Last friday, NTFA reported that The Scandinavian DVD release of the live action Transformers movie has been set as December 4th. The DVD will include Danish, Swedish, Norwegian and Finnish subtitles and is available for pre-orders already by now.

CORPORATION: Trying Times for Transformers Toymaker

With the Steven Spielberg-produced Transformers a summer smash in theaters worldwide, these should be happy days for Tomy, the Japanese company that makes the shape-shifting toys on which the blockbuster film is based.

Yet with news headlines dominated by made-in-China scandals involving toymakers such as Mattel (MAT), there's no fun in Toyland. Tomy, like so many other Japanese and Western toy companies, relies on factories in China to manufacture most of its toys, and that Chinese sourcing is now causing big problems.

On the heels of Mattel's Sept. 4 announcement of a recall of Barbie accessories and other toys due to worries about dangerous levels of lead paint, the share price of Tomy, which has product-licensing agreements with Mattel, is languishing at a four-year low. Tomy shares fell 2.6% on Sept. 5 in Tokyo trading, marking their lowest level since August, 2003. The stock price is down more than 22% this year, compared to a 6.2% drop for the Nikkei index.

Quality problems associated with Chinese production are the biggest immediate concern for investors. On Aug. 17, Tomy said it would recall Chinese-made toy cars that it markets and distributes for Mattel in Japan after finding lead in the paint. That move wiped 10% off the stock price, although the company bravely insists it has no regrets. "We want to provide consumers as much proof as possible so as to guarantee the quality of our products," says Seiichiro Wasahara, a spokesman at the company.

Bringing Back Old Fans
While the China scandals dominate the headlines now, Chinese factories aren't the only problem for Tomy. Just as worrying, at least in the longer term, is that the company's main market, Japan, is shrinking as the population ages. Statistics show just how bleak the future is. By 2030, the National Institute of Population & Social Security Research predicts Japan's population of 127.7 million will fall by almost 10% and that youngsters will number fewer than one in 10, from around 13.6% now.

To fill the void, the company is targeting adults for one of its hottest toy rollouts in years. To coincide with the release of Transformers in Japan, Tomy is rereleasing dozens of the morphing robot toys that the company hopes will be a hit with generations X and Y. "The Transformers have had an image in Japan of being only for children," says Masahiko Yamazaki, who leads Tomy's marketing effort. "We'd like to bring back old fans and create a new market for adults."

The need to appeal to a broader audience is clear. In the past, Japan's toymakers had plenty of toy and game tie-ins to TV programs and movies for kids. But with Japan's youth population rapidly declining, they're being forced "to expand the market by increasing the targeted age range," says Fumiaki Ibuki, editor of Toy Journal.

Tough Competition from Astro Boy
The prized demographic in Japan: baby boomers' kids, who are now in their 20s and 30s. These consumers, known as junior boomers, have cash to burn and kids with whom they are eager to share memories of their childhood.

When Takara [later bought by Tomy] first released Transformers in the U.S. in 1984, the giant robots that could morph into cars, planes, and other vehicles were a novelty. A year later, they were introduced in Japan to rave reviews. But the toys' popularity ebbed a few years later, and only the most die-hard fans have remained loyal. What's more, Tomy's Transformers now have to hold their own against a slew of other robot characters -- from Osamu Tezuka's Astro Boy to giant flying robots such as Mazinger Z and Gundam -- that have proven far more enduring.

That's likely to make it a hard slog for Tomy in Japan, where the company has exclusive rights. [Hasbro (HAS) owns the Transformers' marketing license in the U.S. and other key overseas markets.] Though 300 million Transformers toys have been sold in more than 130 countries over the years, Japan has only accounted for 10% of sales.

No Earnings Transformation Expected
But that hasn't deterred Tomy. Ahead of the film's release, the company sold 16 different robot characters from the movie, and this month another two dozen will appear in stores worldwide. There is even a collaboration with Nike (NKE), called Free 7.0, which looks like a sneaker but contains a robot inside, and an Apple (AAPL) iPod version is expected soon. Eventually, 80 different products are slated for release.

Tomy says it hopes to do more than $50 million in Transformers sales this fiscal year, through March, 2008. That might be possible, but sales in Japan so far have been disappointing, according to Mizuho Investors Securities. Says Shoji Morita, an analyst at Okasan Securities: "In the U.S., there are many success stories of a hit movie leading to a hit toy. In Japan, however, hit products are always connected to TV anime or TV programs such as Pokemon and Gundam."

In fact, few expect the Transformers to help Tomy's earnings much. Tomy produces Transformers for U.S. toymaker Hasbro, but the Japanese company's profit margins from the arrangement are miniscule, and Transformers-related sales have amounted to less than 10% of the company's total.

But even if the Transformers flop, some analysts think Tomy will still get by. In the first quarter, Tomy's operating earnings swung to a profit of $500,000 from a $2.6 million loss a year ago, and sales rose nearly 15%, to $342 million. Etsuko Tamura of Mizuho Investors Securities says Tomy's Tomica trains and Barbie-look-alike Licca-chan dolls are big enough sellers to lift the company's profits this year. For the financial year, she projects operating profits will grow 57%, to $40 million. If only Tomy's stock price could show a similar recovery. "It's disappointing as we've had healthy revenue growth," says spokesman Wasahara.

From Yahoo business news.

Simon Furman has updated his blog with some mini teasers on Transformers Devastation Issue 5.

"As with my last Script (W)rap, for Beast Wars The Ascending #4, as we get further into a series (one where people are still to read issue #1, which comes out next week by the way), it’s tougher to tease and easier to inadvertantly give away stuff you later wish you hadn’t. There’s just so much BIG stuff happening in Devastation I’m particularly wary of anything approaching a true spolier. I don’t want to lose that big ‘wow’ factor when you finally see all this on the page. So, in very general terms, for the Autobots this is very much an aftermath issue (after #4’s simply colossal dust-up with Decepticon living weapon Sixshot). But boy, what an aftermath! The life and death stuff that wasn’t resolved last issue is resolved here (E.R. eat your heart out). And Optimus Prime makes a decision that will stun you. Seriously. As for the Decepticons, they’ve got Reaper trouble. If you thought the Reapers just amounted to the six you saw in Spotlight Sixshot, think again! And it’s not just external forces plaguing Megatron. Trouble comes to a head within as well, in the shape of… well, that would give the game away, though once you see EJ’s fabulous cover you’ll know. And (’cause this one’s packed to the rafters) there’s more on Hunter, more on the Headmasters, more on Hot Rod and Wheeljack and even a tease of a certain upcoming Spotlight featuring, well, the one I said I’d sideline for as long as possible, but then I started getting withdrawal symptoms and, anyway, you’ll see! This one doesn’t hit stores until January 08! But it’ll be worth the wait, I promise! For more details on all IDW Transformers titles, visit the IDW website here."

Thanks to TFWorld2005 member Skywarpantulus for posting an image of part of the head of Megatron from the Transformers Animated cartoon series. You can see Skywarpantulus's original thread here and a mirror of the image by clicking on the thumbnail below.

The face of Megatron appears to be from his Cybertronian mode and fits in nicely to the previous news which Skywarpantulus posted regarding spoilers for the Transformers Animated series.

Heerotoysmaker has added an image gallery to his photobucket account showing images of the Battle Damaged Transformers Movie Optimus Prime figure. The figure, which will most likely be an exclusive, has no known set release date or store.

Credit goes to Nevermore for the news

.. keep in mind this was mentioned at a rumor site. There's no deal in place, but people have been talking about this one from the start, simply because Simon Furman is writing both books. I think it'd be cool and feel organic to what we've been doing for that reason, but there's nothing signed or scheduled, it's just talk, the same way the JLA one was a year ago. But either way, I can't see how a crossover is weakening the brand.

That was Chris Ryall's comments posted on the IDW Publishing forums in response to the rumours started on Comic Book Resource and then reported on TFWorld2005.

Thanks go to Nelson, admin of Michael Bay's website and forum for posting a link to the below YouTube video over on shootfortheedit.com.

Although not Transformers related and as its a slow news day, we thought we'd bring you the press release regarding the new Indiana Jones film, staring Transformers lead actor Shia LaBeouf.

"New Indiana Jones Adventure to be Titled Indiana Jones and the Kingdom of the Crystal Skull

HOLLYWOOD, Calif. (Sept. 9, 2007) – The title of the new Indiana Jones adventure, now in production under the direction of Steven Spielberg, is Indiana Jones and the Kingdom of the Crystal Skull, it was revealed today by actor Shia LaBeouf.

LaBeouf, who stars in Indiana Jones and the Kingdom of the Crystal Skull with Harrison Ford, Cate Blanchett, Karen Allen, Ray Winstone and John Hurt, announced the title during today’s MTV Video Music Awards, which were broadcast live from Las Vegas.

Indiana Jones and the Kingdom of the Crystal Skull is a Lucasfilm Ltd. and is being distributed by Paramount Pictures. It will be released in the U.S. and simultaneously in most territories worldwide on Thursday, May 22, 2008. Frank Marshall returns as producer, with Kathleen Kennedy joining George Lucas as executive producer.

Breaking news about Indiana Jones and the Kingdom of the Crystal Skull can be found at http://www.indianajones.com."

In a post over on his official message board, Don Murphy comments on one of the reasons behind why there has been little news on the expected Transformers Movie 2 film and how it relates to an expected strike in May 2008.

"For those of you most anxious about TRANSFORMERS 2, the silence you hear is primarily because people are fretting about a presumed strike in June 2008. Will it happen? I don’t know- does the public care about strikes anymore in this day and age? What do rich people have to strike about anyway? I don’t have any side here ( you hear about the writers and the Producers but that actually means the STUDIOS) I just think stopping work is kind of pointless. But since no one wants to be filming IF a strike happens, everything needs to be done filming by the end of May 2008. So this is affecting the lack of news about Transformers 2 at least for now. Stay tuned."

Just to let everyone know that the series 3 assortments of the Fast Action Battlers (Megatron, Blackout and most importantly Frenzy) are now showing up in Toys R Us stores in the UK. More Deluxe figures should also be appearing in stores next week - not sure which assortment yet but will let you know when I do.

We already had a mini-gallery of the Japanese convention exclusive CM Dai Atlas figure. Well now the toy gallery has been upgraded to a full image gallery of the Dai Atlas toy, as we've added new images of the figure (which we now own).

Remember to check out all our other Transformers Toy galleries whilst you're at it.

You can now find covers for Issues 1,2 and 3 of the Titan UK Transformers comic in our Transformers Comic section.

As well as the cover, you can find various images from this months issue (Transformers Issue 3) which is not yet for sale that we picked up at the London Film and Comic-con.

US websites ComingSoon.net and Superhero Hype have teamed together with Paramount Pictures to give away 50 pairs of tickets to see Transformers in IMAX theatres in the United States (Similar to the competition we ran a few months ago). The grand prize winner will also receive additional Transformers Movie merchadise in the form of a Megatron toy, a hat, that Optimus Prime key chain and a BEEOTCH air freshener. To enter the competition, simply click here.

If you click on the thumbnail below you'll be taken to a larger image showing some of the Transformers Movie toys scheduled for release in 2007/2008. Included in the lineup are the Swerve and blue Ironhide toys, as well as Evac (Blackout repaint) and the Sector Seven Transforming vehciles.

Most of these toys appeared in the Hasbro panel at BotCon 2007