I know it's technically not a 70s toy but it is related, plus these figures came out when I was eleven and had the distinction of being the last toys I bought to play with.
In fact, on my twelfth birthday my mom made me a G.I. Joe cake (as I've explained before, she was "cake lady" back in the day), knowing I was a fan of the comic. I think that might have been the exact moment (surrounded by friends) that I realized "Hey, maybe I should stick to Atari games now". That feeling hung around for a while, until I got into vintage in high school.
After the Adventure Team closed up shop in 1976 and Superjoe was lost in space by 1978, the G.I. Joe name rememerged in 1982, a good deal shorter but fueled by a surge in patriotism.
G.I. Joe was no longer a single man but a team name, returning to his military roots, Joe was a covert group that protected the world, as we would now discover, from the forces of Cobra.
By mass marketing the (well written) toy tie in comic with wonderfully animated TV spots, G.I. Joe became one of the biggest hits of the 1980s and it's popularity endures to this day. Click on the pictures to enjoy: