Hasbro Reveals Global ‘Transformers’ Partnerships

Hasbro has announced several new collaborations and products for its "Transformers” franchise across retail, toys, fashion and publishing.  

In retail, Toys“R”Us has collaborated with Hasbro for a new retail campaign across China to celebrate the "Transformers One” movie launch. Now, through November, over 200 stores across China, including in major cities such as Beijing, Shanghai, Guangzhou and Chengdu, will feature themed areas for an immersive shopping experience.  Also in retail, UNIQLO is bringing “Transformers” to its popular UTme! graphic t-shirt customization service in China. This month, fans celebrating “Transformers” 40th anniversary can create one-of-a-kind T-shirts in-store featuring the Robots In Disguise. The UNIQLO Shanghai and Beijing flagship stores will also feature “Transformers” x UTme! themed display areas. 

UNO Flip! "Transformers”

Mattel is expanding the availability of the UNO Flip! "Transformers” card game internationally to Mexico, Germany, China and Southeast Asia to celebrate the Transformers brand’s 40th anniversary. The twist on the classic game features a two-sided deck with Autobots and Decepticons. 

MDM Deutsche Münze, a leading coin trading company, has collaborated with Hasbro to launch an outstanding 2x1 oz pure silver coin set also to celebrate the "Transformers” 40th anniversary. This original coin set features a gear wheel shape with black color application, matte 24K gold plating and the characters Buzzsaw and Ravage, the Decepticon cassette warriors of the "Transformers” universe, designed to convert into a cassette player depicted by the set’s packaging.  

Related:Transformers and Irregular Choice Team for Apparel

Lai Ga, the global licensee for Hasbro’s Transformers, Power Rangers and G.I. Joe brands, is releasing new "Transformers” Generations stylized model kits of Autobots and Decepticons in both robot and vehicle forms. Lai Ga has several product ranges, including Flame Toys, Unix Square, Kuro Kara Kuri, Hito Kara Kuri, Furai Action and more.  

Alpha Group is delivering "Transformers One” movie-inspired and My Little Pony Generation 4-themed collections of badges, acrylic standers and action figures. The product launch will begin with "Transformers One” badges hitting the market from Sept. 20, and My Little Pony Generation 4 will go to market at the end of the month, while acrylic standers will launch in early October.  

Consumer electronics manufacturing company, Qi Shun, is releasing new ranges of “Transformers” and My Little Pony phone and computer electronics for the teen and adult markets. The product lineup includes earphones, handheld fans and mobile phone chargers. The ranges will feature mechanical designs inspired by “Transformers” and bright, colorful designs inspired by My Little Pony. The lineup launched on Amazon in China this year and will expand to other APAC regions soon. 

Related:Hasbro Celebrates Transformers 40th Anniversary

Trefl Transformers puzzle.

Trefl, the award-winning and family-owned European puzzle and game developer, will release a new 1000-piece Trefl Prime Unlimited Fit Technology puzzle series. The new series depicts the Autobots and Decepticons and is made of high-quality and ecological materials, including the chute bag and stickers made of biodegradable film.  

New Era, a global lifestyle brand, has launched new apparel and fashion caps inspired by the upcoming “Transformers One” film release. The collaboration will launch products this month across Hong Kong, Macau, Taiwan and the SEA regions. 

“Transformers” x Irregular Choice.

Following the success of “Transformers” first footwear and accessories range with Irregular Choice in 2023, a new men's range is launching exclusively on Hasbro’s DTC channel, Hasbro Pulse; the collection of brogues will launch at the end of this year.  

Hachette Livre, a leading book publisher in France, has entered into an agreement with Hasbro to release new titles based on the “Transformers One” movie. As part of this exciting collaboration, Hachette Livre will publish a movie novelization and two illustrated storybooks, all to be launched simultaneously with local movie release dates.  

Related:Transformers … More than Meets the Eye

Nelson Publishing, part of the German children's book publishing group Carlsen, is working with Hasbro to bring “Transformers One” to life in print for the GSA market. This partnership will see the release of a movie novelization that fully captures the story of the film, coming out on the same day as the movie release in Germany.  

Collectible card company, Kayou, is releasing limited-edition “Transformers One” cards. From Sept. 27, moviegoers in 1,000 cinemas across China will have the chance to receive one customized movie card with their purchase of tickets to see the film.  

Lastly, Hasbro and Burger King have partnered with Egmont Story House and Toy Promotion for a special limited-edition and exclusive book campaign featuring “Transformers One” and My Little Pony. This six-book collection is available through Oct. 31 in Burger King restaurants across Sweden, Norway and Denmark. Each book features two opposite-side/upside-down style front covers where fans can flip over from one to another to experience 12 pages of “Transformers: Earthspark” animated series-inspired activities and 12 pages of “My Little Pony” animated series-inspired activities, respectively.