Hasbro Pulse Behind-the-Design: Transformers R.E.D. Arcee & Cheetor

Hasbro Pulse sat down with Transformers Product Designer Manager, Lenny who talks about the new line of non-transformers Transformers R.E.D. (Robot Enhanced Design) figures. Get the details on how these Walmart exclusive figures were designed from sketch to packaging for the new Beast Wars Cheetor and Prime Arcee figures now at Hasbro Pulse.

Q: Why did you decide to do a line of non-converting Transformers figures?

A: When designing Transformers, one of the first things that has to be considered is the balance between robot and alt mode. Sometimes that means the final design won't perfectly match their appearance in various entertainment. So, we wanted to create a line that celebrated the robot form without having to make any compromises for conversion functionality. In doing so, we are able to create more character-accurate robot modes because we didn't have alt mode parts and pieces placed in areas they didn't appear in entertainment. For R.E.D., it's one of our goals to match robot silhouette as close as possible to the entertainment they're from, without the conversion "kibble" as our fans call it.


Q: What is unique about R.E.D. compared to other premium action figure lines?

A: Well, first of all, our characters are robots. And yes, the other brands have robot characters or metal humanoids, but we are through and through robots. Cybertronians have a thick boxy feel, considering that we want them to feel built rather than sculpted, they are robots after all. So to do that we are utilizing a lot of secondary parts to achieve a layered effect. In addition, those secondary parts are great for recreating wings, arm blades, as well as animal parts like Cheetor’s legs on his back.

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