Hasbro has reacted to the tremendous rebirth of interest in the Transformers property by reissuing three original 'Generation 1' (G1) Transformer figures. The first three figures to be reissued are Toys R' Us exclusives. G1 Optimus Prime ($39.99), G1 Ultra Magnus ($39.99), and G1 Rodimus Major ($17.99) are clearly aimed at collectors. The figures are 'dead-on' replicas of the original Transformers toys and should drive collectors into TRS outlets. If the toys sell out quickly at Toys R Us look for Hasbro to produce more G1 Transformers toys and to distribute them more widely.
Led by the Transformers comic book, published by Dreamwave Productions (see 'Retro Rules in April'), the retro property has really taken off -- and with a Transformers CCG due in the fall from Wizards of the Coast (see 'Wizards of the Coast To Launch Transformers CCG') and the debut of the Transformers Armada cartoon series on the Cartoon Network (see 'Transformers Armada Debuts August 30'), Transformers-mania shows no signs of diminishing. Hasbro's Transformers Armada toy line, which features some contemporary innovations like infrared sensors should be out in time to support the Armada TV series. Unlike the GI Transformers, the Transformer Armada toys (see 'Licensing is Back At Hasbro') are not exclusive to any retail chain.
