Pack-in material

The besotted Ultra Magnus has chosen YOU.

Since the very beginning of Transformers, Hasbro has been including pack-in material with toys. The first example was the toy catalog, simply advertising all the available Transformers. But soon these were accompanied with mail-order flyers for additional exclusive toys, then mini-comics, contests, and more. In more recent years, CD-ROMs and DVDs have come into vogue, containing cartoon episodes and various interactive features, though more "low-tech" items like stickers and collector cards are still common.

The term "pack-in material" is used here for lack of a better, official option. If Hasbro has a term for this kind of media, we are unaware of it.

Catalogs

Hasbro has often used pack-in catalogs to advertise their range of available toys. In the days of Generation 1, they were expansive affairs that would document an entire year's worth of product. In more recent lines, they tend to have a more limited focus, though they do occasionally branch out into advertising for other toylines.

Mail-order flyers

In Generation 1, Hasbro sold certain toys exclusively via mail-order flyers included with retail toys. Reflector, the Omnibots, and the Powerdashers are probably the most well-known of these. Mail-order flyers were also used to sell a few other Transformers that had been discontinued from the main line. Membership in the S.T.A.R.S. fanclub was also available, and many flyers contained story material related to this that constituted a distinct micro-continuity.

1984

• "Reinforcements from Cybertron!"

1985

• "The battle is far from over!"
• "Earthlings: THE S.T.A.R.S. need your help now!"
• "Look Inside for a Special Offer!"
• "Have the Decepticons defeated us once and for all?"

1986

• "Can one boy, alone, hold back the evil Decepticons?"
• "Decipher the Decepticon" Sweepstakes (4 different posters)
• "You Have Been Chosen."
• "Inside...a Transformer Not Sold in Any Store!"

1987

• "Rodimus Prime remembers the Transformers greatest battle on Earth."
• "Transformers Combat Data"

1988

• "The Autobots Are Under Attack!"

Mini-comics

Hasbro has been known to include mini-comics with toys, sometimes to tie in with a specific promotion, and sometimes to augment the line as a whole.

Generation 1

• "Start Your Own Decoy Collection", packed alongside decoys on certain carded Transformers

Generation 2

• A series of 16 mini-comics by Hidetsugu Yoshioka were packaged with the instruction manuals by Takara for the line's Japanese release.

Beast Wars

• "Optimus Primal vs Megatron!", included only with the two-pack of Basic-sized Megatron and Optimus Primal

Armada

• Armada mini-comics, four issues printed as part of that line's toy catalogs

Energon

• Energon mini-comics, four issues printed as part of that line's toy catalogs

Robot Masters

• A series of 2 mini-comics came packaged with early Robot Masters toys.

Universe (2008)

• While not technically mini-comics, reprints of The War Within: The Dark Ages #2 and Marvel UK Generation 1 #82 were included with thematically-relevant two-packs.

Collector's cards

A common pack-in item, collector's cards are an easy way for Hasbro to give customers a little something extra with their purchases.

Generation 2

• Some toys in the Generation 2 line came with a multi-fold card which featured the toy's bio and tech spec inside, and a pop-up version of the character art on the outside.

Beast Wars

• The Japanese editions of Beast Wars toys each came with a collector's card (alternately labeled a "DESTRON CARD" or "CYBERTRON CARD") featuring a faction symbol on one side, and character art, a bio and specs on the other.

Beast Wars II

• Toys from the Beast Wars II line each came with a collector's card featuring a rendering of the character on a photographic background on one side, and a toy photo, bio and tech specs on the other.

Beast Wars Neo

• The Beast Wars Neo toys each came with a collector's card featuring character art on one side, and toy photos, a bio and specs on the other.

Armada

• Armada toys came with a glossy, single-sided, playing card-sized sticker featuring character art by Dreamwave.
• Micron Legend toys came with a collector's card featuring package art on one side and toy photos, bios and tech specs on the other.

Heroes of Cybertron

• Toys in the Heroes of Cybertron line each came with collector's card with the character's package art on one side, and a bio and tech specs on the other.

Energon

• Toys from the Energon franchise included a playing-card sized collector's card, with character art on one side, and tri-lingual tech spec ratings on the other.

CD-ROMs and DVDs

In the modern era, compact-disc storage has become an economical way to include promotional material with toys, from mini-comics to games to full TV episodes.

Beast Wars

• The Beast Wars 10th Anniversary toys each came with a DVD containing an episode of Beast Wars.
  • "Equal Measures" with Cheetor
  • "A Better Mousetrap" with Rattrap.
  • "The Spark" with Rhinox.
  • "Spider's Game" with Predacon Tarantulus.
  • "Possession" with Waspinator or Optimus Primal vs. Megatron.
  • "Code of Hero" with Dinobot.
• The Beast Wars Telemocha Series toys each came with a DVD containing a Japanese-dubbed episode of Beast Wars and a commercial for the toyline, along with advertisements for the 2007 movie. The toys also came with a collector's card with show-based character art on one side, and toy photos, bio and specs on the other.
  • "Super Lifeform Transformers Appear" and "Make a Dramatic Comeback, Destrons" with DX Convoy.
  • "Destroy the Destrons" with Convoy.
  • "Cheetas's Crisis" with Rhinox.
  • "Operation: Time Bomb Transfer" with Megatron.
  • "Convoy Disappeared" with Cheetas.
  • "The Sky-Mountains Explode" with Waspitor.
  • "Solitary Warrior, Tigatron" with Tigatron.
  • "Kick of the Spider Woman" with Wolfang.
  • "New Weapons of Terror!" with Dinobot.
  • "The Assassin Virus" with Black Widow.
  • "Goodbye, Rattle!?" with Cohrada.
  • "Falcon Warrior, Airazor" with Gimlet.
  • "Floating Island Death Match, Part 1" and "Floating Island Death Match, Part 2" with DX Megatron.
  • "Around and Around the Jungle" with Archadis.
  • "The Immortal Starscream" with Motorarm.

Universe

• The Transformers: Universe CD-ROM was included with select Universe and Armada toys.

Cybertron

• A DVD of the Cybertron episode "Hidden" was included with select Cybertron toys.

Contests

Occasionally Hasbro has run contests based on pack-in material:

Generation 1

• Iron-on patches were included with the combiner limbs and 1986 Mini Vehicles, promoting the Prizes in Disguise contest.

Cybertron

• Peel-off stickers and game pieces promoted the "Get Your Key To Cybertron" instant win game.