Hasbro, Retailers Host Cybertron MondayHasbro, Retailers Host Cybertron Monday

Hasbro teamed up with retailers including Walmart, Amazon and Tesco Monday for Cybertron Monday, an online global sales event featuring the Transformers brand.

The event launched the new line action figures and licensing products for the upcoming feature film Transformers: Age of Extinction, which opens in theaters June 27.

Fans who visited the websites of participating retailers–Amazon, Target, Toys ‘R’ Us, Walmart, Kmart, Tesco, Argos, Ripley, Tmall.com, Toys ‘R’ Us Asia and HasbroToyShop.com–were also treated to an exclusive trailer of the upcoming film.

Hasbro also launched the “Transformers Official Movie App,” created in partnership with Paramount Pictures, in conjunction with the online event. The app, now available on the iTunes App Store and Google Play, features movie and toy photography and videos, character bios and weekly in-app “missions.”

Fans will also be able to view exclusive cast interviews in the app, with new content such as augmented reality features and the ability to build a customized Transformers Construct-bot figure added as the premiere approaches.

“Partnering with global retailers for Cybertron Monday is a great new way to kick off the release of our new and innovative Transformers: Age of Extinction line," says Eric Nyman, senior vice president, global marketing, Hasbro. “Cybertron Monday provided fans of the Transformers brand all around the globe the ability to experience the all-new product line as well as exciting film details, digital engagement and products in our new app partnership with Paramount.”