Milton Bradley Ceji Optimus Prime

History refresher (credit tfwiki) on the connection of Milton Bradley (MB), Hasbro and Ceji :

Milton Bradley

Milton Bradley is an American toy and game company. In 1984, Hasbro merged with Milton Bradley, temporarily renaming itself "Hasbro Bradley", and used MB's existing European distribution network to introduce the Transformers toyline to Europe; as a result, many of the earliest Transformers to be made available in Europe featured MB rather than Hasbro logos on their packaging. The MB Transformers came in two waves in 1985, the second of which seemed more like an afterthought despite containing some of the more well-known characters of the line.

In some countries (such as Germany), the local MB branches kept distributing Transformers toys (despite the packaging now sporting "Hasbro" logos) under supervision from Hasbro UK until Hasbro consolidated its international markets in 1991 in an attempt to establish the parent company as a worldwide household name, thus renaming all the various international subsidiaries into "Hasbro". From that point on, "Milton Bradley" continued merely as a Hasbro sub-brand with a focus on strategy games.

Connection between Milton Bradley and Joustra

A theory (based on hard evidence) suggests that most, if not all of the second wave of the MB-branded Transformers toys were originally intended for a competitor, French company Joustra, which released their own Diaclone toys under license from Takara at that time.

Because Joustra's parent company, Ceji, was in financial trouble in 1985, Hasbro/MB acquired Joustra's existing Diaclone stock and had Joustra put the toys into newly created Transformers packaging, which would then be distributed by MB. This would explain why the second wave of Joustra Diaclone toys (which became wave 2 of the MB-branded Transformers toys) is so rare compared to the first one. It also explains why Optimus Prime was originally absent from the MB line-up, as any toy released by Joustra was off-limits for MB due to Joustra's exclusive contract with Takara until the Joustra/MB deal allowed for those toys to be released as Transformers as well. 

The same theory also suggests that several MB toys (in particular, Optimus Prime and Megatron) were explicitly manufactured by another Ceji subsidiary, Revell, as part of the same deal.

In summary, this Optimus Prime was manufactured by Ceji Revell, introduced across Europe via MB's distribution network, hence MB's logo on the packaging, under license from Hasbro.

Again, the box looks rather similar with all previous G1 Optimus Prime releases except...

1. MB logo on the bottom left hand corner of the box instead of the standard Hasbro logo

2. the text "Transforms from tractor trailer to robot with headquarters and back!" on the top left hand corner of box is removed

3. tech specs area is enlarged to accommodate 4 languages - German, French, Dutch and Spanish

4. brief mention of Prime's function as "Commander", his infamous quote "Freedom is the right of all sentient beings" but no detailed description of the character

For comparison sake with a similar Ceji-manufactured box...

French "Red Feet" Optimus Prime box

5. box copyright is on the bottom of the box instead of under the tech specs

1985 Milton Bradley

Made in Strasbourg, France

Interesting to note the box variations as well...standard US Hasbro vs Mexican IGA vs Milton Bradley and all these variations setting them apart from one another.

Front of box (from top : Mexican IGA box, Hasbro box, MB box)

Back of box - only artwork is similar

top of box - step by step transformation instructions

(from top : text in English, in Spanish, in 4 languages)

Now for the routine part ie. the toy itself...but I believe I've done enough reviews prior to this. So, we shall skip this, for once.

Takara versions aside, this box is definitely a better conditioned piece in my collection. Barring a slight tear near the MB logo on the box front, the box looks relatively new as compared to the others, perceived to be well taken care of by the previous owner. Good job, mate!

While my quest for the holy grail remains unfulfilled, overall, I'm still glad to be (and own) a part of the Transformers 30-years history.

Grand Convoys Revisited...

Nostalgic walk down memory lane on a least liked Optimus Prime (ie. Superlink Grand Convoy) by many collectors. The other being the Armada Super Convoy...both are also known as "Fatimus" Prime and "Fish head" Prime respectively... check out the reviews and the pics, and you'll get the hint...

"I'm full with Energon"

Pretty easy transformation, similar with the Fire SL Grand Convoy piece I reviewed earlier...and now, rolling out together...

Both Grand Convoys (super-class SC-01 and deluxe-sized SC-13), rolling out together...

...and now, all 3 Grand Convoys, rolling out...

(from left : Fire SL Grand Convoy, Super-class Grand Convoy, SL Grand Convoy)

"Big" brother pulling his trailer and drones

Fire SL Convoy appears from nowhere...

...overtakes both the Grand Convoys...

...and leads the pack...

Withstanding all those lucky draw versions, I thought these would be the last until years later, a new redecoed was released, coinciding with the Chinese zodiac sign and aptly known as the "Year of the Snake" Platinum Edition Optimus Prime...

...but that would have to wait another day.

In the meantime, a whole family affair...Grand Convoys, it's time to roll out!

together with the Candy kits and PLA Kit Collection Grand Scourge

Scourge leading the way...looks like another Decepticon to rule them all...

Plasticos IGA Mexican Optimus Prime

Another year, another G1 Optimus Prime review...yet I'm not even close to completing the reviews of this mold...darn...and Maz just highlighted a Yugoslavian Optimus Prime he just uncovered...arrgh....

A bit of background as a refresher, Plasticos IGA was the Mexican company, licensed to manufacture and market Transformers toys in Mexico and Central America during Generation 1.

Anyhow, if you think the French Red Feet Optimus Prime looks kinda different (if you're so used to the traditional blue ones), wait till you see this Mexican one...

pretty similar with the standard G1 OP box...

...until you zoom in and realize it's not your standard Hasbro logo...in its place the IGA logo

Made in Mexico, under license of Hasbro Bradley for Plasticos IGA S.A

Apparently, in the earlier releases, some of the paint used in the toy had levels of lead. Later releases were safety tested and affixed the safety sticker...

non toxic but please don't eat me...

Removing from box...

notice the cab's different?

full accessories, instruction manual missing though...

Have you identify the difference? Look closer...again...

It is not only missing the silver stickers on the front portion of the cab, its color red is of different shades...duller in comparison to the reddish vibrant red at the die-cast area. A common feature for Mexican Primes...

Seems to be different shades of blue as well...roller in darker blue than the parts on the trailer. My earlier thought was they should be similar but unsure if the seller had switched parts or otherwise...but after some internet research, found out that there were dark and light blue versions, in addition to a mixture of both as well. A real horror story for completist of this piece.

Everything else tested and confirmed in good working condition - missiles fitted nicely, firing mechanism worked well too...

same old same old Prime??

In robot mode...seems like the standard G1 Optimus Prime or so it seems?

Arrghhh....what the heck happened to your eyes??

Apparently, these are typical paint job from IGA...failed QC!! Someone must have been sleeping on the job...with such quality churned out, it's a relief that the company has ceased manufacturing Transformers...it's no wonder then, that this Mexican piece is also known as the Red Eyes Optimus Prime. He must be crying out, bleeding...haha...

*Updates : to clarify slight inaccuracy in my post, as pointed out by a fellow American collector...

"The early releases of IGA Prime did in fact come with silver factory stickers around the cab and had yellow eyes, like the Hasbro Prime. Here's the interesting part, what really happened, Plasticos IGA exported their remaining stock to Europe and UK. Why? Because Transformers were simply not selling well in Mexico. ……..So, in Mexico, they didn't give a rat-bats about safety standards, but since Europe and UK had to meet the safety standards, they had to make some adjustments to the toys. This is the reason why there's a "red eye" Prime and the "no silver band" Prime. So basically the silver factory sticker around the die-cast area on the cab had to be removed in order to re-paint over the original paint that contained lead. The same goes with the eyes, it had to be re-painted over the yellow eyes which contained lead. After those adjustment were done, that's when the label "SAFETY TESTED NON TOXIC-1989" were applied on the boxes, ready to be sold in UK and Europe. Prime isn't the only one that went through these adjustments, it is also commonly found on other characters with the "bleeding" eyes. Basically, any painted area containing lead, had to be fixed to meet the safety standards of UK and Europe market."

Now, for a comparison review of both the French and Mexican Primes...Based on my own collection and my many reviews (alas, still many more to go), there are significant variations here and there in both cab and trailer; and to a certain extent, even accessories vary but by and large, it is the same G1 Optimus Prime given that it is from the same mold anyway...

Mexican OP : "mind the Autobot sticker on my right arm, probably missing from too much play"

French Prime spots a darker blue similar to most of the Primes I have. Light blue Prime is rare (still not owning one yet until probably... now?) provided this light blue Mexican Prime falls into that category...

One part rarely being reviewed for variation is the inner part of the leg. Additional piece of protruding steel in the Mexican Prime which is not present in the French one, not sure if leg support is further enhanced with this...coz' I still can't get either Prime to stand on one leg...

In 5-steps transformation, you have them in alternate / vehicle mode :

clear stickers difference on front portion of cab

color variations

with and without rubsign

Trailers should be the same..right? Err...yes and no, for the matter of fact...

trailer colors similar except the leg stand piece - different blue

Zooming closer...everything's in the fine print...

Similarity : the word "Japan" blocked out since it is not the country of manufacture in both trailers with copyrighted Takara 1980, 1982.

Difference : the "Made in France" reinforced the country of manufacture for French Prime. Also, the 'T' in the lynch-pin hole varies and if my understanding is correct, both "T" and "T2" imprints indicates a very early trailer mold, presumingly late 1984 or early 1985 releases. My pre-rub "Bloated Fist" Prime however, does not possess any "T", maybe a replicate of the pre-Transformers Diaclone mold era...

Optimus Primes : "roll out"

Now for a review of their boxes...conceptually, they both possess the same boxart. Text language wise, one's in English and another, mostly in Spanish...baffling for a French and Mexican Prime huh? Diversity at play here...haha...

Both boxes have definitely seen better days...wear and tear over the years

"iMas De Lo Que Ves! literally means More than what you see ie. More than meets the eye"

I find the Mexican Prime box resembles the "Error Box" pre-rub Optimus Prime though not in its entirety. You'll find only one noticeable feature which is there is no white borders on the 3 inset photos in top left corner of box front, above the window panel. 

"Error box" Prime (credit : TFsource.com)

Similarity : artwork at the back of both boxes.

Difference : no tech specs bar (hence, no decoder is included) and robot points on the Mexican box. The description of Optimus Prime, its function as a Commander and all text (except the word "Transformers") is in Spanish. No wording of "Optimus Prime" in the red bar, just plain "Autobot".

Regardless of whether it has red feet or red eyes,..

...it is still Optimus Prime, the leader of the Autobots!

Looks the same, feels the same but no necessarily the same...sounds familiar huh? Please click below for all my earlier reviews of this same mold G1 Optimus Prime :

1. Pre-rub "Standard" Optimus Prime

2. Pre-rub "Bloated Fist" Optimus Prime

3. Red Feet Optimus Prime

4. "Standard" Optimus Prime

5. Commemorative Series Optimus Prime

6. Spanish Gold Box Optimus Prime

Sure, there's plenty of such reviews being done prior to mine but none can replace the joy of owning and self-reviewing one. Anyhow, I'm not really done yet...non-Hasbro one coming soon...to be continued.