sales of the toy have plummeted. The youngsters of today believe Action Man has gone soft.
The 38-year-old is suffering a midlife crisis as he struggles to keep up with younger action figure rivals such as Power Rangers and Teenage Mutant Ninja Turtles. Industry experts accuse manufacturer Hasbro of ignoring children's wishes in a politically correct quest to move Action Man away from gung-ho fighting in the wake of the 11 September attacks.

...Ronnie Dungan, editor of Toy News magazine, added: 'When I was a kid he was in Second World War regalia and a fighting man. Now he's in cycling shorts.