Nikko and Hasbro partner up for Transformers

Published on: 13th September 2013

Radio Control toys manufacturer Nikko has announced a new licensing partnership with the Transformers brand from Hasbro.transformers300

The agreement, which starts in 2014 and runs through 2016, will see Nikko design and build a line of Transformers Radio Controlled robots and vehicles based on the Autobots and Decepticons from the Transformers universe. The multi-year partnership agreement gives Nikko the opportunity to leverage the upcoming entertainment slate that includes animated TV programming and the continuation of the movie series.

The third, and most recent installment of the film franchise, Transformers: Dark of the Moon, is the fourth highest global grossing film of all time with $1.24b of worldwide box office success.

Arne Vissers, Nikko’s vice president sales, said: “No doubt Transformers fans will be excited with the innovative style that Nikko will use to create a complete line up of Radio Controlled vehicles. We will follow our strategy to create great toys, and sell them at mass market price-points without doing any concession to the well-known Nikko quality.”

James Walker, Hasbro’s VP of European licensing, said: “We are thrilled to be partnering with Nikko on licensed transformers RC toys, on the upcoming movie and beyond. The vehicles have always been incredibly popular in our Transformers franchise and we are looking forward to giving fans the chance to take control of the Autobots and Decepticons.”

Hasbro and Nikko will work closely together on a Pan European retail strategy, with dedicated Transformers shelf space, specific POS materials, TV campaigns and a large social media offensive.

Price points are currently being finalised, and product is scheduled to be on shelves at the beginning in 2014.

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