By Allison Watkinson
Hasbro has partnered with Amazon for a special fan event to promote the upcoming theatrical release of Transformers: Rise of the Beasts.
The Transformers: Battle in Brooklyn fan event will feature an Amazon-exclusive product showcase, a Transformers-themed street mural, online activations, food trucks, and more.
“We are thrilled to collaborate with Hasbro on these real-world and online activations to showcase the incredible selection of products in the Amazon Transformers store, including several franchise exclusive products for customers,” said Amazon VP, Mike Popchuk. “We’re proud to help offer an innovative Transformers shopping experience for our customers this summer in Brooklyn and beyond.”
The in-person event will showcase a wide range of licensed toys, apparel, accessories, and home décor that are available in the Amazon Transformers store. This includes hundreds of Amazon exclusive Transformers products.
The showcase will also include shoppable QR codes that allow attendees to order the new products directly from Amazon.
The new products will include Bumblebee and Optimus Primal 2-in-1 Converting Masks, the Beast Battle Masters Cheetor figure, numerous Transformers collectibles and more.
The in-person event will also feature a collection of Amazon exclusive apparel inspired by the new Transformers: Rise of the Beasts graffiti mural. These products will include t-shirts, tank tops, and hoodies from Amazon’s print-on-demand service, Merch on Demand.
The Transformers mural was created through a partnership between Hasbro and the Japanese street artist Dragon76. Located in East Williamsburg, the mural features licensed Transformers characters from the upcoming film in a 1990s-inspired graffiti art style.
The in-person event will also include on-site food trucks, Glazed & Confused and Takumi Tacos. The trucks will offer free food to attendees from special Transformers-themed menus while supplies last.
“Transformers: Rise of the Beasts is set in Brooklyn, and we thought what better location to host this special event that will appeal to Transformers fans of all ages?” said Hasbro SVP, Tom Warner. “Fans can immerse themselves in the world of Transformers, and we look forward to celebrating the Transformers: Rise of the Beasts launch and showcasing the Hasbro toy line; all things that make this franchise iconic.”
In addition to the in-person event, public transit rides in the New York-area will be able to purchase Transformers-branded MetroCards featuring the graffiti mural artwork at select stations beginning on June 2, 2023..
Approximately 50,000 of the Transformer MetroCards will be distributed across machines located in Penn Station, Grand Central Station, and Times Square.
Transformers movie-inspired artwork will also appear on Amazon Hub Lockers across the country.
Both the MetroCards and Amazon Hub Lockers will include an embedded Amazon QR code that links to the Amazon Transformers online store.
The free Transformers: Battle in Brooklyn event will take place on June 3, 2023 at the intersection of Waterbury Street & Scholes Street in Brooklyn.
The Transformers: Rise of the Beasts feature film by Paramount Pictures Corporation and Hasbro will debut in theatres worldwide on June 9, 2023.
The TRANSFORMERS multimedia entertainment brand is owned by the global play company Hasbro Inc.