Hasbro and Nikko unite for Transformers Radio Controlled vehicles

Robert Hutchins

By Robert Hutchins

September 13th 2013 at 11:27AM
UPDATED September 13th 2013 at 11:50AM
Hasbro and Nikko unite for Transformers Radio Controlled vehicles

Multi-year deal will see Nikko develop range of R/C vehicles and robots based on Transformers franchise for 2014.

Radio controlled toys manufacturer, Nikko has partnered with Hasbro to develop a line of Transformers radio controlled robots and vehicles.

The new line - kicking off in 2014 and running through to 2016 - will be based on the brand's iconic Autobots and Decepticons from the Transformers universe.

The multi-year agreement offers Nikko the opportunity to leverage the upcoming entertainment slate that includes animated TV programming and the continuing popular movie series.

"No doubt Transformers fans will be excited with the innovative style that Nikko will use to create a complete line up of Radio Controlled Vehicles," said Arne Vissers, Nikko's VP of sales.

"We will follow our strategy to create great toys and sell them at mass market price points without doing any concession to the well-known Nikko quality."

James Walker, VP of European licensing at Hasbro, added: "We are thrilled to be partnering with Nikko on licensed Transformer R/C toys, on the upcoming movie and beyond.

"The vehicles have always been incredibly popular in our Transformers franchise and we are looking forward to giving fans the chance to take control of the Autobots and Decepticons."

Both Hasbro and Nikko will work closely together on a Pan European retail strategy, with dedicated Transformers shelf space, specific POS materials, TV Campaign's and a large social media offensive.

Price points are currently being finalised, and product is scheduled to be on shelves at the beginning in 2014.