Beast Wars: Transformers (toyline)

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Easily the most radical move ever made by Hasbro in Transformers history, Beast Wars: Transformers abandoned over a decade's worth of familiar trappings, to drastically re-work the franchise in order to save it from a second (and likely final) cancellation. Now the robots in disguise turned into organic animals. The classic factions were even replaced with the new Maximals and Predacons.

The initial reaction from the early online fandom was less than welcoming. The reaction from the far larger kid market, however, was strong sales the likes Transformers hadn't seen in a long time. Backed by a CGI-animated cartoon, Beast Wars basically saved Transformers, and has become a beloved piece of the line's history.

In the beginning, came the beasts, and all that creeps, crawls and flies. But nature lies, they're robots in disguise!

Overview

With sales of the Generation 2 toyline proving unremarkable, Hasbro faced a choice: end the Transformers brand for a second time, or drastically revamp the concept. They chose the second option, handing the reigns over to their newly-acquired Kenner division.

While beast-mode Transformers had been around since day one, those were robotic beasts. Beast Wars characters took on the appearance of fully-organic creatures, which also affected their robot-mode looks: while there were "metal" parts, the designs were much more rounded and organic in shape if not texture. Faces tended towards the bestial or just straight-up inhuman, even moreso with the first year toys's secondary "Mutant Heads".

The old factions were replaced with Maximals and Predacons, with new faction symbols, though Hasbro/Kenner weren't prepared to completely abandon everything classic: the new factions were led by new iterations of Optimus and Megatron, though their appearances were heavily altered. "Transformers" was still part of the toyline's title, but it was shrunk down and placed below the huge, jagged "Beast Wars" logo. The packaging too was distinctly organic, with red scaly skin as the backdrop, and a massive reptilian eye under the bubble for carded figures. The initial waves even used a craggy, rock-like plastic bubble, though that was quickly replaced by a more normal rounded bubble.

While these aesthetic changes were initially shocking to fans used to the classic series, the line had many features that got fans to warm up to it in short order.

Deluxe Maximal Woflang, with his extra joints and beast-mode-bits weapons

Beast Wars took the popular features of a handful of Generation 2 toys and made them standards across the entire line. Heavy use of ball joints gave the figures unprecedented degrees of articulation, often greater than that of the "normal" non-transforming action figures of the time. Robot-mode weapons were either part of the toy's alternate mode, or at least stored inside them rather than needing to be set aside (and more easily lost). Both of these features would become standards for basically every Transformers line to follow.

Another now-ubiquitous line-wide move was the introduction of a standard system of price points, dictated by a toy's size, not its gimmicks. Beast Wars began with $5 "Basics", $10 "Deluxes", $15 "Megas", and $20 "Ultras", each size class getting physically larger, and packing more and more play features into the toy. (Ultra-class Optimus Primal is friggin' loaded with stuff.) Though prices would fluctuate over the years due to inflation or rising production costs, the basic outline of the system continues to be used today.

Beast Wars was an undeniable success, routinely making high sales marks through most of its life, according to toy magazines likeTomart's (remember when print magazines existed about this hobby?). It typically hovered in the top five best-selling toy lines each month, mostly bested by the newly-revived Star Wars line, the still-strong Power Rangers and the massive rise of toys based on professional wrestling, occasionally popping into the top three places. In fact, when Hasbro elected to revamp the franchise before it could go stale, leading to the direct-sequel, same-main-cast-having Beast Machines toyline, they also kept Beast Wars around in a smaller capacity, with a handful of new products and some recolors of classic characters.


Hasbro Beast Wars toyline

1996

The first year of the line was a shocker to fans, both for its drastic aesthetic change from what came before, and its technical/design changes that gave the toys far more play value. Basic-class toys all have a spring-loaded one-step autotransformation. Deluxe and larger toys all have a secondary "Mutant Head" to change their robot-mode appearance.

Basic class

Wave 1 Wave 2
File:Rattrapbeastwarsbasic.jpg
Basic Rattrap

Deluxe class

Comic 2-pack Wave 1 Wave 1.5 Wave 2
Deluxe Blackarachnia
Wave 3

Mega class

Wave 1
Ultra-class Megatron. In 1996, this was seriously the most complex Transformer ever.
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