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Toy Licensing: LEGO and Hasbro Partner on Giant, Transforming Optimus Prime

Leading global toy companies, the LEGO Group and Hasbro, Inc. have united for the first time to bring the Transformers Autobot, Optimus Prime, to life in LEGO form.

The licensed LEGO Transformers Optimus Prime set features over 1,500 detailed LEGO pieces. The set stands over 35cm in robot mode and 15cm high in the alt-mode.

“It has been an honour and joy to work together with Hasbro to develop a LEGO version of Optimus Prime,” said Joseph Patrick Kyde, Senior Designer at the LEGO Group.

“I am excited to see these two toy companies come together for the first time to celebrate the leader of the Autobots. Optimus Prime has become a pop culture symbol of courage, selflessness, and great leadership as well as an awesome toy that embodies the problem-solving and creativity skills that both companies value so much,” Kyde added.

LEGO has extended its market by designing complex, challenging pieces like the Optimus Prime kit, that also have enduring nostalgic appeal, attracting a growing legion of adult fans.

“It’s been a wonderful and challenging task to bring him to life using LEGO bricks, especially making sure that he can shift modes without disassembly and stay true to his signature look and style.”

Modeled after the G1 Optimus Prime character, the new LEGO set includes features such as the ion blaster, the Energon axe, an Energon Cube and the Autobot Matrix of Leadership which can be stored in the chest chamber.

Once assembled, the figure features 19 points of articulation that allows it to convert from robot to truck alt-mode and back again. This is one of the first times a LEGO set has been able to convert between two models, without the need to rebuild.

The new LEGO set promises to capture the nostalgia of 1984, when the Transformers first burst into the pop culture scene with an original toy line and animated TV series.

“We’re excited to bring two of the world’s greatest play and entertainment companies together to celebrate this larger-than-life, iconic character – Optimus Prime,” said Casey Collins, Head of Licensed Consumer Products and Business Development at Hasbro.

“We know fans everywhere will be thrilled by this collaboration as it enables fans and families of all ages to create memories as they work together to build the LEGO Transformers Optimus Prime.”

The LEGO Transformers Optimus Prime set will be available globally from and in LEGO stores from June 1st priced at 169.99 USD/EUR.

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