Toy Fair 2012

« Toy Fair 2012 »
Date	February 12–15, 2010
City	New York, NY
Venue	The Times Center

Toy Fair 2012, hosted in New York City from February 12–15, boasts "over 25,000 attendees, 345,500 square feet of exhibit space, 100,000 products with over 7,000 never before seen in the world, 1200+ exhibitors, [and] 1000 global media representatives."

MediaWiki was invited to Hasbro's 2012 Collector-Fan Media Day at The Times Center on Saturday, February 11, and wiki contributors Greg Sepelak and Matt Karpowich attended. Following a presentation starting at 1pm, fan representatives were allowed into Hasbro's product showroom.

Coverage

Generations

• 
  Deluxe Class Fall of Cybertron Jazz
• 
  Deluxe Class Fall of Cybertron Shockwave
• 
  Deluxe Class Fall of Cybertron Optimus Prime

Cyberverse

• According to design director Joshua Lamb, the reason Hasbro is able to sell Optimus Maximus at a $30 price-point is because it contains roughly the same amount of plastic as the Dark of the Moon Ark. He concept-proofed this idea by physically unscrewing an Ark toy and hot-gluing the pieces into the rough shape of a robot. Awesome!

Transformers Prime

Deluxe Class

• 
  Deluxe Knock Out is ready for his close-up.

Kre-o

Showcased Products

• Cycle Chase set (77 pieces) with Barricade and three Autobot Trooper Kreons
• Decepticon Ambush set (80 pieces) with Cliffjumper and three Vehicon Kreons
• Rotor Rage set (217 pieces) with Vortex and two human Kreons
• Stealth Bumblebee (257 pieces) with Bumblebee, one bulldog and three human Kreons
• Street Showdown set (273 pieces) with Wheeljack, Knock Out and two human Kreons
• Battle for Energon set (379 pieces) with Optimus Prime, Megatron and two human Kreons
• Destruction Site Devastator set (590 pieces) with Devastator and five human Kreons
  • Devastator is made up of Drill Bit, Hightower, Scavenger and Scrapper.

Notes

• While Kre-O had its own display space featuring both Transformers and Battleship sets, both the normal Transformers and Battleship areas featured Kre-O sets mixed in with other products.
• According to Kre-O marketing director Kimberly Boyd, all of the sets are designed and developed internally by Hasbro, with Oxford only manufacturing some of their bricks.
• A Transformers Kre-O set featuring a big mechanical scorpion was shown during the slide presentation, but was not present in the showroom or mentioned in the press materials.

Notes

Jerry Jivoin, Optimus Prime, and Joshua Lamb's head.

• Due to the presentations starting late, attendees were allowed to stay in the showroom until 5:30pm instead of 5pm. Sweet!
• The event was kicked off by a presentation from Hasbro Studios president Stephen Davis, who showcased teaser clips from Rescue Bots and Prime season 2, among many other HUB series.
• The presenters for the Transformers brand team were design director Joshua Lamb and Jerry Jivoin of marketing. Ex-Transformers designer Vickie Stratford was present as the design director of the Marvel team.
• A number of TakaraTomy employees attended, including Hideaki Yoke and Hisao "Curly" Nishimoto.
• Mike Vogel and Jeff Kline of The Hub/Transformers: Prime were also in attendance, but unlike Toy Fair 2011 did not get up on stage. They did later wander through the showroom floor.
• The Marvel Comics part of the stage presentation featured a sneak peek at one of the 3 3/4" scale figures for 2013... the original Death's Head.