How are you “more than meets the eye?” That’s the question Hasbro posits in a new campaign launched today in honor of the Transformers franchise’s 35th anniversary.

Fans, celebrities, and those who’ve worked on the Transformers franchise will embrace and showcase the secrets that make them More Than Meets the Eye through a series of videos. The campaign begins with a video featuring Academy Award nominee Angela Bassett (Black Panther, American Horror Story) discussing how, in addition to being a Golden Globe Award winner, she is also a graduate of Yale College and Yale University. In the recent film, Bumblebee, Bassett takes her place in Transformers lore by voicing the Decepticon character, Shatter.

New videos in the More Than Meets the Eye campaign will be released throughout the year. Hasbro promises that “familiar faces – both new and old”  who have impacted the franchise over the last 35 years will appear — including individuals involved in the creation of the Transformers: The Movie (1986), along with Transformers game designers, comic book creators, and more.

Transformers fans are encouraged to share their own hidden talents, passions, and endeavors using #MoreThanMeetsTheEye on social media.

The success of Bumblebee has been fueling Transformers sales at retail, as noted in Hasbro’s strong first quarter performance this year.