Hasbro Transformers - ToyNews

Hasbro Transformers

Hasbro's extensive range of Transformers toys will be boosted next month by the release of the second film. Prior to that, Hasbro is cranking up demand with a number of marketing initiatives including print, PR and TV among other things. ToyNews has more details...
Author:
Publish date:
96_mypictr_200x200.jpg

More than two decades after its arrival and with countless toys sold through, Transformers has become one of the most successful entertainment franchises of all time and woven into the global pop culture.

The June 24th release of Transformers: Revenge of the Fallen, from DreamWorks Pictures and Paramount Pictures, in association with Hasbro will create a new level of interest in the brand and the accompanying widespread licensing programme, spearheaded by the toy range.

Licensing
To give fans of all ages a fully immersive Transformers experience, Hasbro, together with its toy development team, Digitial Media, and Entertainment and Licensing groups, has pulled together a comprehensive program that will offer a wide range of products across all major lifestyle categories.

More than 230 licensees worldwide are signed including Activision and Glu Mobile (video and mobile gaming), Harper Collins (publishing), Rubies (dress up), Smith & Brooks (apparel), GB Eye (posters) and Alpha (back-to-school) to name just a few.

All of these licensees will be bringing their own marketing and PR campaigns to the table which will dovetail nicely into Hasbro’s own toy campaign centred around the film.

Marketing
The franchise is the key focus within Hasbro’s boys toys range in 2009, with a full marketing campaign to reflect this. The onslaught started at the beginning of the year but the heavyweight media campaign kicks off on May 30th to celebrate the toy launch and continues through to Christmas Day. The media mix includes kids consumer print, PR, POS, collector/fan focused activity and TV.

TV
The TV campaign will focus on all key segments within the toy line which includes core action figures and role play. Special promotions are also planned including a tour of the Bumblebee Camaro seen in the film.

Though the toys launch one month prior to the movie release, select retailers will pre-sell key items from May 1st. These are Optimus Prime (Leader), Bumblebee helmet, Bumblebee arm blaster along with a special Preview wave of Deluxe featuring Bumblebee and Soundwave. Although retailers can pre-order, the items will not ship until the May 30th on-shelf date.

In addition to Hasbro and other licensee marketing campaigns, Paramount Pictures has a stellar line-up of promotional partners on-board to promote the film beginning in late-May, including General Motors and LG Mobile Phones.

Related

5_rsz_89167_optimusprime_robot.jpg

Hasbro's Transformers plans

Hasbro?s programme for its big summer movie licence Transformers: Revenge of the Fallen is now underway, as the film hits cinemas across the country. Ronnie Dungan spoke to the firm?s UK marketing manager for boys, Grant Gie, about its plans for the robot range?

35_Hasbro Logo.jpg

Hasbro: Primed for Success

It?s been a good summer for Hasbro, with the success of first Thor, then Transformers and Captain America at the box office helping to boost toy sales. Samantha Loveday speaks to Foye Pascoe, Country Manager, UK & Ireland, to get the lowdown on 2011 so far...

Featured Jobs

Copyrights Group

Marketing Manager

The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.