This year, Brand Licensing Europe (BLE) is marking its 25th anniversary. At the same time, a number of properties are also celebrating major milestones. In this ongoing series, we examine the role in-person events and tradeshows have played in supporting the decades-long growth of these brands.

This week, we speak with Marianne James, Senior Vice President of Global Licensing at Hasbro, to discuss the 40th anniversary of Transformers.

What is the significance of this anniversary?
The 40th anniversary of Transformers marks a significant milestone in the franchise’s history, celebrating four decades of visionary storytelling, epic toys, and awe-inspiring entertainment. Since its debut in 1984, the Transformers franchise has grown from a toy line into a global phenomenon, spurring movies and TV shows, comics, music, location-based entertainment, and a wide variety of merchandise. This anniversary highlights the franchise’s enduring popularity and influence, showcasing its ability to evolve and remain relevant across generations.

How are you celebrating this milestone?
In 2024, we are celebrating the 40th anniversary of the Transformers franchise with products, experiences, and entertainment that honors its origins. Coming to theaters this fall is the franchise’s first-ever fully CG-animated film, Transformers One, supported by a global promotion with Burger King, costumes from Disguise, a tie-in book program, and more across categories. Onscreen action and adventure continue with the second season of the kids’ animated series, Transformers: Earthspark, available now on Paramount+ and Nickelodeon. At CinemaCon 2024, we announced a Transformers- and G.I. JOE-crossover feature film with Paramount and executive producer Steven Spielberg.

Following other popular product releases like the Hot Wheels Transformers Optimus Prime, Hasbro and Mattel have joined forces once again to release Little People Transformers, a fan-targeted collab featuring four figures based on original ‘80s Transformers cartoon characters—Optimus Prime, Bumblebee, Megatron, and Soundwave. Moreover, new comics from Skybound Entertainment, footwear and apparel from Converse and SuperX, and collabs with Robosen, LEGO, and others keep the battle between good and evil alive for generations to come. Plus, fans can enjoy the newly remastered ‘Transformers: Music from the Original Animated Series’ available now digitally or on vinyl.

What are the keys to maintaining a property for so many years?
We’re always reimagining classic Hasbro IPs for modern players through expansions into new categories, digital extensions, companion apps, redesigned game boards, and more. At Hasbro, our ultimate mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. With this guiding principle and our consumer as our North Star, we work with best-in-class partners that help us to deliver on the wants and needs of fans around the world.

How has the brand evolved over time?
The Transformers brand has evolved from its origins as a toy line into a multifaceted global phenomenon. Initially focused on action figures and an animated series, it has expanded into blockbuster films, video games, and a variety of merchandise. The franchise has introduced multiple generations of characters and storylines, each refreshing the brand for new audiences. Additionally, Transformers has embraced advancements in technology and digital media, enhancing its storytelling and fan engagement. This evolution has allowed the brand to remain relevant and beloved across different generations and markets. 

What role have in-person events and trade shows played in the ongoing growth of your brand?
In May 2024, the ‘Til All Are One: Transformers 40th Anniversary Event premiered in select theaters across the U.S., U.K., and Mexico, along with select territories in Europe, Latin America, and Asia. This special cinema experience showcases episodes from the classic 1984 animated series The Transformers and an exclusive behind-the-scenes table read featuring some of the Transformers original voice-over talent, including Peter Cullen (original voice of Optimus Prime) and Frank Welker (original voice of Megatron). It was important for us to provide fans with this opportunity to celebrate and relive the rich history of Transformers in a unique and immersive way. By featuring iconic episodes and exclusive content with beloved voice actors, we aimed to honor the franchise’s legacy and connect with fans old and new, fostering a shared sense of nostalgia and excitement for the enduring impact of Transformers on pop culture. 

Do you have any memories at BLE, specifically, that illustrate the show’s significance in the story of your brand?
In 2021, the Hasbro team had licensee MurWalls create a stunning bespoke Transformers graffiti artwork on the side of our BLE stand. What started as a complete blank slate turned into a gorgeous graffiti artwork, which was finished by Day 2. MurWalls’ talented artist, Mark Roe, really captured the essence of Transformers and it was such a memorable and interactive way to tout the brand.