Hasbro reveals ‘More Than Meets The Eye’ campaign

Published on: 30th April 2019

The campaign celebrates Transformers’ 35th anniversary.

To celebrate the 35th anniversary of the Transformers franchise, Hasbro has revealed a new marketing brand campaign, More Than Meets The Eye. The campaign will unite fans, celebrities and the creative minds behind the franchise to showcase how they are More Than Meets The Eye, a phrase which has been associated with the Transformers brand throughout its history.

A video featuring Angela Bassett , who starred in 2018’s Bumblebee film as the voice of Decepticon character Shatter, kicks off the campaign. In the video, Angela mentions that besides being a Golden Globe Award recipient, she is also a graduate of Yale College and Yale University.

The campaign will be promoted throughout 2019, with new videos to be unveiled every month. Fans can expect to see familiar faces who have been associated with the franchise over the last 35 years. From individuals involved in the creation of the 1986 Transformers animated movie, to Transformers game designers and comic book creators, a wide variety of people have been approached to contribute to this campaign.

Each video will feature the same call to action: “How are you More Than Meets The Eye?” Using hashtag #MorethanMeetstheEye, Hasbro is asking fans to post videos to social networks which showcase how they are ‘more’, whether it’s a hidden talent, a charitable passion, or a hobby.


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