Hasbro and the Californian media company, DMG Entertainment have partnered to launch interactive Transformers-themed AR and VR centres across China.
The first centre will debut in Shanghai this summer, with further Chinese cities added to the roster over the next five years.
The simulation centres will enable guests to experience virtual versions of Transformers characters and interact with them through a variety of activities, including completing missions with Optimus Prime and Bumblebee.
The move is the latest effort to expand the billion dollar Transformers universe. Transformers: Age of Extinction earned $850 million at the global box office in 2014 with the follow up Transformers: The Last Knight released next month.
Two additional sequels are slated for 2018 and 2019.
DMG is also working with Hasbro and the New York company S2BN to develop a Transformers Live show.
The news follows Hasbro’s recent reveal of its first ever fan convention, HASCON FANmily, which will feature the Transformers brand.