11 minute read
Brand Profile
A transformational year
2024 - the year after Transformers: Rise of the Beasts hit the big screen and the same year the animated origin-story Transformers One rolls out - marks Transformers’ 40th anniversary. With both the landmark anniversary and new content alike providing fans with new ways to showcase their love for this enduring franchise, Toy World spoke to Alyse D’Antuono, vice president, Global Brand Strategy & Management, Action Brands at Hasbro and Marianne James, senior vice president Global Licensing, Hasbro Licensed Consumer Products, about how the company is celebrating the occasion, what Transformers One adds to the story, and how, moving forwards, the franchise will continue to be more than meets the eye.
As we celebrate the 40th anniversary of Transformers this year, how important is the brand’s heritage to its ongoing success?
The ability to innovate and adapt are some of the key driving forces that have made the Transformers franchise a household name for 40 years. Since the brand’s debut in 1984, fans of all ages have watched, read and played out the battle between good and evil with iconic Autobot and Decepticon characters such as Optimus Prime, Megatron, Bumblebee, Starscream and many more.
Transformers toys are constantly being reinvented as new technologies are introduced. We continue to look for new innovative ways of play while staying true to the brand’s core concept: robots converting into different forms. For example, 1-Step Flip Changers from the Transformers: Earthspark line can easily be converted by simply flipping the toy in the air. This collection is inspired by the hit animated series, Transformers: Earthspark, which centers around two human kids as they forge a connection with Transformers bots like never before. The show recently premiered season two exclusively on Paramount+.
Fans looking for more in-depth classic conversions, such as our latest successful HasLab crowdfunding project, can combine a 5” Optimus Prime and an 11.5” Ultra Magnus to form a 13.75”-tall Omega Prime action figure. Collectors can also look forward to over 40 distinct Hasbro Transformers anniversary figures to commemorate the milestone across the celebration period.
The possibilities are endless when you have a talented group of people who are as passionate about the brand as its fanbase is. A strong licensee programme established during the 1984 Toy Fair toy debut, along with captivating entertainment projects, have enabled the brand to overcome a continuously changing landscape across the decades.
What can you tell us about the new Transformers One movie? How will it differ from previous film iterations and what is the movie’s target audience?
Our partners at Paramount surpassed expectations in creating an unforgettable movie experience that we hope all fans will enjoy. This is the first fully CG-animated Transformers movie. Audiences will discover the untold origin story of Optimus Prime and Megatron, who were once friends before they became sworn enemies. We also have a star-studded voice cast that includes Chris Hemsworth, Brian Tyree Henry, Scarlett Johansson, Keegan-Michael Key and Steve Buscemi, with Laurence Fishburne and Jon Hamm.
Earlier this year, a work-in-progress version of the movie was screened to a jam-packed audience at the Annecy International Animation Film Festival in France. We were beyond thrilled to witness the positive reception it received throughout the screening, as well as the enthusiastic standing ovation once it concluded. This movie has been made with all audiences in mind. Whether you’re a fan of Transformers, animation, science-fiction, robots, action, comedy or something else, there is something for everyone to enjoy. Transformers One arrives in theatres this autumn and we cannot wait for all viewers to experience this special trip to Cybertron.
Fans can look forward to a variety of Transformers One related toys that will be available at participating retailers soon. The Transformers One Power Flip Optimus Prime (Orion Pax) action figure converts between four different modes and has lights, sounds and phrases activated with the push of a button. Other film-based products arriving at retailers include 2-in-1 mask action figures, COG Changers, Robot Battlers, Studio Series additions and many more.
Looking ahead to 2025 and beyond, what’s next for the Transformers franchise?
Transformers is currently celebrating its 40th anniversary and we have more plans in the works to honour this special milestone. These will be announced soon. We look forward to bringing something new and fresh to Transformers fans of all ages over the next 40 years. We are committed to delivering joyful play experiences based on the beloved Autobots and Decepticons, as well as creating a community for all people around the world through various touch points spanning consumer products, digital games and services, and entertainment.
Hasbro follows a ‘Franchise-First’ strategy which sees our teams work closely with world-class partners to fuel growth of our franchise brands. With shared objectives across regions, this is an important evolution in the philosophy of how we operate as a global team. We’re also dedicated to making sure that every franchise touchpoint delivers a little bit of magic – because as a company, we’re focused more than ever on ensuring that we are creating magic moments for our consumers every day.
Who are the brand’s main targets in terms of Consumer Products?
Hasbro works with innovative partners to create a wide range of licensed Transformers products that cater to various age groups, interests and more. Perfect for our die-hard fans, the world’s first auto-converting Megatron robot by Robosen features over 270 lines of dialogue by the original Megatron voice actor, Frank Welker.
Thanks to our work with Skybound Entertainment, comic fans can look forward to a steady drumbeat of action and adventure with the Transformers series and Void Rivals, which introduced an all-new shared universe with G.I. Joe. Released in 2023, Transformers No. 1 began an all-new era for the iconic ‘Robots in Disguise’ with a reimagining of the franchise’s beloved characters for a new generation. The series debut made its mark as the best-selling Hasbro comic book launch of all time and is considered by many to be the biggest new comic book launch of 2023.
Following the first successful Lego collaboration based on Optimus Prime, we have released a new set focused on the iconic Autobot, Bumblebee. Additionally, Funko’s Transformers Pop! figures continue to be popular among fans of all ages. A new line of Pop! figures celebrating the brand’s 40th anniversary is being released this summer as well. Music fans will be able to pick up the newly remastered Transformers: Music from the Original Animated Series on vinyl very soon. Manufactured by Memphis Record Pressing, the high-quality coloured vinyl features 42 tracks, including the full soundtrack from the original 1984 animated series.
What are the key new toy and Consumer Product launches coming through in support of the movie?
There will be a wide variety of products to support the new Transformers One movie, including 2-in-1 Mask action figures of Optimus Prime/Orion Pax and Bumblebee/B-127, plus additions to our popular Studios Series line and many more.
As for our licensed consumer products tied to the film in the UK, we’re offering an exclusive kids’ apparel collection from Character.com, along with the Transformers One Movie Novelization by Simon Spotlight, an action-packed 8x8 storybook featuring stills from the film and a fun sheet of stickers. Fans can expect even more licensed movie merch to drop throughout the year. From Publishing and Toys & Games to Hardlines, Softlines and more categories, we’re giving families numerous ways to show off their Transformers fandom. Through our comprehensive LCP offerings for Transformers One, we’re truly showcasing our Franchise-First strategy by delivering premium products with industry-leading partners that are surely... More Than Meets the Eye.
Hasbro
02085 691 234 www.hasbro.co.ukkimberly.kugler@hasbro.com
Hasbro is celebrating 40 years of Transformers this year with an array of new products sure to please fans worldwide. With the highly anticipated Transformers One movie dropping in autumn, Hasbro has developed a range of products suitable for both kid and adult Transformers collectors. Young fans can experience the epic origins of legendary Transformers robots with the Transformers One Power Flip Optimus Prime action figure, inspired by the iconic character in the Transformers One movie. This Optimus Prime toy converts between four different modes: Orion Pax, Cybertronian Truck, Optimus Prime, and Ultimate Optimus Prime. Kids can help power up the Optimus Prime robot toy by initiating the Power Flip feature: simply flip the figure to gear up with battle armour that attaches automatically. Users can also attach the included movie-inspired accessories, activate special effects such as lights, sounds and phrases at the push of a button and easily convert between modes.
The Transformers Studio Series Deluxe Transformers: One 112 Optimus Prime brings the epic action of the Transformers movies from the big screen into adult fan collections. Transformers Studio Series toys are collectible action figures that feature movie-inspired details and accessories. Fans can convert the Studio Series Transformers action figure from robot to Cybertronian truck mode in 25 steps and pose the Optimus Prime toy in the included Metropolis of Iacon removable backdrop scene.
Aykroyds TDP
As a longstanding licensing partner of Hasbro’s, and one that was recently awarded Apparel Partner of the Year 2024, Aykroyds TDP is pleased to continue collaborating with Hasbro on its current Transformers content.
The iconic Transformers franchise has captivated audiences for decades. Aykroyds is able to create engaging in-home moments for the brand with its range of licensed nightwear. Offering something of a sweet spot within the marketplace thanks to its nostalgic, intergenerational appeal, strong resonance with boys and action-led content, the range has enjoyed a very positive initial response from retailers. Aykroyds is therefore predicting strong sales.
Due to the broad appeal of the brand, the company is also planning on drawing in fans using a robust marketing strategy which includes targeted online campaigns, engaging social media content, and collaborations with influencers in the family and entertainment sectors.
By leveraging the power of nostalgia, Aykroyds is able to target not only children but also adults who grew up with Transformers. This dual approach broadens the company’s reach and helps harnesses the emotional connection fans have with the Transformer franchise.
Ancory
07772 482 255 jeremy@ancory.co.uk
Ancory continues to build its presence and distribution in the UK, offering a product range driven by a portfolio of proven licences.
As the exclusive UK distributor for Yolopark and its highly regarded figurines range, support for the Transformers product offering continues to grow.
All the classic and key characters, such as Optimus Prime, Megatron and Bumblebee, are featured within the range which is available in two size options of 10cm and 20cm.
The assembled, fully poseable figures offer multiple points of articulation, a variety of hand/weapon combinations and a high-level of detail. This makes them ideal for collectors and fans of all ages.
For further details on Yolopark’s Transformers product offering, get in contact via the details above.
Blokees
07585 400 586 markashurst@blokees.com
Blokees’ global mission is to ‘Pass on the Fun of Building’. The company firmly believes in the power of building to inspire unlimited creativity, which it has been doing since 2014.
Blokees Figures let kids create highly detailed, fully articulated, delicate model figures in different sizes, suitable for all age groups. These collectible, snap-fix models are based on major licensed franchises, including famous brands from Hasbro and Disney, and properties such as Pokémon, Transformers and Minions.
Now launching in the UK & Ireland, Blokees Figures will introduce the Hasbro Transformers Galaxy Version and Classic Class ranges in the franchise’s 40th anniversary year.
Blokees Figures allow consumers to build their favourite Transformers characters and join the war for Cybertron using Blokees’ detailed building bricks, as legendary characters including Optimus Prime, Bumblebee, Megatron and more come to life as Blokees Figures.
Blokees Figures Transformers Galaxy Version characters are sold in a randomly assorted 9-piece CDU and stand 10cm tall when fully assembled. Each detailed character is made up of between 45 to 50 snap-fix pieces, including a signature weapon and a base for action poses. Within this range, there is a chase programme: in the first wave roll out, there is a 1:36 chance of finding the secret Optimus Prime with metallic paint texture.
Transformers Classic Class allows collectors to build feature-enhanced Blokees Figures, standing 13cm tall when fully assembled. Each highly detailed character is made up of between 60 to 80 snap-fix pieces and comes with light-up eyes, while some have additional light-up features. These characters come in their own detailed packaging with a full character bio. Exclusive weapons and accessories, along with 20 moveable joints, allow for character-faithful action poses.
