About: The Transformers (toyline)   Sponge Permalink

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The Transformers (retroactively called Generation One or G1) started as a joint venture between two companies: Hasbro of America and Takara of Japan. After an idea to rebrand and sell Takara's Diaclone and Microchange robot toys as a whole new line with a new concept behind it, Hasbro unknowingly would wind up creating what would be one of its longest running franchises. See also: * Fight! Super Robot Lifeform Transformers and its successor franchises * The Transformers (toyline)/Europe * The Transformers (toyline)/China

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  • The Transformers (toyline)
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  • The Transformers (retroactively called Generation One or G1) started as a joint venture between two companies: Hasbro of America and Takara of Japan. After an idea to rebrand and sell Takara's Diaclone and Microchange robot toys as a whole new line with a new concept behind it, Hasbro unknowingly would wind up creating what would be one of its longest running franchises. See also: * Fight! Super Robot Lifeform Transformers and its successor franchises * The Transformers (toyline)/Europe * The Transformers (toyline)/China
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  • The Transformers (retroactively called Generation One or G1) started as a joint venture between two companies: Hasbro of America and Takara of Japan. After an idea to rebrand and sell Takara's Diaclone and Microchange robot toys as a whole new line with a new concept behind it, Hasbro unknowingly would wind up creating what would be one of its longest running franchises. In contrast to today's franchises, which tend by design to run 12 to 18 months, Generation One was essentially an unbroken line from 1984 to 1991; its logo and packaging format only underwent one major change in that time. Toys tended to linger longer in the line; a few (Starscream, Bumblebee) were even sold for three years in a row. The changing circumstances of retail have made this a thing of the past; toy lines now require yearly rebranding. The Generation One line introduced a number of concepts which would stay with subsequent iterations of the brand. Most prominent among these were package art showing the character's robot form, tech specs rating the character's abilities, bios giving a personality profile of the character represented by the toy, and (in the Japanese toylines) ID numbers for each figure to identify them. Other "premiums" which didn't survive the 1980s included robot points and various mail order exclusives. In addition to the toy and its weapons and accessories, Generation One toys typically included a sticker sheet, instructions showing how to transform the toy and apply the stickers, and a toy catalog flyer showing the entire year's toy line. In the early years of the line, a red plastic "tech spec decoder" and various mail-away offers were included as well. The line began with toys already designed by Takara and other companies, and over time expanded into numerous original designs and concepts through its seven-year run. The line changed direction and focus so many times that a year-by-year breakdown is the only way to get the full picture. See also: * Fight! Super Robot Lifeform Transformers and its successor franchises * The Transformers (toyline)/Europe * The Transformers (toyline)/China
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