Hasbro to Open Transformers Exhibition in China



Optimus Prime, Bumblebee and Windblade, among other characters and themes from the classic franchise, inspire traveling exhibition that will kick off in Chong Qing.

ASIA–Hasbro and Cityneon Holdings have joined forces to launch the interactive exhibition “Transformers Autobot Alliance” in Chong Qing, China.

The new exhibition will showcase the franchise’s larger-than-life robots (including Optimus Prime, Bumblebee and Windblade) as well as a variety of special effects, reflex tests, virtual reality, motion sensing and other features surrounding the brand. Fans will also have the opportunity to learn the Transformers language and decode missions throughout the exhibit.

The exhibition will also showcase a raft of merchandise for post-attraction purchases.

"Opening ‘Transformers Autobot Alliance’ with Cityneon is an exciting brand extension for us that will allow fans to interact with their favorite characters in an entirely new, immersive way,” says Tom Warner, senior vice president, Transformers franchise, Hasbro. “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.”

“Transformers Autobot Alliance” is slated to open in China this December. In addition, Cityneon has secured the rights to tour the next exhibit in venues around the world.