Hasbro’s AMP’D Line Remembered

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Now before we begin our 2020 coverage of New York Toy Fair with a deluge of press releases, reveals, photos and live-streams, we’d like to take a moment to remember the line you forgot about but one Hasbro did not.

Back in 2012, when Star Wars was starting to decrease their 3 3/4″ Star Wars output, they put forth at New York Toy Fair a line of Star Wars figures and vehicles, in a new smaller scale, that could be rebuilt to form new and customizable vehicles. The series, called Star Wars AMP’D, was a fully realized line that catered to price points of $7 to $40 dollars and included 2.5″ish figures.

Now with the reveal of the new Mission Fleet series this morning on IO9’s Gizmodo, it is clear that 2012 was very much on Hasbro’s mind and that they have been holding on to this product scale and toy line for some time now.

Now the reason this line never saw the light of day at retail, despite being so fully presented at Toy Fair, is officially unknown but legend states LEGO was to blame.

LEGO felt the buildable and customizable elements and play of the line was too similar to their own line concept and so they appealed to Lucasfilm who in the end sided with LEGO over the issue. While again unconfirmed, it would explain the absence of the customizable features on the new Mission Fleet items. The similarity in the choices of which vehicles were released in this new line is not be ignored (Vader’s TIE, Anakin’s Jedi Starfighter, Rex’s AT-RT Walker, Luke’s X-Wing) as Hasbro pulled this list straight from their AMP’D line.

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While we are interested in this new line from Hasbro, we will confess that AMP’D seemed like a better play feature for a line that is aimed at appealing to children over collectors and it is a shame that is was canceled for one reason or another.

We have included the original press release and images from Star Wars AMP’D below:

STAR WARS AMP’D

(Approximate retail price: $6.99-$39.99; Ages: 4 & up; Available: Fall 2012)

Gear up for battle! For the first time ever, kids will be able to quickly and easily customize the most iconic STAR WARS vehicles and prepare them for any mission: land, space, sea or air! In 2012, the line features 12 figures and 6 vehicles. Each set sold separately.

STAR WARS AMP’D FIGURE Sets

(Approximate retail price: $6.99; Ages: 4 & up; Available: Fall 2012)

Quickly gear up for battle! These AMP’D figures come with weapons and accessories to AMP up play. Collect all four figures – DARTH MAUL, CAPTAIN REX, GENERAL GRIEVOUS and OBI-WAN KENOBI. Each figure sold separately.

STAR WARS AMP’D Figure and Vehicle Sets

(Approximate Retail Price: $14.99; Ages: 4 & up; Available: Fall 2012)

Quickly and easily customize your vehicle for any mission – space, land, sea, and air! In 2012, choose from the AT-RT with CLONE TROOPER or the STAP with BATTLE DROID. Each set sold separately.

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STAR WARS AMP’D JEDI STARFIGHTER Set

(Approximate retail price: $19.99; Ages: 4 & up; Available: Fall 2012)

Quickly and easily customize your vehicle for any mission – space, land, sea, and air! The JEDI STARFIGHTER comes with ANAKIN SKYWALKER and R2-D2 and plenty of weapons and accessories to AMP up your battles!

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STAR WARS AMP’D AAT Set

(Approximate retail price: $24.99; Ages: 4 & up; Available: Fall 2012)

Quickly and easily customize your vehicle for any mission – space, land, sea, and air! The AAT comes with a BATTLE DROID COMMANDER and plenty of weapons and accessories to AMP up your battles!

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STAR WARS AMP’D X-WING and TIE FIGHTER Set

(Approximate retail price: $39.99; Ages: 4 & up; Available: Fall 2012)

Now kids can re-enact the attack on the Death Star, but with customized versions of the classic vehicles! The X-WING and TIE FIGHTER come with LUKE SKYWALKER, R2-D2 and DARTH VADER and plenty of weapons and accessories to AMP up your battles!

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