Toy Fair 2015 - Hasbro's Jerry Jivoin Talks Robots in Disguise In Second Part Of Interview

Ben Yee has posted the second half of his interview with Hasbro's Senior Brand Director for Transformers, Jerry Jivoin. Moving on from the topic of Combiner Wars, they talk a bit about how Robots in Disguise was conceived and ultimately took the varied forms seen in stores now, and still to come over the course of the year. It's an enlightening look at Hasbro's awareness of the needs of its different audiences and what they've learned in recent years. We've included an excerpt, so keep reading to see that and check out the full article.

Yee: Switching to "Robots in Disguise", can you talk about the unique challenges of developing an "in between" line that sits between "Generations" and "Rescue Bots"? Especially regards to creating classes like the "Warrior Class" which is meant to appeal to older fans wherever possible.

Jivoin: What's unique about Transformers is one, we have a wide range of consumers where we have our preschool product line and our younger product line for our junior consumers with Rescue Bots. They've got a great show, season three started in November. That product line and storytelling's continuing. We also have our fans and older boys, boys that want to be in the brand and fans that go back to us 1984.


When you think about our younger consumers you want rescue themes, you want adventure themes. So there's the storytelling piece. There's also the physical play of the toys themselves, the other added layer is the puzzle of Transformers, the "More than meets the eye". So we have to take into account what a child can actually do as far as their ability to transform a product. One of the challenges we had with Transformers over the last five years, six years is the product line was getting more and more challenging. We had one product line for everybody and the feedback we were getting back from parents and kids is that it was too difficult.

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