30th Anniversary

Hasbro’s iconic TRANSFORMERS franchise celebrated its 30th anniversary with the launch of a brand-new toy line alongside the highly anticipated film Transformers: Age of Extinction.

The new “One Step” TRANSFORMERS toys transform from robot to vehicle in one quick, seamless move. To demonstrate this new way to play, the brand recognised the importance of hands on experience for families and children and tasked us to create an engaging brand experience that would showcase the simplicity and speed of the transformation.

A six week experiential roadshow brought the brand to life through a fully branded 7m trailer, packed with interactive games and the full TRANSFORMERS toy range.

At the heart of the experience was a bespoke “Fastest TRANSFORMERS” digital activation. Using Kinect technology, visitors could step into the role of heroic Autobot Optimus Prime or savage Dinobot Grimlock, racing against the clock to transform as many times as possible. Live competitions and stage challenges kept queues engaged  while photo opportunities with an original Peterbilt 360 Optimus Prime truck and character costume added to the experience.

The tour spanned 53 days of activity visiting festivals, events, city centres and key retailers including Toys R Us and Smyths stores.