We have with us, a brand new toyline listing for Transformers: Rise Of The Beasts movie.

Known as Flex Changers, the 1st Wave will feature Cheetor and Nightbird.

Additional details:

• Transformers: Rise Of The Beasts Flex Changers Cheetor (Hasbro Code: F4639)
• Transformers: Rise Of The Beasts Flex Changers Nightbird (Hasbro Code: F4638)

Not much else is known about the line, but Hasbro’s recent push for their Bend & Flex line may imply that this is the Transformers variation of the same.

Stick with TFW2005 as we learn more about this new line.

News Post Image: Hasbro’s Bend & Flex Ironman

Speaking to Kidscreen Magazine, Hasbro is highlighting that they will change their toy distribution strategy. This news comes just a couple of days after the news of their change to future entertainment plans.

While easily applicable to kid-oriented lines, it is unclear how this new strategy will affect collector-specific lines such as Transformer: Studio Series, Transformers: Legacy, G.I. Joe: Classified, etc.

‘Today, unpredictability reigns, with chaotic supply chains affecting timing, and streaming content rolling out in six-packs rather than full seasons. Meanwhile, disappearing theatrical windows have drastically changed movie launches and the Consumer Products programs that accompany them.

But in business, challenges often bring opportunities. That’s the lens through which Marianne James, Hasbro’s VP of EMEA and Asia, sees the current landscape.

“Tried and tested models still have their place, especially when you’ve got a Consumer Products program that leans on core pillars like toys and games,” says James. “What is interesting now is that we can test and learn. Instead of dropping products based on seasons, we’re now looking to where a rollout could be more relevant to a culture in one of our specific markets.”

One way Hasbro has shifted its strategy to accommodate the “highly unpredictable” nature of the market is to space out product releases in smaller waves instead of releasing the entire range in one large launch, she says. This provides the ability to establish contingencies if logistical issues occur in the company’s supply line.

“If the content is pushed back and we experience a delay at retail, or there are problems getting product on the water, it’s better to be flexible and have a softer, more phased-out launch instead of using a big, all-encompassing 360 strategy,” says James.

This is especially important for Hasbro’s “vault” brands such as Transformers, Peppa Pig, and My Little Pony, which exists in highly competitive toy categories, most notably preschool. To have a major rollout fall flat due to timing problems is not an option, so the company is expanding its arsenal of marketing and engagement tools, she says.’

Based on the above, Hasbro is planning to establish smaller waves and shift content accordingly. This new strategy can already be seen with the release of Transformers toys for the upcoming movie, Rise of the Beasts. With the production company Paramount Pictures delaying the release date, Hasbro is repackaging the toys while omitting ROTB branding. Transformers: Rise Of The Beasts Smash Changer Optimus Prime is repackaged into Cyberverse (Transformers: Bumblebee – Cyberverse Adventures – Dinobots United – Smash Changer Optimus Prime), while Transformers: Rise Of The Beasts Energon Igniters 2-Pack is repackaged into Buzzworthy Bumblebee (Transformers: Buzzworthy Bumblebee Energon Igniters 2-Pack).

Hasbro and Paramount will showcase their upcoming slates at this year’s Brand Licensing Europe Expo.

Historically, Hasbro is known to display Transformers movie-related content if a live-action movie is set to release the following year.

• Back in 2016, Hasbro showcased various character art from Transformers: The Last Knight, which was set to open in the summer of 2017.
• In 2018, Hasbro displayed content from Transformers: Bumblebee, which came out later that same year.

Since this is the only Brand Licensing Europe expo prior to Transformers: Rise Of The Beasts, it is likely that content from the said movie will be on display for potential license-holders to take a look and pitch their licensing plans to Hasbro.

Hasbro will also sit down for a panel at the expo on ‘Building a Post-Pandemic Retail and Licensing Strategy; in addition to a speech on sustainable packaging. The toy giant is also one of the sponsors for the event and will feature one of the biggest stalls on the show floor.

Brand Licensing Europe 2022 will take place from September 20th to 22nd at ExCeL London. Hasbro can be located at booth A211. Paramount will be at booth A121.