Transformers (2010 toyline)

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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 that 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 features many characters who had not appeared in the movies, but at the same time Hasbro was able to plausibly present it as a movie tie-in to retailers who (naturally) were very eager to stock merchandise related to the highly popular and successful films.

It also included 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 referred to the line as "Autobot Alliance" (the same name it was 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 had two different styles of packaging: the regular yellow packaging and the less common red packaging (mostly used for exclusives) that is very similar in design to the Generations toyline, but lacked the Generations subtitle.

Hasbro Transformers toyline

Action figures "main line"

Legends Class

Wave 1 Wave 2 Wave 3 Wave 4
Legends-class Rampage.
Wave 5


Scout Class

Wave 1 Wave 2 Wave 3 Wave 4
Scout-class Hubcap, who is awesome.
Cancelled


Deluxe Class

Wave 1 Wave 2 Wave 3 Wave 4
Deluxe Hailstorm
Wave 5 Wave 6


Comic Book 2 Packs

Wave 1
  • Battle in Space
    (Cyclonus with Nightstick, Rodimus)


    • Voyager Class

    Wave 1 Wave 2 Wave 3 Wave 4
    Sea Spray
    Wave 5


    Leader Class

    Wave 1 Wave 2
    Leader-class Starscream


    Human Alliance

    Wave 1 Wave 2


    Activators

    Wave 1 Wave 2 Wave 3


    Powerbots

    Wave 1


    Roleplay

    Wave 1


    Store exclusives

    US chain retailers
    Amazon.com BigBadToyStore CostCo Kmart
    "The Victory of the Fallen"
    "Hunters Rumble" Barricade and Sideswipe.
    Target ToysЯUs
    		Walmart
    Cancelled, unknown outlets


    US "Market six" releases
    Mini-Cons Legends Class Scout Class Multi-packs
    Mini-Con Pan-Handler. "Git a job, ya bum!"


    European market exclusives
    Sainsbury's Misc retailers


    Competition items

    TakaraTomy Autobot Alliance toyline

    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

    Legends Class

    EZ Collection Vol. 5

    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)

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