Hasbro’s Chief Content Officer Stephen Davis spoke to WorldScreen ahead of MIPTV Conference to let the audience know of their plans in the coming future. The article also gives us our first look at Chase The Police Bot and Boulder The Construction Bot along with Heatwave The Fire Bot as seen on the upcoming series; Rescue Bots Academy.
Mr. Davis first spoke about the new agreement with Paramount Pictures:
“We announced a deal with Paramount Pictures to produce and distribute content based on our brands. We’ve been very focused on moving that new relationship forward. We’re going to collaborate with Paramount on live-action and animated films and television. It’s a phenomenal opportunity for us to control more of our strategy and, more specifically, to produce content around our brands that is consistent with our brand blueprint and brand priorities. It gives us the ability to calendarize the release dates of our movies in partnership with Paramount. And we have a very active voice at the table with Paramount on how our movies are marketed. Being able to communicate with our retail partners, sometimes two or three years in advance, is super important to creating the kind of environment where we can activate our brand blueprint across all aspects of our business.”
He then went onto to talk about Transformers: Cyberverse and Transformers: Rescue Bots Academy which will be showcased during the aforementioned conference:
“We had the release of Transformers: The Last Knight. We were very pleased with the performance, particularly at retail. Transformers is growing substantially, driven by storytelling across multiple platforms. The great thing about Transformers is we have touchpoints in the broadest demographic. In pre-school we have the Transformers: Rescue Bots [Academy] television series. Transformers: Cyberverse is our tween/teen show. There’s fan-based content on Machinima, and then, of course, our four-quadrant movies*. That’s paying dividends for us. We are now getting ready for the next Transformers film at the end of this year with Bumblebee, which stars Hailee Steinfeld and John Cena.”
*Note: In the entertainment industry, a four-quadrant movie is a movie which appeals to all four major demographic “quadrants” of the moviegoing audience: both male and female, and both over- and under-25s. Films are generally aimed at at least two such quadrants, and most tent-pole films are four-quadrant movies.
You can check out some more tidbits and a new image from Rescue Bots Academy, after the jump. The full interview can be found at WorldScreen. MIPTV Conference will be held from 9th April to 12th April at Palais des Festivals, Cannes, France. Hasbro Studios booth cam be found at Stand: R7.D32 (entrance ticket is priced at US$ 1600/-)
WorldScreen: You have so many long-running brands. What’s been the key to keeping them relevant to kids over the years?
Davis: First and foremost, it starts with great storytelling and great characters. We have an amazing creative group— both in the studio as well as in our brand and design teams. They work closely to ensure that we are telling innovative and fresh stories, building worlds around interesting characters that continue to inspire consumers, and traveling across the multiple touchpoints of engagement.
Transformers is a great example of that. It’s a brand that has been around for 30 years and has expanded throughout the years across multiple touchpoints—including publishing, animation, film, video games and consumer products and a very broad demographic. That helps us to keep brands fresh and alive. We can innovate in lots of different areas.
Transformers Cyberverse (18×11 min.)
Bumblebee is on a critical mission — only, he can’t remember what it is. It’s a good thing Windblade has found him to help repair his memory to complete their mission before Decepticons find them.
Transformers Rescue Bots Academy (52x11min.)
A group of young Bots fresh from Cybertron have the honor of being the first-ever class to enroll in Earth’s Rescue Bot Training Academy and learn how to become Earth heroes through hands-on experience.