Hasbro Answers Star Wars Transformers Question
Sunday, March 18th, 2007 5:17PM CDT
Categories: Toy News, Company NewsPosted by: Hotrod Views: 21,003
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"CC: Could you please describe the marketing strategy for the Star Wars Transformers line? Obviously, there is a lot of overlap between the two fan bases. I for one am as likely to bore my friends for hours on end describing the Hegellian dialectic operating in the Transformers Movie as I am to discourse on the Roman historical parallels at work in the Star Wars saga. That being said, why didn't we see a greater synthesis in this hybrid line? Maybe a Sith would be so narcissistic as to want to drive a giant robot with his own augustan likeness, but it seems to me that a simple headswap could have had Starscream transforming into an Imperial Shuttle. Did you conduct market tests that showed six-year-old boys preferred vehicles that turned into giant versions of Star Wars characters rather than Transformers that turned into Star Wars vehicles? I'd wager that the 35 year old collector market would have enjoyed the latter.
H: Excellent question and one of the decision points we were faced with when our Star Wars R&D team created the idea for the line. We very clearly kept the Star Wars Transformers line focused on the *functional* aspect of transformation rather than an intellectual property (IP)-based transformation to deliberately not confuse the "real" Transformers storyline. This was especially important considering the upcoming Transformers movie this Summer. For the same extent, we have not as a company pursued any GI Joe-vs-Transformers toys even though the cross-over comics have been very successful. It's keeping the communication very clear from a kid standpoint, which was our primary focus. Believe it or not, we did not factor the collector very heavily into the SW TF line thinking at the beginning, since we were not confident that collectors of either Star Wars or Transformers would be converts to the line. Since this super-cool line has been well-received by both kids and collectors alike, you have seen us delve a little deeper to deliver more collector-focused concepts like transforming Imperial Shuttles, Clone Wars deco-vehicles, and Snowspeeders to deepen the collecting and playing experience."
Fans can read the entire Q&A at CreatureCantina.com.
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Posted by darthsutius on March 18th, 2007 @ 5:48pm CDT
Posted by InvaderJes on March 18th, 2007 @ 6:09pm CDT
Posted by 1337W422102 on March 18th, 2007 @ 6:22pm CDT
The hell with them. Make the products for the grown-ups WHO BUY THEM, because kids will want them anyway.
I don't want to miss the opportunity to get Hound that turns into a VAMP just because some kid who grew up with 'Sigma 6' and Cybertron' has no idea what 'Generation 1' and 'A Real American Hero' is. God damn!
Posted by Burn on March 18th, 2007 @ 6:26pm CDT
Didn't want to confuse the "real" Transformers storyline? The fudge? Transformers have had numerous time lines over the years! One more wouldn't have hurt.
Wankers. Truth is they wanted to rape the name of the product that will be making them big money in the next few months to prop up a product line that is essentially over because they no longer have any more movies coming out.
Posted by RogueDeathangel on March 18th, 2007 @ 6:31pm CDT
Let's all calm down a bit, eh? It's just toys o.O
Posted by Counterpunch on March 18th, 2007 @ 6:34pm CDT
Retarded Sales Analyst wrote:Believe it or not, we did not factor the collector very heavily into the SW TF line
No shit? We hadn't noticed.[/sarcasim]
Posted by Archanubis on March 18th, 2007 @ 6:38pm CDT
Are they really looking at Star Wars Transformers figures sales on its own or looking at something else?
Posted by 1337W422102 on March 18th, 2007 @ 6:38pm CDT
RogueDeathangel wrote:Fricken heck... those are some volatile responses right there...
Let's all calm down a bit, eh? It's just toys o.O
I take it you collect toys? If so, then I'm sure you can see where our anger is coming from. As a fan of Star Wars, Transformers, and GI Joe, it really pisses me off when companies screw up this bad and then gloat about it to fan sites. Don't they see the potential in these toy lines? Do they REALLY think the success of the Classics is because of the kids who think they look cool despite having no Powerlinx/Key gimmick, and no because of the adult fans?
Posted by Ultra Markus on March 18th, 2007 @ 6:46pm CDT
I wanted it when i was 8 yrs old and so will kids today.
hasbro is wrong in believing it will confuse kids, trust me it won't!
the truth is they just don't care about what is popular or what kids or collectors want
Posted by Darth Bombshell on March 18th, 2007 @ 7:08pm CDT
Hotrod wrote:Believe it or not, we did not factor the collector very heavily
Oh, so that's why you sell Primus, Unicron and Cybertron Starscream @ $75 a pop. A tradition that will no doubt carry over into the Darth Vader/Death Star waste of plastic.
Posted by i_amtrunks on March 18th, 2007 @ 7:13pm CDT
As for not wanting to "confuse" kiddies with the SWTF with the "real" figures is crap, Kiddies are going to be really confused after watching Energon, Cybertron, then going to the movie transformers.
Posted by OptimusIsHot on March 18th, 2007 @ 7:18pm CDT
Posted by Jaw Crusher on March 18th, 2007 @ 7:57pm CDT
..than any of the big guys in back here.
Or even prefer this guy...
...to the big guy on the left.
...
I bought the Vader SWTF for my nephew a year ago - he loved it at first, 'cept now he doesn't even transform the damn thing into a robot because it doesn't hold up to the kind of stress a kid like him can put on it. I have to transform it back into a ship for him.
Hasbro's ignorance of collectors on both sides notwithstanding, the SWTFs don't have half the quality of engineering that most of the 6" Transformers Titaniums do. Of course, I've bought a couple for drawing references, but that's about ALL they're good for.
I still want a Night Raven Starscream w/Cobra Commander and Sidecar Bike Bumblebee w/Scarlett, dammit.
Posted by Stormrider on March 18th, 2007 @ 8:15pm CDT
Posted by 1337W422102 on March 18th, 2007 @ 8:35pm CDT
Stormrider wrote:I think this interview is an excellent example the Hasbro does not take the collectors seriously.
QFMFT!
Posted by Burn on March 18th, 2007 @ 8:37pm CDT
Ultra Markus wrote:I guarantee that a transformers gi joe toy line will be successful
You over-estimate the popularity of GI Joe outside of America.
Yes, it is popular in some countries, but not to the extent that it would warrant Hasbro investing money in a product that would require marketting outside of the US in countries where GI Joe is rarely available to begin wth.
And I highly doubt Hasbro would spend the money to produce a line solely for the US.
Posted by 1337W422102 on March 18th, 2007 @ 8:46pm CDT
Burn wrote:Ultra Markus wrote:I guarantee that a transformers gi joe toy line will be successful
You over-estimate the popularity of GI Joe outside of America.
Yes, it is popular in some countries, but not to the extent that it would warrant Hasbro investing money in a product that would require marketting outside of the US in countries where GI Joe is rarely available to begin wth.
And I highly doubt Hasbro would spend the money to produce a line solely for the US.
Okay, then label them as 'Action Force Transformers' for international release.
Posted by Nemesis_Apoc on March 18th, 2007 @ 8:49pm CDT
Posted by Burn on March 18th, 2007 @ 9:03pm CDT
83457W422102 wrote:Burn wrote:Ultra Markus wrote:I guarantee that a transformers gi joe toy line will be successful
You over-estimate the popularity of GI Joe outside of America.
Yes, it is popular in some countries, but not to the extent that it would warrant Hasbro investing money in a product that would require marketting outside of the US in countries where GI Joe is rarely available to begin wth.
And I highly doubt Hasbro would spend the money to produce a line solely for the US.
Okay, then label them as 'Action Force Transformers' for international release.
I doubt that would make a difference either except in maybe the UK.
Posted by 1337W422102 on March 18th, 2007 @ 9:12pm CDT
Burn wrote:83457W422102 wrote:Burn wrote:Ultra Markus wrote:I guarantee that a transformers gi joe toy line will be successful
You over-estimate the popularity of GI Joe outside of America.
Yes, it is popular in some countries, but not to the extent that it would warrant Hasbro investing money in a product that would require marketting outside of the US in countries where GI Joe is rarely available to begin wth.
And I highly doubt Hasbro would spend the money to produce a line solely for the US.
Okay, then label them as 'Action Force Transformers' for international release.
I doubt that would make a difference either except in maybe the UK.
Yeah, good point. But GI Joe TFs WOULD be very cool, if done right, you know that! And knowing is half the battle.
Posted by Skowl on March 18th, 2007 @ 9:18pm CDT
i_amtrunks wrote:As for not wanting to "confuse" kiddies with the SWTF with the "real" figures is crap, Kiddies are going to be really confused after watching Energon, Cybertron, then going to the movie transformers.
I'd have to disagree. I think alot of kids know the difference between series, and understand that the movie is something completely new, not related to any previous series. Which is more than can be said of some adult TF-fans who still think the movie is "G1".
Posted by 1337W422102 on March 18th, 2007 @ 9:20pm CDT
SKowl wrote:i_amtrunks wrote:As for not wanting to "confuse" kiddies with the SWTF with the "real" figures is crap, Kiddies are going to be really confused after watching Energon, Cybertron, then going to the movie transformers.
I'd have to disagree. I think alot of kids know the difference between series, and understand that the movie is something completely new, not related to any previous series. Which is more than can be said of some adult TF-fans who still think the movie is "G1".
Wouldn't surprise me if they couldn't, seeing as how Hasbro forced Galaxy Force to connect to Superlink (what a dumbass decision...).
Posted by OptimusIsHot on March 18th, 2007 @ 9:28pm CDT
Posted by Blozor on March 18th, 2007 @ 10:15pm CDT
Posted by skywarp-2 on March 18th, 2007 @ 10:26pm CDT
Posted by skywarp-2 on March 18th, 2007 @ 10:29pm CDT
SKowl wrote:i_amtrunks wrote:As for not wanting to "confuse" kiddies with the SWTF with the "real" figures is crap, Kiddies are going to be really confused after watching Energon, Cybertron, then going to the movie transformers.
I'd have to disagree. I think alot of kids know the difference between series, and understand that the movie is something completely new, not related to any previous series. Which is more than can be said of some adult TF-fans who still think the movie is "G1".
UHHH oKay, as a G-Wuner... i know the movie sin't G-1, its based on G-1.. and your statement is a little insulting to G-Wuner's intelligence.. and we are not "super Old!!"
just the way you wrote "adult G-1 fans" makes it sound like a bad thing..
Posted by Liege Evilmus on March 18th, 2007 @ 11:08pm CDT
Posted by PrimulArchangel on March 18th, 2007 @ 11:32pm CDT
Posted by Head Shot on March 18th, 2007 @ 11:39pm CDT
I usually take insults well, but I've seen that insult so many times on this board and others that I'm about to snap. Just because I prefer the G1 cartoon (and beast wars) over all the other cartoons since then (that in my honest opinion are crap), doesn't mean I think the movie was supposed to be G1. Quite the contrary, I knew from the begining it wasn't G1, but with all the references they've made as well as some vague promises to making characters we grew up with recognizeable (partially true, partially false), I can see where your blatant disregard for your fellow fan comes in.SKowl wrote:i_amtrunks wrote:As for not wanting to "confuse" kiddies with the SWTF with the "real" figures is crap, Kiddies are going to be really confused after watching Energon, Cybertron, then going to the movie transformers.
I'd have to disagree. I think alot of kids know the difference between series, and understand that the movie is something completely new, not related to any previous series. Which is more than can be said of some adult TF-fans who still think the movie is "G1".
Watch what you say and Have a nice day.
Posted by Burn on March 19th, 2007 @ 12:52am CDT
83457W422102 wrote:Burn wrote:83457W422102 wrote:Burn wrote:Ultra Markus wrote:I guarantee that a transformers gi joe toy line will be successful
You over-estimate the popularity of GI Joe outside of America.
Yes, it is popular in some countries, but not to the extent that it would warrant Hasbro investing money in a product that would require marketting outside of the US in countries where GI Joe is rarely available to begin wth.
And I highly doubt Hasbro would spend the money to produce a line solely for the US.
Okay, then label them as 'Action Force Transformers' for international release.
I doubt that would make a difference either except in maybe the UK.
Yeah, good point. But GI Joe TFs WOULD be very cool, if done right, you know that! And knowing is half the battle.
I'll agree to a point. Personally it'd be too hard for me to forget the horrible comics that would spawn what would no doubt be good figures (which would no doubt be screwed up by some stupid gimmick).
Posted by E107_Theta on March 19th, 2007 @ 1:43am CDT
Not only is the idea of having mechs that look like people pretty dumb, Luke's S-foils can't open, and he can't even stand up. Luke looks dumb, and can't physically stand on his own, that makes for both a bad display piece AND and toy that isn't too much fun to play with.
Even if they didn't use TF mainstays like Optimus and Starscream, they could have at least made some new characters.
Posted by Emperor Primacron the 1st on March 19th, 2007 @ 2:00am CDT
Vader ( the TIE advanced one )
Greavous
Darth Maul
Obi-Won
Anakin
Luke
Palpatine
Out of those ones, only Luke is the one I am not too big on, the rest I like. And I'll get the others, whenever they show up in Michigan.....which will probably not be until november
Posted by OptimusIsHot on March 19th, 2007 @ 4:22am CDT
Posted by GeidiPrime on March 19th, 2007 @ 7:00am CDT
Translated - "Since these things are shelfwarmers, and kids today already forgot about Star Wars, we acknowlege the fact that we screwed up. However, since we already sunk way too much money into this line, we will offer five different versions of the crappy Jedi-Starfighter mold, four different Darth Vaders, Clone Wars repaints of toys you already have, robots that don't stand on their own, and Chewbacca's with sombraros. Oh...and you will buy it because you are all fan-boys. Wa-ha-ha-ha-ha-ha"
Posted by Big_yellow_glasses on March 19th, 2007 @ 10:12am CDT
Posted by Fireblast on March 19th, 2007 @ 2:38pm CDT
GeidiPrime wrote:"Since this super-cool line has been well-received by both kids and collectors alike, you have seen us delve a little deeper to deliver more collector-focused concepts like transforming Imperial Shuttles, Clone Wars deco-vehicles, and Snowspeeders to deepen the collecting and playing experience."
Translated - "Since these things are shelfwarmers, and kids today already forgot about Star Wars, we acknowlege the fact that we screwed up. However, since we already sunk way too much money into this line, we will offer five different versions of the crappy Jedi-Starfighter mold, four different Darth Vaders, Clone Wars repaints of toys you already have, robots that don't stand on their own, and Chewbacca's with sombraros. Oh...and you will buy it because you are all fan-boys. Wa-ha-ha-ha-ha-ha"
Awesome translation. And you'd think Hasbro would be smart to continue Classics and Alternators. Of course Hasbro sees Alternators as a failure because there are like 20 Skids sitting on Wal-Mart's shelves. Plus they are focusing on a movie and give fans who don't like it (like myself) no alternative. Plus if this movie flops (like Ghost Rider) the toys will sit on the shelves. So yeah, I'm only buying 6 inch Titaniums this year along with Classics Ultra Magnus VS Skywarp, Devastator, and Jetfire if I ever find them.
Posted by Head Shot on March 19th, 2007 @ 2:48pm CDT
Ghost rider actually did fairly well, financially, although debatively whether or not the movie was good (I liked it though)Fireblast wrote:GeidiPrime wrote:"Since this super-cool line has been well-received by both kids and collectors alike, you have seen us delve a little deeper to deliver more collector-focused concepts like transforming Imperial Shuttles, Clone Wars deco-vehicles, and Snowspeeders to deepen the collecting and playing experience."
Translated - "Since these things are shelfwarmers, and kids today already forgot about Star Wars, we acknowlege the fact that we screwed up. However, since we already sunk way too much money into this line, we will offer five different versions of the crappy Jedi-Starfighter mold, four different Darth Vaders, Clone Wars repaints of toys you already have, robots that don't stand on their own, and Chewbacca's with sombraros. Oh...and you will buy it because you are all fan-boys. Wa-ha-ha-ha-ha-ha"
Awesome translation. And you'd think Hasbro would be smart to continue Classics and Alternators. Of course Hasbro sees Alternators as a failure because there are like 20 Skids sitting on Wal-Mart's shelves. Plus they are focusing on a movie and give fans who don't like it (like myself) no alternative. Plus if this movie flops (like Ghost Rider) the toys will sit on the shelves. So yeah, I'm only buying 6 inch Titaniums this year along with Classics Ultra Magnus VS Skywarp, Devastator, and Jetfire if I ever find them.