In 2007, I imagine the toy company Hasbro had one thing in mind in while watching their Transformers property becoming a summer blockbuster courtesy of Michael Bay: toy sales. Like Yogurt once taught us, merchandising’s where the real money from a movie is made. They’ve been on a good streak with three Transformers movies and new toys associated with each new films.
During the UBS Best of Americas 2012 conference, Hasbro CEO Brian Goldner explained that the last Transformers movie, Dark of the Moon, failed in one crucial respect. Despite its $1 billion box office take, there weren’t really many new toy prospects since the bots looked more or less like they did in the previous movie. If a kid bought an Optimus Prime action figure for the first film in 2007, why would he buy the same Optimus Prime action figure for the third film in 2011? And while we’re at it, why does anyone see these movies in the first place?