Hasbro Confirms New Look and Simplified Design for 'Age of Extinction' Toys

Transformers News: Hasbro Confirms New Look and Simplified Design for 'Age of Extinction' Toys

Sunday, January 19th, 2014 7:21PM CST

Categories: Movie News, Toy News, People News, Interviews
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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!

Transformers News: Hasbro Confirms New Look and Simplified Design for 'Age of Extinction' Toys


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.
[...]

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.
Credit(s): New York Times
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Re: Hasbro Confirms New Look and Simplified Design for 'Age of Extinction' Toys (1543230)
Posted by Blozor on January 19th, 2014 @ 7:27pm CST
Oh God. Brickformers: Less than Meets the Eye.

You literally have to prop Optimus Prime up on end and it's a robot? It's the late Eighties all over again.
Re: Hasbro Confirms New Look and Simplified Design for 'Age of Extinction' Toys (1543231)
Posted by Nemesis Maximo on January 19th, 2014 @ 7:28pm CST
*sees news thumbnail*

Oh, man, is Ultra Magnus finally gonna be in the movies?

*reads name on package*

Nope.
Re: Hasbro Confirms New Look and Simplified Design for 'Age of Extinction' Toys (1543232)
Posted by Blozor on January 19th, 2014 @ 7:29pm CST
Whatever they say, I think this is a cost-saving move. It must cost a lot more to design, mold, and assemble all the intricate little parts that go into a complex Transforming toy.

I hope they don't continue this trend with Generations or the entire line will be over.
Re: Hasbro Confirms New Look and Simplified Design for 'Age of Extinction' Toys (1543233)
Posted by Mindmaster on January 19th, 2014 @ 7:33pm CST
Yeesh, that is the most generic-looking packaging I've ever seen. And that's the thinnest Optimus Prime too. Definitely not my taste >:oP

There better be some good stuff in Age of Extinction, else they can forget me.

Blozor wrote:
I hope they don't continue this trend with Generations or the entire line will be over.


DON'T JINX IT, YOU DOLT! :BANG_HEAD:
Re: Hasbro Confirms New Look and Simplified Design for 'Age of Extinction' Toys (1543234)
Posted by Ultra Markus on January 19th, 2014 @ 7:34pm CST
almost looks like prime ultramagnus
Re: Hasbro Confirms New Look and Simplified Design for 'Age of Extinction' Toys (1543236)
Posted by EagleBot13 on January 19th, 2014 @ 7:34pm CST
When I first saw this I thought that it was a new Prime Ultra Magnus toy. I looks absolutely hideous in my opinion.
Re: Hasbro Confirms New Look and Simplified Design for 'Age of Extinction' Toys (1543238)
Posted by Nemesis Maximo on January 19th, 2014 @ 7:36pm CST
Hopefully when they say that they want to look after the adult collectors, they mean that they'll let the Generations line continue as it is.

I wish they would keep the movie toys separate from non-movie toys, though. It helps me stay organized.
Re: Hasbro Confirms New Look and Simplified Design for 'Age of Extinction' Toys (1543239)
Posted by Noideaforaname on January 19th, 2014 @ 7:36pm CST
You'd think this move towards simplicity would be reflected in the actual Movie designs, instead they've managed to become even more impossible. Granted I don't think that'd really affect this type of toy, it looks like one of those gimmicky sidelines nobody cares about.

At least, I hope it is.
Re: Hasbro Confirms New Look and Simplified Design for 'Age of Extinction' Toys (1543241)
Posted by craggy on January 19th, 2014 @ 7:40pm CST
so, in an age where little kids can figure out smart phones and hack their parents computers to buy extra lives in candy crush games, Hasbro is treating them like they're stupider than I was at that age?

maybe someone at Hasbro really resented being on MENSA's best toys list?
Re: Hasbro Confirms New Look and Simplified Design for 'Age of Extinction' Toys (1543242)
Posted by RodimalToyota on January 19th, 2014 @ 7:41pm CST
[quote]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. [/quote]

It's called Rescue Bots....




Apparently kids above the RB demo are too stupid to transform them.
This could have been done by just making a AOE Rescue Bots line Hasbro.
Stop making BS reasons your reducing complexity in favor of pinching a few penny's.

Oh well, we have Tak for the "Adult" stuff.
Re: Hasbro Confirms New Look and Simplified Design for 'Age of Extinction' Toys (1543245)
Posted by tarZen on January 19th, 2014 @ 7:45pm CST
This makes perfect sense from a business point of view, as hideous as I think the new Optimus is. Children have always been the main audience of these toys, not us adult collectors. As much money as we spend on them, I think it barely touches sales to children. I bought a movie Bumblebee for a friend's kid, and he just couldn't transform the thing himself. It was then that I realise how non child-friendly these toys are.
Re: Hasbro Confirms New Look and Simplified Design for 'Age of Extinction' Toys (1543247)
Posted by Sabrblade on January 19th, 2014 @ 7:47pm CST
I guess this means the silver chrome-painted one that we saw before was Takara's "Premium Edition" version.
Re: Hasbro Confirms New Look and Simplified Design for 'Age of Extinction' Toys (1543250)
Posted by Ultra Markus on January 19th, 2014 @ 7:50pm CST
(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.)
sure they were bricks back then but they had real metal and lots of chrome and real rubber tires
and the alt modes were made after real vehicles thats what was so great about them. these simplified things are a pale comparison
Re: Hasbro Confirms New Look and Simplified Design for 'Age of Extinction' Toys (1543252)
Posted by ILL-Star on January 19th, 2014 @ 7:52pm CST
New simplified look doesn't have to be garbage Hasbro. There are transformer cake toppers on the cakes at grocery stores that have more paint than that. G1 figures may have been simple, but for their time, they were unique and sophisticated enough to not look like a cheap pile of crap. Nowadays we expect more and rightfully so.
And come on. Kids these days can figure out how to navigate smart phones, computers and other technical devices on their own, but they can't transform a toy? Seems to me that the real issue here is laziness and the increasing number of spoiled, impatient brats.
Re: Hasbro Confirms New Look and Simplified Design for 'Age of Extinction' Toys (1543254)
Posted by MINDVVIPE on January 19th, 2014 @ 7:57pm CST
Blozor wrote:Whatever they say, I think this is a cost-saving move. It must cost a lot more to design, mold, and assemble all the intricate little parts that go into a complex Transforming toy.

It might be cost saving, but as with any giant business, they don't just randomly do a thing. There should be some good chance that there is a market for these, so they do actually sell and only serve to make Hasbro even richer. I HATE this thing in every way, but if it makes hasbro richer with more extra money for stuff with a slimmer profit margin (maybe thats generations figures), then let em do it. With the wicked generations figures of late, I'm trying to stay positive in light of these "transformer" abominations.
Re: Hasbro Confirms New Look and Simplified Design for 'Age of Extinction' Toys (1543255)
Posted by SlyTF1 on January 19th, 2014 @ 7:59pm CST
If kids find the transformations too difficult, they can take their asses and buy the simplified versions of the toys. Why doesn't Hasbro just make a completely different more simplified line? They did it with the first TF movie, why the hell are they sacrificing the screen accuracy of the main line, when it's not necessary?
Re: Hasbro Confirms New Look and Simplified Design for 'Age of Extinction' Toys (1543256)
Posted by #Sideways# on January 19th, 2014 @ 8:08pm CST
:SICK:

I actually felt, quite literally, sick at that image. Hasbro is just using the whole "target audience" hoopla as a justification for making cheaper toys and as such making more money. Ilk. Not cool.
Re: Hasbro Confirms New Look and Simplified Design for 'Age of Extinction' Toys (1543257)
Posted by Rodimus Prime on January 19th, 2014 @ 8:10pm CST
I just hope they keep these changes to the movie and TV show lines. Generations and Masterpiece figures should remain the good quality they have been so far.

Also, this change makes me appreciate movie leader class figures and their complicated transformations even more.
Re: Hasbro Confirms New Look and Simplified Design for 'Age of Extinction' Toys (1543258)
Posted by Nemesis Maximo on January 19th, 2014 @ 8:16pm CST
MINDVVIPE wrote:It might be cost saving, but as with any giant business, they don't just randomly do a thing. There should be some good chance that there is a market for these, so they do actually sell and only serve to make Hasbro even richer. I HATE this thing in every way, but if it makes hasbro richer with more extra money for stuff with a slimmer profit margin (maybe thats generations figures), then let em do it. With the wicked generations figures of late, I'm trying to stay positive in light of these "transformer" abominations.

That's a good point. I mean, looking back, I remember the less-than-satisfactory Fall of Cybertron figures, and how worried I was about the future of the toys. Then we got Springer and Blitzwing.

And like they said, they still plan on looking out for their adult fan base. I'm sure they wouldn't skimp on the Grimlock toy.
Re: Hasbro Confirms New Look and Simplified Design for 'Age of Extinction' Toys (1543259)
Posted by padfoo on January 19th, 2014 @ 8:19pm CST
I agree with everything you said. It also looks like they are aiming the toys at a younger age as well and the simplification in transformation is aimed at that audience.

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