Transformers: Expanded Universe
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Transformers: Expanded Universe was an ultimately brief toyline established by 3H Productions for the exclusives released at BotCon 2002 and BotCon Europe 2002. While previous convention figures had been labelled as part of existing toylines, Expanded Universe served as a dedicated brand for 3H's toys.
The phrase "expanded universe" had already been popularized by Star Wars, and 3H's then-current fiction output similarly set out to present further adventures in the wider world beyond the Beast Wars and Beast Machines cartoons. Reportedly Hasbro personnel handling the exclusives were initially baffled by this odd-sounding name, then delighted when its logic was explained to them.[citation needed]
This reportedly fed directly into Hasbro's 2003 decision to make many of their recolored non-cartoon toys into their own toyline, under the shorter name of just "Universe".[citation needed] At Hasbro's request, 3H Productions subsequently changed the focus of their own fiction and toys to Universe, forcing them to abandon a variety of toy plans which would have likely otherwise have been Expanded Universe releases.
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