Hasbro unveils new construction range

Samantha Loveday

By Samantha Loveday

February 28th 2011 at 6:48PM
Hasbro unveils new construction range

Transformers is first brand to be featured as part of KRE-O line.

Toy giant Hasbro will be introducing a new construction brand this autumn, with the first launch focusing on the Transformers brand.

KRE-O is aimed at ages six and upwards, and will offer 12 building sets from launch featuring popular Transformers characters.

“Consumers have been asking for something new in the construction category. With our introduction of the KRE-O brand and KRE-O Transformers, we are delivering terrific innovation and creativity,” said John Frascotti, chief marketing officer, Hasbro. “With KRE-O Transformers, we are giving Tranformers fans the unique opportunity to build and interact with iconic characters like Optimus Prime and Bumblebee and several other Transformers robots and vehicles as never before.”

Each KRE-O Transformers set aims to be ‘more than meets the eye' with two types of builds: create a robot and then disassemble to build a vehicle; disassemble the vehicle to build a robot. Most sets come with themed accessories and a poseable KREON mini figure in robot or human form.

Prices will range from $7.99 for the basic sets up to $59.99 for deluxe sets.