Hasbro has launched the first Transformers Autobot Alliance interactive exhibition in Chong Qing's Shin Kong Place in China.
The exhibition opened with a soft launch on December, 30th 2017 and was officially launched earlier this week on January 11th, 2018.
The Transformers Autobot Alliance exhibition is the result of a collaboration between Hasbro and Cityneon Holdings Limited, a global innovator in exhibitions.
The initiative finds Transformers at the centre of a walk-through attraction featuring familiar characters from the franchise such as Optimus Prime, Bumblebee and Windblade.
It is the first of its kind to showcase the robots as well as special effects, reflex tests, virtual reality, motion sensing and other features surrounding the brand. Fans even get the chance to learn the Transformers language and decode missions throughout the exhibit.
"This launch has been a long time coming with more than two years of research and development and significant investment to create what will be one of the most talked about exhibitions to date," said executive chairman and group CEO of Cityneon Holdings, Ron Tan.
Tom Warner, SVP Transformers franchise, added: "Opening Transformers Autobot Alliance with Cityneon is an exciting brand extension for us that will allow fans to interact with their favourite characters in an entirely new, immersive way.
"This carefully crafted attraction uses interactive technology to bring a more than meets the eye experience that Transformers fans of all ages will enjoy for years to come."