Hasbro Toy Shop

The Hasbro Toy Shop was a Hasbro-owned online store that sold a large variety of toys by Hasbro and its subsidiaries, among them numerous Transformers toys. Occasionally, the Hasbro Toy Shop also offered exclusive toys.

It was replaced with the relaunched Hasbro Pulse.

History

Hasbro's first attempt to sell toys online directly was the "Hasbro Collectors" online store from the late 1990s, which only offered exclusive toys (in the case of Transformers, imported Japanese toys originally released by Takara). In 1999, Hasbro's UK branch partnered with the venerable United Kingdom toy retailer Hamleys to operate Funstore, a Hasbro-run, Hamleys-branded online retailer that dealt with Hasbro toys and even products from Hasbro's competitors.

The Hasbro Toy Shop site was officially launched on May 2nd 2005.^[1] Unlike the old Hasbro Collectors site, Hasbro Toy Shop concentrated on toys that are also available at general retail in the United States, with exclusives being the exception rather than the rule.

The site shared its database with Hasbro's public corporate website, which means that all toys offered by Hasbro Toy Shop were automatically also listed at the Hasbro website (and thus at the official Transformers sub-site too).

In February 2009, HasbroToyShop.co.uk, the United Kingdom's version of Hasbro Toy Shop, closed down.^[2]

Hasbro Toy Shop was replaced with Hasbro Pulse in early 2019, now only remaining on eBay.

History of exclusives

Most exclusives from recent years are also offered at the Hasbro Toy Shop booth at San Diego Comic-Con (intended to promote the shop) and are later offered online. Initially, this resulted in a lot of scalping at SDCC, coupled with the online store's database being unable to handle the massive customer request volume, which in turn resulted in temporary database errors and the exclusives selling out before most customers even had a chance to order them. With each succeeding year, the Hasbro Toy Shop staff seems to learn from past mistakes, resulting in larger production runs for the toys, better database performance, longer availability of the toys, no more rapid sell-outs and more satisfied customers.

Most Hasbro Toy Shop exclusives are either redecos of previously released toys or an outlet to sell already produced toys originally intended for a mass retail release (usually from canceled lines). In the past, some of them were also released as non-exclusive mass retail releases in Hong Kong and other Asian countries, and occasionally also as exclusives to other stores in Australia. In more recent years, some of them were made available (with minor changes to the packaging and sometimes also to the figures themselves and/or their accessories) at conventions in Asia, such as Animation-Comic-Game Hong Kong.

List of exclusive toys

Commemorative Series

Astrotrain (2005)

Astrotrain was originally intended to be released as part of the Toys"R"Us exclusive Commemorative Series IX together with Ricochet, but was initially not released due to the unexpected cancellation of the line by TRU. The already produced stock was later offered as the first exclusive toy for the Hasbro Toy Shop, serving as a test to see whether exclusives were a viable option for the store.

Alternators

Nemesis Prime (2006)
Rodimus (2007)

Classics

Pepsi Optimus Prime (2007)

This toy was also given away as a prize for winners of the Pepsi-sponsored Transform Your Summer contest. It was also sold at BotCon 2007.

Titanium Series

Menasor (2007)
Skywarp (2008)

Universe (2008)

Nemesis Prime (2008)
SE-01 Optimus Prime (Special Edition, 2008)
SE-02 Megatron (Special Edition, 2008)
SE-03 Drag Strip (Special Edition, 2008)
SE-04 Overkill (Special Edition, 2008)

According to Hasbro, the "Special Editions" were originally intended for the Australian and non-Japanese Asian markets, but were offered to American fans via the Hasbro Toy Shop website as well.

Mighty Muggs Optimus Prime (Special Edition, 2009)
Soundwave with Ravage, Laserbeak, Buzzsaw and Ratbat (reissues, 2009)
Mighty Muggs Prowl (2010)
Autobot Blaster with Steeljaw, Ramhorn and Eject (reissues, 2010)

Dark of the Moon

Ultimate Optimus Prime (2011)

This version of Ultimate Optimus Prime is presented in vehicle mode, packaged into a large, foil-embossed bubble packaging (similar to late Alternators packaging) styled after Optimus Prime's trailer, with an additional foil-embossed sleeve styled after the hood of Optimus Prime's truck. Exclusive to this release is a set of stickers one can apply to the trailer. The toy itself is otherwise identical to the regular retail release.