And now, an old man yells at a cloud...
Things tend to rattle around in my
brain. I’ll have an idea, run through it, write some of it down,
and, on occasion, shelve it. Sometimes you don’t like the first
draft, or you forget it in favour of more interesting things.
Sometimes, the article gets unpacked after I remember it, or I feel
that I need to fill a slot. So, here we are today, with an article
that’s a bit of both. An article whose conceit may be both tritely
obvious and inflammatory. I put it to you, dear reader, that Studio
Series no longer serves a distinct purpose, and is in fact merely an
imprint of whatever collectors line Hasbro is doing that year.
Studio
Series Cogman, 2019
So,
context and history. Studio Series is part of the all encompassing
Generations block of collector aimed Transformers. It's stated goal
was to appeal to fans of the live action films with high fidelity,
premium toys matching the big screen as much as possible. Studio
Series kicked off in 2018, the films having been an ongoing concern
for a decade or so at that point, so there was definitely an audience
for such a thing. More over, there was something of a need for
do-overs. The original bayverse designs were infamously complex,
which was something the toy people took a while to overcome. Some
characters weren't well-served or lost in the shuffle. As time
progressed, Hasbro opted to divide movie stuff into two, simple merch
for kids, and more complex stuff for serious toy fans. The latter
evolved into Studio Series, offering the chance of a do-over for some
many characters. Studio Series was a fundamentally good idea then,
catering to market I personally wasn't in, but entirely justifiable.
The first toys appeared shortly after The Last Knight line wrapped
up, actually inheriting a couple of moulds, the titanmaster-based
Nitro Zeus and Cogman moulds. This was something of an odd blip now I
come to think of it. The entire headmaster thing was something cut
from the film, so it's kinda odd that they were in Studio Series. I
mention it as it I need to bring up a fundamental point about Hasbro
Transformers, which explains that and many similar oddities.
Generations, be it Studio Series, Legacy, Kingdom, Earthrise, Siege
or whatever, are all ultimately the same toy line. It's melange,
spread across varying price points and imprints, but still ultimately
from the same place and matching product numbers. I know I bring that
up whenever I do opinion pieces on toylines, but it is vital context.
So, other than those two early reuses, Studio Series was generally
fulfilling it's brief, jumping up and down the timeline like
Generations usually does. As mentioned, I'm not a movie guy, but they
were doing good work and things people wanted. I mean, doing
Devastator as a team of eight, spread across the deluxe, voyager and
even leader pricepoints? That's pretty awesome.
Studio
Series 86 Grimlock, (and an awful Wheelie), 2021
Mind
you, simple reality would soon catch up with Studio Seried. Come the
time of the Bumblebee film, not even two years after Studio Series
started, Studio Series had already made a significant dent in the
bayverse roster. As much as I like that film, Hasbro seemed less
invested this time around, and wasn't going as hard on the merch. So
Studio Series stopped being purely about nostalgia and do-overs, and
became the premium bit of a movie line for a while. And it
immediately fucked up. The initial three toys for the tie-in,
Bumblebee, car mode Shatter, and helicopter mode Dropkick, we're
based off outdated character models and thus had an only passing
resemblance to the film. This defeated the entire point of Studio
Series. And maybe they should have put the line on hiatus then, but
they didn't. Instead they did two things. First off, they remembered
the 1986 movie was also a film, so they could do actual Generation 1
characters too. Its the Generations Grabbag again, its things
spilling over. Then they chose to do a toy for each character
featured in the Cybertron scenes of the Bumblebee movie, a few brief
minutes of fanservice with G1-adjacent designs. Because that was what
we needed, when Earthrise had been fully G1. And Cyberverse was
doing G1 but YouTube. And Kingdom being half G1 stuff. For Studio
Series to alternate between actual G1, and characters that looked G1,
but had mere seconds of screentime originating in reshoots.
The
mainline Voyager class Rhinox toy, 2023
In all fairness, I did like that Brawn. Anyways, like
I said Studio Series and Generations are the same thing. Anyways this
continued for a bit, until we catch up with the near past. Studio
Series would bide its time for a while, doing the most G1 of G1
stuff, until the new film happened, Rise of the Beasts. This had been
subject to delays and reshoots, and was a little bland as movies go.
Toyline mishaps also happened, as its arguable star Mirage was
largely forgotten, in favour of the usual suspects. There was also
two sets of "proper" movie tie-ins, one doing fun stuff
like battlemasters and Studio Series releases seemingly benefiting from the
delays. For some reason, the deluxe and voyager price points were
present in both, competing with each other. Why?! Did the delays mess things up so bad? Was Hasbro trying to double dip and got the timing wrong? Regardless,
‘beasts came, did pretty much everybody, and went with an almost
spectacular lack of lasting impact. Even the TFNation dealers room
was noticeably light on beasts stuff, and that should have been a
gimme. I mean, that might just be my experience, ancedotes are not evidence, but I suppose the box office wasn't great was it? If it had took, we'd be swimming in beastformers. That's another story though. Then we got some video game stuff, the so-called Gamer
Edition, which are, um, not top tier? Then we got the reveals
that got me writing this the first place, way back in November, the
toys based on concept art. Which, by definition, aren’t on screen.
Stock
image of Concept Art Megatron, unreleased at time of writing
So,
where do I stand on this? Well, I feel conflicted. The
concept art Megatron is honestly fascinating as a piece. It's what
could have been, and is a triplechanger, so it should be fun to mess
with. If I saw it on sale, I'd be tempted. Then again, and this is
the autistic bit of my brain talking, what is Studio Series for if
its not slavishly matching media? Doing a concept art toy in Studio
Series is a contradiction in terms. So what I'd suggest here is
either a pause or a rebrand, or some combination of both. Studio
Series has had a good run, but the bottom of the barrel is not only
visible, but showing scratch marks. You could rebrand it as
"boutique" or similar, and concentrate on the difficult and
interesting. Or, you could retire it for a year or two, let people
grow to miss it, and come back with fresh eyes. Or they could just
continue as they are, just treading water until the next film comes
out. And with that, eventually, they’d have to think about doing
Skids and Mudflap.
And
no sane person wants that.