1994 finally saw the Transformers come into full-scale production for the US and European markets, after the slump earlier in the decade. Continuing Generation 2, Hasbro Toy revitalized the aging brand with a number of new molds featuring new technology and new gimmicks. Hasbro Europe continued to follow suit, still issuing a few unique designs that would never see use elsewhere in the world.
The US and European Hasbro divisions still indulged in some redecoed G1 toys, such as brightly-colored variants of G1 combiners, and translucent neon spark-shooters in Europe.
While the G2 line grew, it never gained enough momentum to come to the forefront of boys' toys popularity, which at the time was dominated by Mighty Morphin' Power Rangers, by Hasbro's competitor Bandai.
Transformers continued to be absent from Japanese toy shelves, as Takara poured its efforts into the growing popularity of their Brave Series.
1994 was also the first year of BotCon, an annual fan convention celebrating the brand. Hasbro lent some support to the convention organizers by providing unused G2 Breakdown toys to be given as exclusives to attendees. The rest of the redecoed Stunticons, and all of the redecoed Protectobots were cancelled for retail release – the first in a long line of casualties as Hasbro's Transformers line tried to gain traction in a new decade.