Earlier in the week we received our copy of Toy News magazine, which this month featured Transformers Revenge of the Fallen as it's Campaign of the Month.  Here's what the magazine had to say.

Hasbro's extensive range of Transformers toys will be boosted next month by the release of the second film.  Prior to that, Hasbro is cranking up demand with a number of marketing initatives including print, PR and TV amoug other things.  ToyNews has more details ...

MORE THAN two decades after its arrival and with countless toys solf through, Transformers has become one of the most successful entertainment fanchises of all time and woven into the global pop culture.  The June 24th release of Transformers: Revenge of the Fallen, from DreamWorks Pictures and Paramount Pictures, in association with Hasbro will create a new level of interest in the brand nad the accompanying widespread licensing programme, searhead by the toy range.

Licensing

To give fans all all ages a fully immersive Transformers experiece, Hasbro, together with its toy development team, Digital Media, and Entertainment and Licensing groups, has pulled together a comprehensive program that will offer a wide range of products across all major lifestyle categories.  More than 230 licensees worldside are signed including Activision and Glu Mobile (video and mobile gaming), Rubies (dress up), Smith & Brooks (apparel),GB Eye (posters) and Alpha (back-to-school) to name just a few.  All of these licensees will be bringing their own marketing and PR campaigns to the table which will dovetail nicely into Hasbro's own toy campaign centred around the film.

Marketing

The franchise is the key focus within the Hasbro's boy toys range in 2009, with a full marketing campaign to reflect this.  The onslaught started at the beginning of the year but the heavyweight media campaign kicks off on May 30th to celebrate the toy launch anc continues through to Christmas Day.  The media mix includes kids consumer print, PR, POS, collector/fan focused activity and TV.

TV

The TV campaign will focus on all key segments within the toy line which includes core action figures and role play.  Special promotions are also planned including a tour of the Bumblebee Camaro seen in the film.

Though the toys launch one month prior to the movie release, select retailers will pre-sell key items from May 1st.  These are Optimus Prime (Leader), Bumblebee helmet, Bumblebee arm blaster along with a special Preview wave of Deluxe featuring Bumblebee and Soundwave.  Although retailers can pre-order, the items will not ship until the May 30th on-shelf date.

In addition to Hasbro and other licensee marketing campaigns, Paramount Pictures has a staller line-up of promotuonal partners on-board to promote the film beginning in late-May, including General MOtors and LG Mobile Phones.