Hasbro's Transformers to take over Toy Fair

Replica Optimus Prime truck to welcome visitors, while extensive branding is planned at Olympia.
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2014 is set to be a big year for the Transformers brand. Not only is it the brand’s 30th anniversary, but the highly anticipated Transformers: Age of Extinction movie from Paramount Pictures is released in the summer and Hasbro is launching an innovative Transformers product range in support.

To kick-start this blockbuster year, Transformers will be sponsoring the 2014 Toy Fair at Olympia.

The replica Optimus Prime truck will be keeping a watchful eye over the attendees at the main entrance and guests will be able to have their photo taken in the cabin.

Extensive Transformers branding will also be present at the entrance of Olympia as well as on the internal doors, stairs, walls, selected floor spaces and goody bags. The first film trilogy will also be playing on the Hasbro stand.

While the details of the new toy range are currently under wraps, Hasbro has revealed that it will be launching an extensive range of products in its toy and action figure line inspired by the film. There will also be a wide range of licensed products available.

The Hasbro stand number is 620 (Gallery). Tours will be taking place every day throughout Toy Fair on the hour, every hour, from 10am-4pm (excluding noon).

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