Hasbro’s Marie-Cecile Bourdillon on TRANSFORMERS’ rich past – and exciting future – in publishing

Marie-Cecile, it’s great to reconnect! We’re here to discuss 40 years of TRANSFORMERS. Am I right in thinking the brand has a rich history in publishing?
Absolutely, it’s fantastic to reconnect! You’re right – the TRANSFORMERS brand has a rich history in publishing that has always been integral to its identity. One of the first major offerings was the Marvel Comics series, The TRANSFORMERS, which launched in 1984 and set the stage for the franchise’s storytelling potential.

Through various formats such as audiobooks, comics, and novels, we’ve been able to expand the visionary world of the Autobots and Decepticons. This storytelling not only enriches the lore but also allows fans to engage more deeply with their favourite characters and narratives. It’s all about creating a multi-dimensional experience for our audience.

What made the brand so well suited to comics back then? And why does it remain a great fit for the comics market of today?
The TRANSFORMERS brand has always been exceptionally well suited to comics, and there are a couple of key reasons for that. Since its inception in 1984, TRANSFORMERS has evolved into a global powerhouse, captivating millions of fans through action-packed movies, TV shows, toys, and a variety of “More Than Meets the Eye” experiences. This extensive pop culture footprint created a perfect launchpad for the franchise in the comic book world.

“Skybound’s deep investment in the brand brings authenticity and a fresh perspective to the narratives.”

At the heart of its success is the brand’s enduring appeal to multi-generational audiences, which stems from its rich storytelling and memorable characters. The vibrant, action-driven nature of the TRANSFORMERS universe translates beautifully into the visual storytelling medium of comics. The dynamic illustrations capture the excitement of battles between Autobots and Decepticons, bringing to life the intricate narratives that fans have come to love. Today, this visual storytelling continues to resonate, making TRANSFORMERS a fantastic fit for the comics market – allowing fans to engage with the brand in a way that’s both immersive and visually captivating.

Skybound has launched an exciting comic series for the brand. What made them a good fit for the IP?
Skybound’s recent launch of a TRANSFORMERS comic series is an exciting development, and they were a natural fit for the brand for several reasons. Our mission is to create joy and community for people around the world – one game, one toy, one story at a time. Skybound embodies this vision, and we are proud to collaborate with their talented creative teams.

Skybound’s strong engagement with fans and their innovative approach to storytelling closely align with Hasbro’s values. They have built a global community, with comics printed in 30 territories and available in 22 languages, which makes them an ideal partner for our worldwide outlook. Through Skybound’s TRANSFORMERS comics, we’re offering readers a modern take on the Gen-1 series that has already made waves in the comic world, even winning two Eisner Awards. This success reflects the quality and resonance of the storytelling.

Plus, the Skybound team, including the writers and artists behind the series, are passionate fans of the franchise themselves. Their deep investment in the brand brings authenticity and a fresh perspective to the narratives, ensuring that the comics not only honour the legacy of TRANSFORMERS but also push the boundaries of what’s possible in this beloved universe.

Linda Lee, Hasbro’s Director of North America Publishing, has been integral to our work with Skybound. She works closely with the team every day to ensure the series’ visionary storytelling remains true to the brand. The exceptional success of our relationship with Skybound is the direct result of her work.

Skybound’s comic is a crossover one with the G.I. Joe brand. What is the appeal of these kinds of crossover events in publishing?
Crossover events in publishing, like the recent collaboration between TRANSFORMERS and G.I. JOE, offer a unique appeal that resonates with fans. At Hasbro, we embrace a consumer-centric approach, focusing on how we can bring our brands to life in exciting ways that drive long-term, sustainable growth. Our internal teams have identified a growing appetite for co-branded offerings, which has led us to become more integrated than ever.

The synergy between TRANSFORMERS and G.I. JOE makes this crossover particularly special. Both brands have rich histories and passionate fan bases, allowing us to reimagine classic Hasbro IP for modern audiences. These collaborations give fans the chance to create their own unique play experiences, combining larger-than-life characters and providing countless opportunities for team-ups and mashups.

I’d imagine these types of crossovers are tough to execute. What’s the key to getting it right?
The key to a successful crossover is authenticity. It’s essential that these collaborations feel natural and not forced. When there is a genuine connection between the two brands, it allows us to seamlessly link the respective fan bases. This authenticity not only enriches the storytelling but also enhances the overall experience for fans, making the crossover feel like a true celebration of both franchises.

Do you have a favourite cover or panel from Skybound’s TRANSFORMERS comics?
This is a tough one because there are so many! I really appreciate the Urban Comics exclusive cover by Sylvain Repos! The decision to collaborate with a local artist not only showcases the unique artistry that resonates with the French market but also helps to celebrate the local culture in a meaningful way. Repos’ style captures the dynamic essence of the TRANSFORMERS universe while adding a fresh perspective that fans can connect with. It’s always exciting to see how different artists interpret beloved characters, and this cover stands out as a great representation of that creative collaboration.

The main cover from the first TRANSFORMERS issue by Daniel Warren Johnson and Mike Spicer is also a standout! That iconic image of Optimus Prime emerging from an explosion is not only visually striking but also incredibly powerful. It perfectly captures the essence of the TRANSFORMERS universe and sets an exciting tone for the entire relaunch.

Using such a strong, visceral image in the initial marketing was a brilliant move. It not only draws in long-time fans but also appeals to newcomers by conveying the action and drama that the series promises. It’s a great representation of the energy and creativity that Skybound has brought to the franchise. Definitely a cover that leaves a lasting impression!

Looking ahead, what else should we keep an eye out for from this brand in publishing?
There’s a lot to be excited about in the publishing space for the TRANSFORMERS brand. We have a diverse array of new collaborations in the pipeline that will engage kids and fans across various markets.

In the EMEA region, we’ve partnered with Burger King, along with Egmont Story House and Toy Promotion, for a special limited-edition book campaign featuring TRANSFORMERS and MY LITTLE PONY. This exclusive six-book collection is available now through October 31st in Burger King restaurants across Sweden, Norway, and Denmark. Each book offers a unique experience with two opposite-side/upside-down covers, allowing fans to flip between 12 pages of activities inspired by the TRANSFORMERS: EARTHSPARK animated series and 12 pages from the MY LITTLE PONY series. It’s a fun way to engage young readers!

“The synergy between TRANSFORMERS and G.I. JOE makes this crossover particularly special.”

Additionally, consumers in Europe can look forward to our collaboration with Hachette Livre. We just signed a deal with the leading publisher to release new titles based on the recently premiered TRANSFORMERS ONE film. This includes a movie novelization and two illustrated storybooks, ensuring fans can dive deeper into the film’s universe. Our goal with this is to reach a broader audience and introduce a whole new generation to the action-packed world of TRANSFORMERS.

Finally, we recently worked with De Agostini to release the Optimus Prime partwork in Belgium and Mexico. Subscribers receive everything they need to build an extraordinary collector’s model while enjoying magazines that enhance their reading experience. This collection is already available in several countries, including the U.S., Poland, and Spain, and it allows fans to relive the exciting adventures of their favourite TRANSFORMERS characters in a truly interactive way.

These initiatives reflect our commitment to bringing the TRANSFORMERS brand to life through engaging storytelling and innovative collaborations, and there’s much more to come!

We’ll keep an eye out! Thanks again!