04-05_Transformers.qxp_NEW LSB 2008 GRID 12/09/2018 17:15 Page 5
“It’s a very robust content slate, but one that helps fulfil our mission of recruiting new fans into the TRANSFORMERS franchise and making them fans for life, while offering current fans compelling new ways to engage with the brand,” says James. Building up to the release of the film in December, there are some exciting activations with licensees and retailers Top : TRANSFORMERS CYBERVERSE is a new animation aimed at the core kids’ already in motion. audience. Above: The new film, Licensee Dickie TRANSFORMERS BUMBLEBEE is coming to cinemas December 21. Right: Deichmann’s Spielwaren GMBH shoes will launch at the end of the year, in time for the movie release. continues to support TRANSFORMERS with BUMBLEBEE moviesupported product available across multiple retail partners including The Entertainer, Amazon, Argos and department store Debenhams, with retailers stocking the 1:24 scale RC Beetle BUMBLEBEE, inspired from the movie. An exclusive range for Asda will launch in October, with marketing starting in November, centered on the amazing Ultimate BUMBLEBEE a 1:12 scale RC Camaro that can turn into robot warrior BUMBLEBEE. The exclusive Asda campaign will be supported by YouTube unboxings and reviews from TRANSFORMERS fans. Away from the core vehicle lines, Ravensburger has launched an impressive 4-sided construction experience featuring OPTIMUS PRIME and BUMBLEBEE. The innovative 4S Vision is an ingeniously designed 3D object that reveals a Inset: Simba Dickie’s new toy line introduces new Bumblebee toys based on the film.
unique image on each of its four sides and is available at all major toy retailers in Germany. The launch was supported by social media and influencer campaigns. Ravensburger will be extended the TRANSFORMERS line by adding a 3D night light puzzle. The action figures and toy lines are a winning category for the franchise, but Hasbro has a goal to deliver 50% of retail sales outside of action figures across Europe by 2020. One category seeing strong growth is apparel and footwear, where TRANSFORMERS will have its largest range to date. A new collaboration with global fashion retailer United Colors of Benetton will a see TRANSFORMERS infants’ and kid’s collection online and in store at United Colors of Benetton’s 5,000 stores in 120 countries this autumn. “Benetton is one of the best-known fashion companies in the world and we are thrilled to work with them to bring TRANSFORMERS to even more fans everywhere,” says James. “Following on from our success with MY LITTLE PONY at market-leading European shoe and sportswear retail chain Deichmann, we’re extending the product range to include TRANSFORMERS shoe products which will be launched at the end of the year, just in time for the BUMBLEBEE movie,” says James. Another successful retail activation was with Italian retailer, Original Marines in spring 2018 with two collections: infant (6-18 months) and kids (2-12 years).The collections were supported by a YouTube campaign featuring a promotional story telling video, an online contest, social media posts on Facebook and Instagram, instore catalogues and over 600 dedicated shop windows. The continuous growth of the TRANSFORMERS franchise year over year is leading the brand to new heights this year and beyond. Hasbro’s commitment and investment in storytelling through multiple platforms ensures that consumers really grow with the brand, so come on and #jointhebuzz!
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