How Transformers Transformed the Toy Biz

Sunday, February 10th, 2008 12:28PM CST

Categories: Toy News, Company News, Media Vault
Posted by: Raymond T. Views: 19,323

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Brandweek.com has posted an article on their site, proposing how the marketing of Transformers and the recent Michael Bay Transformers movie may have changed the face of toy-marketing today. The article was written as response to the fact that Mattel has signed Hollywood deals with Creative Artists Agency for some of their brands, much like Hasbro has done with Dreamworks over their intellectual proporties like Transformers and G.I. Joe. Which in the case of Transformers made 700 million dollars at the box office alone in 2007.

Read the complete article here.

Credit(s): www.brandweek.com

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Re: How Transformers Transformed the Toy Biz (628274)
Posted by Liege Evilmus on February 10th, 2008 @ 1:16pm CST

Of course good content is needed for good product. 20yrs ago if Transformers was writen like Go-Bots, we wouldn't be here today.

Mattel however has a strange way of milking relatable product with no real story lines though. Barbie is a friendly girl with comon place playsets, girls can relate to that. Hot Wheels/MatchBox or whatever they make are both comon and uncomon cars, Boys can relate

Neither need a backround, and in past lines like say, Wheele Warriors(which I realy do love), trying to force content into an existing product is easier said than dome as one won't relate to another.

Transformers, GIJoe, and so on pulled this off with character bios on the packaging, which reflected directly in the shows comics and what have you.

The shows, where not forced content, just an elaboration on what you already knew.

So good luck Mattel! I hope this works out for you so you can dig up whatever you can find and bring back Wheeled Warriors and Captain Power!

Re: How Transformers Transformed the Toy Biz (628297)
Posted by Jeysie on February 10th, 2008 @ 2:07pm CST

I'm mainly with Liege on this one... sounds like yet another example of a corporate entity trying to copy something that's successful without really understanding *why* it's successful.

Still, guess we'll wait and see. I will say at least that if they brought back Captain Power with J. Michael Straczynski writing again, I'd be all over it, well, again.

Re: How Transformers Transformed the Toy Biz (628298)
Posted by First-Aid on February 10th, 2008 @ 2:07pm CST

What other properties does Mattel have to market? I always thought they were more into board games and the like... :???:

Re: How Transformers Transformed the Toy Biz (628300)
Posted by Bouncy X on February 10th, 2008 @ 2:09pm CST

wow, they really are trying to make an 8-ball movie? i thought the writer was just being silly and sarcastic...damn, thats scary. lol

Re: How Transformers Transformed the Toy Biz (628303)
Posted by Bouncy X on February 10th, 2008 @ 2:12pm CST

captain power? wow...that brings back memories. lol

but yeah, with how good visual effects have gotten for tv these days and if they treated it properly, it could be a cool show.

Re: How Transformers Transformed the Toy Biz (628365)
Posted by TinglingSensation on February 10th, 2008 @ 3:49pm CST

First-Aid wrote:What other properties does Mattel have to market? I always thought they were more into board games and the like...

We're going to see "The Intellivision Chronicles".

Not too farfetched, since there were those Atari Force comics...

Hmm, I guess that shows what an old fogey I am.

Re: How Transformers Transformed the Toy Biz (633845)
Posted by glazer on February 16th, 2008 @ 2:55pm CST

is this where i vote for wheeled warriors to come back?- "yes i'm in"-- also pretty good song in the front and back of the show--when is the release date--? 8-}

that would really bring back some 80's feelings- well just thought i'd put my two sence in- but you will all most likly tell me to keep them- :APPLAUSE:

fig. i'm the new guy around these parts...later