LEGO Group and TRANSFORMERS: ENGAGE BRICK MODE
The LEGO Group and Hasbro unite to reveal the new, fully converting LEGO® Transformers Optimus Prime
- The collaboration marks the first time these leading global toy companies have worked together
- Featuring both Robot and alt modes, this is one of the few LEGO sets that converts between two different models
- The massive set includes over 1,500 LEGO pieces and stands over 35cm in Robot mode and 15cm high in alt mode
Billund, Denmark May 12th: Leading global toy companies, the LEGO Group and Hasbro, Inc. (NASDAQ: HAS) unite for the first time to bring the iconic Transformers Autobot, Optimus Prime, to life in LEGO® form – complete with alt mode. The new LEGO Transformers Optimus Prime set is a tribute to the heroic Autobot leader with over 1,500 detailed LEGO pieces. Once assembled, the figure features 19 points of articulation that allow fans to convert from robot to truck alt mode and back again. This is one of the first times a LEGO set has been able to convert between two models, without the need to rebuild.
The new LEGO set will transport fans back to 1984 to when Transformers first exploded into popular culture with the original toy line and animated TV series. Modeled after the G1 Optimus Prime character, the new LEGO set includes remarkable attention to detail and features such as the ion blaster, Energon axe, an Energon Cube and the Autobot Matrix of Leadership which can be stored in the chest chamber.
Senior Designer at the LEGO Group, Joseph Patrick Kyde, says about the collaboration: “It has been an honour and joy to work together with Hasbro to develop a LEGO version of Optimus Prime! I am excited to see these two toy companies come together for the first time to celebrate the leader of the Autobots. Optimus Prime has become a pop culture symbol of courage, selflessness, and great leadership as well as an awesome toy that embodies the problem-solving and creativity skills that both companies value so much. It’s been a wonderful and challenging task to bring him to life using LEGO bricks, especially making sure that he can shift modes without disassembly and stay true to his signature look and style.”
Casey Collins, Head of Licensed Consumer Products and Business Development at Hasbro noted: “We’re excited to bring two of the world’s greatest play and entertainment companies together to celebrate this larger-than-life, iconic character – Optimus Prime. We know fans everywhere will be thrilled by this collaboration as it enables fans and families of all ages to create memories as they work together to build the LEGO Transformers Optimus Prime.”
Once complete building this 1,508-piece model, fans can admire their build with pride by adding the display plaque to pay tribute to the iconic Transformers character.
The LEGO Transformers Optimus Prime set will be available globally from LEGO.com/optimus and in LEGO stores from June 1st priced at 169,99 USD/EUR.
Notes to the Editor
LEGO Group Press Office
10302 LEGO® Optimus Prime
RRP: 169,99 USD/EUR
- Truck Mode: Measures over 5.5 in. (15 cm) high, 27 in. (10.5 cm) long and 4.5 in. (12 cm) wide.
- Robot Mode: In robot mode, the model stands over 13.5 in. (35 cm) tall
The TRANSFORMERS brand is a global powerhouse franchise with millions of fans around the world. Since 1984, the battle between the Autobots and Decepticons has come to life in movies, TV shows, comic books, innovative toys, and digital media, bringing incredible “MORE THAN MEETS THE EYE” experiences to fans of all ages. The brand’s enduring connection is made possible by its rich storytelling and characters: the heroic Autobots who seek to protect all life, and the evil Decepticons who seek to conquer the universe. The TRANSFORMERS brand is a Hasbro franchise.
About the LEGO Group
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.
The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words Leg Godt, which mean “Play Well”. Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 130 countries worldwide. For more information: www.LEGO.com
Hasbro (NASDAQ: HAS) is a global play and entertainment company committed to making the world a better place for all children, fans and families. Hasbro delivers immersive brand experiences for global audiences through consumer products, including toys and games; entertainment through eOne, its independent studio; and gaming, led by the team at Wizards of the Coast, an award-winning developer of tabletop and digital games best known for fantasy franchises MAGIC: THE GATHERING and DUNGEONS & DRAGONS.
The Company’s unparalleled portfolio of approximately 1,500 brands includes MAGIC: THE GATHERING, NERF, MY LITTLE PONY, TRANSFORMERS, PLAY-DOH, MONOPOLY, BABY ALIVE, DUNGEONS & DRAGONS, POWER RANGERS, PEPPA PIG and PJ MASKS, as well as premier partner brands. For the past decade, Hasbro has been consistently recognized for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media and one of the World’s Most Ethical Companies by Ethisphere Institute. Important business and brand updates are routinely shared on our Investor Relations website, Newsroom and social channels (@Hasbro on Twitter, Instagram, Facebook and LinkedIn).