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Rebranding, also known as "packaging refresh" (or "PR" for short in online retailer listings), is when atoy is re-released in new or slightly alteredpackaging attributed to a differentfranchise, or is released in packaging attributed to a different franchise than originally intended. For example,Steamhammer, originally released as part of theEnergon line, was re-released inUniverse packaging (both depicted on the right). The toy is generally not aredeco; the plastic colors andpaint mask remain unchanged (barring the occasional minorvariant). The only noticeable change is the packaging itself.

Commonly, rebranded toys are released in the same fashion as their original releases (i.e. single releases are re-released as single toys, multi-packs are re-released as multi-packs), though occasionally single toys can be re-released as multi-packs. Usually the rebranded toy retains the same name as the original release; however, if the original release was a redeco released under a modified name, prefixes such as "Energon" or "Galaxy Force" are usually dropped for the rebranded re-release. Outright namechanges are rare exceptions.

Rebranding can happen for various reasons: For example,Hasbro wants to give a store anexclusive in a different line, but doesn't want to invest in a redeco. Using the same plastic colors and paint masks even allows the rebranded toys to be sold at lower prices than the original releases at "Dollar stores". Sometimes toys are also rebranded so they can be sold in markets where the line these toys are released in for the United States market isn't distributed. And lastly, rebranding can also occurbefore the release of a toy, when Hasbro decides to release it under a different franchise than originally planned, but the original version is still released in other markets.

Rebranding is related tosubline imprints, which are a partial rebranding but retain the original franchise name and only use the new name as a secondary title of sorts. Rebranding is also related toreissues ofGeneration 1 toys, which are released under umbrella names such asGeneration One Commemorative Series, or are even integrated into larger lines such asClassics orUniverse.

Contents 1Re-releases 2Market-specific rebranding 3Pre-release rebranding 4Notes 5See also 6References

Re-releases

• The 1993 tail-endEuropean Generation 1 toys, namely theObliterators, theAxelerators, theSkyscorchers, theAquaspeeders, theStormtroopers, theLightformers and theTrakkons, were re-released inGeneration 2 packaging in the same markets in 1994. The Obliterators were even renamed in the process:Pyro became "Spark", andClench became "Colossus".
• SeveralArmadaMini-Con three-packs were re-released as six-packs inEnergon packaging, available atToys"R"Us and some also atWalmart stores.
• Various smallerEnergon andCybertron toys, among them severalEnergoncombiner components, were re-released as "Dollar store"exclusives under the originalUniverse line's banner. TheCybertron ScoutsBackstop,Brakedown andBrushguard were later also re-releasedagain with the newUniverse logo. They were even found at Walmart stores in 2010... always the same three Scouts. And then in 2011, theCybertron ScoutsWreckloose andUndermine (the latter of whom had also been available under the originalUniverse banner) were released again (together with a redecoed Backstop), this time in2010Transformers packaging.

• Cybertron Deluxe ClassExcellion,Thundercracker,Downshift andCannonball were re-released as Walmart exclusiveUniverseBlack Friday two-packs dubbed "Opposites Attack" and "Search for thePirate Moon".
• TheClassics "Ultimate Battle" two-pack withOptimus Prime andMegatron was re-released under the originalUniverse logo, available from Dollar General, Big Lots and later alsoKB Toys stores. It was later re-releasedagain in 2011Transformers-branded packaging, this time available from Dollar General and Big Bad Toy Store (and Canadian Tire in Canada).
• Legends of CybertronOptimus Prime,Hot Shot andSoundwave were re-released inClassics-style packaging under the titleCybertron Collection. (Also available wasLeo Prime, who had previously been released as part of the regularClassics Legends Class line-up.)
• The KB Toys exclusiveGeneration 1-inspiredSpy Changer versions ofOptimus Prime,Autobot Jazz,Prowl,Hoist,Wheeljack andSilverstreak were originally released in packaging simply sporting the title "Transformers" (in the same font style as the2001Robots in Disguise,Armada,Energon,Cybertron, 2003Universe andAlternators titles), but were later re-released at "Dollar stores" inUniverse packaging. A secondwave of theUniverse versions added rebranded versions ofW.A.R.S.,Ironhide andMirage from the second batch of KB Toys exclusiveRobots in Disguise Spy Changers, with W.A.R.S. and Ironhide renamed into "Autobot Camshaft" and "Hoist" (again!), respectively. OnlyMirage retained his name.
• ArmadaUnicron was re-released as a Toys"R"Us exclusive in 2008Universe packaging with minimal color differences.
• TheMovieTarget exclusive Scout Class figuresClocker,Hardtop,Air Raid andStorm Surge (all of them redecos ofCybertron Scouts) were re-released as Walmart exclusive Black Friday 2008/2009Universe two-packs dubbedThe Data War andWar of the Waves.
• Cybertron Deluxe ClassBlurr,Longrack,Runamuck andBuzzsaw (all of them redecos/retools ofArmada toys) were re-released as part of aSam's Club exclusiveUniverse five-pack dubbed "Battle for theCyber Planet Keys". (Also included wasOptimus Prime, but he was redecoed from both hisArmada andCybertron releases.)

• TheCybertron Leader ClassOptimus Prime redeco "Galaxy Force Optimus Prime" and Voyager ClassCrumplezone were re-released as aCostco exclusive "Ultra Twin-Pack" in 2008Universe packaging.
• Cybertron Scout ClassRansack GTS,Repugnus andScattorshot were re-released as aMarket six exclusive three-pack dubbed "Warriors From Three Worlds" in 2008/2009Universe packaging.
• Universe Legends ClassMegatron was re-released in generic 2010Transformers packaging and sold at stores such as Dollar General and Big Lots alongside three other Legends Class figures (which were either minor redecos of previous releases or based onTakaraTomy releases of those sculpts) in 2012.
• CyberverseEvac was available in bothPrime-style packaging at general retail and inTransformers: Universal Studios packaging at Universal Studios stores. (For the European market version, see below.)
• Dark of the Moon Deluxe ClassBumblebee andOptimus Prime (the latter originally exclusive to Walmart stores) were also re-released inTransformers: Universal Studios packaging, as wereDark of the Moon Voyager ClassOptimus Prime andMegatron.
• TheUniverse25th Anniversaryreissue of the originalGeneration 1 Optimus Prime toy, withtampographedinsignias instead ofstickers, was re-released in Hasbro's Asian markets in 2012 in packaging based on the olderCommemorative Series reissue of the figure, but lacking the "Commemorative Series I" label from the packaging.
• During theWar for Cybertron Trilogy, multiple toys were re-released between each line:SiegeSmashdown,Rung,Direct-Hit &Power Punch andAstrotrain were re-released inWar for Cybertron: Earthrise, whileEarthriseWheeljack,Arcee andOptimus Prime were re-released inKingdom. This trend even continued past the WFC Trilogy:Autobot Blaster &Eject andGalvatron, who both debuted inKingdom, were subsequently re-released inLegacy.
• VariousStudio Series figures were re-released under theBuzzworthy Bumblebee sub-line. While the 2020 single pack Deluxes and the 2021 Battle Packs feature no changes from the mainlineStudio Series releases, the 2021 Deluxe Class assortment features redecoed figures.

Market-specific rebranding

• TheTiny Tins versions of theArmadaMini-ConsDirt Boss,Downshift andMirage were available inUniverse packaging in the United States, but inArmada packaging in Europe.
• The four waves ofKB Toys exclusiveUniverseMicromastercombiners were released inEnergon (Protectobots,Constructicons) andCybertron (Railbots,Aerialbots) packaging inEuropean markets.
• The "GDO" redecos ofDark of the Moon Leader ClassIronhide and2010Transformers "Hunt for the Decepticons" Leader ClassStarscream were initially released inHasbro's Asian markets in English-onlyGenerations packaging, and were later made available by Hasbro in Canada asToys"R"Us exclusives inbilingual English/ChineseDark of the Moon/Movie Trilogy Series packaging.
• In addition to his exclusiveTransformers: Universal Studios release, the general retail release ofCyberverseEvac and his wave-matesMirage andSoundwave (who weren't available at Universal Studios) lacked the "Prime" moniker on their United States market packaging, whereas the multilingual European releases kept the "Prime" title.

Pre-release rebranding

• TheMegatron Megabolt toy was originally intended as theBeast EraMegatron character and supposed to be released under theBeast Machines toy line's "Battle for the Spark"subline imprint, making it as far as thesample packaging stage.^[1] However, ultimately that release was shelved, and the figure was later released under the2001Robots in Disguise toy line instead.
• Originally intended asTarget exclusiveUniverse combiner giftsets,Superion andBruticus Maximus were only released inUniverse packaging in some non-US markets (Australia, Singapore). In the United States and Canada, they were released inRevenge of the Fallen packaging instead, as Target and Zellers exclusives respectively.
• TheBuzzworthy Bumblebee "Energon Escape" two-pack ofBumblebee andOptimus Prime, themselves rebranded re-releases of Energon Igniters figures from theBumblebee movie line, was subject to a partial rebranding before its release: Initial packagingstock photos depicted it as beingco-branded as part of the then-upcomingRise of the Beasts toyline, but the delay of thefilm of the same name until 2023 forced Hasbro to change the branding to that of theBumblebee movie's toyline, with entirely new stock photos depicting the change to the packaging.

Notes

A commonmisconception amongfans is that "repackaged" toys, as they are commonly referred to—i.e. rebranded toys, as well as various unchanged toys re-released as part of multi-packs within the same line—are in factunsold stock of old toys that are shipped back toHasbro and then literally taken out of their packaging and put into new packaging.This is not true. Hasbro confirmed in January 2009 that due to the toys being manufactured in Asia, it would be a waste of time and money to repackage them only to sell them at the same price point.^[2] Thus, these toys are just what this article says: new production runs using the same plastic colors and paint masks as the original production runs (this alleged practicewas used in anentirely different context, however).

See also

• Co-branding
• Multi-brand assortment
• Subline imprint

References

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