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: