Property Profile: Transformers — More Than Meets the Eye

Hasbro’s Transformers brand goes back to the ‘90s for Rise of the Beasts

Behind closed doors at Licensing Expo last year, Hasbro unveiled an early look at footage from this summer’s tentpole film, Transformers: Rise of the Beasts. The footage did its job by getting retailers and licensing partners hyped for a period piece set in 1994 in which a new faction — Maximals — joins the Autobots and Decepticons to face off against a looming, planet-sized threat: Unicron.

But the film is just one piece of a much larger puzzle as the company positions Transformers as one of the fewer, bigger brands that it will focus on growing over the next five years as part of its Blueprint 2.0 initiative.

“For nearly 40 years, Transformers has continuously showcased itself as a brand that’s truly ‘More Than Meets the Eye,’” explains Casey Collins, President of Licensed Consumer Products at Hasbro. “The Autobots and Decepticons can be seen everywhere — across platforms, on screens and shelves, and through immersive experiences — building and growing brand connections in innovative new ways for fans and families across the world.”

This summer’s globetrotting adventure from Paramount Pictures and filmmaker Steven Caple Jr. (Creed II) leans into the ‘90s with a hip-hop soundtrack and plenty of toyetic characters and moments that should drive interest for kids and families in the toy department.

“We can’t wait to hear fan reactions,” Collins says, but Hasbro is giving the brand a blast of Energon with another film set to roll out next year and a hit TV series connecting with audiences. “The first-ever Transformers CG-animated movie, Transformers One, is slated for release in September 2024. For kids, we’ve seen huge success with our Transformers: EarthSpark series, which debuted its second batch [of episodes] on Nickelodeon earlier this year.”

In creating the consumer products licensing program for Rise of the Beasts, Hasbro was able to tap into some new elements that weren’t present in other films released since the Transformers saga first launched in theaters back in 2007.

“Not only does this film deliver on current trending cultural moments and nostalgia of the ‘90s with the action-packed thrills our fans have come to expect, but we have a new plot that does not depend on the traditional Autobots vs. Decepticons rivalry,” Collins explains. “The Maximals and Terrorcons are the newest factions of the Transformers cinematic universe, providing freshness for branded merchandise. Featuring a dynamic and diverse cast both in front of and behind the screen, we can deliver stories that deeply connect with our diverse, multi- and cross- generational audiences.”

Transformers licensing partners this year include Bioworld, Disguise, Dynacraft, Funko, Jada Toys, Hallmark, Kid Design, Monogram, Robosen, Super7, TOMY, and many others.

“Among these new offerings will be Mattel co-branded games and toys like Transformers Hot Wheels and Transformers UNO, and the biggest scale model kit of Optimus Prime developed with Agora Models,” Collins says.

With Rise of the Beasts now playing in theaters everywhere, the Transformers brand is top of mind for consumers, and the stage is set for the years to come and new toys to roll out!

Visit Hasbro Licensed Consumer Products at Licensing Expo in booth No. G170.

In 2024, Hasbro and its partners will celebrate four decades of the Transformers franchise and Hasbro’s President of Licensed Consumer Products, Casey Collins, provided The Toy Book with a sneak preview of what licensees, retailers, and fans can expect.

“We will start the year by celebrating the landmark 40th anniversary of Transformers by providing our licensees with 3D files of the original G1 toys for the first time ever,” Collins says. “With this, our partners will be able to reissue original licensed products and reimagined innovations leveraging the authentic vintage artwork from the G1 toy line and Marvel comics. ​Pulling it all together, we’re digitally releasing the ‘80s animated TV series soundtrack with an exciting bonus track that taps into nostalgia and re-creates the excitement, tone, and pop culture moments of 1984.”

Ages: 6+ | MSRP: $124.99 | Available: Summer 2023

Optimus Primal converts into his powerful gorilla mode and guards Earth from every threat as leader of the Maximals. This 12.5-inch electronic toy features a voice-activated automatic conversion between robot and gorilla modes and comes with sword accessories.

Ages: 8+ | MSRP: $24.99 | Available: Nov. 1, 2023

Featuring movie-inspired details and accessories, this Mirage action figure stands 4.5 inches tall and can convert from robot to Porsche 911 Carrera mode in 24 steps.

Ages: 6+ | MSRP: $54.99 | Available: July 2023

Inspired by the new movie, this Bumblebee action figure stands 10 inches tall and converts between three modes: robot, vehicle, and beast. It converts from robot mode to an officially licensed off-road Chevrolet Camaro in 19 steps. Kids can squeeze the figure’s legs together to reveal the new eagle beast-mode. Bumblebee features button-activated lights and 15 sound effects and phrases, and includes a sword accessory that can attach in all three modes.

A version of this article was originally published in the 2023 Licensing & Entertainment Issue of The Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!