It was February 13, 1984. The 81st American International Toy Fair opened its doors at The Toy Building on Fifth Avenue in New York City with other events and showrooms scattered across Manhattan. Doug Thomson, future Toy Book contributor and President of Toy Manufacturers of America (now The Toy Association) celebrated the success of the industry, which grew 15% over the previous year to hit an estimated $10.4 billion in retail sales. Amid one of the most competitive eras the industry had ever seen, Hasbro was primed to transform the action aisle.
“Prepare for out-of-this-world sales excitement!” touted Hasbro’s Toy Fair catalog aimed at retail buyers. “Imagine strange metallic beings from a war-torn planet able to transform their bodies into awesome weapons. Imagine that these aliens have landed on Earth and continue their battle here. Imagine Heroic Autobots and Evil Decepticons. Imagine The Transformers!”
Ed Gershowitz was Hasbro’s National Account Sales Manager working with Toys “R” Us, JCPenney, Woolworth’s, Service Merchandise, and Best Products at the time. “Upon seeing Transformers for the first time I was blown away by the innovation,” he recalls. “I loved the backstory, which at the time Hasbro did better than any other company.”
OUT-TRANSFORMING THE COMPETITION
Storytelling was indeed a key factor in connecting with kids because Transformers was developed for a U.S. audience by licensing two previously released Japanese toy lines — Takara’s Micro Change and Diaclone — and uniting them into a cohesive franchise with detailed lore. Henry Orenstein, hailed as “the catalyst” for the Transformers brand by former Hasbro CEO Alan Hassenfeld, sparked the deal to make it happen. There was just one hiccup in the plan: Another company had the same idea.
“Tonka’s GoBots actually hit the market first, but our packaging, animated TV series, and TV ads were far superior and very quickly became the market leader,” Gershowitz says, noting that the toys were almost immediately placed on allocation.
GoBots officially hit retail on February 2, 1984 — getting a nearly three-month jump on Transformers’ April 29 release date. Hasbro’s first piece of Transformers fiction, The Transformers Super-Size Coloring Activity Book hit stands on March 30, created using Marvel Comics Editor-in-Chief Jim Shooter’s original story treatment for the brand mixed with toy packaging art and early TV commercial animation models. Marvel’s Bob Budiansky developed character names, bios, and mythos that tied the toys to comics and animation.
“From day one Transformers had a more exciting, more engaging mythology that appealed to older kids,” says toy historian Dan Larson, host of Secret Galaxy. “Combined with the greater complexity and price point of Transformers toys, a distinct line was drawn between Transformers for older kids and GoBots for younger kids. As the lines progressed, Hasbro and Takara continued to develop play gimmicks that were more complex and visually exciting while Tonka and the GoBots partnered with companies like Arco Toys for GoBots products that were made of cheaper materials. While parents may not have known the difference, kids did.”
By February 1985, Transformers was officially a blockbuster toy line and Hasbro Bradley Industries took out a full-page ad on the back cover of The Toy Book‘s first print issue with a message for the U.S. toy industry: “We out-transformed the competition to create America’s best-selling toys.”
A LEGACY OF EVOLUTION
“The Transformers brand has always been unique in its ability to adapt and change while mirroring its core concept that Transformers robots can also adapt and change to their environment by converting into other forms, such as vehicles, objects, and even a planet,” explains Joe Lawandus, Head of Action Brands at Hasbro. “From the robot-toy figures in 1984 to the Beast Wars toy line based on the revolutionary 1996 CGI animated show featuring alternate animal forms, to premium ‘dream’ HasLab items, Transformers products have always been innovative and constantly reinvented to offer [kids] a variety of ways to play.”
Transformers comic books, games, video games, TV series, and movies — both live-action and animated — have bolstered the brand, cementing it as something more than meets the eye. “The strong licensing program established during the 1984 Toy Fair debut has allowed for continued partnerships, making Transformers a beloved and timeless franchise for multiple generations,” Lawandus says. Music, with a backbeat laid down by composer Vince DiCola, Stan Bush, Lion, and others that contributed to the 1986 soundtrack for The Transformers: The Movie, opened doors for “inspired-by” bands rooted in fandom such as Shockwave and The Cybertronic Spree.
“The brand has staying power because, at the end of the day, a great toy is a great toy and Transformers are great toys,” Gershowitz explains. “They capture a child’s imagination through being able to manipulate and change from a robot into another form, whether it was my favorite, the Dinobots, or super cool cars, trucks, or planes.” And toys remain the true heart of the Transformers franchise.
“Since the brand’s launch in 1984, every product is created as part of our long-standing collaboration with Takara TOMY,” Lawandus says. “Transformers toy development typically takes 18-24 months from concept to completion. There are many development stages along the way to ensure we’re making the best products possible before final production. Throughout the process, the team considers several factors including, whether it’s tied to entertainment, a character that fans have voiced interest in on social media, or celebrating an anniversary like this year.”
In the months ahead, Hasbro will roll out a variety of new toys for kids and collectors of all ages, including the Transformers: Legacy Robots in Disguise 2001 Omega Prime HasLab project, new additions to the Legacy: United line, and offerings inspired by the second season of Transformers: Earthspark and the upcoming CG-animated film, Transformers One. Additionally, the Transformers Collaborative line, which has previously seen mashups with G.I. Joe, Ghostbusters, Top Gun, and Stranger Things will expand, though Lawandus plays coy on the details: “More to come on that as the year unfolds. Let’s just say Transformers isn’t the only brand celebrating 40 years in 2024.”
Pictured: The Transformers: The Movie Japanese Poster Puzzle (Super7); Trading Cards (Dynamite Entertainment); UNO Flip! (Mattel); Skywarp Bishoujo 1:7 Scale Statue (Kotobukiya); Legacy United Deluxe Class Animated Universe Bumblebee (Hasbro); Transformers: Legacy Robots in Disguise 2001 Omega Prime (HasLab); Transformers: Generations Comic Edition Grimlock (Hasbro); T-shirt (Mad Engine)
Licensing partners will also introduce new products this year, in categories spanning collectibles, fashion, decor, and more. And, in part of a groundbreaking deal that few would’ve ever thought possible, Transformers will join rival Mattel’s Hot Wheels die-cast line this year alongside a Transformers edition of UNO Flip! It just goes to show that even the toy industry itself can transform in new ways, but according to Lawandus and the Hasbro team, for the brand, it ties back to where it started:
“For four decades, fans have experienced their own Transformers moment such as watching an episode of The Transformers animated series or converting their toy bot into their alternate mode for the first time. We have many products and activities planned to celebrate the brand’s 40th anniversary, especially revisiting its origins that allow new generations to discover where it all started. No matter the moment, and for some it is still on the way — Transformers welcomes you into the faction. ‘Til all are one!”
A version of this feature was originally published in the February 2024 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
