In an alliance that would once have seemed unthinkable, Mattel and Hasbro have joined forces to make the leader of Transformers’ Autobots part of the top-selling line of toy cars in the world. Hot Wheels is no stranger to licensing — they’ve done Star Wars-themed cars before, among many others. But for Mattel to make an official Transformers toy that transforms is akin to dogs and cats living together…mass hysteria!
It’s Morphin’ Time!
Let’s back up. For a long time now, Hasbro has had a rule that while other companies besides themselves or Japanese license partner Takara can make Transformers toys — like threezero’s high-end replicas, or Super7’s cartoon-based Ultimates — nobody else is allowed to make toys that actually transform. This rule has seen minor erosion, as the Robosen auto-transforming figures are a co-production with Hasbro, using the former’s proprietary technology. LEGO was really the first big brick to fall, though, with its Optimus Prime set that could convert without requiring a rebuild.
Hot Wheels seems like a bigger deal, because it’s arguably competitive with Transformers in the toy vehicle space. Physical toys, however, no longer have the same hold on kids who grew up with virtual fantasy worlds, and adult collectors place a premium on dream items that could never exist before. Hot Wheels Optimus Prime is one such toy, and will only be available online at Mattel Creations. (It’s possible Hasbro Pulse may get some, but don’t hold your breath.) The figure launches May 21st at 9 a.m. pacific time, and potential buyers would be well advised to get quick on the draw. Hot Wheels are super-collectible and doggedly pursued by scalpers — premium and rare ones even more so.
Hot Wheels Optimus Prime’s transformation is based on that of the original toy, removable fists and all, at about half the size, with more diecast metal. He runs $80, which feels like convention exclusive pricing, but also takes into account the fancy box, which allows you to display him in package in either truck or robot mode. It’s technically 1:64 scale.
Are you ready to roll him out? Take a look at some official images below to help you decide.
