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.”