Class of '84: Turtles, Transformers and Toys Takeover TV
Feb 28, 2024
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Explore the origins of Transformers and Teenage Mutant Ninja Turtles, from toy creations to cultural dominance. Learn how the creators navigated success and creativity, and the challenges of creating content to sell products. Hear from industry experts and delve into the rags to riches story of the Turtles creators and the creation of iconic Transformers characters.
Creation of Transformers involved collaborative efforts between American and Japanese companies, while Teenage Mutant Ninja Turtles started as an indie comic project.
Turtles and Transformers both faced challenges in balancing content creation and toy sales, impacting their creative processes and original intentions.
Deep dives
The Rise of Star Wars Action Figures and the Toy Industry
In 1976, George Lucas had a hard time convincing toy companies about Star Wars action figures, except for Kenner in Cincinnati. Kenner's success with the toys led to the idea of creating media to promote toys. Ronald Reagan's deregulation policies allowed toy companies to exploit this by focusing on creating TV shows starring the toys they aimed to sell. Mattel found success with He-Man, a concept born from brainstorming sessions that accidentally mixed a barbarian theme with characters resembling a mix of Conan and Star Wars.
The Creation of Transformers - From Concept to Cartoon
Inspired by a Japanese toy line, Hasbro rebranded robots that transformed into vehicles as Transformers in 1984. Marvel was hired to create comics to define the characters. Bob Budiansky contributed key names like Megatron and developed character profiles. The adaptation process to the cartoon involved decisions made without much input from the original creators, creating a separation between the toys and the media product.
Teenage Mutant Ninja Turtles: From Comic Conception to Toyetic Franchise
In 1983, Kevin Eastman and Peter Laird created Teenage Mutant Ninja Turtles as a comic book idea that gained unexpected attention at a local convention. The gritty comic became a success with limited copies selling quickly. Playmates transformed this into a toy line after a failed attempt by Saban to pivot the franchise with a female turtle character. The meticulous ownership of the creators shaped the success even as the brand transitioned and evolved over the years.
Impact of Toy-Driven Entertainment and Evolving Market Trends
The 1980s toyetic craze shaped a generation's play experiences by intertwining toys, media, and merchandising. While the regulatory landscape shifted towards limiting children's advertising, the nostalgia-driven market continues today, with adult collectors influencing toy sales. The discussion on the role of toys in imaginative play and their influence on childhood anxieties highlights a shift in the way children engage with toys and media in the modern age.
In the final episode of our mini-series Class of '84, we look at two iconic franchises that launched in 1984: Transformers and Teenage Mutant Ninja Turtles. They came from opposite ends of the business spectrum. Transformers was a top-down marketing synergy between American and Japanese toy companies along with Marvel Comics to compete against He-Man -- another TV toy behemoth. Teenage Mutant Ninja Turtle would eventually rival them in cultural dominance, but it began with two indie comic book creators making a black and white comic as a lark. But Turtles and Transformers both ended up wrestling with similar questions around what happens when you put the cart before the horse in creating content to sell products. Documentary filmmaker Isaac Elliot-Fisher and Cartoon Art Museum curator Andrew Farago talk about the incredible rags to riches story of the Turtles creators, and how success changed them. And I talk with Bob Budiansky, who created many of the original Transformers characters for Hasbro and Marvel Comics.