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Seibertronian AzT has alerted us to a CNBC Squawk Box interview with Hasbro's CEO Brain Goldner. During the interview Goldner speaks about Hasbro's brand "blueprints" which are being driven by media properties. To that; Goldner briefly mentions the new Transformers live action movie and speaks of Hasbro's partnership with Backflip Studios, one of the developers of the new mobile game, Transformers: Earth Wars.

Goldner also "squashes" the Hasbro/Mattel merger rumor as "just a rumor".

The video in it's entirety can be watched here.

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Hmmm

Being lead around by Media may not always be a great idea - take Full Moon Studios - if they;d known they were going to merchandise the games wouldn't they have designed the characters in a more toy friendly manner.

But the really odd thing is - that Devastation got no toyline at all - they could have done "Something" with it.

You know that if it had been a regular brand not Transformers - it would quite likely have got a figure release via someone like NECA in a style not unlike the Boarderlands toys.

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I am broadly indifferent about the Live Action Movies - I think like Humans in The Hitch Hikers Guide to the Galaxy they are "Mostly harmless".
And I actively like the fiddly Optimus designs.

They are the sort of thing that the fans of the Movies have more of a regard for them than a good many Transformers fans seem to have so they have their fandom sure - but is it the same fandom a that of Transformers toys I suspect not.

I also think this is exemplified by Rescue Bots - that is a very popular show and the toysline does OK - but many Transformers fans simply ignore it completely it seems.

So I would say that the marketing of Media properties into becoming the toyline basis is a very tricky path to walk on - one you don't want to run on to fast in case you fall flat on your face.

I'm already a tiny bit concerned about the seemingly haphazard regard for the anniversary of Beast wars and The Original Animated Movie.

Takara seems to have acknowledged it - where are Hasbro seems to be well I hate to say it but perhaps "perverting it" is the best description for the likes of Headmaster Blurr as regards any sort of celebration of the Animated Movie's anniversary to date (from Hasbro).

But then Hasbro is nothing but one big Headscratching session for me since AOE's toyline began.

I saw 'Hasbro' and 'Squawkbox', and my first thought was if we were getting a generations Squawktalk and Beastbox...