“The brand never goes out of style”: Karen Hewitt on why the TRANSFORMERS franchise is a great fit for Character.com

Karen, always great to chat! To start with, can you talk us through your TRANSFORMERS offering? What sorts of designs and apparel does the line span?
Absolutely! Our TRANSFORMERS offering at Character.com covers a wide range of designs and apparel. We’ve got everything from graphic tees and hoodies to pyjamas and backpacks – all designed to appeal to fans of different ages.

What’s really exciting is that we’ve made sure to include designs for both boys and girls, which isn’t always widely found in the market for this franchise. We’re proud to offer something for everyone… Whether they love the classic characters like Optimus Prime or are drawn to the latest iterations of the series.

What makes TRANSFORMERS an attractive IP to have in your line?
TRANSFORMERS is an iconic IP with massive cross-generational appeal, making it a fantastic fit for Character.com. Kids are drawn to the action and transformation aspects, while adults love the nostalgia and the stories they grew up with.

It’s a brand that never goes out of style because it keeps reinventing itself with new movies, shows and merchandise. This constant evolution keeps things fresh, which is a huge plus for us because it means we can always introduce new designs that appeal to both longtime fans and new ones.

“Every new movie or series brings with it a whole new world of design opportunities.”

Some of your line centres on the franchise’s latest movie, TRANSFORMERS ONE. Does this new big screen adventure – and future incarnations – bring fresh design opportunities?
Definitely! Every new TRANSFORMERS movie or series brings with it a whole new world of design opportunities. With TRANSFORMERS ONE rolling out across regions, we’re able to bring new elements into our apparel at Character.com, while still celebrating the iconic legacy of the franchise. Fresh incarnations like this allow us to play with new colour schemes, character designs and storylines, which keeps the collection exciting and relevant for fans of all ages.

You mentioned earlier that your range spans items for kids and adults, boys and girls. What gives the TRANSFORMERS franchise that breadth of appeal?
Transformers is one of those rare brands that truly appeals to everyone. For kids, it’s all about the excitement of the robots in disguise and the battles, while for adults, there’s this rich nostalgia that takes them back to their own childhoods.

At Character.com, we’ve made sure to cater to both boys and girls, as well as adults, because the brand’s stories and characters resonate universally. It’s that perfect blend of action, storytelling and timeless characters that allows us to create products that have such wide-ranging appeal.

The TRANSFORMERS franchise is 40 years old this year. Why do you feel the brand has continued to endure and thrive?
The endurance of the TRANSFORMERS brand really comes down to its ability to stay relevant while remaining true to its roots. The core concepts – transformation, good versus evil, the iconic characters – are timeless, and they’ve managed to adapt those ideas for each new generation.

Whether it’s through toys, cartoons, movies or clothing, the brand consistently offers something that resonates with both nostalgic adults and kids who are discovering it for the first time. That’s why we’re so excited to keep offering TRANSFORMERS products at Character.com – it’s a brand that’s still thriving after 40 years and continues to inspire fresh designs and new fans.

Great answer. Thanks again Karen!