Transformers Series - Production Background

Production Background

The Transformers toyline and cartoon/animated series was inspired by the Japanese toyline, Microman (an Eastern descendant of the 12" G.I. Joe action figure series). In 1980, the Microman spin-off, Diaclone, was released, featuring inch-tall humanoid figures able to sit in the drivers' seats of scale model vehicles, which could transform into humanoid robot bodies the drivers piloted. Later still, in 1983, a Microman sub-line, MicroChange was introduced, featuring "actual size" items that transformed into robots, such as microcassettes, guns and toy cars. Diaclone and MicroChange toys were subsequently discovered at the 1983 Tokyo Toy Fair by Hasbro toy company product developer Henry Orenstein, who presented the concept to Hasbro's head of R&D, George Dunsay. Enthusiastic about the product, it was decided to release toys from both Diaclone and MicroChange as one toyline for their markets, although there were eventual changes to the color schemes from the original toys to match the new series.

By 1984, U.S. regulators had removed many of the restrictions regarding the placement of promotional content within children's television programming. The way was cleared for the new product-based television program. Hasbro had previously worked with Marvel Comics to develop G.I. Joe: A Real American Hero for a three-pronged marketing scheme - the toyline, a tie-in comic book by Marvel, and an animated mini-series co-produced by Marvel's media arm, Marvel Productions, and the Griffin-Bacal Advertising Agency's Sunbow Productions animation studio. Given the success of that strategy, the process was repeated in 1984 when Hasbro marketing vice president Bob Prupis approached Marvel to develop their new robot series, which Jay Bacal dubbed "Transformers."

Marvel's Editor-in-Chief at the time, Jim Shooter, produced a rough story concept for the series, creating the idea of the two warring factions of alien robots – the heroic Autobots and the evil Decepticons. To flesh out his concept, Shooter called upon veteran editor Dennis O'Neil to create character names and profiles for the cast, but O'Neill's work – for whatever reason – did not meet with Hasbro's expectations, and they requested heavy revisions. O'Neill declined to make said revisions, and the project was turned down by several writers and editors approached by Shooter until editor Bob Budiansky accepted the task. Hastily performing the revisions over a weekend, Budiansky's new names and profiles were a hit with Hasbro, and production began on a bi-monthly four-issue comic book miniseries, and three-part television pilot.

Japanese designer Shōhei Kohara was responsible for creating the earliest character models for the Transformers cast, greatly humanising the toy designs to create more approachable robot characters for the comic and cartoon. His designs were subsequently simplified by Floro Dery, who went on to become the lead designer for the series, creating many more concepts and designs in the future.