“We decided on Bumblebee because we wanted to go in a bit of a different direction. We wanted a character-focused film versus an ensemble. He is loved by kids, multiple generations, girls and women. Everyone loves Bumblebee,” continues Warner.

Hasbro is capitalizing on the film’s surroundings with a slate of ‘80s-themed launches including a TV series, a vinyl album and a graphic novel, which the company hopes will “lead a wave of Millennial nostalgia.”

Hasbro is off to a running start with two new television programs, “Transformers Cyberverse (Chapter 1)” and “Transformers: Prime Wars Trilogy.” The first is an animated series from Hasbro Studios and Boulder Media that follows Bumblebee as he attempts to recover his memories on Earth. “Transformers: Prime Wars Trilogy” picks up on the “Transformers: Combiner Wars” story line and offers a more detailed look at the franchise’s characters and history.

Though the shows are not set in the 1980s, “Cyberverse” emphasizes the idea of keeping memories alive, while “Prime Wars,” which debuted on Verizon’s streaming service VerizonGo90, was conceived as a way to reach older, devoted fans who have grown up with the franchise.

Hasbro’s 360-degree approach to the new film is one that reflects the company’s continuous evolution from a toy company to a global entertainment and play business.

“Our first piece is to step outside of the traditional heartland business and think about opportunities way beyond the toy aisle,” says Waters. “Our blueprint is a dramatic expansion and that includes stories, new movies, consumer products—it’s about navigating the consumer product landscape as a whole and, as all entertainment companies face dynamic challenges, it means not relying entirely on one sector.”

Und hier haben wir das neue Bild zur Transformers: Cyberverse Reihe.

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