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It was the mid eighties (1984 to be precise) when Transformers toys first appeared in toy shops across the world, and they’ve stuck around ever since, becoming one of the most popular toy lines ever.
I distinctly remember them arriving, and whilst I never have actually owned one of the toys, I really really wanted to. The reason I didn’t was because I was around secondary school starting age when they appeared, so I felt that they were perhaps a little too childish for me to ask for. That and the fact that computers had become “my thing” so all my pocket money and present requests tended to be directed in that area.
Transformers didn’t actually start off with that name however. The original toys were made by Japanese company Takara and were actually part of two different ranges known as Diaclone and Microman. The almighty Hasbro saw these toys and immediately snapped them up, combining both series and rebranding them as the Transformers. Thus the courageous Autobots and the dastardly Decepticons were born.
Whoever came up with the original idea for these toys was surely a genius. These were two toys in one, the first being a mighty warrior robot, the second being an object of some other kind. Primarily these other objects were normally vehicles, with the Autobots tending to become cars or other wheeled vehicles, whilst the Decepticons were airplanes. That said, Megatron, the leader of the Decepticons, turned into a pistol!
The transformation process involved sliding and twisting the arms and legs of the robot into different positions, something which could take a while to learn how to do, so they were also a puzzle, in part at least. The transforming ability of the robots led to the two well known brand slogans, “More than meets the eye” and “Robots in disguise“, both of which featured heavily in the lyrics to the inevitable animated Transformers series.
The available range grew over time to encompass such things as sets of robots which when transformed could fit together to make one much bigger robot. An early example of these were the Constructicons, who could take three forms – robot, construction vehicle, or segment of the larger robot.
Transformers has spread from the world of toys to become a cartoon, cartoon movie, two live action/CGI movies, comic books and just about anything else you can think of. Today there are even cross overs with other franchises, such as the Star Wars line where Darth Vader and Luke Skywalker can convert into Tie Fighter or X-Wing respectively, and there are even Disney branded toys (currently only available in Japan), the first of which is a Mickey Mouse themed version of Optimus Prime, the Autobot leader.
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Technically it was Diaclone & Microchange that begat Transformers – Diaclone itself being a spin off from Microman which evolced into Microchange.
See:
http://en.wikipedia.org/wiki/Diaclone
http://www.diaclone.net/orid/list.html
http://www.microforever.com/1983microchange.htm
(on the subject of websites: For a decent UK TF Site you can do much worse than http://www.the-hub.co.uk/ and it’s forum http://tmukhub.proboards.com/index.cgi? )
Microman itself was sold in the west by Mego (in the US) and Airfix (in the UK) as Micronauts – I have some of these
“…well known brand slogans, “More than meets the eye†and “Robots in disguise“, both of which featured heavily in the lyrics to the inevitable animated Transformers series.”
Actually, back then it wasn’t inevitable for a toy to have a series. Transformers was one of the early pioneers of the “programme length commercial” (following the repeal of a federal ban that had been in place since a Hot Wheels series in the 1960s). Along with the slightly earlier Masters of the Universe, I’d say that Transformers was probably the most influential property in this form of marketing.
Thanks for the links Philip. I knew you would have plenty of good stuff to add! 😉
Interesting point Nigel. A cartoon series seems inevitable now, but now I think about it you’re right, there weren’t many tie-in cartoons pre Transformers and Masters of the Universe. I think Care Bears were probably also around that time, weren’t they?
I think Care Bears was 1984, same as Transformers.
Google “FCC Hot Wheels” for various articles on programme length commercials.
The first series made after the ban was lifted, as far as I know, was Strawberry Shortcake, which was actually originally a greetings card character rather than a toy, as was The Get Along Gang in 1984. These days, cartoons and toys are often developed in conjunction and then there’s no clear distinction as to which came first.
MOTU was first, I can remember people complaining and ITV taking it off after 4 episodes the first time round (c83/4)
I wanted Optimus Prime for Xmas but that year he became so unattainable due to high demand I didn’t get him. I did however get off Santa two other Transformers…One was a a yellow craine truck called ‘Grapple’ the other was a black jeep called ‘Trailbreaker’ Remember too how each Transformer would also have a holographic changing sticker too that you would rub and the heat would reveal either the autobot or decepticon symbol?