words: Tristan Eaton
Like every American kid born after 1973, I grew up with the Transformers toy line and like most contemporaries from my generation, I have a special place in my nerdy little heart for them. Over the years, the Transformers have undergone many (dare I say) transformations, while remaining the ultimate throw back toy with staying power and enormous pop culture cred. Hasbro has produced many a style of toy over the years, yet Transformers have maintained their cool and become an indisputable part of the American visual landscape. Despite what we know about the shiny, transforming robot phenomenon, the question still remains: How did it all begin?
Hasbro was founded in Rhode Island, way back in 1923. Originally a textile company manufacturing pencil boxes and school supplies, it soon grew and acquired toy and board game companies like Playskool, Tonka and Parker Brothers. After developing world-renowned product throughout the years like Scrabble, Tonka Trucks and Monopoly, Hasbro experienced it’s biggest growth in the ’80s, due primarily to sales of bangers like G.I. Joe, My Little Pony and of course, the almighty Transformers. The legacy of the interchangeable alien robot began in Japan in the early ’80s when a series of Japanese brands, most notably Takara, developed toys that could change appearances. Hasbro secured the rights to many of these developed toys, partnered with Takara and created the umbrella name, Transformers. “In 1984, Generation I was launched. There were 21 toys in the first set,” says Brian Chapman, Hasbro’s Vice President of Boy’s Toys. This is also the same year the Saturday morning cartoon was launched and when Marvel released the first Transformer comics.
Being an innovative concoction from overseas, Transformers existed as the only toy of its kind. “Transformers were way ahead of the curve. When Transformers came out, it was the only toy line of it’s kind in America. This is way before anime became popular over here,” says Aaron Archer, Hasbro’s Director of Transformers. While the toy industry is forever changing with trends that come and go, it’s an amazing feat that Transformers have remained fresh and innovative. “Every so often we have to reset the aesthetic of the line in order to keep it fresh and new for each generation of kids, yet still paying homage to he original concept and characters,” explains Chapman.
For the upcoming Transformers movie, Hasbro worked closely with Dreamworks and director Michael Bay to create characters with an entirely new presence. “These days there is a completely new look to everyday products from iPods to cars. So it was logical to update the characters to resemble the most current products in our world,” states Chapman. “The outcome was amazing…You just have to see it.”
