China Toy Fair


Cybertron Monday Kicks Off Transformers: Age of Extinction Toy Line

CybertronMonday.TransformerspanelToday isn’t just any old Monday, but Cybertron Monday, a global event tied to the upcoming blockbuster, Transformers: Age of Extinction from Paramount Pictures. Cybertron Monday marks the launch of an all-new action figure line from Hasbro Inc., as well as licensed products based on the feature film, through participating online retailers including Amazon, Target, Toys “R” Us, Walmart, and Kmart. Fans can visit www.CybertronMonday.com for more information on where products will be available.

Hasbro’s Transformers Official Movie App, available now for download on iTunes and Google Play, features galleries stocked with movie and toy photography and videos, character bios, as well as the ability to engage in weekly app “missions.” Fans can also view exclusive Transformers: Age of Extinction cast interviews. As the film’s release date approaches, the app will be updated to include movie ticket purchasing, augmented reality features, new photography and videos, and the ability for users to build their own Transformers Construct-bot figure.

Activision, Hasbro Igniting Home Gaming with Transformers: Rise of the Dark Spark

Transformers.RiseDarkSparkActivision Publishing Inc. and Hasbro Inc. are collaborating on Transformers: Rise of the Dark Spark, a video game complement to Paramount PicturesTransformers: Age of Extinction, which arrives in theaters in June. Players get to choose from more than 40 playable characters, derived from both movie director Michael Bay’s Transformers universe as well as the ever-popular Cybertron universe, as they battle over the Dark Spark. [Read more...]

Hasbro, Amazon Team Up Offers First Action Figure for Transformers: Age of Extinction

Feb3.TransformersHasbro and Amazon have partnered to offer the first official merchandise inspired by the movie Transformers: Age of Extinction. Amazon’s Transformers Headquarters Shop is now live on its website and features the first action figure available for purchase from Hasbro’s Transformers: Age of Extinction line.

The first product of the line is the Transformers First Edition Optimus Prime action figure. The figure converts from robot to vehicle and includes new metallic embellishes, rubber tires, and is styled in the way the character will look in the movie. The product is also No. 14 in the numbered line of Thrilling 30 action figures celebrating the 30th anniversary of the Transformers brand this year. It is available exclusively on amazon.com before the broader toy line becomes available in May. 

Disguise Renews Multi-Year Agreement with Hasbro

Hasbro.OptimusPrimeDisguise Inc., the Halloween costume division of Jakks Pacific Inc., has renewed its licensing agreement with Hasbro to produce Halloween costumes and accessories based on top Hasbro brands. The new three-year agreement grants Disguise the rights to manufacture and distribute the Hasbro-branded items to all channels in the U.S. and Canada.

The agreement includes the rights to produce Halloween costumes based on the theatrical property Transformers: Age of Extinction, as well as classic Hasbro brands My Little Pony, Transformers, and Mr. Potato Head.

Hasbro, Linkin Park Release Special Edition Transformers Action Figure

soundwave1_1024x1024In celebration of the Transformers’ 30th anniversary, Hasbro Inc. and rock band Linkin Park have collaborated to create a special edition Linkin Park Soundwave Transformers action figure, available at the SURU store in Los Angeles to mark the brand’s first celebrity-designed Transformers figure in history.

Given the name ‘Generation 1’ or ‘G1’, the fan-favorite, Soundwave Transformer, now features a gold deco treatment and is packaged in a unique cassette tape-inspired box. The band, who has provided songs for three Transformers movies, chose this particular Transformer for its ‘retro-appeal’ and because in the original animated ’80s series, Soundwave converts into a tape deck, has cassette tapes as minions, and battles the Autobots with blasts of sounds, according to Joe Hahn of Linkin Park who grew up as a fan and collector of the brand.

SURU will be the exclusive retailer for this special edition action figure at the SURU store in Los Angeles and online at www.suru-la.com through October 3. To keep up with more news for the Transformers’ 30th anniversary, check out its Facebook.

 

COMMENTARY: Kids Getting Older Younger—Or Younger Older?

Everyone always talks about how kids are getting older younger. Kids as young as 8 years old are swapping their Barbie dolls and Transformers for iPods and tablets—but this isn’t the case for everyone. There are big kids everywhere, and toys have a funny little habit of bringing an adult’s inner-child giggling wildly to the surface.

Nostalgia is a huge trend in toys today—classic properties such as The Smurfs, Teenage Mutant Ninja Turtles, and Pac-Man have resurfaced and are engaging a whole new generation. Traditional toys, such as Hasbro’s Easy Bake Oven, Kahootz’s Spirograph, and POOF-Slinky’s Slinky, all still appeal to young kids the same way they did decades ago. However, adults and older kids will find just as much fun in new products primarily targeted toward youngsters, too.

RainbowLoom.Butterfly Blossom braceletThis weekend, I was loomed. A family friend’s daughter, Karli, had her wrist covered in the colorful rubber bracelets that are a product of Rainbow Loom, from Choon’s Designs. A huge craze among kids, I was enamored by the bracelets and begged her to teach me how to make one. She did, and of course, hers came out better. I’ve been staring at it on my wrist every day since she made it for me, and I was extremely tempted to purchase my own loom when I went into a Michael’s craft store and saw the enormous display (but I thought to myself: “You’re 23 years old, Marissa! Taking home product samples is one thing, but you cannot justify BUYING a toy!”).

[Read more...]

Shout! Factory Partners with Hasbro Studios for Animated Series

shoutShout! Factory and Hasbro Studios have announced a new distribution agreement to bring a library of nine animated adventure movie and pop culture TV hits to the home entertainment marketplace in the U.S and Canada.

This multi-year, multi-property alliance provides Shout! Factory exclusive rights to My Little Pony animated family adventures My Little Pony: The Princess PromenadeMy Little Pony: A Very Minty ChristmasMy Little Pony: Runaway RainbowMy Little Pony: Dancing in the Clouds, and My Little Pony: Friends are Never Far Away. The deal also includes TV properties Transformers Animated (2007-2009 TV series), Transformers: Armada (2002 TV series), Transformers: Energon (2004 TV series), and Transformers: Cybertron (2005 TV series).

Hasbro Rolls Out New Toys for Transformers’ 30th Anniversary

Weaponizers Talking BumblebeeHasbro is celebrating the upcoming 30th anniversary of the Transformers brand with new toy lines, including the first Construct-Bots in the Transformers Prime Beast Hunters style, and Transformers Generations toys that celebrate different incarnations of the Transformers brand from throughout its 30-year history.

Other new toys include the first 10 items in the Thrilling 30, a set of 30 limited-edition toys, available at various locations worldwide, that celebrate the 30th anniversary. The first talking Bumblebee toy for Transformers Prime, Transformers Weaponizers Bumblebee, was also debuted. The unveiling of the toy coincided with the first time Bumblebee talked in an episode of Transformers Prime Beasthunters.

At Comic-Con, the Transformers team revealed the winner of the Fan Built Bot poll, which asked fans to help create a new Transformers character. The winner is a black and red female Autobot jet named Windblade.

Hasbro Showcases Pop-Culture Brands at Comic-Con

Hasbro_logo_new 3.20.28 PM

Hasbro returns to Comic-Con International in San Diego to showcase its pop-culture brands, including TransformersMy Little PonyKre-O, and G.I. Joe, as well as licensed toy lines for Angry Birds Star WarsMarvelStar Wars, and Star Trek. Hasbro will celebrate its popular brands and characters with a lineup of panels, autograph sessions, special edition toys, giveaways, and more.

Fans will also be able to experience the Telepods platform, a fully-integrated play experience for the mobile generation that “teleports” physical characters into digital gaming and app experiences. The Telepods line will be released this fall, and will be fully integrated into the new Angry Birds Star Wars II app, from Rovio Entertainment and Lucasfilm. The Telepods line uses new technology to allow kids to play in two ways—in the physical space, and through integration into top-tier apps. [Read more...]

Universal Studios Launches Transformers 3-D Ride

UNIVERSAL ORLANDO RESORT TRANSFORMERSUniversal Orlando debuts the grand opening of Transformers: The Ride-3D at Universal Studios Florida. The new attraction is based on the popular Transformers film series and was created along with director Michael Bay. Riders are recruited for a high-tech, good versus evil battle in which they must save Earth. Riders join film characters Optimus Prime and the Autobots as they fight Megatron and the Decepticons to the end.

Transformers: The Ride-3D was created under license from Hasbro, Inc. The attraction was built at Universal Studios Florida in one year—the fastest build time in Universal history. The fourth Transformers film is scheduled to be released in June of next year.