Transformers Gets New Theme | License Global

Transformers Gets New Theme

As New York Toy Fair wrapped up Wednesday, Hasbro unveiled a new theme for its Transformers brand, as well as new product for Sesame Street, G.I. Joe, Star Trek and Furby.

The new Transformers brand extension, Beast Hunters, will serve as the touchstone for the brand this year, anchored by new episodes of the “Transformers Prime” animated series and a full product line.

“Beast Hunters invigorates the trendsetting Tranformers brand with a compelling new enemy for the Autobots in the Predacon faction, featuring incredible new beast-themed characters like Predaking,” says John Frascotti, chief marketing officer, Hasbro. “Beast Hunters will be a major focus introducing innovative new entertainment and branded play experiences, delivering an exciting new era for millions of Transformers fans around the world.”

Hasbro’s 2013 Transformers product line will be based on the Beast Hunters story, with a range of new Predacon characters as well as new designs for classics like Optimus Prime and Bumblebee.

The new extension will also be supported by online content, additions to DeNA’s mobile trading card game, a variety of licensed apparel and a range of Beast Hunters-themed comic books from IDW Publishing.

Other highlights from Hasbro’s 2013 product showcase at Toy Fair include:

  • New Sesame Street products from Playskool, created in partnership with Sesame Workshop, including the Big Hugs Elmo plush that hugs preschoolers back, train and car-themed play sets and an app for iOS and Android devices;
  • G.I. Joe Movie Ninja Commandos action figures inspired by the upcoming film G.I. Joe: Retaliation (March 29);
  • Star Trek U.S.S. Enterprise Kre-O kit based on the ship featured in the upcoming Star Trek sequel;
  • Marvel Iron Man 3 Assemblers action figure assortment;
  • Furby Party Rockers range of companion toys for the recently rebooted Furby line;
  • Hasbro’s first-ever figure-based battling system–Beyblade Shogun Steel Beywarrior Battlers and Octagon Showdown set, based on the new series “Beyblade: Shogun Steel”; and
  • Angry Birds Star Wars Jenga Rise of Darth Vader game.