SDCC: Hasbro Launches Transformers HasLab Project: War for Cybertron Unicron

Following the success of its first HasLab crowdsourcing campaign last year, which brought to life Jabba the Hutt’s Sail Barge — the biggest Star Wars vehicle ever produced — Hasbro is aiming even bigger for its first Transformers campaign.

Ahead of Comic-Con International: San Diego (SDCC), Hasbro revealed the largest Transformers figure ever: Unicron. Known as The Lord of Chaos, The Planet Eater, and The Chaos Bringer, Unicron could come to life as a massive offering in the Transformers: War for Cybertron line, should the campaign be backed by a minimum of 8,000 orders before 11:59 p.m. EST on Aug. 31.

Voiced by the legendary Orson Welles, the iconic character made his debut in Transformers: The Movie (1986), established as a menacing figure with the power to destroy entire worlds and eradicate entire civilizations.

Made for collectors ages 16 and up, the Transformers: War for Cybertron Unicron stands more than 27 inches tall and features more than 50 points of articulation. When converted into planet mode, the toy has a 30-inch diameter, and comes complete with planet-eating jaws, poseable planetary rings, and includes a display stand for posing in both robot and planet mode.

Priced at $574.99, Unicron will be available in 2021, pending a successful HasLab campaign. Most recently, Hasbro launched its first Sesame Street campaign using the Hasbro Pulse HasLab platform, with fans set to back a life-size replica of Cookie Monster.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.