Toy categories

Transformers Toys

The story behind Transformers toys is legendary in the toy industry. Traditionally, popular characters from children's TV shows were seen as an opportunity to create spin-off toys. In the case of Transformers however, Hasbro landed itself some terrific Japanese toys called Microman and Diaclone which had everything required to make them a huge success. Except one thing... A clever marketing idea. The answer? Devise an animated TV show that would make Transformers a household name and shift millions of toys worldwide!

Nowadays, it is taken as read that children's TV and film characters are carefully crafted at the earliest possible stage of the process to translate well into highly marketable products. Transformers toys though, represented a distinct shift in how products could marketed to children - and how TV could be used as an ingenious way to kill off key characters and introduce new ones... Thereby creating a brand with a potentially infinite life-span.

In the case of Transformer toys though, we don't mind one bit about how they came to be! With such terrific characters as Optimus Prime and Megatron - and a highly inventive product design that made these 'robots in disguise' transform from vehicles into deadly robot figures with a few twists and turns - we say long may Transformers toys continue to do battle!

1st July 2011 was etched on Transformers fans minds as the launch date for the the third film in the Transformers series. Officially known as 'Transformers: The Dark of The Moon', several new Transformers vehicles featured in this battle laden movie. Transformers toys are only a small part of the merchandise associated with this third film, with party supplies, bedroom decorations, key rings and kid's scooters all available with the Transformers 3 branding.