Ask John: Why Isn’t There More Transformers in America?

Question:
I noticed that there are a lot of Japanese Transformers series, and I was wondering why don’t companies pick them up and subtitle them? There are really well made and enjoyable.

Answer:
There have been numerous Japanese Transformers series, many of them still Japanese exclusives, including the original series, Transformers Victory, Headmasters, Master Force, the cel art Beast Wars Neo, and Car Robots, which recently premiered in America in a heavily re-written American version titled Transformers: Robots in Disguise. There’s no question that there is a market for Transformers animation in America, but there are numerous factors opposing the likelihood of more Transformers anime coming to America.

Licensing rights to Transformers anime are likely quite expensive because of the series’ established name recognition. Furthermore, it would be unlikely that Takara would be willing to allow American distribution without guaranteed television exposure and/or toy merchandising tie-ins, in the same way that Bandai & Sunrise refused to consider American distribution of Gundam without American television exposure for many, many years. But beside the prohibitive licensing cost, the market would also have a significant effect on the likelihood of Transformers being released in America. Although there are many mature and adult fans of Transformers, the franchise has a reputation as childrens’ animation. Rhino Video has released some Transformers on home video, but they have no plans for an “anime fan oriented” version with subtitles and the accurate Japanese names. Their target market is mainstream child viewers.

Because Transformers is considered a “childrens’ show” its potential licensors are limited. An anime translating company is more likely to be interested in spending X amount on the latest Gainax or Madhouse anime production than on an older Transformers series. Big companies like Rhino Video that can afford to license Transformers aren’t concerned with or possibly even fully aware of the relatively tiny hardcore anime fan market.

It may be possible that more Transformers anime will come to America, especially if the “Robots in Disguise” series spurs dramatic toy sales during the upcoming Christmas season, but the likelihood of ever seeing subtitled, relatively unadulterated Japanese Transformers anime ever released in America is probably quite slim.