SDCC 2010 - Hasbro Transformers Panel

Aaron Archer (Hasbro Brand IP Development), Matt Proulx (Hasbro Marketing), and Hasbro Design's Michelino Paolino, Brian Wilk, Eric Siebenaler, Alan Roach, and Miyaki Tomoya are joined by Activision's Matt Tieger to talk about what's new with Transformers.

The design and marketing teams will present all the latest toys from the new line as well as details about the Transformers: War for Cybertron video game from Activision.

Hasbro thanks the fans for their 26 years of support for Transformers.

Miyak Tomoya from Takara/Tomy is also on panel. He is on an exchange program with Hasbro. They are doing this so how the two companies can learn to work more closely with one-another.

Now they are playing a War For Cybertron game trailer to the audience.

War For Cybertron is their first step in re-telling the origins of the Transformers so people don't have to go back and try and track down that information.

Bumblebee was the first character they designed for War For Cybertron.

The game is meant to reach all level of fans, the hardcore, the fans who grew up with Transformers but haven't really followed it lately and then the new fans, people who maybe saw Transformers for the first time with the Michael Bay movies. They also have tried to reach the hardcore gamers.

Look for a DLC pack or additional content pack to be released in the next few days. Look for 5 new playable character. Like Jazz and Shockwave who had been retail exclusive characters, and then two new ones, Onslaught and Scattershot. Also look for 4 new maps.

For toys beyond Optimus, Bumblebee, Megatron and Soundwave there are no new characters planned to be made at this time.

Transformers: Exodus is a novel that ties into the game.


Look for "Hunt For the Decepticons" promotion in specially marked toy packages. There will be interactive games and you can become a certified Autobot Guard. This is to create a more interactive experience for kids and fans.


  • Ironhide - A toy they wanted to do at a price point they had never tried before. Battle Blade Bumblebee is a brand new mode and new features.
  • Hailstorm - imagined as being a clumsy character, he has his cannons on his shoulder so he wouldn't drop them.

  • Drift they wanted to make sure he could hold all his swords. Takara helped with the lettering on Drift and the sword says "Strongest in the world, best fighter ever."
  • Darkmount - based on the character Straxus which first appeared back in the original Marvel Comics series.
  • Blurr - is based on IDW's version of the character.

    The idea of Power Core Combiners was to try and provide combiners at a lower price point than $50-$60 dollars. They aren't meant to replace the classic combiners like Devastator.
  • Destron - named in honor of Takara. It was originally going to be Stunticons.


  • Legends Contstructicon Devastator in G1 colors will be a Toys R Us Exclusive
  • Bombing Run Battle and Desert Ruins Brawl sets will be Wal-Mart exclusives and the Hunter Rumble set will be Target exclusive.
  • Seacons are exclusive to (our lovely sponsor -ed) BBTS.
  • Q&A Begins

    With the Masterpiece line they work hand-in-hand with Takara, and nothing is off the table.

    Peter Cullen wasn't brought on to voice Ironhide for War For Cybertron cause they knew they really wanted Cullen for Prime and wanted to try and re-imagine the voices for other characters, which probably translates to money.

    Activision is looking at possibly doing a patch for the game in regards to the ammo packs so you're not running out of ammo so quickly.

    Panel ends!
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