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Dedicated monthly licensing coverage for the UK
The new Transformers Prime Beast Hunters line will hit retail in June - heavily supported by Hasbro
Jazwares bags Minecraft
Record ad spend for Transformers “We are set to cement our position as a top performing evergreen brand,” says Hasbro
by Dominic Sacco
NEW TRANSFORMERS toys for 2013 are being backed by Hasbro’s largest launch TV/online media spend on the brand to date. The Transformers Prime Beast Hunters line, available from June, will benefit from a “more aggressive” TV campaign than previous movie years, and greater digital support than ever before. The products are based on the third season of Hasbro Studios’
animated TV series
Transformers Prime– titled Beast Hunters– which will
air in the UK on Cartoon Network from Q3 this year. It follows the iconic Autobots facing off against the Decepticons and the new dragon-like Predacons. Hasbro senior brand
manager, Louisa Nigro, told ToyNews: “It’s going to be a massive year for Transformers and we are set to cement our position as a top performing evergreen boys franchise, with the much anticipated launch of the Transformers Prime
Beast Hunter
range in June. “To strengthen the media campaign we are also
investing in grass root consumer
engagement programs, incorporating all licensed cross category partners,” Nigro continued. The life-size Optimus Prime truck will roll out to 12 locations this summer, reaching over three million people. The tour includes
PRIME TIME
The Transformers Prime Beast Hunters toys include the following:
Deluxe Assortment (£12.99) Voyager Class Assortment (£22.99) Optimus Prime (£49.99) Predaking (£49.99) Cyberverse Legion Class Action Figure Assortment (£4.99) Cyberverse Commander Class Action Figure Assortment (£8.99) Cyberverse Vehicle Assortment (£22.99)
green screen technology, allowing fans to ‘Transform’ into the action alongside their heroes. They will also be
encouraged to share their experience via social media. Hasbro: 020 8569 1234
by Samantha Loveday
JAZWARES HAS been appointed by Mojang as a global partner for toys and electronics for the popular Minecraftproperty. The worldwide deal will
pave the way for a full line of action figures, plush and paper craft items. Initial products will be available for holiday 2013. “Minecraftis one of the hottest brands on the planet right now," said Laura Zebersky, EVP of global sales at Jazwares. “The world is playing the game and engaging in its compelling modes.” Mojang CEO Carl Manneh added: “We are excited by our new partnership with Jazwares. This partnership will help give our community a new way to interact with the game they love.”
www.jazwares.com
www.toynews-online.biz
May 35
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