Q1 is the Toy Fair Season. Of course as always UK Toy Fair
by British Toy & Hobby Association
is opening the countless fairs including Nuremberg, Australian, China and the biggest one of them all… New York. But unlike other Toy Fairs, the UK Toy Fair is closed for the general public and is only open to interested parties such as investors and potential licensees. They are especially careful after the G. I. Joe toy leaks in 2009.
At the UK Toy Fair, Hasbro
is the biggest exhibitor on the show floor. This year, the main highlight is Transformers
; the European Franchise Manager of Hasbro
spoke to the media recently regarding the Transformers presence at UK Toy Fair 2015
. TFW2005 listens to what Mr. Gie has to say:
Speaking about the Transformers toys in general he said "It was magical and let children essentially get two toys and two play patterns in one. However, the real magic was in the detail and execution of the product."
"The iconography has become globally popular so our key characters such as Bumblebee and Optimus Prime, as well as the Autobot and Decepticon shields are instantly recognizable and translate onto products from all categories."
Since licensees are very important to the brand, Mr. Gie stated "What we try to ensure is that our licensed partners strive to activate our brand DNA in all products. 'More Than Meets The Eye' – that can work well and provide consumers with a point of difference when executed on product".
He then talked briefly about the past year."The toys over the last 30 years have changed very little… until 2014, when we completely re-designed the line. The Paramount movie showcased our characters in high-speed action sequences converting from robot to vehicle mode at the blink of an eye. Hasbro wanted to bring that same movie magic to our product line."
Next he spoke about the upcoming Transformers: Robots In Disguise
and the future of the Transformers Franchise. You can read all about it, after then jump.