(these photos were archived from an ebay auction of the catalog itself)Īt this point, Hasbro was certainly preparing for the September debut of the Transformers cartoon and comic book, but it seems that the marketing materials for the toys were the first thing produced. To the best of my knowledge, the first use of the Autobot emblem (as well as the Transformers logo, which it was so often used alongside) is in Hasbro's 1984 Toy Fair catalog (distributed in February 1984, at Toy Fair). Griffin-Becal was the Ad Agency at the time, and did create the launch advertising and promotions, but not the Branding and Consumer Packaging. I also commissioned the original artwork for the packaging, which was done with several artists due to the tight turnaround time, and was the creator of the bio card on the back of pack. The original package launched in red for Autobots, and Purple for Deceptions to convey the good versus evil theme. The inspiration for the icons was the actual molded heads in the toy sculptures. I remember getting cartons of the original Takara Packaging (in Japanese) and having to figure out how to transform the toys, and translate that to the American market. CLS&M was a branding and consumer packaging firm, and we were doing a lot of packaging work for Hasbro. I, Wayne Molinare was the original designer of the Transformer Logo, Autobot and Deception Icons, and Packaging for Hasbro.Īt the time I was an Art Director at Coleman, Lipuma, Segal & Morrill (CLS&M) in NYC.
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