E-HOBBY

e-HOBBY is a TakaraTomy-affiliated online store owned by Part One Co., Ltd. Even though the e-HOBBY Shop sells all sorts of toys manufactured by Takara and other Japanese companies, it's best known for offering exclusive redecos of Transformers toys.

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History

Part One Co., Ltd. was officially founded in Shinjuku, a district of Tokyo, on April 25, 1977, originally set up as a project design production company. By December 1979, the company was already expanding, now also including a professional photo studio. Part One has been providing various kinds of services to Takara ever since the days of the Diaclone line, among them products planning, packaging design, character design and promotional planning. Among other things, Part One is responsible for designing the packaging for the Binaltech toyline. Today, Part One's official company description is "Digital Design Office".

The e-HOBBY Shop was officially launched in March 2000. In August of the same year, a delivery center was set up in the city of Sango, which was later moved to Yashio in November 2002. Even though the address e-HOBBY.co.jp was used from the get-go, the site was temporarily also available under the (now defunct) URL http://e-hobby.sputniknext.com/, but eventually permanently moved to its current location in May 2003.

In March 2001, Takara would release the first exclusive toy through the e-HOBBY Shop, a black redeco of the original Megatron toy that was reissued by Takara at the same time. "Black" Megatron had originally been offered for pre-order at BotCon Japan 2000, since the e-HOBBY Shop hadn't been widely established yet by that time.

Since then, the range of exclusive product got bigger. Reissues of the original Generation 1 Ironhide and Ratchet toys that were part of Takara's store/convention exclusive The Transformers: Collector's Edition series came in 2001, followed by more same-character redecoes in new colors. With the launch of Takara's The Transformers Collection line of "bookbox" reissues, e-HOBBY would start to regularly offer an exclusive redeco of almost every toy released as part of the line. Many of those redecos were based on old Diaclone or Micro Change variants of the toys in question, but were given new names and identities, with extensive bio profiles for the characters written by Hirofumi Ichikawa. In cases where no Diaclone or Micro Change variant of the toy existed, e-HOBBY would take obscure "extra" characters or weird errors from the cartoon series as inspirations for a redeco, or even come up with an entirely new deco.

In addition, e-HOBBY would also continue to release exclusive redecos of non-TFC reissues and even of toys that were not reissues at all, including product from Robotmasters, Hybrid Style, Kiss Players, Binaltech, and even Masterpiece. These releases even sporadically included entirely original fiction in Generation 1 continuity, usually penned by long time TakaraTomy contributor Hidetsugu Yoshioka.

Furthermore, e-HOBBY also offered exclusive "USA Edition" versions of toys that were originally released by Hasbro, complete with the Hasbro packaging. In all these instances, the only difference to the Hasbro versions of those toys was an additional e-HOBBY sticker on the packaging. Toys from Universe, Hasbro's 20th Anniversary Optimus Prime version of Takara's Masterpiece Convoy and Cybertron toys not part of the Galaxy Force series were all made available this way.

Beginning in 2007, e-HOBBY also started offering limited quantities of toys that would originally be exclusively available at Japanese conventions, starting with the Wonder Festival 2007 Winter exclusive exclusive Binaltech Black Convoy. However, in all instances only Japanese residents were allowed to purchase the toys, unlike the other exclusives which could usually be ordered by foreigners as well.

In December 2007, e-HOBBY announced that they had stopped accepting orders from international private customers altogether as of September of the same year.<ref name="internat">e-HOBBY stop international orders The Allspark</ref><ref name="internat2">e-HOBBY stop international orders Transformers @ The Moon</ref> As a consequence, only Japanese residents are able to order toys directly from e-HOBBY now, whereas international fans have to resort to third-party sellers.

In addition to Takara toys, e-HOBBY also offers toys from other Japanese manufacturers such as Tomy (who are now merged with Takara into TakaraTomy) or Bandai. This included the Star Wars Transformers toys, who were distributed through Tomy Direct in Japan in a similar fashion as Takara's "USA Editions".

e-HOBBY's next big project came in 2014 when they partnered with TakaraTomy's other Transformers exclusive distributor, the in-house TakaraTomy Mall, to produce a small franchise for the 30th anniversary of the brand, titled Transformers Cloud. The line was made up of eight toys, with the four Autobots going to TakaraTomy Mall and the four Decepticons going to e-HOBBY, while the fiction, masterminded by Makoto Wakabayashi, was made up of a series of pack-in comics as well as an elaborate narrative blog hosted on the websites of both shops. The content of this blog was where things got really ambitious, casting the toys as a tribe of dimension hoppers from a new continuity entirely in a cross-universe battle that doubled as a greatest hits reel of the history of the brand.

Cloud proved something of a finale to e-HOBBY's Transformers tenure, as the following year e-HOBBY's exclusive output began being explicitly folded into the branding of TakaraTomy's retail lines in a move not dissimilar to what was happening with Hasbro and Fun Publications' output around the same time as the two companies began moving to centralize their releases. The only real continuity between these releases was a series of pack-in comics, all united under the imprint "Spin Off." These comics are primarily notable for the team of Shin Sasaki and Kazumasa Yasukuni kicking off e-HOBBY's second all-original setting after Cloud in a storyline that later authors dubbed the "Precursor World."

Spin Off and indeed e-HOBBY's exclusives as a whole went dormant in 2017, when TakaraTomy and Hasbro's efforts at brand unification expanded, leading them to bring both of their exclusive outputs in-house in the global branding "Generations Selects". Now it bears noting that while e-HOBBY's Transformers exclusives ran dry, their overall relationship with TakaraTomy continued to thrive, continuing to offer TakaraTomy products and even producing exclusives for other toylines such as TakaraTomy's 2016 Diaclone reboot.

e-HOBBY quietly returned to the Transformers brand in 2022 with a small line of exclusive merchandise, including bio cards for several Generation 1 characters never before seen in Japanese markets, as well as a few original to the earlier Spin Off stories.

e-HOBBY exclusive fiction

From 2002 through 2017, e-HOBBY were the primary purveyor of Timelines-style esoteric licensed pack-in fiction in Japan. In addition to a litany of new-character bios, these include:

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The Transformers

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Crisis on Infinite Redecoes!

e-HOBBY exclusive comics for a wide variety of lines was distributed with no identifiers save for the original The Transformers logo from 2007 to 2013.

Japanese Generation 1 cartoon continuity

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As with most collector-oriented product in TakaraTomy markets, the bulk of e-HOBBY's fiction is set in the behemoth Japanese Generation 1 cartoon continuity that circumscribes nearly all Generation 1 and Beast Wars-flavored product produced in Japan.

Hybrid Style

• "Hybrid Style Convoy Black Version"

Collector's Edition

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• "64 Cybertron Urban Defense Robot GADEP"
• "Destron Leader Megatron Black Ver."
• "Destron Aerospace Warrior Sunstorm"

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Masterpiece

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• "MP-1B Cybertron Commander / Convoy Black Ver."
• "MP-3G Destron Air Commander / Starscream Ghost Ver."
• "Destron Doppelgänger Black Rodimus Convoy"

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United

• Macrocosmic Seekers

Generations

• "Badlands"

Alternity

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• "Nissan GT-R / Ultra Magnus (Brilliant Pearl White)"

Shattered Glass

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• "Solar Requiem"

Cloud

Infinite Redeco Crisis? Infinite Redecrisis. Infinideco Crisis??

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Prose

• The Spacetime World: Guardians of Time text stories, hosted on the e-HOBBY website

Comics

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• TFC-D01
• TFC-D02
• TFC-D03
• TFC-D04
• Transformers Cloud Compilation Comic

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Spin Off imprint

We didn't think this bit through. The third one.

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• The Profile+ feature on the e-HOBBY Twitter account

Comics

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• "Decepticon Dark Commander Grand Scourge"
• "Decepticon Jaeger Deadlock"
• Cybertron Convobat prequel comic
• "Cybertron Convobat"
• Cybertron Magna Convoy prequel comic
• "Cybertron Magna Convoy"

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Legends EX

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• Deadlock
• Convobat
• Magna Convoy

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e-HOBBY exclusive toys

Collector's Edition

2001 {{{1}}} {{{1}}}		2002 {{{1}}} {{{1}}} {{{1}}} Streak (Silver Mekki Ver.) Megaplex		2003 {{{1}}} {{{1}}}		2004 Astrotrain (Proto Color Ver.) G1 GoBots (Bug Bite, Bad Boy, Treds, Small Foot, Path Finder, and Road Ranger) Detritus Insectron Clone Army (Zaptrap, Salvo, and Shothole)		Collector's Edition Sunstorm Collector's Edition GADEP
2005 Overcharge Cobalt Sentries (Howlback & Garboil) Magnificus & Ga'mede Orion Pax (w/ Dion)		2006 Twincast / Flip Sides		2008 GADEP		2009 {{{1}}}

USA Edition

Universe Optimus Primal Razorclaw Silverbolt Snarl Reptilion Tankor & Obsidian		Blackarachnia Dinobot Striker Depthcharge Autobot Ratchet Inferno		Dinobot Triceradon King Atlas Skydive Stockade & Magna Stampede Fireflight		Autobot Whirl Nemesis Strika Soundwave & Space Case Air Raid & Wind Sheer Swerve		Cybertron Menasor, released as Moledive in Japan
Masterpiece/20th Anniversary {{{1}}}		Cybertron Hardtop {{{1}}}		Quickmix (w/ Stripmine)		Menasor (w/ Heavy Load)

Cloud

Wave 1 (05-29-2014) TFC-D01 Megatron

Wave 2 (08-28-2014) TFC-D02 Starscream

Wave 3 (11-27-2014) TFC-D03 Shockwave

Wave 4 (03-21-2015) TFC-D04 Hellwarp

Cloud Megatron

Spin Off

Unite Warriors Grand Scourge

Legends Deadlock Convobat Magna Convoy

Legends Convobat

Miscellaneous exclusives

Fight! Super Robot Lifeform Transformers Megatron Black Version (first run)<ref>Originally available for pre-order at BotCon Japan 2000, finally released through e-HOBBY in 2001</ref> Fire Guts Godginrai [sic] (Super-God Masterforce) Galvatron II (Scramble City)		Robotmasters Victory Saber Limited Black Version		G-2 Laser Ultra Magnus		Hybrid Style G1 Black Convoy		Masterforce Fire Guts God Ginrai G-2 Laser Ultra Magnus Shattered Glass Solarbot
Binaltech Clear Ligier {{{1}}}		Kiss Players Casettron Set (Rosanna, Sundor, and Glit)		Transformers (2007) {{{1}}} {{{1}}} {{{1}}}		Encore Ironhide Protect Black
Henkei! Henkei! {{{1}}} {{{1}}}		Masterpiece Convoy Black Version Black Rodimus Convoy		Alternity Ultra Magnus Brilliant White Pearl		Revenge of the Fallen {{{1}}} {{{1}}}
United Autobot Set (Hot Rod Clear Blue Version, Autobot Kup Damage Version, and Scrapheap) Decepticon Set (Galvatron Purple Clear Version, Cyclonus Purple Clear Version, and Decepticon Scourge Purple Clear Version)		Shattered Glass "SG Soundwave vs SG Blaster" set (with SG Ramhorn, SG Ratbat, SG Rewind, SG Slugfest, and Solarbot)		Generations Magnificus

e-HOBBY exclusive merchandise

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Miscellaneous exclusive merchandise Transformers Chronicle Tapestry (June, 2007)

The Transformers Chronicle Tapestry

Transformers Character Card

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Wave 1 (January 25, 2022) Convoy and Megatron Set Convobat and Megaligator[sic] Set		Wave 2 (March 14, 2022) Rodimus Convoy and Galvatron Set Broadcast and Soundwave Set Bludgeon and Stranglehold Set Battle Convoy and Megatron Set		Wave 3 (April 14, 2022) Magna Convoy and Straxus Set Convoy (Beast Wars) and Megatron (Beast Wars) Set Longtooth and Octopunch Set Meister and Banzai-Tron Set		Wave 4 (August 29, 2022) Drift and Deadlock Set Crossblades and Thunderwing Set Grand Scourge and Lockdown Set Lambor and Ultra Magnus Set		The Transformers Card Binder and the entire Transformers Character Card series up through Wave 4
Wave 5 (November 1, 2022) Convobat and Megaligator[sic] Set (Beast Wars version) King Grimlock and Starscream Set Metroflex and Dinosaurer Set Carnivac and Starscream Set Transformers Card Binder (with Convoy Black Version and Megatron Black Version)		Wave 6 (February 6, 2023) Superion and Menasor Set Broadside and Astrotrain Set Jhiaxus and Convoy Missile Trailer Set Bruticus and Iguanus Set		Wave 7 (April 22, 2023) Prowl and Laserwave Set Pincher and Vroom Set Convoy and Alpha Trin Set Thunder Clash and Skyquake Set		Wave 8 (August 14, 2023) Magnificus and Eagle Eye Set Omega Supreme and Devastor Set Thundercracker and Skywarp Set Orion Pax and Hot Rodimus Set
Wave 9 (October 17, 2023) Smokescreen and Dreadwing Set Pyro and Clench Set Alert and Inferno Set Twincast and Soundblaster Set		Wave 10 (December, 2023) Deszaras and Victory Saber Set Guardian and Bruticus Set Catilla and Gutcruncher Set Rijie and Refraktor Set		Wave 11 (March 19, 2024) Optimus Prime and Megatron Set Wandering Roller and Tarn Set Sprung and Octone Set Arcee and Windblade Set		Wave 12 (June, 2024) Star Saber and Victory Leo Set Cheetus and Waspeeter Set Throne Of The Primes and Fallen Set Stepper and Artfire Set
Wave 13 (December, 2024) Convoy (Action Master) and Megatron (Action Master) Set Laser Ultra Magnus and Galvatron II Set Sentinel Prime and Ratbat Set Destron Army and Unicron Set		Wave 14 (February, 2025) Primus and Cybertron Army Set Convoy Super Mode and Megatron Set Crosscut and Road Rage Set {{{1}}}		Wave 15 (August, 2025) {{{1}}} {{{1}}} {{{1}}} {{{1}}}		Wave 16 (September, 2025) Transformers Card Binder<ref>A new design distinct from the 2022 binder.</ref> (with Fire Guts God Ginrai and Sunstorm)
Wave 17 (January, 2026) Grand Convoy Super Mode and Galvatron Road Rocket and Hooligan Optimus Prime and Megatron Nightbeat and Fangry

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Logo acrylic stand series

Wave 1 (January 2022) Transformers (Cybertron Ver.) Transformers (Destron Ver.)		Wave 2 (April 2022) Transformers (English/Cybertron Ver.) Transformers (English/Destron Ver.) Transformers 2010 Transformers: Beast Wars		Wave 3 (June 2022) Transformers: The Headmasters Transformers: Super-God Masterforce		Wave 4 (September 2022) Cybertron Emblem Destron Emblem MPG Cybertron & Destron Emblem		Bumper_(broadcasting)#Japan}}]]" of the Generation 1 cartoon.</ref>
Wave 5 (May 2023) Transformers (English/Cybertron Ver.)<ref name = "reissue"/> Transformers (English/Destron Ver.)<ref name = "reissue"/> Transformers: Beast Wars<ref name = "reissue"/> Cybertron & Destron Emblem<ref name = "reissue"/>		Wave 6 (June 2023) Key Visual A (w/ Mini Emblem Set) Key Visual B (w/ Mini Logo English Ver. Set) Key Visual C (w/Mini Logo Set)		Wave 7 (January 2024) Key Visual A<ref name = "reissue"/> Key Visual B<ref name = "reissue"/> Key Visual C<ref name = "reissue"/> Key Visual D Super Link Galaxy Force		Wave 7 (March 2024) Key Visual E Key Visual F Key Visual G Super Link Large and Small Set<ref name = "reissue"/> Galaxy Force Large and Small Set<ref name = "reissue"/> Cybertron Emblem Large and Small Set<ref name = "reissue"/> Destron Emblem Large and Small Set<ref name = "reissue"/>
Wave 7 (July 2024) V (Victory) Large and Small Set Z (Zone) Large and Small Set

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Acrylic keychain series

Wave 1 (October 2022) Convoy and Bumble Hot Rodimus and Ultra Magnus Megatron and Starscream

Keychain set for Optimus Prime and Bumblebee

Rubber strap series

Wave 1 (January 2023) Bludgeon and Stranglehold and Octopunch Set Starscream and Soundwave and Laserwave Set

Wave 2 (June 2023) Drift and Deadlock and Grand Scourge Set Sound System Set (Soundblaster, Condor, Jaguar, and Soundwave boombox mode) Vroom and Crossblades and Thunderwing Set

Rubber keychain of Stranglehold

Notes

• e-HOBBY is not directly owned by TakaraTomy, but merely an affiliated store. TakaraTomy's own online store is TakaraTomy Mall.
• Because e-HOBBY is mostly known for exclusive toys and many Western fans aren't aware that e-HOBBY also offers regular mass retail toys like most online stores, pre-orders for new mass retail toys listed at the e-HOBBY website are occasionally mistaken as a confirmation that a toy is either exclusive to e-HOBBY, or that an e-HOBBY exclusive redeco is planned.
• Another common misconception among fans is that e-HOBBY "makes" the exclusive toys. While e-HOBBY is presumably responsible for creating the color scheme and decos, the toys are still produced by Takara. After all, Toys"R"Us doesn't manufacture its own exclusive Transformers toys either.
• Occasionally, fans also mistakenly believe other store, convention, or magazine exclusive redecoes of toys reissued by Takara to be e-HOBBY exclusives, such as the Generation 1 Ultra Magnus redecos, Crystal Rodimus and Black Rodimus, Nucleon Quest Super Convoy, Tigertrack, or Ratchet Emergency Green.
• "USA Edition" is not a term limited to imported Hasbro toys sold through e-HOBBY either. In the past, Takara have released exclusive "USA Editions" through stores such as JUSCO, Laox, Toy's Dream Project/Toycard, or even selected stores participating in the "TF Station" program. A few "USA Editions" weren't even exclusive to any specific store at all. The most frequently used store to carry "USA Editions" other than e-HOBBY, however, was the Japanese branch of Toys"R"Us.
• The Spin Off imprint would persist for a single release beyond e-HOBBY's exclusives: namely Legends Blue Big Convoy and the Blue Big Convoy comic.

References

<references />

External links

• e-HOBBY website
• e-HOBBY Twitter account
• Part One website
• Interview with Ootuka Makoto, President of Part One, Inc., about the e-HOBBY Shop at Transformers @ The Moon