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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

Ironhide

Megatron

Optimus Prime

Rally Rumble Bumblebee

Rally Rumble Optimus Prime

Starscream

Combiners - Gift Set Only

Constructicon Devastator
Toys 'R' Us Exclusive

Decepticon Piranacon
Shared Exclusive

Deluxe Class

Axor
Hunt for the Decepticons

Battle Blade Bumblebee
Hunt for the Decepticons

Bumblebee
Reveal the Shield

Electrostatic Jolt
Hunt for the Decepticons

Elita-1
Hunt for the Decepticons

Fallback
Reveal the Shield

Hailstorm
Hunt for the Decepticons

Ironhide
Hunt for the Decepticons

Jetblade
Hunt for the Decepticons

Mindset
Reveal the Shield

Optimus Prime
Reveal the Shield

Perceptor
Reveal the Shield

Rescue Ratchet
Hunt for the Decepticons

Sea Attack Ravage
Hunt for the Decepticons

Sidearm Sideswipe
Hunt for the Decepticons

Special Ops Jazz
Reveal the Shield

Terradive
Hunt for the Decepticons

Tomahawk
Hunt for the Decepticons

Tuner Skids
Hunt for the Decepticons

Turbo Tracks
Reveal the Shield

Wreck-Gar
Reveal the Shield

Gift Sets

Battle in Space
Reveal the Shield
Battle Ops Bumblebee
Costco Exclusive

Desert Decimation
Dollar Stores Exclusive

Minicon 8 Pack
Europe Exclusive

Rage Over Cybertron
Toys 'R' Us Exclusive

Rampage Among The Ruins
Toys 'R' Us Exclusive

Ravage Infiltration
Target Exclusive

The Victory of The Fallen
Kmart Exclusive

Titan Warrior 5-Pack
SDCC Exclusive

Human Alliance

Autobot Jazz with Captain Lennox

Bumblebee with Sam Witwicky
Shadow Blade Sideswipe with Mikaela Banes

Leader Class

Optimus Prime
Hunt for the Decepticons

Starscream
Hunt for the Decepticons

Legends Class

Cyberfire Bumblebee
Hunt for the Decepticons

Duststorm
Hunt for the Decepticons

Fireburst Optimus Prime
Hunt for the Decepticons

Gold Bumblebee
Reveal the Shield
Long Haul
Hunt for the Decepticons

Megatron
Reveal the Shield

Optimus Prime
Reveal the Shield
Override
Hunt for the Decepticons

Prowl
Reveal the Shield
Rampage
Hunt for the Decepticons
Ravage
Hunt for the Decepticons

Sandstorm
Hunt for the Decepticons

Starscream
Reveal the Shield
Tracker Hound
Reveal the Shield
Trailcutter
Reveal the Shield
Tuner Skids
Hunt for the Decepticons

McDonald's Happy Meal

Blackout

Bumblebee

Ironhide

Megatron

Optimus Prime

Starscream

Mini-Cons

Airlift
Dollar Stores Exclusive

Brake-Neck
Dollar Stores Exclusive

Drivetrain
Dollar Stores Exclusive

Iron Claw
Dollar Stores Exclusive

Pan-Handler
Dollar Stores Exclusive

Swashplate
Dollar Stores Exclusive

Power Bots

Optimus Prime

Stealth Bumblebee

Roleplay

Optimus Prime Cyber Sword

Scout Class

Backfire
Hunt for the Decepticons

Backstop
Shared Exclusive

Breacher
Hunt for the Decepticons

Brimstone
Hunt for the Decepticons

Chopsaw
Reveal the Shield

Crankstart
Hunt for the Decepticons

Firetrap
Hunt for the Decepticons

Hubcap
Hunt for the Decepticons

Insecticon
Hunt for the Decepticons

Oil Pan
Hunt for the Decepticons

Sunspot
Hunt for the Decepticons

Undermine
Shared Exclusive

Windcharger
Reveal the Shield

Wreckloose
Shared Exclusive

Supreme Class

Unicron
Amazon Exclusive

Ultimate Class

Battle Ops Bumblebee

Versus Sets

Bombing Run Battle
Wal-Mart Exclusive

Crash Landing Attack
Target Exclusive

Desert Ruins Brawl
Wal-Mart Exclusive
High-Speed Spy Battle
Target Exclusive

Hunters Rumble
Target Exclusive

Rotorwash Rumble
Target Exclusive
Starscream's Assault
Wal-Mart Exclusive

The Fury of Bonecrusher
Wal-Mart Exclusive

Voyager Class

Battle Blades Optimus Prime
Hunt for the Decepticons

Decepticon Banzaitron
Hunt for the Decepticons

Deep Dive
Reveal the Shield

Highbrow
Hunt for the Decepticons

Lugnut
Reveal the Shield

Night Ops Ratchet
Hunt for the Decepticons
Payload
Hunt for the Decepticons

Sea Spray
Hunt for the Decepticons

Solar Storm Grappel
Reveal the Shield

Strafe
Reveal the Shield

The Fallen
Hunt for the Decepticons