Hasbro celebrates Transformers 40th anniversary

On Tuesday, Hasbro announced its plans to celebrate the 40th anniversary of Transformers.

"For 40 years, the TRANSFORMERS franchise has continuously adapted and redefined itself, culminating in one legacy across generations through innovative products, captivating entertainment, inspiring licensed partnerships, and engaging publishing projects."

Highlights include 40th anniversary toys from Hasbro, the Generation 1 (G1) soundtrack on vinyl and digital with additional music, trading cards from Dynamite, new products from Funko, Robosen, Super7 and more.

"Beloved since its inception in 1984, TRANSFORMERS has evolved from an innovative toy line into a powerhouse franchise embraced by millions of fans around the world,” said Alyse D’Antuono, Vice President, Global Franchise Strategy & Management, Action Brands, Hasbro. “The past four decades continuously delivered a ... More Than Meets The Eye experience for fans by introducing new toys and games, as well as thrilling storytelling in animated shows, comics, blockbuster films and much more. As we build the next chapter in the TRANSFORMERS universe, we look forward to celebrating one legacy for another 40 years.”

Hasbro Pulse recently revealed the next Transformers HasLab of powerful proportions. Transformers: Legacy Robots in Disguise 2001 Omega Prime, which needs 10,000 backers by 15th March to go into production.

"When you have a franchise that goes 40 years in this business, it's pretty remarkable," said TRANSFORMERS voice-over talent and original voice of Megatron, Frank Welker, "to watch the franchise just build and build and build it is amazing to watch." Added fellow voice cast member and original voice of Optimus Prime, Peter Cullen, "I've always had the feeling this was going to go a long time."

As longtime readers know, I've been a fan of the Transformers since 1984. The war between the heroic Autobots and evil Decepticons captured my childhood imagination in the pages of Marvel UK's comic. One of my favourite Transformers, Shockwave, was never officially released in the UK. However, I had Galactic Man, which was licensed by Tandy from ToyCo. So, I'm looking forward to pre-ordering Shockwave based on an iconic Marvel Comics cover.

How are you celebrating the 40th anniversary of Transformers? Are you backing the Transformers HasLab? Let me know in the comments below.

Robosen Grimlock coronation day at SDCC

Witness the Dinobot king's coronation at San Diego Comic-Con (SDCC).

Hasbro and Robosen have announced Transformers Grimlock Auto-Converting Robot - Flagship Collector's Edition.



“We invite fans and collectors to embrace the future of robotics and experience the unmatched craftsmanship and innovation with our latest edition to our collection,” said Sean Tang, Director of Robosen USA. “We’re excited for them to own the most powerful Dinobot in the world.”

G1 Grimlock voice actor Gregg Berger has returned to lend his voice to this auto-converting app-enabled robot, which has been 7 years in the making! Grimlock joins Transformers Robosen Optimus Prime and is available for pre-order on Hasbro Pulse.

“Robosen continues to impress me with their cutting-edge tech masterpieces. The state-of-the-art engineering on this incredible new Grimlock robot represents the Transformers brand in a way that has never been done before—until today, and we’re excited to showcase the beloved Dinobot for our passionate fans at San Diego Comic-Con,” said Casey Collins, President of Global Licensed Consumer Products and Business Development, Hasbro. “Our Transformers Robosen line proves our ongoing commitment to innovation and powering the imagination of future generations for years to come.”

12-year-old me would be awestruck unboxing Robosen Grimlock on Christmas Day - technology has progressed since my Tomy Omnibot in the mid-eighties. Due to the cost of living crisis, I won't find Grimlock under the Christmas tree this holiday season.

What do you think? Would you spend $1499 on a robotic Grimlock? Let me know in the comments below.

Robosen Optimus Prime on Hasbro Pulse UK

During the 1027 Hasbro Pulse Premium Event, the Pawtucket-based company announced the official UK availability of the most advanced Transformers toy in history for the holidays.

Robosen Flagship Optimus Prime is a limited edition app-enabled robot that would make my Tomy Omnibot blush with envy, which was first released in the US for $700 in 2021.



Robosen Flagship Optimus Prime is available for pre-order from Hasbro Pulse UK to coincide with MCM London Comic Con! £999GBP is too much during a cost of living crisis. However, a slightly more affordable Elite edition has been announced for the US, too.

"We are excited to bring this lighter, more compact Optimus Prime to fans of the franchise," Sean Tang, director of Robosen USA, said in a statement.

"The re-engineered scale offers a smooth, fast conversion, making the Elite Optimus Prime more agile and speedy," he continued, "which we're thrilled to once again bring to life for all our fans and customers, through our collaboration with Hasbro."

12-year-old me would be awestruck unboxing Robosen Flagship Optimus Prime on Christmas Day.

What do you think? Would you spend £999 on a robotic transforming Optimus Prime? Let me know in the comments below.

Self-transforming Optimus Prime is a thing

During Friday's first-ever Hasbro Pulse Fan Fest, the Pawtucket-based company announced the most advanced Transformers toy in history.

For $700, Transformers fans (myself included) can purchase a 19-inch app-controlled self-transforming Optimus Prime. Filmmaker Kevin Smith and longtime friend Jason Mewes demonstrated the voice-controlled fan-favourite Autobot Leader (featuring the voice of Peter Cullen). This is the stuff of childhood dreams.



"After over 11 years of rigorous R&D, the talented team at Robosen was able to produce the first-ever consumer robot that features a comprehensive set of functions, including automatic convertible movement from vehicle to robot, bipedal walking ability in robot form, race function in vehicle form, programmable/code development, and robot control/commands by either voice or mobile app," reads the press release from Hasbro.

The transforming technology is impressive and would make Sphero's Star Wars app-enabled droids blush.

"We are thrilled to collaborate with Hasbro and look forward to ushering in a new standard of robotics with the most advanced Transformers robots for consumers ever created," said Robosen USA director Sean Tang. "The team is working hard to deliver an amazing user experience for fans of this esteemed franchise and produce Transformers that will be a premium addition to their collection with its superior functionality."

Optimus Prime is currently only available in the US and beyond my price range as a casual collector. So, I've pre-ordered Kingdom Commander Rodimus Prime and evil Autobot Blurr from IDW's Shattered Glass for toy photography on Instagram.

What do you think? Would you spend $700 on a robotic Optimus Prime? Let me know in the comments below.