In 1990 I had just about reached the end of my Transformers toy collecting phase…not my enjoyment of the toys themselves mind you but I had slowed down considerably at that point of getting new Autobots or Decepticons to add to my shelves.
The New York Times article from a couple of days ago about the way Transformers toys transform will be changing with the release of the Transformers: Age of Extinction theatrical film got me thinking about when the G1 Transformers had previously tried another route with the Action Masters line.
[Via] Rich TigerPaw 28
From the New York Times post:
“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 new look should help bolster retail sales, said Jaime M. Katz, an analyst at Morningstar, adding that redesigns are expected these days. “Toys were much simpler 30 years ago,” she said. “Everything has to keep evolving.”
The toys’ streamlined transformations also address the need for instant gratification sought by children today, she said. “A toy like this gets them where they are going faster.”
Mr. Lamb conceded that the brand had gotten a little off track over the years. “As new designers and engineers continued to work on this brand, it got more complicated,” he said. 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.”