HEAT VISION

Hasbro Launching 'Transformers' Celebration Week in Honor of 'Last Knight'

Fans can join the Autobots or Decepticons as part of the promotion of toys and merchandise inspired by the upcoming film.
Fans can join the Autobots or Decepticons as part of the promotion of toys and merchandise inspired by the upcoming film.

Ahead of this summer's Transformers: The Last Knight, Hasbro is asking fans of the robots in disguise to pledge allegiance to the Autobots or Decepticons as part of a new promotion called "Reveal Your Shield."

The five-day promotion launches Monday and will feature new content inspired by Michael Bay's final Transformers installment, including games, videos and product announcements based around the movie, released via Transformers digital and social media channels. As part of the promotion, fans will be encouraged to "reveal their shield" via the official Transformers app or on Transformers.com, with the promise of "celebrations and a few surprises" during the week.

The April 24 launch date coincides with the release of the first toys based on characters and concepts from The Last Knight, which is set to arrive in theaters June 23.

"The Transformers brand is one of the most recognizable franchises in the world, and 2017 is a massive year for the Autobots and Decepticons," said Tom Warner, Hasbro's senior vice president of the Transformers franchise. "Our Reveal Your Shield fan celebration will deliver a week’s worth of Transformers content, including new material inspired by the upcoming film, Transformers: The Last Knight."

Sadly, no option is being offered for those who self-identify as Predacons or Maximals. (Yet.)

HEAT VISION LATEST NEWS
  1. July 17, 2019 11:46pm PT
    by Borys Kit, Aaron Couch
  2. July 17, 2019 4:15pm PT
    by Lesley Goldberg
LATEST NEWS
1.
Celine Held, Logan George Make Feature Directorial Debut With 'Topside' Drama
2.
Jessica Lange to Publish Photography Book Chronicling Highway 61
3.
John Ford Departing Top Post at NPACT
4.
Jerry Seinfeld Talks Getting to the "Nut Inside" Eddie Murphy With 'Comedians in Cars Getting Coffee' Interview
5.
Box Office: 'The Lion King' Crossing $100 Million Overseas