Hasbro's Marketing brains-trust spotted a devious way to circumvent the rules: bankroll TV spots for Marvel's G.I. JOE comics which, conveniently, just happened to feature the very same toys that Hasbro wanted to promote. But - because the commercials were for the comics and most definitely NOT the toys - the rules didn't apply. As sneaky as Serpentor!
And it gave Marvel a best-seller (on newsstands, in grocery stores and by subscription although it failed to make the same impact in comic book stores)!
This is a handy compilation of all the Marvel spots, beginning with issue 1: