Chess sets and Transformers: The Movie ReAction figures, Hasbro is laying on a nostalgic treat for fans

Having never been one to shy away from its adult fanbase or one to tread lightly around the kidult market of collectors and geek culture community, Hasbro is serving up a platter full of nostalgic fodder for followers of its generation-spanning Transformer franchise this season.

The geek culture outfit and pop culture licensing specialist, Super7 is celebrating the 35th anniversary of Transformers: The Movie with a special raft of Tranfsormers ReAction figures.

The Super7 team has become recognised for its ReAction brand, bringing nostalgia to the shelves of specialist retailers the world over as it taps into some of the best loved properties of yesteryear, and feeding a growing audience of kidult collectors.

The company’s latest look back now takes the shape of its Transformers ReAction Wave 4 collection, developed to celebrate a full 35 years since the release of the animated Transformers: The Movie. The exclusive toy line pays tribute to some of the most iconic characters and moments, including Hot Rod, King Starscream, Fallen Leader Optimus Prime, and – for the first time in 3.75-inch figure form – Galvatron.

The collection will be available from next month. The launch of the range coincides with Hasbro’s own anniversary celebrations for the cult classic, during which the toy maker will re-release the 1986 animated feature film to select US cinemas for two days only.

Presented by Fathom Events and Hasbro, The Transformers: The Movie 35th Anniversary will land in cinemas across the US on Sunday September 26th and Tuesday, September 28th, bringing its all-star cast including Judd Nelson of The Breakfast Club, and Leonard Nimoy of Star Trek fame back to the screen in their Autobot adventure.

Adam Biehl, SVP and GM, action brands at Hasbro, said: “We look forward to bringing families and fans back to the theatres for this milestone Transformer anniversary.

“With thanks to our Fathom partners, Autobots and Decepticons of all ages will be treated to a one of a kind movie experience celebrating this beloved animated film.”

But that’s not the only activity being stirred up around the classic Transformers property this season, as Hasbro is continuing to dish out the nostalgia fodder thanks to a new team up with the pop culture collectables outfit, Hero Collector.

Under the partnership, Hasbro is embarking on its first Kickstarter campaign to bring to life a new Transformers Chess Set, featuring 16 heroic Autobots and 16 villainous Decepticons, all modelled on the classic 1980s Generation One Transformers animated cartoon.

The sculpts each show the Transformers in their robot form and have been developed in collaboration with Hasbro, based on the original animation designs and animated series.

The Kickstarter launched on August 13th this year, and is scheduled to deliver in Q4 2022. A variety of backer gifts are planned for fans, including a Transformers pin badge, Transformers profile book, and exclusive Gen-1 chess pieces.

Fans can visit the Kickstarter page here.

Licensed collectables specialist Eaglemoss enters the Advent Calendar market with Doctor Who, Star Trek and more

The licensed collectables specialist and pop culture expert, Eaglemoss Hero Collector is entering into the advent calendars market for the first time, having appointed the PR, marketing, and digital agency Norton PR to spearhead its first campaign.

The company plans to target fans and collectors at launch, as well as run a mass market consumer initiative to drive sales in the run up to Christmas.

With detailed high-quality collectable items hiding behind each of the calendar doors, the new products have been designed to appeal to both dedicated fans from the Sci Fi and Music genres out of season plus have mass market appeal in the run up to Christmas. With a growing trend in the market for calendars that break with the traditional chocolate and sweet treat tradition, each calendar can also be used as a storage and display unit with the idea of keeping single-use packaging to a minimum.

Eaglemoss Hero Collector’s inaugural collection features three licensed calendars: Doctor Who, Star Trek, and The Beatles.

Fans of the fab four can take a trip down Penny Lane and enjoy the countdown to Christmas with The Beatles Advent Calendar designed in a four-tray format within an outer shell featuring iconic Beatles artwork.  Each ‘tray’ is illustrated with a stylized image of John, George, Paul or Ringo on its outer edge and contains a whole host of Beatles-inspired collectable gifts.

Meanwhile, Star Trek continues to delight and entertain fans across the world and followers of Gene Roddenberry’s intergalactic cinematic creation have a whole host of merchandise and collectables to discover in the Star Trek Advent Calendar.

“Norton PR has extensive experience in working with licensed products and a dedicated collector fan base through their work with numerous brands including Warner Bros. Consumer Products, LEGO, Airfix and Thunderbirds,” said Alex Neal, managing director, Ecommerce and brands at Eaglemoss.

“The team’s consumer insight and creative thinking around how we can best promote the calendars to drive retail sales both in and out of the traditional festive season will provide us with the platform we need to launch into an exciting new market for 2021.”

Eaglemoss recently sat down with ToyNews for an exclusive interview, discussing the company’s heritage in the pop culture and collectors space, as well as the thinking and strategy behind the decision to move into the Advent Calendars market this year.

You can read the interview in full in the Spring/Summer issue of ToyNews.