The Energon Pub

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.

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

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.

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.

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.

Sabrblade wrote:I guess this means the silver chrome-painted one that we saw before was Takara's "Premium Edition" version.