Hasbro’s Matt Proulx discusses bringing TRANSFORMERS to life through theme parks, dining experiences and more

Matt, it’s always great to catch up. We’re here discussing TRANSFORMERS’ 40th anniversary and the activity around it… And you’ve been busy!
It’s great to catch up with you as well! Yes, it’s been an incredible year for the TRANSFORMERS franchise with our ongoing 40th anniversary celebrations. We’ve really gone all out across licensing, consumer products, global experiences, promotions, and so much more – and we still have more to share soon!

Why do you feel the brand has endured for so long?
The TRANSFORMERS brand has truly been a juggernaut in the entertainment space for decades. Since 1984, we’ve seen its fandom grow to millions around the world and across multiple generations. That is a real testament to the brand’s connection to fans with rich storytelling and iconic characters like heroic Autobots Optimus Prime and Bumblebee, along with evil Decepticon leader Megatron.

It’s the type of brand that really allows Hasbro and our collaborators an opportunity to play across multiple mediums – whether that’s through movies, TV shows, comic books, innovative toys, digital media or our global experiences.

“We are fortunate to have fantastic partners that push the limits of what’s possible to bring this technologically driven franchise to life.”

On that, what makes TRANSFORMERS an exciting IP to extend into location-based entertainment?
Over the years, we have found that fans are constantly looking for new, fun and interactive ways to immerse themselves in their favourite brands. This includes live global experiences that allow them to connect with the characters, settings and stories they’ve grown to love so much.

The TRANSFORMERS franchise is excellent for this medium because of the brand’s unique universe of worlds and storytelling themes based on the epic battle between the Autobots and Decepticons. These are incredibly key to helping us stand out among live attractions.

In 2011, we unveiled a pivotal moment for the TRANSFORMERS franchise in the global experiences sector when we debuted TRANSFORMERS: The Ride – 3D at the Universal Studios Singapore theme park. The ultra-immersive thrill ride blurs the line between fiction and reality, inviting riders to an explosive battle between the Autobots and Decepticons. The attraction has been so popular that we’ve been able to bring it to Universal Studios’ Hollywood, Florida and Beijing locations!

We’ve even taken our collaboration with Universal several steps further by launching the first-ever TRANSFORMERS themed land at Universal Studios’ Beijing park. Dubbed TRANSFORMERS Metrobase, the fully branded experience features rides and shows like the Decepticoaster, Bumblebee Boogie and TRANSFORMERS: Battle for the AllSpark, along with dining and stores such as the Energon Power Station, Swerve’s Lounge, The Supply Vault and more.

Within the past few years, we’ve opened the doors to many Hasbro-dedicated family entertainment centres as well that feature unique TRANSFORMERS attractions for kids and their caregivers. This year, we debuted Planet Playskool in the US, which includes a TRANSFORMERS Autobot Ark section that encourages little ones to use their problem-solving skills to help save the universe.

Last year, we opened the gates to HASBRO CITY in Mexico, which presents the Optimus Prime Tower, a ride that takes you 25 meters high to defeat the Decepticons! In 2022, we launched Playocity in Saudi Arabia, which gives fans of all ages the opportunity to immerse themselves in the wonderful worlds of Hasbro brands, including TRANSFORMERS, which includes a branded zone featuring an adrenaline-fueled TRANSFORMERS Laser Battle attraction.

On paper, TRANSFORMERS seems like a tough IP to bring to life in the real world, due to the extraordinary transformations at the heart of the characters. How does this ‘technical’ challenge around this one aspect of the IP fuel ideas around where to extend the TRANSFORMERS franchise in LBE?
That is a very good question and to your point, it is all in the name of the brand! Yet, there is so much more to the TRANSFORMERS franchise, which is a major reason it has endured across multiple generations and worldwide for over 40 years.

“We want The Ark to be a memorable dining experience for fans and food enthusiasts alike.”

TRANSFORMERS is dynamic, visionary, collaborative, brave and inspiring. For 40 years, the TRANSFORMERS franchise has continuously adapted and redefined itself, which gives us plenty to work with. We are fortunate to have fantastic partners that push the limits of what’s possible to bring this technologically driven franchise to life in new and exciting ways that consumers can actually experience in person.

The franchise is all about the exceptional hidden within the ordinary, so translating that to in-person experiences has been exciting. Even something as simple as a drink shop, for example, can be elevated with theming and thoughtful details as we did with TRANSFORMERS: Energon Station. The first location opened January of this year in Guangzhou, China, featuring an eye-catching storefront, Energon-themed drink menu and AR interactions.

Great example. I’d also love to talk about The Ark – an immersive TRANSFORMERS restaurant based in Hong Kong. It looks remarkable.
Thank you very much! We really appreciate your enthusiasm and love seeing how fans in Hong Kong have enjoyed the experience over the past year-plus. We work with A La Carte Hong Kong Limited on this project, and they created something truly special for the TRANSFORMERS faithful, where the restaurant is designed based on the concept of the Autobot spaceship seen in the series, The Ark. We have plans for more locations in the works.

For anyone that hasn’t made the trip, can you talk us through the ‘experience’ of dining there?
When you arrive at the restaurant, you’ll notice the entrance facade features a striking three-dimensional spaceship engine with visual effects – as if it is flying through space – and sound effects that sync with a tailor-made 3D animation on huge LED screens. Fans will also enjoy some 3D media content that integrates into physical architecture – making The Ark the first restaurant in Hong Kong to feature this.

The restaurant’s Upper Deck includes the spaceship’s “control room” depicting a journey through space, plus special appearances by TRANSFORMERS characters. The Lower Deck features Asia’s first ever three-meter-tall Optimus Prime animatronic statue. There are also opportunities to discover hidden surprises throughout the restaurant space.

And the theming extends to the food too?
Yes! The Ark features specialised, Cybertronian-themed dishes, each crafted by a team of A La Carte’s chefs, culinary experts and food scientists. This includes a “Food Lab” of 3D screens in the restaurant’s Upper Deck showing Bumblebee and Optimus Prime “helping with the food prep”. The immersion really elevates when orders are completed and then delivered to customers through virtual conveyor belts running through the restaurant.

Customers can also take away special merch and collectibles via the TRANSFORMERS merchandise store on site, which is the first official TRANSFORMERS store in Hong Kong.

Amazing. I imagine crafting a themed menu is interesting creative challenge. Can you talk us through how you tackled that?
Our aim from the beginning was to deliver premium dishes that fans would find authentic and fun. We want The Ark to be a memorable dining experience for fans and food enthusiasts alike. From our Black Truffle Angus Burger and Crab Meat Avocado Burger to the Fried Chicken and Konjac Oolong Tea, TRANSFORMERS: The Ark makes food the main attraction – enhanced by such a highly themed environment that truly takes guests’ food experience to the next level.

Is The Ark is an experience that could be replicated in other territories?
Absolutely. TRANSFORMERS is a global brand with millions of fans worldwide, so we know the appetite for branded experiences is there… However, our fans in each territory are different, and we want to ensure we’re bringing consumers in each region what they’re really clamouring for. We know that fans in China seek unique TRANSFORMERS in-person experiences, hence why The Ark was created.

Makes total sense. Now, I understand several TRANSFORMERS attractions are coming to Saudi Arabia too. What can you tell us about those?
While we can’t share many details at this time, we can confirm upcoming projects for TRANSFORMERS that are slated for Saudi Arabia openings in the future. This includes our collaboration with Saudi Entertainment Ventures (Seven) and S&S Worldwide for new TRANSFORMERS-themed coasters upcoming at three entertainment destinations in Riyadh, Dammam, and Jeddah. The coaster speeds will reach up to 55 km/h. Please stay tuned for more updates!

Will do! As always, a huge thanks Matt. Exciting times.