Transformers 4 Will Feature New Robot Characters … Cause They Want to Sell You More Toys


Optimus PrimeWell we all knew the “Transformers” movies weren’t exactly spurned by great art or love of the human condition, but from the sounds of it, “Transformers 4″ will be introducing a new host of robot characters, with the primary reason being, uh, to sell your kids new Transformers toys and Happy Meals.

The boys at the Transformers blog TFW2005 recently attended the UBS Best Of Americas 2012 Conference, where toymaker Hasbro was present to introduce their latest line-up. Hasbro, of course, is the toymaker behind the Transformers line, and you better bet your ass they have a lot of input into the movie franchise as well. Movies sells toys, after all.

Brian Goldner, head honcho of Hasbro, was pretty straightforward about his company’s interest in the upcoming fourth movie (to also be directed by Michael Bay, who previously helmed the last three movies), telling the gathered masses:

Regarding toy sales… it’s because of same characters in all three movies. This is why Transformers 4 will have a new cast of [robot] characters and it will be a story revolving around these new characters. Brian said Transformers will branch out to more categories. For example; during Transformers 3, they had an idea to expand the Transformers brand on Little Kids segment. This was the origin of Rescuebots said Mr. Goldner. Soon the idea took a separate life and evolved to a separate toyline. He said it’s normal for any brand to experience the situation (what happened to Transformers 3 toyline) and stated that brands need re-imagining, reinvent and hinted that the same is to happen with Transformers 4.

So in case you missed it, the reason why “Transformers 4″ will feature “new [robot] characters” is because sales for the toyline have been flagging a tad in the U.S. and Canada. This is, er, one way to pump up those numbers, I guess. Get new toy products into a movie. And write a movie entirely around them.

He’s right about one thing, though: Optimus Prime, as cool as he is, was getting a little stale regardless of how many cool gadgets you gave him. He was getting old, and so were the Decepticons and their constant world-domination schemes. Moving the story onto another group of fighting alien robots from outer space would be a good idea to inject fresh life into this dying horse. I mean, it’s a big universe out there. How many more times do we need to see a World War Robot on Earth? Three is enough, I think.

And oh, new toys, too. (Guaranteed to turn your kids demonic!)

Author: Nix

Editor/Writer at Likes: long walks on the beach and Kevin Costner post-apocalyptic movies. Dislikes: 3D, shaky cam, and shaky cam in 3D. Got a site issue? Wanna submit Movie/TV news? Or to email me in regards to anything on the site, you can do so at nix (at)
  • Lexavi80

    I always thought toys were bi-products of movies and not the other way around.

    Idiots! Didn’t work for Batman & Robin, won’t work for the (mediocre as it is) Transformers.

    • Urizen

      Building a script around a studio-mandated cast of characters? It worked pretty well for Avengers. I doubt it was some wild coincidence that all eight of the main characters in Avengers were the same ones who were established in the various lead-in movies.

  • Aegon the Conqueror

    I might give this one a skip…unless of course Ultra Magnus has finally made it into the franchise in which case I might make an exception. I hate what Michael Bay has done to the Transformers with Dark side of the moon.