Rebranding
Rebranding is when a toy is re-released in new or slightly altered packaging attributed to a different franchise, or is released in packaging attributed to a different franchise than originally intended. For example, Steamhammer, originally released as part of the Energon line, was re-released in Universe packaging (both depicted on the right). The toy is generally not a redeco; the plastic colors and paint mask remain unchanged (barring the occasional minor variant). The only noticeable change is the packaging itself.
Commonly, rebranded toys are released in the same fashion as their original releases (i.e. single releases are re-released as single toys, multi-packs are re-released as multi-packs), though occasionally single toys can be re-released as multi-packs. Usually the rebranded toy retains the same name as the original release; however, if the original release was a redeco released under a modified name, prefixes such as "Energon" or "Galaxy Force" are usually dropped for the rebranded re-release.
Rebranding can happen for various reasons: For example, Hasbro wants to give a store an exclusive in a different line, but doesn't want to invest in a redeco. Using the same plastic colors and paint masks even allows the rebranded toys to be sold at lower prices than the original releases at "Dollar stores". Sometimes toys are also rebranded so they can be sold on markets where the line these toys are released in on the United States market isn't distributed. And lastly, rebranding can also occur before the release of a toy, when Hasbro decides to release it under a different franchise than originally planned, but the original version is still released on other markets.
Rebranding is related to subline imprints, which are a partial rebranding but retain the original franchise name and only use the new name as a secondary title of sorts. Rebranding is also related to reissues of Generation 1 toys, which are released under umbrella names such as Commemorative Series, or are even integrated into larger lines such as Classics or Universe.
Re-releases
- Various smaller Energon and Cybertron toys, among them several Energon combiner components, were re-released as "Dollar store" exclusives under the original Universe line's banner. Some of those Cybertron Scouts were later also re-released again with the new Universe logo.
- Cybertron Deluxe Class (Excellion, Thundercracker, Downshift and Cannonball were re-released as Walmart exlusive Universe Black Friday two-packs dubbed "Opposites Attack" and "Search for the Pirate Moon".
- The Classics "Ultimate Battle" two-pack with Optimus Prime and Megatron was re-released under the original Universe logo, exclusive to Dollar General and later also KB Toys stores.
- Armada Unicron was re-released as a Toys"R"Us exclusive in 2008 Universe packaging with minimal color differences.
- The Movie Target exclusive Scout Class figures Clocker, Hardtop, Air Raid and Storm Surge (all of them redecos of Cybertron Scouts) were re-released as Walmart exclusive Black Friday 2008/2009 Universe two-packs dubbed The Data War and War of the Waves.
- Cybertron Deluxe Class Blurr, Longrack, Runamuck and Buzzsaw (all of them redecos/retools of Armada toys) were re-released as part of a Sam's Club exclusive Universe five-pack dubbed "Battle for the Cyber Planet Keys". (Also included was Optimus Prime, but he was redecoed from both his Armada and Cybertron releases.)
- The Cybertron Leader Class Optimus Prime redeco "Galaxy Force Optimus Prime" and Voyager Class Crumplezone were re-released as a Costco exclusive "Ultra Twin-Pack" in 2008 Universe packaging.
- Cybertron Scout Class Ransack GTS, Repugnus and Scattorshot were re-released as a Market six exclusive three-pack dubbed "Warriors From Three Worlds" in 2008/2009 Universe packaging.
- Classics Legends-class Leo Prime was re-released as Cybertron Collection Leo Prime—leaving us to wonder if there is a version of Leo Prime in the Unicron Trilogy.
Market-specific rebranding
- The four waves of KB Toys exclusive Universe Micromaster combiners were released in Energon (Protectobots, Constructicons) and Cybertron (Railbots, Aerialbots) packaging on European markets.
Pre-release rebranding
Originally intended as Target exclusive Universe combiner giftsets, Superion and Bruticus Maximus were only released in Universe packaging on some non-US markets (Australia, Singapore). In the USA, they were released in Revenge of the Fallen packaging instead, but still exclusive to Target stores (and as Zellers exclusives in Canada).
