Hasbro launches Transformers AR and VR centres across China

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.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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