“The Transformers, an action animated adventure where cars and planes transform into robots and battle for the universe”
The Transformers have a well told history and a pre-history too, but sometimes the exact details are hard to pin down. The earliest reference that I’ve found to The Transformers in media is in the Broadcasting trade magazine, which covered US radio and television. It’s an advertisement from Sunbow Productions and Claster Television Productions for cartoons set to be released in 1984 alongside a listing in the magazines regular ‘Exhibitor list’. Both appeared in the 6 January 1984 issue, and again the following month (6 February).
The advert lists The Transformers alongside GI Joe II, My Little Pony, The Charmkins, GI Joe: A Real American Hero, and The Great Space Coaster. It shows an early version of a Decepticon Seeker, possibly Skywarp or Thundercracker rushing through the skies in robot mode, firing a gun. Whilst its clear that the Seeker has some kind of plane mode, its not clear whether the image is trying to show him transforming or simply moving at speed.
Sunbow Productions Inc. were the original company to produce The Transformers cartoon, and Claster Television Production was the first to distribute it, alongside other Hasbro based properties. The advert titled ‘Kids love our Shows!’ and sub-titled ‘We know how to entertain kids’ attempts to paint a picture of trust and diversity in their offerings. As first appearances go, its not too bad, but doesn’t really do justice to what The Transformers cartoon would offer.
The Exhibitor List
The Broadcasting magazine describes this as a list of exhibitors for ‘the INTV convention at the Los Angeles Biltmore’ and lists The Transformers as a new to market show from Claster Television Productions.
The 1984 INTV convention was a somewhat controversial affair that year. On 20 February, the Broadcasting magazine reported that NATPE International had moved their convention to the same month from the Independent Television Stations (INTV) convention and in a different city. A proposal was also in the air to hold the convention just one day apart in 1985.
I’m uncertain if The Transformers made much of a splash at the convention, but in the 16 January issue of Broadcasting magazine, a report suggests that 56 rooms were available to the convention and that 79 syndication companies would be represented. Childrens’ programmes are only briefly mentioned but the claim is made that ‘First-run children’s programming will be in demand among independent stations’, so there is at least a chance that the convention indicated the potential of Sunbow Productions newest cartoon.
The other cartoons
The ‘Kids love our Shows!’ advert listed six cartoons in total, only one of which was The Transformers. These are the others:
GI Joe II
‘an all new, animated Mini-Series – 5 cliff-hanging half hours’
In 1983 a GI Joe mini-series featuring five episodes was produced. In 1984, a second mini-series called “The Revenge of Cobra” hit the TV screens in September, introducing new mainstay characters such as Flint, Shipwreck, and Lady Jaye. This is presumably what Sunbow were describing as GI Joe II in January and February that year.
My Little Pony
‘starring Sandy Duncan and Tony Randall, a charming all-family animated half hour’
This single half-hour episode was intended as something of a pilot for a proposed full-length television series (which did happen two years later). This special ended up being called “Rescue at Midnight Castle”. It would be followed by another special in 1985 and a movie (and TV series) in 1986.
The Charmkins
‘a delightful half hour of songs and animated adventure starring Ben Vereen, Sally Struthers and Aileen Quinn’
Hasbro released a toyline of little plastic characters in the early 80s who lived in a place called Charm World. The one-off cartoon special was intended to advertise them and was originally released in October 1983. The advertisement here would suggest that Sunbow saw potential on re-advertising the special for a rewatch in 1984.
GI Joe: A Real American Hero
‘high-rated action adventure animated 5 part Mini-Series’
Although not entirely clear from this advertisement a notice in the February 1984 issue referring to the Fairmont hotel exhibitors makes it clear that the reference is to the first mini-series that had been released in 1983. The success of both mini-series’ resulted in a full season of 55 episodes in 1985, followed by a second season the year after, and a movie in 1987.
The Great Space Coaster
‘180 half hours of award winning educational entertainment for strip or weekend play’
A little like the Muppets, The Great Space Coaster first aired in 1981 and ended in 1986. The puppets were created by Kermit Love (one of the original Muppet designers) and Jim Martin (who would later work on Sesame Street). The series is about three young singers brought to a habitable asteroid in space called Coasterville by a clown. The clown pilots a space coaster and the asteroid is populated by a variety of strange puppets.