Have you tried to put together a Transformer lately? Without an instruction booklet, you stand a better chance of dismantling a nuclear warhead than making Optimus look like Prime, instead of a 16-wheeler with a robot head for a butt. That wasn't always the case.
In our visit to Transformers HQ in Providence, RI, we asked Senior Design Director Josh Lamb about, well, what the deal is. He nodded in agreement, acknowledging that generation by generation, the toys have become gradually harder to assemble. But when asked what the tipping point was or is, what Transformer was the single most challenging to make, and the most complicated for users, the answers were the same: the movie tie-ins.