"We are set to cement our position as a top performing evergreen brand," says Hasbro.

Record ad spend for new Transformers toys

New Transformers toys for 2013 are being backed by Hasbro’s largest launch TV/online media spend on the brand to date.

The Transformers Prime Beast Hunters line, available from June, will benefit from a “more aggressive” TV campaign than previous movie years, and greater digital support than ever before.

The products are based on the third season of Hasbro Studios’ animated TV series Transformers Prime – titled Beast Hunters – which will air in the UK on Cartoon Network from Q3 this year. 

It follows the iconic Autobots facing off against the Decepticons and the new dragon-like Predacons. 

Hasbro senior brand manager, Louisa Nigro, told ToyNews: “It’s going to be a massive year for Transformers and we are set to cement our position as a top performing evergreen boys franchise, with the much anticipated launch of the Transformers Prime Beast Hunter range in June.

“To strengthen the media campaign we are also investing in grass root consumer engagement programs, incorporating all licensed cross category partners,” Nigro continued. 

The life-size Optimus Prime truck will roll out to 12 locations this summer, reaching over three million people. 

The tour includes green screen technology, allowing fans to ‘Transform’ into the action alongside their heroes.

They will also be encouraged to share their experience via social media.

The Transformers Prime Beast Hunters toys include
the following:

– Deluxe Assortment (£12.99)
– Voyager Class Assortment (£22.99)
– Optimus Prime (£49.99)
– Predaking (£49.99)
– Cyberverse Legion Class Action Figure Assortment (£4.99)
– Cyberverse Commander Class Action Figure Assortment (£8.99)
– Cyberverse Vehicle Assortment (£22.99)

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