Hasbro Celebrates Transformers Brand With Free Experiential Fan Event ‘Transformer: Battle in Brooklyn” on June 3
In Collaboration with Amazon, Fans and Families Can Look Forward to a Graffiti Mural, Product Showcase, Food Trucks, and More Than Meets the Eye Surprises
New York, NY — Ahead of the highly-anticipated Transformers: Rise of the Beasts premiere, Hasbro, a global leader in play, has collaborated with Amazon for “Transformers: Battle in Brooklyn” – a special fan event to drive excitement for the upcoming premiere and to showcase the diverse selection of toys, apparel, accessories, and home décor available in the Amazon Transformers store, including hundreds of Transformers products exclusive to Amazon. This special event in the borough of Brooklyn, which also serves as the film’s backdrop, will feature fun-filled Transformers-themed activities, interactive, shoppable Amazon product displays, and surprises for fans. Free to the public, the “Transformers: Battle in Brooklyn” event will take place on Saturday, June 3, 2023, from 3 – 7 p.m. in Brooklyn, NY, at the intersection of Waterbury Street & Scholes Street. Transformers: Rise of the Beasts will be released globally by Paramount Pictures exclusively in theatres on June 9.
Transformers fans and families can look forward to the following activities:
- A Graffiti-Style Mural from Dragon76 – Hasbro teamed up with Japanese street artist Dragon76 to create a spectacular mural in East Williamsburg that showcases the Transformers brand in a vital, passionate ‘90s graffiti style—the perfect backdrop for memorable fan photos and videos to mark the release of Transformers: Rise of the Beasts.
- Transformers Product Showcase – On display will be an exciting exhibit showcasing the hottest new toys like the Bumblebee and Optimus Primal 2-in-1 Converting Masks and the Beast Battle Masters Cheetor figure, as well as collectibles and more from the latest Transformers consumer product lineup. Attendees will also be able to browse a new collection of Amazon exclusive products inspired by the graffiti mural, including t-shirts, tanks, and hoodies for kids and adults from Merch on Demand, Amazon’s print-on-demand service that allows customers to shop millions of products from popular brands and independent designers. The showcase will include shoppable QR codes that make it easy to order items directly from Amazon. Prime members enjoy fast, free delivery.
- Food Trucks – Event-goers can grab some bites to eat from local, on-site food trucks, Glazed & Confused and Takumi Tacos, which will offer free food from special Transformers-themed menus on a first come, first served basis, as 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?” commented Tom Warner, SVP & GM, Global Brands at Hasbro. “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.”
New York-area public transit riders will also have the opportunity to purchase Transformers-branded MetroCards featuring ‘90s graffiti artwork at select stations beginning June 2nd. Approximately 50,000 MetroCards will be distributed across machines located in Penn Station, Grand Central Station, and Times Square, while supplies last. Additionally, Transformers movie-inspired artwork will appear on Amazon Hub Lockers around the country. Use the Amazon QR code embedded in both the MetroCards and on Amazon Hub Lockers to shop the Amazon Transformers store.
“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 Mike Popchuk, VP, Home and Lifestyle Categories at Amazon. “We’re proud to help offer an innovative Transformers shopping experience for our customers this summer in Brooklyn and beyond.”
Hasbro is a global leader in play whose mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. Hasbro delivers engaging brand experiences for global audiences through gaming, consumer products and entertainment, with a portfolio of iconic brands including MAGIC: THE GATHERING, DUNGEONS & DRAGONS, Hasbro Gaming, NERF, TRANSFORMERS, PLAY-DOH and PEPPA PIG, as well as premier partner brands.
Hasbro is guided by our Purpose to create joy and community for all people around the world, one game, one toy, one story at a time. For more than a decade, Hasbro has been consistently
recognized for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media, one of the World’s Most Ethical Companies by Ethisphere Institute and one of the 50 Most Community-Minded Companies in the U.S. by the Civic 50.
About Transformers: Rise of the Beasts
Returning to the action and spectacle that have captured moviegoers around the world, Transformers: Rise of the Beasts will take audiences on a ‘90s globetrotting adventure with the Autobots and introduce a whole new faction of Transformer – the Maximals – to join them as allies in the existing battle for earth. Directed by Steven Caple Jr. and starring Anthony Ramos and Dominique Fishback, the film arrives in theatres June 9, 2023.
The TRANSFORMERS brand is a global powerhouse franchise with millions of fans around the world. Since 1984, the battle between the Autobots and Decepticons has come to life in movies, TV shows, comic books, innovative toys, and digital media, bringing incredible “MORE THAN MEETS THE EYE” experiences to fans of all ages. The brand’s enduring connection is made possible by its rich storytelling and characters: the heroic Autobots who seek to protect all life, and the evil Decepticons who seek to conquer the universe. The TRANSFORMERS brand is a Hasbro franchise.
About Paramount Pictures
Paramount Pictures Corporation (PPC), a global producer and distributor of filmed entertainment, is a unit of Paramount Global (NASDAQ: PARA, PARAA), a leading global media and entertainment company that creates premium content and experiences for audiences worldwide. Paramount Pictures has some of the most powerful brands in filmed entertainment, including Paramount Pictures, Paramount Animation, and Paramount Players. PPC operations also include Paramount Home Entertainment, Paramount Pictures International, Paramount Licensing Inc., and Paramount Studio Group.