Following content partnerships for the My Little Pony and Littlest Pet Shop brands, Hasbro has once again teamed up with digital kids engagement platform SuperAwesome to deliver Transformers branded content.
SuperAwesome’s platform reaches over a quarter of a billion kids each month around the world and is used by hundreds of brands for safe digital advertising and branded content delivery to the under-13 audience.
As part of this campaign, Hasbro will release full length episodic Transformers Robots in Disguise content on the platform every two weeks.
Kids can also enter competitions, meet the bots, play games, download Transformers content, and choose a side in the Autobots v Decepticons battle.
The branded Transformers content will also appear on an integrated ‘Drive in Cinema’ section on the Bin Weevils virtual world, dedicated to the Transformers brand.
“As one of the most innovative companies in the toy market, we’re extremely excited to be working with Hasbro on this Transformers content partnership," said Dylan Collins, SuperAwesome CEO.
"Hasbro realise that kids need to engage with content in multiple locations and devices and this is the perfect way to achieve that objective.”
This latest activity complements the companies’ existing partnerships as Hasbro is also using SuperAwesome’s Kids Web Services platform to power its My Little Pony Friendship Club site in the UK, Italy and France.
Craig Wilkins, marketing director, Hasbro UK & Ireland, added: “Transformers has always been a hugely popular brand for kids across the country, capturing audience’s imaginations for over 30 years.
"SuperAwesome is the perfect partner to bring this exciting brand to life for an increasingly digital generation and introduce Transformers on a unique, interactive level.”