In 1985, Palitoy ceded control of the European market to Hasbro following the death of Alfred Pallett, one of Palitoy's owners, and the winding up of operations at their Leicester factory. Hasbro purchased the Palitoy factory, copyrights, and moulds and began to package G.I. Joe figures under the Action Force brand. In characterization terms, this move marked the end of the subgrouping of the Action Force team, and a new unified Action Force (or AF) also faced a new enemy in the name of Cobra.