Plus Licens: Transformers III

A MULTI-GENERATIONAL BRAND impacting boys 2+ as well as young adults 13+, Transformers is always more than meets the eye. The two previous feature films based on the classic toy brand have accounted for $1.5 billion in worldwide box office and 35 million DVDs have been sold. The third installment in the film franchise, Transformers: Dark of the Moon, is set for theatrical release in 3D on July 1, 2011, and the new CGI animated TV series Transformers Prime is planned for US release in the fall of 2011.

Director Michael Bay and executive producer Steven Spielberg return for Transformers III: Dark of the Moon with a big movie budget plus significant marketing spend from Paramount Pictures, DreamWorks and Hasbro. Packaging materials for the movie licensing program is available to see with your local Plus Licens representative.

Fall 2011 will see the US premiere of the Transformers Prime CGI animated TV series, targeting the core fan base of 8-12 year old boys. The first season will comprise 52 episodes. Transformers Prime is written and produced by Robert Orci and Alex Kurtzman, the writing team from the film franchise.

Activision will release a movie-related video game in summer 2011 for X360, PS3, PC Wii and NDS, following their Transformers War for Cybertron game launched in June 2010. A new Transformers 3 mobile game will be released on iPhone and on major carrier networks in time for the movie release.

There are currently over 400 licensees worldwide for the Transformers franchise and the licensed merchandise is rated as one of the top three boys’ brands. Cross category promotions with major European retailers took place for the movie as well as the DVD release of the second film. Best-selling categories of 2009 were apparel, accessories, school supplies, publishing and sporting goods.

The Transformers brand story centres on the ultimate intergalactic battle between members of an alien race of sentient robotic beings known as Transformers. Their clash has spanned galaxies over 10 million years and now has finally come to Earth. The heroic Autobots, led by Optimus Prime, fight to protect and preserve the universe against the evil Decepticons, led by the formidable Megatron, whose only goal is the conquer and rule.

Plus Licens represents Hasbro for merchandising, promotional and publishing rights to Transformers III in the Nordic countries and Central and Eastern Europe.