Hasbro showed one of the first (if not the first) Transformers 4: Age of Extinction toys in packaging via the NY Times. The toy is a “Smash & Change” Optimus Prime. This is a simpler Transformers and meant for a younger collector. But according to Hasbro, this is the direction for the brand. Simpler Transformers. Hasbro CEO Brian D. Goldner says that Transformers have lost their magic in recent years and have become too complicated?
So is this the right direction for the brand? I do agree that some Transformers are a bit complicated, but that is almost part of their appeal. Right? Will simplification just be used for the movie line? That has already been the case with other movie lines that Hasbro produces, see Iron Man 3, Wolverine, Thor: The Dark World, or even look at some of Star Wars. Does Hasbro think this is the answer for short attention span children? Or is this just another cost savings measure to increase the profit margin? What do you think? (Source: NY Times)