Hasbro to make Transformers toys easier to transform

transformers optimus

I still have some of the old-school Transformers toys like Optimus Prime, Starscream, Beachcomber and the Dinobots (including Grimlock) stored away somewhere. As of now, they look very outdated, but they were easy to transform back when I was a kid, without the aid of instructions. Part of the fun back then was trying to figure out how to transform the toys without help. With the new generation of Transformers toys, like the ones from the film and the Masterpiece Transformers, those days exist only in memory.

Hasbro is looking to bring back the days where kids were able to transform them without a lengthy instructional pamphlet, with some being as easy as flicking your wrist. According to The New York Times, The Transformers: Age of Extinction figures will be the first series to incorporate the new look and design, including easier transformations.

“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.”

Although I do miss the classic and easy-to-transform Transformers, I think the recent and complex Transformers are better (since they look more like robots and vehicles).

Via io9

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John Nguyen
John Nguyen 10462 posts

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