I used to sell toys
on the side. It was my hobby, and my attempt to run my own business.
I can't honestly say it was a success, because we are talking in the
past tense, but I gave it a good go over five years. I tend to be
stubborn about these things, but I think I learned something from the
experience. Skills, understanding of the fandom, understanding of
Hasbro, and possibly of myself. The last Transformers line I dealt
with was Earthrise, by which point the fun was going out of it. What
follows is a discussion of that toy line, the impression it made,
what worked, and what didn’t, from my point of view.
Context
Following on from
Siege, War for Cybertron: Earthrise was the middle of the trilogy.
Continuing the same trends as it's forebear, Earthrise promised G1
characters, this time in their Earth modes, with an almost
"mini-Masterpiece" design. The initial response to it could
be summed up as "yeah, those look really cool... wait...wait,
you guys are doing the seekers AGAIN? Why did I buy that Prime
then!?”. As I outlined in my Siege article, Hasbro had already
done those characters the year before, so people got annoyed. It felt
to some like they'd been duped into buying something when Hasbro had
a better version on standby, which often was a limited release.
Often, it was not the merely the same character, so much as the same
engineering, but to be fair to Hasbro though, it might not be
entirely their fault. Siege was seemingly hurried to market following
the short-lived Power of the Primes, and then the other thing
happened. Let us acknowledge the elephant in the room, Earthrise
suffered a nine month delay due to the pandemic, a completely
reasonable and understandable thing under the circumstances, which
may explain a few decisions that Hasbro made. The line only did a
year in general retail too, meaning that it just didn't last as long
as Siege either. That said, there is a lot of inertia in toy
manufacturing, so it's hard to say the extent to which Hasbro course
corrected. The thing is though, if we take off our tinfoil hats, and
put aside terms like "distribution woes" and
"obsolescence", Earthrise does have an issue with
consistency. When it's good, it's really good. Earthrise has a solid
claim to having the best Optimus Prime, and the best Titan class, and
does build on Siege's good points. When it's not, well, you get
things like Arcee and what happened to the smaller price-points. If
you can even find the toys...
The 2020 Earthrise Smokescreen Toy
Didn’t I buy
this last year?
Something which is
very notable in Earthrise is the ratio of 32 regular releases to 29
exclusives, including Generations Selects, significantly more than
either Siege and Kingdom, and nearly as much as both together. As a majority of these multipacks covering
characters like the Seekers, Earthrise technically has more
contemporary exclusives than mass market versions of its toys,
although Generations does tend to overlap, so it depends on how you
count to an extent. There’s just less of it to go around, and its
being reused on the same scale as Siege, which makes me wonder about
last minute changes. Did a wave or two get reworked as Amazon fodder?
Maybe not, this is possibly just a matter of stop-gapping, but it
really wouldn't be a shock. The Modulator retools look like a wave 4
thing to me. Earthrise also does the same Generations Grab-bag thing
Siege did, and as a result we get a lot of late G1 and 86-movie toys
filling out the ranks. Its doing a better job than its predecessor
did, if only because Earth modes are the norm, but the characters
selected for the exclusives have to be some of the more desirable
characters around, and notably, a lot of the ones with strongly
defined Earth modes. It feels wrong that its easier to find a
Quintesson than say, Prowl, Bluestreak, Ironhide, Ratchet, Ramjet,
Dirge, Thrust and Runabout. Earth mode Bumblebee and Soundwave were
also off being Netflix/Siege exclusives around this time, Siege
having not actually gone away,
thus ensuring comparisons would be ever present. Perhaps
Hasbro thought that these toys may not sell as well immediately after
their Siege iterations, as reused engineering was prevalent here, and
so they scaled back, or just decided to maximise sales by making a
big name a limited release? Whatever happened, the main line suffered
as a result. The theme was undermined, the type of people who’d
want the 1984 big names were now being frustrated by limited
releases, and/or really annoyed at their Siege purchases, and
assuming you were in a position to see Earthrise toys in person, the
odds were it would be a less-desirable mass-market release.
Obviously, I wasn’t Amazon, so this situation wasn’t great for my
business at the time, but its not about me. Even if we hadn’t been
dealing with a global plague at the time, all the while
desperately looking for some escapism, this was a massive PR
misstep, and I can’t stress that enough.
The
2020 Earthrise Arcee Toy
More Speculation
So,
why might it have played out like that? I mean, yeah, the pandemic
must have had some effect, and
we must cut everybody some slack on that, but its not a blank cheque.
Why did Hasbro arrange
things like they did? Well,
speaking as someone whom has sold toys as a business and dealt with
wholesalers and such, I feel there is a point that I should stress
for the unfamiliar. There is no internal
difference between the assorted collector-aimed Transformers lines.
Generations has been running since 2010
and its banner includes Studio Series and most exclusives; this is
what things like product codes and shipping boxes tell us. It
all bleeds together after a certain point, regardless
of branding, so saying
Earthrise followed Siege, or
is better/worse than Siege is a little misleading. Siege and
Earthrise are two peas from the same pod.
Earthrise is functionally
waves 6 to 8 of Siege, and if you view it like that, things start to
make more sense. The two
share so much in play patterns, engineering and price-points that
they might as well be one thing, the only difference being packaging.
For the record, Kingdom is
a similar-if-nuanced situation, as while that continues
the same thing, its hard to argue that beastformers aren’t a
meaningful change.
Furthermore, Hasbro
is also a
famously difficult company to source from, as their distribution
tends run off a random number generator, and their thought processes
can be a little inscrutable. So, the matters discussed in
the preceding paragraph aren’t
really out of character for them. They
are, from a dispassionate point of view, trying to fill price-points.
This viewpoint also explains
the issues with theme
I keep bringing up, as unrelated
ideas get brought in to round out the numbers, and the habit of
reusing stuff to save money. If anything can be said about Earthrise,
its
that it makes Hasbro’s
business practices more noticeable, by
giving the G1 fans exactly what they wanted, and then making it hard
to buy. The
difficulties I had in the basic area of having toys to sell, along
with general pandemic uncertainty, were a large part of my decision
to close my business.
Not the only thing, and I’m
certainly not blaming them, but it is what it is.
The
2020 Earthrise Exclusive Ironhide Toy
Engineering
Heaven, and Engineering Hell
A few paragraphs
ago, I used the words "mini-Masterpiece" in reference to
Earthrise, and many of them were. We’re talking a high level of
cartoon fidelity here, and often involved transformations. The poster
boy for this is undoubtedly Earthrise Prime, but Cliffjumper was also
an early leader in this trend. There’s definitely a lot of good in
Earthrise, but there’s also more mediocre and outright bad. And
with so many things, its often easier to write about the bad, than to
highlight the good. As I’ve written previously, this “cartoon
model” design approach would have a few unfortunate downsides,
notably resulting in an Arcee so overtly flawed I almost can’t
believe its from the same line. I really didn’t like the idea of
ordering that one, especially in solid cases. New mould
Earthrise toys often have a bit of a problem with partsforming, faux
kibble bits, Q.C issues, troubling uses of translucent plastic, and
prematurely ageing plastic from what I’ve
heard. Moulds re-using engineering from Siege were largely OK if
over-familiar at this point, but that didn’t stop some of them
coming out worse in the process. You know how Earth mode Ironhide was
an exclusive? Well, his earth mode was mainly a removable roof
segment that went over his siege alt form, which still left his feet
exposed, ruining the effect. Oh, and unpainted windows, and varying
shades of red. Maybe some of these were exclusives because Hasbro
knew it would be a harder sell otherwise…
The 2020 Airwave toy
Play Pattern Woes
Of course, while the
partsforming and such were often merely minor annoyances, the real
design failing was probably the A.I.R Lock system, which was a big
part of smaller price-points, and is largely forgotten now. When I
asked my twitter followers what Earthrise was like, this went totally
unremarked upon, maybe I should have mentioned it? The basic idea
here was to create base modes for Micromasters, with larger toys
having connection points, the Weaponizer concept being reworked into
Modulators which could form playsets, and Battlemasters playing a
supporting role. Unfortunately, Micromasters in Earthrise were not a
significant improvement over the Siege version, they didn’t quite
commit, and this ended up spoiling two otherwise excellent play
patterns. We only really got two Modulator moulds, and they were OK,
but there wasn’t enough of them to really explore the concept, nor
did they have the sheer mass required for a good base mode. We needed
more and bigger. The Battlemasters were similarly limited in scope,
and had the misfortune to be largely made of translucent plastic
while turning into bits of road/shields. No matter how you spin it,
that’s a worse idea than the weapon types they followed. As a
result, the few new toys Earthrise had that weren’t
heavily 1980’s, end up feeling like compromised
curios. Definitely interesting, but it didn’t quite work. And I’d
say this, as much as anything, took the shine off Earthrise for me as
a collector, rather than a business man. I can take or leave G1
accuracy, what matters more to me is fun, and the edge cases. Siege
had plenty of fun and edge cases. Earthrise had a bunch of G1
characters with very vanilla interpretations, and fumbled the bits
I’m usually interested in.
Having dealt with
the big picture stuff, let’s now look at the toys by price-point.
The 2020 Earthrise
Slitherfang Toy
Battlemasters
Now, you can make
the case here that the best toy here is one repackaged from Siege,
Smackdown, although as retailer I wasn’t too fond of repacks. He’s
a little robot minotaur hammer, whom serves as the Wreckers’
mascot, and he’s pretty great. Meanwhile, Rung is fine, and the
three original moulds feature a lot of translucent plastic, while
transforming into bits of road/shields. As noted, its a little hard
to recommend those, but Slitherfang is interesting. Give him to Siege
Barricade, he makes for a good colour match.
The 2020 Earthrise
Daddy-O Toy
Micromasters
These followed on
the same pattern as Siege Micromasters, I.e. half a team, an
unconvincing weapon mode, and no real improvement over the original
toys. If you’re not already onboard with Micromasters this is a
hard sell for me. These were relatively easy for me to source
wholesale, perhaps for that reason. Possibly the Hot Rod Patrol is
your best choice here overall, given their relative competency,
vehicle forms, and Daddy-O’s name.
The 2020 Earthrise
Cliffjumper Toy
Deluxes
Things begin to pick
up a bit in the deluxe slot, but its not great, especially around
wave 2. Arcee is there, as is the rather simplistic Allicon, and
Smokescreen is standing around like some lesser-known member of the
Jackson 5. That’s a dated reference, I know, but this is an 80’s
tribute line. Overall, wave 1 probably offers the best selection of
toys, and probably the best Cliffjumper ever made, faults included,
although if you have a certain big boy, your mandatory purchase is
Fasttrack. Meanwhile, Airwave is a personal fave of mine, and
Runabout’s fake heelie-wheels are dumb. Seriously, they stick out
in car mode.
The 2020 Earthrise
Starscream Toy
Voyager
Another weak
showing, the main attraction here is Starscream, whom is a pretty
good, but clearly Classics inspired, iteration of the character.
He’s very much in the Goldilocks Zone of mass-market toys, yeah,
there’s improvements that could be made, but there’s only so many
before you go over budget or make things less fun. The rest of the
slot is decidedly less brilliant. Grapple had a problem where his
pegs would break during transformation. Snapdragon had a similar
issue with cockpit doors. The Megatron retool has more partforming
than the Siege version and suffers from photodegradation. Meanwhile,
the Quintesson Judge is
modulator-adjacent, partsforming into a prison playset. Its…. Okay?
The 2020 Earthrise Optimus Prime Toy
Leader
Let’s not mince
words, if this Optimus Prime toy hadn’t been a thing, the discourse
around Earthrise would have been completely different. On the upside,
it has many upsides. Its a mass-market, mini-masterpiece; it does an
awful lot well, too many to mention. On the downside, it shares parts
with the Siege version, and basically is a voyager with a box trailer
that does very little. Its both a shining example of the positives in
Earthrise, while appealing deeply to collectors, and of Hasbro’s
business practices, while frustrating collectors. Otherwise, this
slot ends up a bit thin. Astrotrain is back, and making actual sense
this time if that’s your thing? Sadly, I just didn’t like
Doubledealer in hand. He’s big, but feels off, like it needed
another design pass.
The 2020 Earthrise
Sky Lynx Toy
Big Boys
Possibly the area
that Earthrise unashamedly wins, we have two toys whom definitely
fall under the heading of Generations Grab-bag, but are just as
definitely welcome. Sky Lynx is a quality update of the frankly
bonkers original, which throws an actually good base mode into the
mix. Scorponok is something I regret passing on, another quality
update that makes him a double-headmaster. Both have reasonable claim
to be the best toys in their respective, and immense, size classes.
Part of that is probably the source material, and the lack of other
versions, but generally I’d say these were more fun-oriented than
some of the smaller toys. I mean, Sky Lynx is a
cat-bird-dinosaur-robot sponsored by NASA. And Scorponok takes design
elements from Japanese media, not just the G1 cartoon, while stealing
Fort Max’s gimmick. That's genius.
The 2020 Earthrise
Exclusive Deluxe Centurion Drone Toy
Exclusives
Sorry, we still have
to talk a bit more about exclusives. Don’t worry, I’m not going
to talk about the seekers etc. again, because aside from plonking big
names into this category, there are a few more interesting choices.
The Centurion Drone set serves as a vessel for all the accessories
which didn’t make the budget on other toys, which is good, but to
the point were the actual toy is secondary, which is a shame. A few
moulds from earlier lines come back, such as Punch/Counter-Punch,
whom didn’t get a wide release before, so that’s nice. There’s
also some G2 stuff, such as Sandstorm, a Gobot in the form of Bug
Bite, an “Alternate Universe Optimus Prime”. Or, more accurately,
Dead Prime from the 1986 movie. Because we needed a toy of a corpse,
apparently. Of course, you’re gonna have a hard time finding them
for a sane price.
Conclusion
Earthrise is
endlessly frustrating to me as a toy line, due to what might have
been. We can chalk some of this up to highly unusual circumstances,
but generally it feels mismanaged. The ratio of exclusives to mass
releases is borked, there’s varying issues with quality control,
everything near the Micromasters suffered, and there was a general
lack of wow factor. But then again, it might just me associating it
with some past disappointments. It got some things very right, much
more right than the series average. Overall, Earthrise is the awkward
middle child of its series, and while that’s not the same as saying
its bad, it doesn’t look that great with its siblings on either
side.