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Transformers Transformers (2010 - HFTD / RTS)

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Transformers was the name of the successor series to Revenge of the Fallen, but branched into one of the oddest Transformers toylines in memory. Referred to internally as “Autobot Alliance” (expanding on the concepts of Autobots and humans working together as a military force), the toyline was originally thought by fans to be called “Hunt for the Decepticons” (HFTD). However, this was simply a promotion within the series. Before long, the toyline changed style altogether, to the new subline “Reveal the Shield” (RTS). Both Reveal the Shield and Hunt for the Decepticons are part of “Transformers”. To remove confusion, it is often denoted as “Transformers (2010 toyline)”. It should also be noted that “TF 2010” can be confused to mean the second portion of the Japanese Generation 1 cycle, Fight! Super Robot Lifeform Transformers: 2010, and should not be used.

With THAT out of the way…Transformers started out looking very much like an extension of ROTF, much in the way that “Allspark Battles” was the final segment of the Movie toyline. It included many redecos and retools of ROTF molds, and introduced new molds of Movie universe characters. Even the packaging looked similar, differentiated primarily by a palette shift from red to yellow. The toys fit into only the primary size classes, leaving ancillary classes behind, or launching them into their own toylines. During the HFTD promotion (corresponding to the movie-style toys), each figure came with a special code that could be entered online for additional content. The primary focus was a series of online games.

During the Reveal the Shield subline, characters were equipped with a good old-fashioned rubsign, although in the shape of the inner black “shield” with no silver border. Further, the RTS packaging did not give any actual information on the figure's allegiance- the buyer had to “reveal the shield” to find out. The series was scantly differentiated from the contemporary waves of Generations, since many of its figures represented reimaginings of Generation One characters. In fact, many molds were shared directly between the two toylines as redecos.

The primary enduring contribution of Transformers (2010 toyline), however, was the creation of Breacher, believed by the author to be one of the finest Transformers toy designs ever.

The line was cancelled somewhat abruptly at the end of the year, as retailers curtailed ordering until the new Dark of the Moon toys could be released. This initially caused great scarcity in the US of the final toys from the line, until the already-produced stock was dumped on the market through discount retailers sometime later.

 

Activators

Bumblebee
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Ironhide
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Megatron
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Optimus Prime
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Rally Rumble Bumblebee
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Rally Rumble Optimus Prime
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Starscream
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Combiners - Gift Set Only

Constructicon Devastator
Toys 'R' Us Exclusive
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Decepticon Piranacon
Shared Exclusive
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Deluxe Class

Axor
Hunt for the Decepticons
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Battle Blade Bumblebee
Hunt for the Decepticons
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Bumblebee
Reveal the Shield
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Electrostatic Jolt
Hunt for the Decepticons
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Elita-1
Hunt for the Decepticons
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Fallback
Reveal the Shield
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Hailstorm
Hunt for the Decepticons
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Ironhide
Hunt for the Decepticons
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Jetblade
Hunt for the Decepticons
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Mindset
Reveal the Shield
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Optimus Prime
Reveal the Shield
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Perceptor
Reveal the Shield
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Rescue Ratchet
Hunt for the Decepticons
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Sea Attack Ravage
Hunt for the Decepticons
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Sidearm Sideswipe
Hunt for the Decepticons
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Special Ops Jazz
Reveal the Shield
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Terradive
Hunt for the Decepticons
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Tomahawk
Hunt for the Decepticons
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Tuner Skids
Hunt for the Decepticons
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Turbo Tracks
Reveal the Shield
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Wreck-Gar
Reveal the Shield
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Gift Sets

Battle in Space
Reveal the Shield
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Battle Ops Bumblebee
Costco Exclusive
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Desert Decimation
Dollar Stores Exclusive
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Rage Over Cybertron
Toys 'R' Us Exclusive
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Rampage Among The Ruins
Toys 'R' Us Exclusive
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Ravage Infiltration
Target Exclusive
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The Victory of The Fallen
Kmart Exclusive
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Human Alliance

Autobot Jazz with Captain Lennox
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Bumblebee with Sam Witwicky
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Shadow Blade Sideswipe with Mikaela Banes
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Leader Class

Optimus Prime
Hunt for the Decepticons
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Starscream
Hunt for the Decepticons
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Legends Class

Cyberfire Bumblebee
Hunt for the Decepticons
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Duststorm
Hunt for the Decepticons
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Fireburst Optimus Prime
Hunt for the Decepticons
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Gold Bumblebee
Reveal the Shield
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Long Haul
Hunt for the Decepticons
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Megatron
Reveal the Shield
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Optimus Prime
Reveal the Shield
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Override
Hunt for the Decepticons
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Prowl
Reveal the Shield
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Rampage
Hunt for the Decepticons
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Ravage
Hunt for the Decepticons
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Sandstorm
Hunt for the Decepticons
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Starscream
Reveal the Shield
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Tracker Hound
Reveal the Shield
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Trailcutter
Reveal the Shield
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Tuner Skids
Hunt for the Decepticons
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McDonald's Happy Meal

Blackout
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Bumblebee
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Ironhide
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Megatron
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Optimus Prime
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Starscream
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Mini-Cons

Airlift
Dollar Stores Exclusive
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Brake-Neck
Dollar Stores Exclusive
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Drivetrain
Dollar Stores Exclusive
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Iron Claw
Dollar Stores Exclusive
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Pan-Handler
Dollar Stores Exclusive
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Swashplate
Dollar Stores Exclusive
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Power Bots

Optimus Prime
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Stealth Bumblebee
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Roleplay

Optimus Prime Cyber Sword
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Scout Class

Backfire
Hunt for the Decepticons
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Backstop
Shared Exclusive
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Breacher
Hunt for the Decepticons
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Brimstone
Hunt for the Decepticons
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Chopsaw
Reveal the Shield
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Crankstart
Hunt for the Decepticons
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Firetrap
Hunt for the Decepticons
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Hubcap
Hunt for the Decepticons
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Insecticon
Hunt for the Decepticons
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Oil Pan
Hunt for the Decepticons
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Sunspot
Hunt for the Decepticons
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Undermine
Shared Exclusive
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Windcharger
Reveal the Shield
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Wreckloose
Shared Exclusive
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Supreme Class

Unicron
Amazon Exclusive
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Ultimate Class

Battle Ops Bumblebee
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Versus Sets

Bombing Run Battle
Wal-Mart Exclusive
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Crash Landing Attack
Target Exclusive
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Desert Ruins Brawl
Wal-Mart Exclusive
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High-Speed Spy Battle
Target Exclusive
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Hunters Rumble
Target Exclusive
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Rotorwash Rumble
Target Exclusive
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Starscream's Assault
Wal-Mart Exclusive
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The Fury of Bonecrusher
Wal-Mart Exclusive
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Voyager Class

Battle Blades Optimus Prime
Hunt for the Decepticons
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Decepticon Banzaitron
Hunt for the Decepticons
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Deep Dive
Reveal the Shield
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Highbrow
Hunt for the Decepticons
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Lugnut
Reveal the Shield
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Night Ops Ratchet
Hunt for the Decepticons
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Payload
Hunt for the Decepticons
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Sea Spray
Hunt for the Decepticons
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Solar Storm Grappel
Reveal the Shield
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Strafe
Reveal the Shield
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The Fallen
Hunt for the Decepticons
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