Transformers … More than Meets the Eye

In 1984, Hasbro released the first Transformers toys alongside Japanese toy company, Takara Tomy. Since then, the original toys expanded into a multi-vertical franchise: television shows, movies, comic books and more. Forty years later, the property is a superstar in licensing, and Hasbro is celebrating the property at Brand Licensing Europe, from the 40th anniversary celebration to the September launch of the feature film, “Transformers One.” 

Marianne James, senior vice president, global licensing, and Alyse D’Antuono, vice president, global brand strategy and management, action brands, Hasbro, chat with License Global about how the Transformers brand has consistently captured consumer attention and has been a heartbeat property for Hasbro.

“For four decades, the Transformers franchise has captivated fans around the world with epic toys, action-packed comics, awe-inspiring entertainment and other consumer offerings that are truly ‘... More Than Meets the Eye,’” says James. “The brand’s continued success 40 years later has been made possible by its rich storytelling and characters: the heroic Autobots who seek to protect all life and the evil Decepticons who seek to conquer the universe.”

Marianne James, Alyse D’Antuono, Hasbro

“40 years, one legacy” of the Transformers Franchise

Related:Mattel and Hasbro Enter into Licensing Agreements for Barbie and Transformers

To celebrate “40 years, one legacy” of the Transformers franchise, Hasbro will deliver content, products and experiences that honor the origins of the brand and invite new audiences to experience where it all began. 

“Our licensed consumer products program is strategically grounded in what fans and families around the world tell us they want, need and feel about our beloved franchises,” continues James. “With an iconic brand that global audiences know and love like Transformers, it’s key that we work with best-in-class partners to deliver branded experiences that are authentic to the Transformers franchise and ignite the spark in consumers.”

Earlier this year, Hasbro introduced Transformers-branded Hot Wheels and Little People ranges with Mattel in a first-of-its-kind partnership. In addition to this deal, Hasbro expanded its lines with LEGO and Robosen. Plus, it revealed new Funko Digital Pop! Collectibles, limited-edition headphones with JLab, premium 40th anniversary-branded trading cards from Dynamite Entertainment, a steady stream of comics with Skybound Entertainment and footwear and apparel from Converse, SuperX and Irregular Choice. If this wasn’t enough for the Transformers fanbase, fans of the 1984 “Transformers” TV show can get their hands on the newly remastered “The Transformers: Music from the Original Animated Series” album, available now digitally and as a physical vinyl. 

Related:Brand Licensing Europe Issue – September 2024

“With an action-packed season of releases ahead, we are just getting started,” says James.

A transformative 40 years and just getting started is what defines the Transformers brand. Hasbro took the tagline “... More Than Meets the Eye” literally, bringing consumers a comprehensive brand that is more than just a toy.

“Grounded in the timeless tale of good vs. evil, the franchise offers dynamic storytelling played out by multifaceted characters that you want to root for,” says D’Antuono. “This is what has inspired awe, sparked curiosity and hooked generations of fans across the globe. What’s more, the Transformers brand has been unique in its ability to mirror its core concept by adapting and changing to bring visionary storytelling and new adventures to fans.

“Shortly after Transformers toys landed on shelves in 1984, the first issue of the 4-part miniseries, ‘The Transformers,’ was released by Marvel Comics,” continues D’Antuono. “Later that year, ‘The Transformers’ animated TV series premiered and became a staple Saturday morning cartoon. The original Marvel Comics series went on to produce a total of 80 issues until 1991 while the animated TV series spawned several seasons, including ‘The Transformers: The Movie’ feature film in 1986. Since then, millions of fans have joined to watch the battle between the Autobots and Decepticons come to life in movies, TV shows, digital gaming, publishing, fashion, live experiences, promotions and beyond.”

Related:‘TRANSFORMERS: Galactic Trials’ Releases Trailer

Transformers Converse All Star Bumblebee Shift Ox and Transformers x Converse Chuck Taylors Optimus Prime

A “Franchise First,” Universal Approach

Rather than just a toy line, what has given Transformer longevity has been a universal approach, which James calls “franchise first.” From products to experience, this is the Hasbro philosophy that has continued brand growth.

“‘Franchise first’ means across licensing, toy and game, our teams are working together with world-class partners to fuel growth of our franchise brands,” says James. “Consumer products continue to be a key driver of the brand with Hasbro toy collections and licensed consumer products that deliver nostalgia from the legacy of the franchise to current trends. We’re dedicated to making sure that every franchise touchpoint delivers a little bit of magic, and nothing may demonstrate this better than our in-person experiences where fans can truly step into the world of the Autobots and Decepticons. Open now are two Transformers: The Ark restaurants in Hong Kong, the world’s first Transformers-themed restaurants that offer premium fast-food dining set within a beautifully crafted architecture themed to The Ark spaceship. Plus, in the coming years, we’re opening three Transformers attractions in Saudi Arabia for fans of all ages, delivering innovative rides and captivating environments that will have guests fully immersed in the action-packed world of Transformers.”

According to a SuperJoost report, the Transformers 40th anniversary celebrations have helped Hasbro achieve the No. 1 spot in toys and entertainment licensors for gaming. Gaming collaborations and launches have been a large part of the brand’s strategy.

“Digital gaming remains an important part of our winning franchise-first strategy, as we continue to expand our digital offerings through licensing and internal development for our portfolio, including our franchise brands like Transformers,” says James. “This year alone, amidst Transformers’ 40th anniversary, we’ve significantly bolstered the brand’s digital games offerings. This summer, we launched an epic collaboration event in Blizzard Entertainment’s popular ‘Overwatch 2,’ which allows fans to experience Autobot vs. Decepticon battles through Overwatch’s iconic characters: Reinhardt as Optimus Prime, Ramattra as Megatron, Bastion as Bumblebee and Illari as Arcee. Additionally, we debuted game content launches with Voodoo for its hit mobile game, ‘Mob Control,’ which saw both Bumblebee and the legendary Optimus Prime come to the game, and we have more content arriving later this year as part of its Transformers Premium Pass. 

“Hasbro is also collaborating with the leading family-friendly interactive entertainment publisher, Outright Games, for its upcoming video game, ‘Transformers: Galactic Trials,’ which will be released on Oct. 11,” continues James. “This will be a unique racing adventure game with rogue-lite elements that combines arcade racing and robot combat featuring fan-favorite Autobots and Decepticons. By launching further into the digital world, we’re providing fans and families with even more unique Transformers experiences that help connect them to their favorite stories and characters across various platforms so they can enjoy the brand wherever they’re at and whenever they want.”

Transformers x Irregular Choice Soundwave bag

“Transformers One” licensing program

These anniversary products and experiences are only one piece of what’s coming for the Transformers franchise. Perhaps the most exciting is an addition to the Transformers canon with the launch of the “Transformers One” feature film this fall, the brand’s first fully CG-animated movie.

“This movie is made for all audiences in mind,” says D’Antuono. “Whether you’re a fan of the Transformers franchise, animation, science-fiction, robots, action, comedy … whatever you like, there is something for everyone. The untold origin story features a star-studded voice cast, including actors, Chris Hemsworth, Brian Tyree Henry, Scarlett Johansson, Keegan-Michael Key, Steve Buscemi, Laurence Fishburne and Jon Hamm. There’s not a ton that I can share without giving too much away – so your readers will just have to see for themselves when the film hits global theaters this fall – but I must shout out our partners at Paramount who have done an outstanding job in creating an iconic movie experience that we hope all fans will enjoy.”

James says fans can expect plenty of products from the “Transformers One” licensing program. From a dedicated toy line to a tie-in publishing program, a global promotion with Burger King, costumes from Disguise and more across categories, consumers can show off their fandom in many ways. Hasbro celebrated its 100th last year, and the 40-year-old Transformers brand has helped shape the company into what it is today.

“For over 10 decades, we’ve been working against our overarching purpose as a company: to create joy and community for all people around the world, one game, one toy, one story at a time,” says D’Antuono. “Our diverse portfolio of iconic franchises like Transformers has been a key driver in delivering on our mission, acting as a key part of Hasbro’s heartbeat in keeping the company alive and thriving throughout these years.”

The History of Transformers: A Transformative Timeline

1984

■ Marvel Comics releases four-issue Transformers comic series titled, “The Transformers.”

■ Hasbro launched the Transformers toy line, marking the beginning of what has come to be known as the “Generation: 1” era.

■ “The Transformers” animated television series debuts with a miniseries titled, “... More Than Meets The Eye.”

1984 Transformers Comic, Marvel Comics

1986

■ The animated feature film, “The Transformers: The Movie,” is released in theaters, featuring many characters modeled after the second series of Transformers toys (released in 1985).

1995

■ As one of the earliest fully CGI television shows, “Transformers: Beast Wars” introduced the Maximals and Predicons to the world. The series went on to complete three seasons and won an Emmy Award for Outstanding Individual Achievement in Animation in 1997.

2005

■ Hasbro announces that, together with DreamWorks and Paramount Pictures, it will bring the Transformers saga to the big screen with a live-action, feature film directed by Michael Bay and executive produced by Steven Spielberg and Brian Goldner, chief operating officer, Hasbro.

■ New comic book licensee, IDW Publishing, re-launches a new line of Transformers comics.

■ Hasbro introduced the Transformers Cybertron line, which features Cyber Keys that unlock weapons and new features within each figure.

2007

■ The highly anticipated “Transformers” movie was released in theaters as the first installment in the Transformers live-action film series. 

■ Based on the live-action film directed by Michael Bay, this Transformers movie’s toy line includes a new feature across some figures – Automorph or Advanced Automorph conversion – making converting figures more intuitive.

2010

■ The animated series, “Transformers Prime,” debuted in America and around the world. The series focuses on a group of Autobots called Team Prime as they protect the Earth with their human allies against the Decepticons. Throughout its three seasons, it was nominated for 12 Emmy Awards and won four, one of which was Outstanding Animated Program in 2012.

2021

■ Hasbro teamed up with robotics company, Robosen, to launch the world’s first auto-converting Optimus Prime.

2022

■ “Transformers: Earthspark” animated series premieres on Nickelodeon. Co-produced by Paramount, the kids’ series introduces a new generation of Transformers robots – the first to be born on Earth.

■ Hasbro and LEGO celebrate their first collaboration by releasing a fully converting Optimus Prime built out of over 1,500 LEGO pieces.

Main entrance of the co-branded Transformers and My Little Pony Playlodge in China

2023

■ “Transformers: Rise of The Beasts” movie was released in theaters as the seventh live-action movie from the Transformers franchise. The movie takes audiences on a ’90s globetrotting adventure by introducing the Maximals, Predacons and Terrorcons to the existing battle on Earth between Autobots and Decepticons. This film has helped bring the total box office gross for the franchise to $5.3 billion.

■ Opening of major branded LBE attractions in China: the co-branded Transformers and My Little Pony Playlodge and the Transformers: The Ark restaurant.

■ Skybound Entertainment was announced as the new comic book home for Transformers and G.I. Joe, ushering in a new era with the combined Energon comic book universe. The comic book series went on to win two Eisener Awards at a ceremony that took place at San Diego Comic-Con in July 2024.

■ Release of UNO Flip Transformers – the first item in Hasbro’s landmark licensing agreement with Mattel.

2024 

■ Hasbro celebrates Transformers’ 40th anniversary with products, experiences and entertainment honoring its origins. Highlights included a themed episode of Fox’s “The Masked Singer,” a global screening series of G1 content and special vinyl and digital album that spent two weeks at No. 1 on the Billboard Charts for Kids Albums.

■ “Transformers: Earthspark” Season 2 debuts on Paramount+ and Nickelodeon.

This story was taken from the September 2024 issue of License Global. Read the full issue here …