From LEGO sets to The Masked Singer… Hasbro’s Alyse D’Antuono on a mammoth year for TRANSFORMERS

Alyse – thanks for making time! The TRANSFORMERS franchise is 40 this year. Why do you feel it’s endured for so long?
My pleasure and thank you for this opportunity. For a brand, making it to 40 years is no easy feat, let alone continuing to grow and attract whole new swaths of fans. That is exactly what the TRANSFORMERS franchise has been able to do.

TRANSFORMERS tells the timeless tale of good versus evil and invites fans into a visionary world where everything is… MORE THAN MEETS THE EYE. Its staying power is rooted not only in beloved characters like Optimus Prime, Megatron and Bumblebee, but also in the brand’s core ability to change and adapt to new environments while offering a variety of ways to play.

And that appetite for innovation has been something of a constant across the 40 years?
Yes, the past four decades have been marked by constant innovation. Along the way, we’ve not only delivered new toys and games, but expanded the universe with thrilling animated shows, comics, blockbuster films, in-person experiences and more. This is all possible because of the fans, so celebrating them and their love for the brand is what this year has been all about.

“The past four decades have been marked by constant innovation.”

How do you approach cultivating the brand so that it enjoys another 40 years at the top of its game?
Whether it was watching Saturday morning episodes of THE TRANSFORMERS original animated series back in the Eighties, or the awe felt from converting a toy bot into its alternate mode for the first time, every fan has their own special TRANSFORMERS moment. That deep, visceral connection to the brand – coupled with its ability to constantly reinvent itself while remaining true to its storied history – is what keeps the TRANSFORMERS franchise at the centre of the cultural zeitgeist.

The products on shelves have been bolstered by entertainment over the years. This has made the brand much more accessible to new audiences, inviting them to experience TRANSFORMERS’ signature action and adventure on their own terms. Now, those who grew up with the franchise are connecting with a new generation of fans through a shared love of the brand and what it represents – bravery, teamwork, adventure.

Each market is distinctive, and each generation is unique in how they discover and engage with brands. In turn, this allows us to constantly ideate and evolve offerings through new licensing deals, expanded global live experiences and product innovations with world-class partners. This is just the beginning as we push the bounds of what’s possible and welcome even more fans and partners into the faction.

We spoke with RSVLTS last month about their TRANSFORMERS shirts, and they mentioned using a specific comic book cover for one of their t-shirt designs. Do you feel the brand’s archive especially suits things like apparel?
From the very beginning, the TRANSFORMERS franchise has sparked imaginations with stunning artwork and immersive storytelling. In fact, as the first TRANSFORMERS toys made their way into retail stores in 1984, the first issue of the four-issue miniseries, THE TRANSFORMERS, was released by Marvel Comics. Later in the year, THE TRANSFORMERS animated TV series aired, and since we have released several comics, TV series and movies that transport consumers into its action-packed universe.

“There is so much potential to leverage archival creative – especially when it comes to fashion.”

This has left us with a treasure trove of designs and artwork at our disposal. As you mention, our collection with RSVLTS was stunning, and there is so much potential to leverage archival creative – especially when it comes to fashion.

Can you talk me through some anniversary launches that you feel demonstrate how creative licensees – and the Hasbro team itself – can be with this brand?
Naturally, the collectibles space has been huge for us, and we’ve been able to tap into several facets of the vertical. The second wave of virtual FUNKO x TRANSFORMERS NFT Cards was released back in March. Transferable into physical figurines, these 40th anniversary-branded digital items were quickly snapped up as coveted additions for any collector.

Separately, we worked with Super7 on a range of TRANSFORMERS figure blind boxes, ReAction figures and Deluxe edition figures inspired by vintage toy colourways. The Deluxe Optimus Prime, Megatron and Soundwave seven-inch figures were even packaged in retro VHS-style boxes paying tribute to the old-school TRANSFORMERS episodes on VHS tapes.

A nice touch!
Thank you! Then, from an innovation standpoint, the Robosen TRANSFORMERS lineup has been incredible. Robosen meticulously designs and crafts each model with state-of-the-art technology and high-grade parts to deliver smart toys that move and play in remarkable ways. New this year was the Flagship Megatron, the first Decepticon collectible in the range, joining Autobots Optimus Prime and Bumblebee along with Dinobot Grimlock.

After more than three years of rigorous R&D, the team produced a new, awe-inspiring conversion process with Megatron changing from robot to tank instantly, via app or voice. What’s even more special, the model includes new recordings from the original Megatron voice talent, Frank Welker.

It looks incredible. We’ll pop a video in here so people can see that in action.

Thanks. Then finally, I’d be remiss if I didn’t touch on fashion. We kicked off the year with a retro-futuristic line with UK-based footwear brand, Irregular Choice. The 27-piece unisex collection consists of footwear and accessories inspired by the 1980s nostalgic graphics and prints.

Later in the year, we debuted an all-ages collection of Converse sneakers and limited-edition apparel featuring Generation One characters and artwork. As part of the release, we gave fans the opportunity to choose their side, Autobots or Deceptions, with Converse By You customization on Converse.com. This feature allowed consumers to design their own TRANSFORMERS Chuck Taylor All Stars with artwork, characters and quotes from the universe.

Do anniversaries give you a license to be extra playful with a brand?
Absolutely. Our multi-generational fans are among the most loyal in the world, and we honoured this year’s milestone anniversary with special moments and product offerings dedicated to them. We really sought to find ways to step outside the box this year, while staying grounded in what makes the brand authentic.

A great example of this was the TRANSFORMERS-themed episode on FOX’s The Masked Singer this past April. We wanted the episode to feel much more than just a quick brand stunt or activation. So, we set out to deliver a commemorative anniversary moment filled with robot-themed content and character appearances; life-sized props, vehicles and stage decor; memorable skits; and more. The results were fantastic, with viewership of over 3.4 million and the best episode ratings of the season.

I’ll put a video in so folks can see Optimus Prime open the show!

Another meaningful and fun activation we held was a special cinema screening of the original 1984 animated television series. The event, TILL ALL ARE ONE: TRANSFORMERS 40TH ANNIVERSARY EVENT, hosted at over 1,600 cinemas in 33 countries globally, featured content from the first four episodes of the iconic animated series. A special treat for fans who have been with us from the beginning, beloved voice talent Peter Cullen (Optimus Prime) and Frank Welker (Megatron) made special appearances in the content for an anniversary table read of the pilot episode.

“Our multi-generational fans are among the most loyal in the world.”

When it came to product, we wanted to explore new ways to connect with our fans. We know music is powerful and can bring people back to a specific moment in time. So, we released a special 40th anniversary vinyl album, ‘Hasbro presents Transformers: Music from the Original Animated Series,’ featuring music from 1984’s The TRANSFORMERS classic animated series (seasons one to three). Originally released in 2019 with over 45 minutes of music, this reissue album includes bonus tracks and a mixture of remastered orchestral and ‘80s inspired synth tracks from the original tapes by composer Rob Walsh. Available as a physical vinyl or to stream, the album evokes memories of the franchise’s past and introduces new fans to where it all began.

Finally, the 40th was the perfect backdrop for us to release long-awaited collaborations with other industry leaders. We expanded our line with LEGO Group to unveil the LEGO Icons Bumblebee set, a 950-piece, highly detailed interpretation of the fan-favourite Autobot. A vital companion to LEGO Optimus Prime, Bumblebee completes the iconic duo and allows fans to recreate epic battles and adventures, converting seamlessly between robot and car mode without the need for disassembly.

We also expanded our work with Mattel following last year’s UNO Flip! TRANSFORMERS launch to deliver a charming Little People Collector set and stunning line of Hot Wheels vehicles. The fan reaction was overwhelming, and the first Hot Wheels TRANSFORMERS SKU released sold out in less than 30 minutes. Now, if that doesn’t prove the power of fandom, I don’t know what does!

Gone in 30 minutes; wow. Now, I imagine there’s always a push and pull between innovating a brand and retaining what made it popular in the first place…
Yes, very much so. Especially with a brand like TRANSFORMERS that spans decades, we need to strike the right balance between catering to long-time fans and delivering new opportunities for audiences to be introduced to the universe. We also recognise that our brand offerings can’t be ‘one size fits all’ from a global market standpoint. Each region and territory bring a unique consumer expectation and demand.

How do you navigate that?
We’ve invested in deep analytics to better understand the unique wants and needs of our fans, and working with best-in-class partners and having robust consumer insights are key ingredients to this. Leaning into our global partners and their expertise within categories – whether it be toys, apparel, live in-person experiences and retail, or otherwise – is important as it allows us to explore new and unique offerings for each type of fan.

Alyse, this has been great. Looking ahead, what are some key growth opportunities for the TRANSFORMERS franchise?
TRANSFORMERS is a unique brand in that it is always evolving and redefining itself, even after 40 years. This allows us to operate in many categories, and one area that has shown a lot of growth opportunity is our live global experiences – from retail to restaurants to ride attractions – as we’ve found customers are looking more and more for in-person, immersive experiences with favourite brands.

There is much more to come from the TRANSFORMERS franchise across categories, so stay tuned!

Will do! Thanks again!