The Energon Pub

[Va'al]

From Italian agency Phasar, we have news of a new book that fleshes out some more of the weird history of toys released in Italy pre-dating the anglophone world's arrival onto the scene: the Ferrareses' Dieci Anni nel Paese delle Meraviglie ('Ten Years in Wonderland'). If you don't know of the various claims to fame from different companies as to 'who had Transformers first', if you think the whole thing was hilarious, if you just want to find out more - and if you can read Italian - this is probably the book for you! Check out the blurb and its English translation (from yours truly) below, including the salty contents about Hasbro.

Un volume che ripercorre la realizzazione delle pubblicità per i giocattoli GIG nel periodo 1976-1986: l’esperienza umana e professionale di Alberto Ferrarese, socio e titolare dell’agenzia Phasar di Firenze; aneddoti, ricordi e retroscena dei protagonisti dell’epoca e della nascita delle varie campagne pubblicitarie; tutte le immagini degli spot televisivi e delle uscite sul settimanale Topolino dei prodotti GIG più importanti e conosciuti.

[...]

• Micronauti, GIG e Jeeg Robot: correlazioni e assonanze vincenti.
• L’inedito retroscena dietro la realizzazione dei Micronauti magnetici verdi e rossi (Green Baron e King Atlas).
• Dai Micronauti a Diaclone a Trasformer: l’evoluzione del concetto di “trasformazione”.
• Trasformer: l’origine del nome della linea e perché non fu GIG a copiare Hasbro.

A book that follows the path that led to the creation of adverts for the GIG toys, during 1976-86: the human and professional experience of Alberto Ferrarese, owner and associate of the Florence-based Phasar agency; anecdotes, memories and backstage stories on the main players of the time and the birth of the various advertising campaigns; all the images from the TV spots and the weekly Topolino [Mickey Mouse] appearances of the more important and famous GIG products.

[...]

• Micronauts, GIG and Jeeg Robot: winning correlations and associations.
• The never-seen-before story behind the creation of the magnetic green and red Micronauts (Green Baron and King Atlas).
• From Micronauts to Diaclone and Trasformer [not a typo!]: the evolution of the notion of 'transformation'.
• Trasformer: the origin of the toyline's name and why it wasn't GIG who copied Hasbro.

[frogbat]

thnx for this.. i grew up with italian transformers - my first were the gig "trasformer" and i recall lots of the tv spots and some of the printed ones too (The "topolino" referenced in the blurb is a children's disney comics magazine). To this day I'm still fascinated by the lancia stratos robot mode in the the GIG catalogue...

[Sabrblade]

I see some Playmobil on that cover.

On the page with the gold and green bots, I chuckle at seeing use of the names "King Atlas" and "Floron", which are two names that would eventually go on to be used in Transformers stuff (albeit, most likely coincidentally).

[Va'al]

thnx for this.. i grew up with italian transformers - my first were the gig "trasformer" and i recall lots of the tv spots and some of the printed ones too (The "topolino" referenced in the blurb is a children's disney comics magazine). To this day I'm still fascinated by the lancia stratos robot mode in the the GIG catalogue...

Oh I know, I had a subscription to Topolino until the age of 19!

I'm considering buying the book to provide a review/translation of relevant parts..

[frogbat]

That would be awesome if you manage

[Emerje]

I didn't realize how much stuff GIG did. I see Gargo on the cover from Blackstar, and what's the deal with those remolded Micronauts? I guess Baron Karza wasn't far enough from looking like Jeeg.

Emerje

[Ultra Markus]

the dia train looks cool but the weird horse things are little creepy