Transformer licensing deals-more than meets the eye

by Gary Rusak


May 2, 2007

With a couple of months until the release of Michael Bay's Transformers feature film, Hasbro Properties Group has signed more than 220 separate deals across every category. Thousands of Transformer products are about to hit retail in June, and here's a quick look at what to expect from the partners on-board the property:

• Accessory Network: bags and back packs

• Changes: junior and men's graphic T-shirts

• Drew Pearson Marketing: headwear and gloves

• Mighty Fine: junior and men's graphic T-shirts

• Saramax Apparel Group: boys' and men's sleepwear and loungewear

• Chupa Chups: lollipops and novelty candy (Latin America)

• The Creative Cake Company: cakes (UK, Ireland)

• Activision: console, handheld and PC games

• Delta Enterprises: home dιcor items for children (US and Canada)

• Thermos: funtainers

• Zap: bedroom and bathroom linens and home dιcor (UK, Ireland)

• Cosrich Group: bath products (US and Canada)

• Paramount Home Entertainment: DVDs

• IDW Publishing: comic and paperback books and lithographs

• Publications International: sound books

• Cathasia SAS: scooters, skateboards, balls and school supplies (France)

• Radio Shack: radio-controlled vehicles