Hasbro and DMG roll out Transformers experience centres

Hasbro and Dan Mintz’s DMG Entertainment are joining forces to launch a line of interactive Transformers digital simulation experience centres.

Featuring character interactions, virtual and augmented reality technology and activities, guests can be immersed into the world of Transformers.

"We’re very excited to work with DMG as we launch into the rapidly growing space of VR, AR and other mixed reality experiences," said Simon Waters, general manager and SVP of entertainment and consumer products at Hasbro.

"The Transformers digital simulation centres will offer fans an incredibly immersive experience that’s truly ‘more than meets the eye’."

Set to debut in Shanghai this summer, the centres will expand to other China cities regularly over the next five years.

Mintz added: "We’re pushing the boundaries of creative storytelling by harnessing innovative, immersive and interactive technology that brings fans into the Transformers world like never before.”

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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