In an article on the
New York Times, Hasbro's chief executive Brian D. Goldner discusses how the complexity of the transformation process in previous toys (think ROTF Leader Optimus Prime) may have detracted from the enjoyment of its intended target audience, and confirms that the new toy lines will feature streamlined, simplified designs (though not all of them, as they keep adult collectors in mind) in both figures and branding. The new products will be hitting the shelves in May, a couple of weeks before Age of Extinction will be released in cinemas - read some relevant quotes below, and the full article
here!
But as the brand evolved over the years, the toys became more complex, some involving dozens of steps to complete a single transformation. In the eyes of Brian D. Goldner, Hasbro’s chief executive, they had lost their magic.
“We’ve made incredibly sophisticated robots,” he said, “but it can be like a 1,000-piece puzzle.”
Enthralled by the special effects in three big-budget “Transformers” movies that enabled the robots to convert in a matter of seconds, Mr. Goldner decided the toys needed to return to their roots. So he challenged his design team to reconceive them. Now, on the 30th anniversary of the brand, Hasbro is revealing a new look for the toys, including simple maneuvers that will complete a transformation with the push of a button or flick of the wrist.
The remake of the line, which includes new branding and packaging, is meant to coincide with Paramount Pictures’ release of the fourth movie in the franchise, “Transformers: Age of Extinction.” Retailers will get their first look at the line in London this week at Toy Fair, an annual industry trade show.
“Our retail partners, they are getting very excited,” said Joshua Lamb, the senior design director for the toy line. “This rethinking of the brand is setting the stage long-term.”
The toys are expected to land on retail shelves in May, a few weeks before the release of the movie. Hasbro says it will build on the promotion for the movie with a marketing campaign of its own that will include ads on television and in theaters as well as on digital platforms, like mobile and social media.
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Hasbro will continue to make complex Transformers for adult fans who have collected the toys since their inception 30 years ago. But the new design is intended to re-engage parents and children, who found the transformations too challenging.
