Unicron.com: Transformers Collector Site

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Hasbro Panel #1: What's to Come!

Greg Lombardo, Marketing Director; Jerry Jivoin, Marketing Developer; Josh Lamb, Design; Bill Rawley, Design; Erick Seibenaller, design; Lenny panzica design

Intro included the usual "No pictures during presentation" But many of the toys will be made available for photography at the Hasbro display.

2011: Huge year for Transformers, DOTM end of June, Transformers Prime: ongoing, Launch of new product lines Kre-O and Rescue Bots.

Very brief mention of Kre-O. Quick run through of photos DOTM Megatron, Optimus, Sentinel Prime, lots of "Kreons" G1 inspired sets, so many to see couldn't type fast enough, but a lot!

Rescue Bots: Features a new cast of characters that specialize in rescue. Optimus sends them in to do the dirty work, clean up! Blades, Chase, Heatwave, Boulder are the main cast. Didn't say when will launch.

Reveal the Shield... Hasbro is well aware there are many toys that didn't get full launch. The Good news is that Generations continues throughout the rest of 2011. Those in short supply should ship throughout the rest of the year. (Which means the bad news is, likely other toy release dates will push back.

DOTM: The idea behind MechTech wanted to include a big tough weapon/features that were external to the figure, so it didn't compromise the transformation of the robot.


• Air Raid (first time we've seen this great looking toy) green commuter type plane w/ radar dish above, concept was to make him look more like a knight. Radar dish on the top converts to sword and shield.

• Dark Iron: DOTM Sideswipe recolor, colors inspired by Beast Wars Quick Strike.

• Wave 6 more to be revealed just before movie release.

Voyager Ironhide recolored w/ G1 red/black. Talked about the Leader Ironhide, very excited about this figure...

Ultimate Optimus Prime: Goal was to make it look huge! SD Comic con exclusive will be on display

MechTech human alliance

Start w/ talk of Roadbuster. Wave 3 Human Alliance, cannot reveal yet.

Cyberverse Shockwave turns into another armored vehicle. Autobor Ratchet w/ Lunar crawler.

2011 Exclusives:

TRU Trans-Scanning Ironhide and Sideswipe. Wave 2 will have Ratchet and Bumblebee, deluxe toys.

Battle damage Bumblebee Cyberverse battle pack that was inspired by the on-set accident.

Target: Elita 1 Bumblebee, Space Case and Jazz

TARGET: Human Alliance Leadfoot will be a Target Exclusive (can't imagine why!) Dog turns into a projectile launcher.

Walmart: Deluxe Optimus Prme, 84 race care BB, and 04 Sideswipe because SS was originally the 4th toy ever released in Japan!

MASTERPIECE UNICRON! Will be an Amazon Exclusive, will have a brand new head Movie accurate 86. Will be in the case Available on Amazon in October. I talked to Hasbro reps at the booth who told me the toy on display was not final and that the final version would have clear/green light up eyes.

Other future key events: June 29 DOTM, July 21-24 SD comic con, Oct 13-16 NY comic con Prime First Edition Toys launch Launch 12/1/11

With that wanted to show some Transformers Prime, 1st edition toys:

• wave 2: deluxe Cliff Jumper! We saw it, couldn't take pictures looks GREAT! Really wanted to get him into the series "early." Also in wave 2: Vehicon (Decepticon Drones) and "Terrorcon Cliffjumper" a dark energon possessed Cliffjumper recolor.

• Voyager Optimus Prime 36490, Grey model looked AMAZING! Everything we're fans are hoping for.

• Voyager Bulkhead 36490. Looks GREAT Seibenaer: I had My own nerd moment when I stood back and gazed upon just how awesome this figure is turning out! Very fired up for this one.

• Also coming: deluxe entertainment pack

TF: Prime Sneak Peak: Concepts only. Work in Progress

• Prime Cyberverse Ratchet, Cyberverse Wheeljack w/ swords. Prime Legion Bumblebee, Legion Arcee: more to scale figure w/ great level of detail (looked quite impressive), Commander Ironhide: pickup truck w/ cannon

• Deluxe: saw a 3D drawing of Soundwave: has a great stealth jet mode. Toy will come w/ Laserbeak who fits right on his chest and snaps on his hand can use it as a axe-blade weapon

• Prime Deluxe Ratchet: We got to see grey model Looks amazing spot on w/ blade weapons which snap on his hands

• Prime Deluxe Wheeljack: Transfomation sketches, then gray model WOW! Rediculous. Great pose, swords look amazing car Ferrari –like (still wish this character was "Drift" and save the Wheeljack for the crazy mad-scientist inventor type.)

• Prme voyager Starscream. Early sketches, crowd went wild w/ photo of grey model! Includes "MechTech" weapon, clear w/ lights shine through arm/hand.


If there is a War for Cybertron video game, then we will want to make toys that will further mirror the style of the first video game. Response suggests there will be! ?

Any more Animated? Botcon or otherwise? They want Botcon to do something not being sold in stores, then so a matter time. May see other toys, but not in the "right now" as focus will be on DOTM. We want it too, it's on the radar, but it's a matter of time.

Generations Arcee: Cannot make any announcement yet, but there is something in the works for the end of this year... Stay tuned.

Hey Transformers fans, Botcon 2011 is not underway with another live photo feed. Keep posted here or click on the slideshow to see the live updated Botcon 2011 Picasa Web Album.

Human Alliance:








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2/12/2011, New York City, NY

NO PICTURES!The venue was easy to find!  To our surprise and delight, Dark of the Moon Optimus Prime, complete with trailer was parked just outside The Times Center!  What a hoot!  Once we got out of the cold, we had a chance to mingle with the webmasters of various other toy collector sites.  Good times!  After a short while we were ushered into a theater where Hasbro’s Teams made presentations to an auditorium full of media outlets including unicron.com.

That's me in the middle standing next to the very serious security, the "Buckingham Palace Guard of Toy Shows."  Although it took some serious effort to get him to crack a grin, he was actually a pretty nice guy.  And yes, a good sport, as we staged this silly photo.

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Star Wars:  Presented first.  Star Wars vintage line will continue thru 2012.  Fall release on Blu-Ray.   Showed new Clone Wars toys…  Their big “break the budget” figure release:  Republick attack ship transforms to a battle emplacement…

Return of the Jedi, was originally title The Revenge of the Jedi, but Lucas determined “a Jedi does not take Revenge” and changed it just before the film’s release…  There will be 12 figures released w/ vintage packaging… ComicCon exclusive will be 12 figures in Death Star packaging.

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Marvel:  March 1st the first toys.  Nurf foam Thor hammers…  Many figures, >20 in the line.

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Captain America, Toys in stores 5/1…  7/1 in theaters.  Cap America shield foam disk launcher, many toys...

Iron Man: will be sold together.  Lots of new sculpt, some amazing artists in Marvel, X-men-3-packs..

GIJoe: Wave 1, on shelf Aug 2011, the first waves of Renegades figures from Hub selves.  Black Dragon VTOL, Crimson HISS Tank.  In the 30 year celebration, a new SkyStriker  amazing complete figure & jet… true to the original, comes w/ Ace.  12” real American Hero, w/ first strike responder, parachute diver…

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Cobra commander w/ Starscream deco on Skystriker jet & Megatron handgun.  Sweet Comicon exclusive.

  • Tribute to Gianni Lopergolo: professional photographer of action figures, photo studio named in his honor, lost to ALS 2 weeks ago.
  • Mike Vogel and Jeff Kline, Executive producer of Renegades: came out to talk about the shows. Getting to reduce characters they all know and love: The Crimson Guard. The Twins ...
  • Q&A: talked about story development, Marty Isenberg's (Transformers Animated, Beast Machines) involvment. From the beginning, they have a 3-year story arc in mind. Development of bad guys, they're prevalent, everywhere, Joes vs insurmountable odds... Gearing to as broad of an audience as possible.
  • Tribute to Clem Seuve 1977-2011, visual artist whose esthetics are the basis of GI Joe Renegades.



Embarking on a HUGE year, toy line, and media presence.  Optimus Prime now with trailer it’s that kind of harkening to the toy line’s origin that he wants to bring.  Greg Lombardo was in London, Bay’s assistant calls him at 2AM to say, “I want fans to know that this time we (makers of the Transformers films) ’ve looked hard at what worked and what didn’t, in ROTF.  DOTM will have much deeper more important robot story.  Movies have had humor, but less slapstick.

  • This will be the first live movie truly made for 3D since Avatar.
  • 2011 most expansive of the line ever. Offically launch Transformers Prime, season 1
  • KRE-O: building construction set initiative: Like Creation w/ Lego...
  • Big publication: May 20, 2011 Transformers The Vault book. Gone into Hasbro archives, telling Transformers story that you've never seen before. You're going to think it "not only has 'The Touch' but it also has the power!'

KRE-O: new Hasbro initiave, taking Hasbro brands with construction play pattern.  High quality bricks, like other (LEGO®).  NO other brand makes more sense than starting with Transformers.

  • Every set will have 2 modes, action figure innovation. Places to add accessories.
  • Kreons, Bumblebee: >300 pieces includes several "Kre-Ons" = Lego-like human figures to interact.
  • Starscream: jet also >300 pieces.
  • Optimus Prime >500 pieces, trailer opens up, 5 Kreons OP Bluestreak Skywarp and 2 humans.

Rescue Bots: great variety of character depth, a line of new characters developed for kid audience.

  • Blades helicopter
  • Chase: police car
  • Heatwave: fire truck
  • Boulder: green construction vehicle
  • Pre-school appropriate stories: these are not Autobots designed to fight Decepticons. They're around to help humans w/ rescue and emergency situations.
  • They don't require as much manual dexterity in order for bot/vehicle conversion.

High Moon Studios: developing the Dark of the Moon video game.

  • they are huge fans of toys and Transformers especially.
  • Hard at work developing
  • Here they're going to do the story that leads up to the start of the movie
  • Showed us video intro. (Voice of Peter Cullen) Evil can take many forms! ... So can we! The ultimate battle is coming... Change the fight! Shows Bumblebee "transforming" looked like "Stealth Force" toys, alt mode.

Jerry Jivoin (sp) talked about the DOTM, worked on Marvel lines for the last 5 years. 

  • · Busting into old toys stores, hunting down TFs as a kid…

Michelino Paolino director of design: develop the toy line for the new movie
May 16 toys launch.  All the new movie toys will hit the shelves.  Categories:
“MechTech” = core Transformers: deluxe, voyager, leader, supreme.  New weapons system: adding transformation to the weapon, can interlock and interact.

  • Ratchet: another new mold deluxe w/ buzz saw MechTech. Show accurate, same wave as 28740 Starscream.
  • Roadbuster: is the green Wrekcer 28743
  • 28744 Crankcase: Great, brand new character.
  • Wave 2 Autobot Topspin with the gear exposed, is the blue Wrecker!!!!
  • Voyager Megatron 28735. Back shroud on truck worn in robot mode.
  • Wave 1 Voyager Ironhide new Optimus Prime ports for mech tech
  • Wave 2 Shockwave: cyber-tank. Cues from G1, great features
  • Leader wave 1 Sentinel Prime Leader version w/ shield and rotor blade. Pix show now
  • Wave 1 leader Bumblebee lights and sounds.
  • Fall 2011: Ultimate Optimus Prime, stands 22" tall w/ trailer, turns into giant mech-suit; electronics
  • Human Alliance: Skids w/ Elita 1 and Sergent Epps, no mention of Soundwave or other new...
  • Basic human Alliance: Spike Witwicky and Back Fire the 3 wheel ATV. Ice pick w/ Sgt Chaos: white snowmobile, very sharp. Expanding the Nest partnership. Humans tied into history. 

Cyberverse: expanded world of Legends and Scouts,  in 27 years never had smaller figures w/ playsets.

  • W/ Legends/ basic scale you can get away w/ it.
  • Blue Wrecker is Topspin bigger legends toys Optimus bigger ones >30 figures saw pix of
  • Starxcream Action sets gunner station. Looks like vehicle that was crashed into Detroit bank.
  • 28699 Autobot Ark with "Autobot Roller." Alt mode looks like a moon buggy, has a Cybertronian jail, weapon repair bay, vehicle launcher.