![]() They were printed six months before actual production (for US Toy Fair), and so were commercials. ![]() Considering the time constraints, R&D, marketing and Griffin-Bacal did 16 months work in 4-5. Trade previews were in October/November, so we had to rush. Remember: We picked these items up in June and didn't get really working on them till July. George Dunsay, Hasbro's senior VP of research & development at the time, said in an interview: (these photos were archived from an ebay auction of the catalog itself)Īt this point, Hasbro was certainly preparing for the September debut of the Transformers cartoon and comic book, but it seems that the marketing materials for the toys were the first thing produced. To the best of my knowledge, the first use of the Autobot emblem (as well as the Transformers logo, which it was so often used alongside) is in Hasbro's 1984 Toy Fair catalog (distributed in February 1984, at Toy Fair). ![]() Griffin-Becal was the Ad Agency at the time, and did create the launch advertising and promotions, but not the Branding and Consumer Packaging. I also commissioned the original artwork for the packaging, which was done with several artists due to the tight turnaround time, and was the creator of the bio card on the back of pack. The original package launched in red for Autobots, and Purple for Deceptions to convey the good versus evil theme. The inspiration for the icons was the actual molded heads in the toy sculptures. I remember getting cartons of the original Takara Packaging (in Japanese) and having to figure out how to transform the toys, and translate that to the American market. CLS&M was a branding and consumer packaging firm, and we were doing a lot of packaging work for Hasbro. While the movie will mark the seventh release in the franchise, it is expected to function as a reboot for the series.I, Wayne Molinare was the original designer of the Transformer Logo, Autobot and Deception Icons, and Packaging for Hasbro.Īt the time I was an Art Director at Coleman, Lipuma, Segal & Morrill (CLS&M) in NYC. Having the statues nearby will make a large number of people from all of these major cities aware of the release of the upcoming blockbuster, setting the stage for its debut on June 9. Mexico City, New York City, Singapore, Las Vegas, São Paulo, Sydney, Madrid, Chicago, Berlin, London and Tokyo will all count with the presence of the imposing Autobots. The presentation of the statues at the acclaimed festival is meant to kick off a campaign which will take them all over the world, taking the opportunity to visit some of the biggest cities on the planet. Lorenzo di Bonaventura, who was in charge of producing the project, also made an appearance during the event. Cast members of the film, including Anthony Ramos, Dominique Fishback and Tobe Nwigwe were present at the reveal of the statues, and they were joined by the movie's director, Steven Caple Jr. Optimus Prime and Optimus Primal are some of the characters depicted in the figures, which are currently on display at the SXSWFestival in Austin, Texas. The Autobots are rolling out in Texas, as Paramount has unveiled giant statues depicting the characters from this summer's Transformers: Rise of the Beasts.
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