Transformers (2010 toyline)

The name or term "Transformers" refers to more than one character or idea. For a list of other meanings, see Transformers (disambiguation).

Transformers is a toyline launched in 2010 with the intention of re-envisioning the live action movie toyline into a broader celebration of the history of the brand. The line now features many characters who had not appeared in the movies, but at the same time Hasbro is able to plausibly present it as a movie tie-in to retailers who (naturally) are very eager to stock merchandise related to the highly popular and successful films.

It also includes the Hunt for the Decepticons promotion in 2010 and the Reveal the Shield rubsign-based subline imprint in late 2010 to early 2011. Given the line's lack of a subtitle, fans have commonly referred to it simply by the names of these promotions, for lack of a clearer alternative. Internally, Hasbro apparently refers to the line as "Autobot Alliance" (the same name it is known by in Japan), as this was the name that appeared on the toys' identifying placecards at various 2010 conventions and internal store computer listings for the products.

Confusingly, the line has two different styles of packaging: the regular yellow packaging and the less common red packaging that is very similar in design to the Generations toyline, but lacks the Generations subtitle.

Toyline

Action figures "main line"

Legends Class

Legends-class Rampage.

Wave 1

• Cyberfire Bumblebee (redeco)
• Fireburst Optimus Prime (redeco)
• Rampage
• Ravage

Wave 2

• Long Haul
• Override (ROTF Sideways redeco)
• Sandstorm (Classics Beachcomber redeco)
• Tracker Hound (Classics Autobot Hound redeco)

Wave 3

• Duststorm (ROTF Springer redeco)
• Tuner Skids (ROTF Skids redeco)

Wave 4

• Optimus Prime
• Megatron
• Starscream
• Gold Bumblebee (Legends Universe Bumblebee redeco in homage to Goldbug).

Wave 5

• Prowl
• Trailcutter

Scout Class

Scout-class Hubcap, who is awesome.

Wave 1

• Backfire (Autobot Knock-Out redeco)
• Brimstone (Decepticon chopper cycle)
• Crankstart (Decepticon Dune Runner redeco)
• Hubcap (Autobot hot rod)

Wave 2

• Breacher (SWAT vehicle who fits on Sea Spray)
• Insecticon (insect thing from movie)
• Oil Pan (redeco of Brakedown)

Wave 3

• Firetrap (Scattorshot redeco)
• Sunspot (Skystalker redeco)

Wave 4

• Windcharger
• Chopsaw (Brimstone redeco)

Cancelled toys

• Bodyblock (Breacher redeco)
• Demolition Rumble
• Downshift (Hubcap redeco)

Deluxe Class

Deluxe-class Sea Attack Ravage (one of the line's shelfwarmers).

Wave 1

• Battle Blade Bumblebee (all new sculpt)
• Ironhide (all new sculpt with converting cannon drone)
• Jetblade (redeco of Dirge)
• Sea Attack Ravage (redeco)

Wave 2

• Elita-1 (redeco of Chromia)
• Hailstorm (new sculpt)
• Tuner Skids (redeco of ROTF Skids)
• Sidearm Sideswipe (entirely new sculpt with guns instead of swords)

Wave 3

• Electrostatic Jolt (redeco of Jolt)
• Terradive (new sculpt, orange jet)
• Tomahawk (new sculpt, black Apache helicopter)

Wave 4

• Axor (White redeco of Lockdown with a retooled head and weapon)
• Rescue Ratchet (G1 inspired redeco)

Wave 5

• Fallback (redeco of Brawn)
• Mindset (redeco of Hailstorm with a retooled head)
• Special Ops Jazz (new sculpt)
• Turbo Tracks (new sculpt)

Wave 6

• Perceptor (new sculpt)
• Wreck-Gar (new sculpt)
• Optimus Prime (new sculpt based on Generation 2 "Laser" Optimus Prime)
• Bumblebee (minor redeco of Classics Bumblebee)

Comic-book 2-pack

• "Battle in Space":

• Rodimus (Deluxe class Classics toy, with deco from Universe "Challenge at Cybertron" pack, modified with rubsign)
• Cyclonus with Nightstick (Deluxe class Universe toy, with deco from "Challenge at Cybertron" pack, modified with rubsign)
• Also includes: Autobot Matrix of Leadership from New Year Special Convoy, IDW Rodimus vs. Cyclonus comic book.

Voyager Class

File:TF2010Payload toy.jpg

Voyager-class Payload. A construction vehicle in real-world colors? What's Hasbro playing at?

Wave 1

• Night Ops Ratchet (redeco)
• Payload (yellow redeco of Long Haul)
• Sea Spray

Wave 2

• Decepticon Banzaitron (redeco of Bludgeon)
• Battle Blades Optimus Prime (new sculpt with Matrix)

Wave 3

• The Fallen (Blue and turquoise retool of The Fallen with a removable face and a staff)
• Highbrow

Wave 4

• Solar Storm Grappel [sic] (retool of Universe Inferno)
• Lugnut
• Strafe (redeco of Revenge of the Fallen Mindwipe)

Wave 5

• Deep Dive (Sea Spray redeco)

Leader Class

Leader-class Starscream. He's a leader in the field of paint applications, apparently.

Wave 1

• Optimus Prime with hooks and battle damage and mouth face
• Starscream

Human Alliance

Wave 1

• Bumblebee w/ Sam Witwicky (Bumblebee is a minimal redeco with green eyes, and Sam is a new sculpt with hilarious proportions)
• Autobot Jazz w/ Captain Lennox (shielded blaster becomes motorcycle)

Wave 2

• Shadow Blade Sideswipe w/ Mikaela Banes (Sideswipe is black and Mikaela is a new sculpt with a ponytail.)

Battle Ops

• Battle Ops Bumblebee

Activators

Wave 1

• Bumblebee
• Megatron
• Optimus Prime

Wave 2

• Ironhide
• Starscream

Wave 3

• Rally Rumble Bumblebee
• Rally Rumble Optimus Prime

Powerbots

Wave 1

• Optimus Prime
• Stealth Bumblebee

Roleplay

"I shall call you 'Sting'! ...Or possibly 'Cyber Sting'!"

• Optimus Prime Cyber Sword

Store exclusives

The stores listed here are for the North American releases. If these products are available in other markets, they may be available in different retail outlets.

Amazon.com

• Unicron

Big Bad Toy Store

• Decepticon Piranacon

• Decepticon Nautilator
• Overbite
• Decepticon Seawing
• Skalor
• Decepticon Snap Trap
• Decepticon Tentakil

CostCo

• Battle Ops Bumblebee (limited edition metallic finish, comes with Premium Series Legends Bumblebee and unchanged Legends Mudflap)

Kmart

"No, Optimus Prime. You give me your face!"

• "The Victory of The Fallen" five pack includes:

• Optimus Prime (Legends class)
• Megatron (Legends class)
• Starscream (Legends class)
• Jetfire (Legends class)
• The Fallen (Legends class)

Target

With the exception of the canceled "Sideways Sneak Attack" two-pack, all these multi-packs were also released as Big W exclusives in Australia.

• "Crash Landing Attack" two pack includes:

• Bumblebee ("Movie Preview" mold redeco with blue robot parts, lightning deco)
• Thrust (Deco somewhat based on F-35's real colours in jet mode, with Skywarp colours in robot mode)

• "High-Speed Spy Battle" two pack includes:

• Autobot Skids & Mudflap (Deluxe class ice cream truck with additional rust stain decos)
• Sideways (Deluxe class)

"Hunters Rumble" Barricade and Sideswipe.

• "Hunters Rumble" two pack includes:

• Sideswipe (Deluxe class) (Revenge of the Fallen mold, silver and blue redeco)
• Barricade (Deluxe class) (Interrogator Barricade mold redecoed as a Hong Kong police car)

• "Rotorwash Rumble" two pack includes:

• Arcee (Deluxe class) (pink redeco)
• Tailwhip (redeco of Deluxe class Blazemaster)

Canceled toys

• "Sideways Sneak Attack"

• Sideways (Deluxe Class) (battle damage deco based upon his death scene.)
• Arcee (Legends Class)
• Chromia (Legends Class)
• Elita-One (Legends Class)

Toys"R"Us

• Constructicon Devastator (Legends class), based upon TakaraTomy's green and purple "G1 Colours Version", but with no purple.

• Scavenger
• Hightower
• Long Haul
• Mixmaster
• Rampage
• Scrapper

• "Rage over Cybertron" - includes redecos of the Generations molds of Optimus Prime, Bumblebee and Megatron. All three figures have translucent parts and tampographed glyphs.

• Cybertronian Bumblebee
• Cybertronian Optimus Prime
• Cybertronian Megatron

If you get Ravage and Rampage confused, well, this set won't help.

• "Rampage Among The Ruins" three pack includes:

• Rampage (Deluxe class) (redeco based upon TakaraTomy's Decepticon Rampage Desert Combat redeco)
• Bumblebee (Deluxe class Cannon Bumblebee redeco)
• Ravage (Deluxe class redeco)

• Masterpiece Grimlock
• Masterpiece Rodimus Prime
• Masterpiece Optimus Prime
• Masterpiece Thundercracker

Walmart

• "Bombing Run Battle" two pack includes:

• Bumblebee (Deluxe class Cannon Bumblebee redeco)
• Grindor (Legends class) (desert deco)

• "Desert Ruins Brawl" two pack includes:

• Decepticon Brawl (Deluxe class), (desert deco)
• Jolt (Legends class), (grey and blue deco)

We're rooting for the plane.

• "Starscream's Assault" two pack includes:

• Starscream (Voyager class)
• Mudflap (Deluxe class) (deco is an over-the-top version of TakaraTomy's Desert Version Mudflap redeco.)

• "The Fury Of Bonecrusher" two pack includes:

• Ironhide (Voyager class)
• Bonecrusher (Deluxe class)

Market six

Mini-Con Pan-Handler. "Git a job, ya bum!"

• Brake-Neck (Mini-Con)
• Drivetrain (Mini-Con)
• Pan-Handler (Mini-Con)
• Swashplate (Mini-Con)
• Iron Claw (Mini-Con)
• Airlift (Mini-Con)

These toys have so far turned up at closeout stores such as Big Lots! and Ollies and at "dollar" stores such as Family Dollar and Dollar General, starting with the first four listed. Iron Claw and Airlift turned up with later shipments, in separate assortments (i.e. there was no assortment containing both), and thus far only very sporadically. Iron Claw and Airlift were originally available as part of a European-only "Minicon[sic] 8 Pack" (see below).

• Backstop (Scout Class)
• Undermine (Scout Class)
• Wreckloose (Scout Class)

These three toys have so far turned up at Big Lots! and Ollies.

• "Desert Decimation" four pack includes:

• Ironhide (Legends class) (has desert "sand" stains in vehicle and robot mode)
• Ratchet (Legends class) (has desert "sand" stains in vehicle and robot mode)
• Bonecrusher (Legends class) (darker tan limbs and wheels)
• Decepticon Brawl (Legends class) (tan with brown camouflage)

This set has turned up in some incredibly small brick-and-mortar stores, and is more easily found through online retailers.

• Optimus Prime (Legends Class)
• Megatron (Legends Class)
• Starscream (Legends Class)
• Bumblebee (Legends Class)

These four toys have so far turned up at Dollar General and Big Lots! starting in 2012. Later shipments featured retools and additional weapons for Optimus Prime and Starscream originally created for the initially Asian market exclusive Generations Motorbreath and Thundercracker redecos of these sculpts.)

Other exclusives

• "Minicon[sic] 8 Pack" includes:

• Ironside
• Barrel Roll
• Iron Claw
• Buckshot
• Airlift
• Heavy-Liftor
• Diveplane
• Reachout

The "Minicon 8 Pack" was only available in parts of Europe. Known countries it was released in include France, Slovakia, and the Czech Republic. Iron Claw and Airlift later also turned up individually at US retail (see above).

• "The Ravage Infiltration" multi-pack includes:

• Rollbar (redeco of Dune Runner)
• Flak (redeco of Scattorshot)
• Ravage (Legends class)
• Three human soldier mini-figures

This set was originally intended as a Target exclusive in the United States, but is only known to have been released through Sainsbury's stores in the United Kingdom.

Canceled toys

• "Megatron Rising" five pack includes:

• Megatron (Revenge of the Fallen Voyager class redeco)
• Long Haul (Legends Devastator component)
• Mixmaster (Legends Devastator component)
• Rampage (Legends Devastator component) (yellow deco)
• Scrapper (Legends Devastator component) (red redeco)

• Blue Maximus vs. Crosshairs (redecos of Ransack and Rollbar revealed via an instruction sheet on Hasbro.com [1])

• Drydock vs. Undertow (redecos of Depthcharge and Shortround revealed via an instruction sheet on Hasbro.com [2])

The stores that the preceding items were to be exclusive to are currently not known.

Competition items

• Special Edition Battle Blades Bumblebee - a competition prize item at the Animation-Comic-Game Hong Kong (ACGHK) material-entertainment fair 2010.

Autobot Alliance

Action figures "main line"

• AA-01 Battle Hooks Optimus Prime (has hooks instead of sword blades)
• AA-02 Battle Blade Bumblebee
• AA-03 Ironhide
• AA-04 Insecticon (different colors)
• AA-05 Sea Spray (different colors)
• AA-06 Sidearm Sideswipe (no red)
• AA-07 Breacher
• AA-08 Elita-1 (different colors)
• AA-09 Hubcap
• AA-10 Brimstone
• AA-11 Highbrow
• AA-12 Tomahawk
• AA-13 Hailstorm
• AA-14 Terradive

Toys confirmed for Japan but not for North America

Legends Class

EZ Collection Vol. 5

• Delivery Mudflap
• Delivery Skids
• Desert Brawl
• Jetfire
• Optimus Prime
• Payload
• Skipjack
• Stalker Scorponok

Notes

I'm too sexy for Generations, too sexy for Generations, too sexy for that location...

• The plastic-coated wire twist-ties, which were normally used to secure a toy in its packaging in past toylines, have been replaced with paper-based tie-downs. The paper tie-downs are also used in the Generations toyline.
• The 2010 Transformers toyline contains several toys with a design aesthetic similar to the Generations line. This led to confusion when fan expectations were contradicted by official Hasbro announcements.

Foreign names

• Japanese: Transformers: Autobot Alliance (トランスフォーマー オートボットアライアンス Toransufōmā Ōtobotto Araiansu)

External links

• ASMZine.com's Toy Fair 2010 Hasbro Transformers press kit gallery
• ASMZine.com's Toy Fair 2010 Transformers booth gallery