Hasbro Plans Transformers Experience Centers



Simulation experience center will open in Shanghai this summer to coincide with the release of Transformers: The Last Knight this June.

Hasbro and DMG Entertainment have joined forces to launch a series of Transformers-inspired virtual and augmented reality experience centers.

The new Transformers centers will allow guests to immerse themselves side-by-side with the characters from the film as well as engage in a variety of missions–including battling the evil Decepticons on Cybertron alongside Optimus Prime and climbing behind the wheel of Bumblebee for a driving experience.

DMG, in collaboration with S2BN, is also currently in development on a Transformers live show.

“We’re very excited to work with DMG as we launch into the rapidly growing space of VR, AR and other mixed reality experiences,” says Simon Waters, general manager and senior vice president, entertainment and consumer products, Hasbro. “The Transformers digital simulation centers will offer fans an incredibly immersive experience that truly … ‘More Than Meets the Eyes.’”

The interactive centers will debut in Shanghai this summer and will expand to other cities in China regularly over the next five years. The latest Transformers movie, Transformers: The Last Knight, will open worldwide on June 21, with additional sequels planned for release in 2018 and 2019.