Transformers | Roadshow

Hasbro’s iconic toy franchise TRANSFORMERS celebrated its 30th anniversary with the launch of a brand-new toy line and the release of the hotly anticipated movie, Transformers: Age of Extinction.

They wanted to create a brand theatre experience to showcase the simplicity of the new toy line “One step” TRANSFORMERS that change from robot to vehicle in one fast, easy step. Kids needed to get hand-on experience with the new range to understand this completely new way of play.

i2i created a six-week experiential roadshow, using a fully branded, seven metre trailer packed full of interactive technology and awesome TRANSFORMERS games and toys.

The highlight of the experience was a bespoke “Fastest TRANSFORMERS” digital experience; utilising the latest Kinect technology, visitors were able to become noble Autobot Optimus Prime or savage Dinobot Grimlock and see how many times they could transform their robot against the clock.

Competitions and challenges on the tour stage kept queuing participants entertained, as well as photo opportunities with an original Peterbuilt 360 Optimus Prime truck and robot costume character.

Tour included 53 days activity at a range of festivals, events, city centres and retail visits to Toys R Us and Smyths stores