With a raft of new Transformers CP deals announced, Marianne James, VP EMEA and Asia, Licensed Consumer Products at Hasbro, tells Licensing.biz what else there is to look forward to as the Autobots roll out their 40th anniversary celebrations.  

L-R: Boti Transformers Battle Cubes and Character Options’ Flying Heroes Optimus Prime

Hasbro has announced the latest additions to its slate of licensed consumer product deals for its Transformers franchise, detailing upcoming launches from leading licensees including Rubies, Character Options and Sambro.

• Transformers x Character Options (EMEA): Character Options has revealed the Flying Heroes Optimus Prime. Kids grip and rip the cord to watch him fly high into the sky. The harder they pull the cord, the faster he will spin and the higher he will fly.
• Transformers x Sambro (EMEA): Sambro International is set to debut a new range of Transformers plush, outdoor and novelty stationery toys for 2024 and beyond. The line includes the Transformers: Earthspark series-inspired 28cm Lil Bodz, instantly recognisable soft toys with large, stylised heads and little bodies, a medium plush range, Puzzle Palz 3D character erasers and more. Launching in spring/summer 2024 is the Transformers Water Blaster Backpack, a perfect toy for hours of endless outdoor fun.
• Transformers x Rubie’s (EMEA): Rubie’s has teamed up with Hasbro to create brand-new Transformers costumes and dress up accessories for families in the EMEA region.
• Transformers x Boti (Global):  Newly available now at retail are the Transformers Battle Cubes by Boti, makers of ultimate collectible toys. Battle Cubes have been a huge hit with audiences, with a range of collectible, themed cubes offering engaging gameplay and new ways for fans to explore their favourite entertainment characters.

To find out more about how these latest deals fit into the Transformers licensing landscape, and how Hasbro is planning on marking the franchise’s 40th anniversary, Licensing.biz spoke to Marianne James, vice president EMEA and Asia, Licensed Consumer Products at Hasbro.

Marianne James

What does Transformers, as a franchise, offer your licensees from a product development perspective? 

Celebrating its 40th anniversary next year, the Transformers franchise offers a rich legacy of epic experiences, products and storytelling that have captivated fans across the globe. With a diverse and multi-generational fanbase, there are so many ways that these robots in disguise can be incorporated into all aspects of life, from fashion and footwear to tech, publishing and so much more. We strive to provide our licensees with all of the tools they need to be successful, from creative assets and direction from our powerhouse brand, licensing and design teams to marketing know-how from our team of experts.

How will Hasbro be celebrating the franchise’s 40th anniversary next year and how will these celebrations translate into new CP slates? 

2024 will be an immense year for Transformers as we invite new and long-time fans to celebrate our 40th anniversary, which will highlight the origins of the beloved franchise. This will include thrilling events and activations as well as all-new toys and licensed collaborations that speak to the franchise’s signature action and adventure. There is much more to come in the New Year.

In addition to the 40th festivities, fans can look forward to even more Transformers coming to screens across the globe. From season two of the original kids’ animated series Transformers: Earthspark , to the release of the Transformers One feature film starring Scarlett Johannsson, Chris Hemsworth and other A-list talent, there will be plenty of pulse-pounding action and storytelling for fans to look forward to. This brand-new entertainment will also translate into a plethora of new products and experiences for multi-generational fans across categories. For instance, Sambro is introducing the Transformers: Earthspark-inspired 28cm Lil Bodz, adorable soft toys that kids and collectors alike will be excited about.

Meanwhile, fans can step into the world of Transformers through immersive in-person experiences, such as the co-branded Transformers & My Little Pony Playlodge in Shanghai, which will include an indoor entertainment centre, themed hotel and retail outlets, along with catering options. In Hong Kong, fans can enjoy a meal at the Transformers: The Ark restaurant, which features an elevated branded dining experience.

Additionally, Transformers can be celebrated through every day to high-end licensed collaborations across the globe with Bobby Abley, Irregular Choice, Culture Kings, Segway Ninebot, Lego, Robosen, Mattel and many more.

How important have your licensees been to the success of the Transformers franchise in recent years? And what makes Hasbro a licensor of choice? 

Boti, Character Options and Sambro have been fantastic partners, helping to bring something special to Transformers through their expertise in one-of-a-kind products. Rubie’s has been a longtime partner for us as well, delivering high-quality dress up costumes and accessories, so we’re excited to continue delivering all-new ways for families to connect with the brand.

With passionate, built-in fan-bases, Hasbro has a wealth of brands for partners to choose from that each bring something unique to the table. Ultimately, Hasbro’s fan and family brands are enjoyed by people of all ages, so there are endless opportunities for licensees to tap into. Applying Hasbro’s back catalogue to licensed goods also enhances the quality that our partners have been known to bring and vice versa. By collaborating with strategic partners, we’re able to reach wider audiences on both sides where we might not have otherwise tapped into. This brand recognition allows Hasbro and our licensees to do what we do best: focus on making great products and experiences for our fans.

Hasbro will be at BLE on Stand A211.