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LEGO and Hasbro unite for first time for Transformers collab

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The LEGO Group and Hasbro have united for the first time to bring the iconic Transformers Autobot, Optimus Prime, to life in LEGO form – complete with alt mode.

The new LEGO Transformers Optimus Prime set is a tribute to the heroic Autobot leader with over 1,500 detailed LEGO pieces. Once assembled, the figure features 19 points of articulation that allow fans to convert from robot to truck alt mode and back again. This is one of the first times a LEGO set has been able to convert between two models, without the need to rebuild.

The new LEGO set will transport fans back to 1984 to when Transformers first exploded into popular culture with the original toy line and animated TV series. Modeled after the G1 Optimus Prime character, the new LEGO set includes remarkable attention to detail and features such as the ion blaster, Energon axe, an Energon Cube and the Autobot Matrix of Leadership which can be stored in the chest chamber.

“It has been an honour and a joy to work together with Hasbro to develop a LEGO version of Optimus Prime,” says Senior Designer at the LEGO Group, Joseph Patrick Kyde. “I am excited to see these two toy companies come together for the first time to celebrate the leader of the Autobots. Optimus Prime has become a pop culture symbol of courage, selflessness, and great leadership as well as an awesome toy that embodies the problem-solving and creativity skills that both companies value so much. It’s been a wonderful and challenging task to bring him to life using LEGO bricks, especially making sure that he can shift modes without disassembly and stay true to his signature look and style.”

Casey Collins, Head of Licensed Consumer Products and Business Development at Hasbro, adds: “We’re excited to bring two of the world’s greatest play and entertainment companies together to celebrate this larger-than-life, iconic character – Optimus Prime. We know fans everywhere will be thrilled by this collaboration as it enables fans and families of all ages to create memories as they work together to build the LEGO Transformers Optimus Prime.”

Once complete building this 1,508-piece model, fans can admire their build with pride by adding the display plaque to pay tribute to the iconic Transformers character.

The LEGO Transformers Optimus Prime set will be available globally from LEGO.com/optimus and in LEGO stores from June 1 priced at £149.99 / 169,99 USD/EUR.

Hasbro teams with Robosen to launch world’s most advanced Transformers robot

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Hasbro has partnered with one of the leading companies in the field of robotics to launch the world’s most advanced and programmable robots to the market through the Transformers franchise.

Its partnership with Robosen Robotics has witnessed the creation of Transformers Optimus Prime Auto-Converting Programmable Advanced Robot – a collector’s edition that carries not only a $699 price tag, but the ability to convert from a vehicle to a robot, a walking function, and a race setting when in vehicle mode.

And that’s not all for this robot 11 years in the making. This is the first consumer robot that features comprehensive code development, and robot control by either voice or via mobile app.

‘Now together with Hasbro, Robosen will be able to provide an unparalleled interactive experience for the millions of fans of the Transformers franchise, with new products and collectibles being announced in the months to come,’ read a statement issued when the robotic was announced via Hasbro’s consumer facing platform, Hasbro Pulse.

“We are thrilled to collaborate with Hasbro and look forward to ushering in a new standard of robotics with the most advanced Transformers robots for consumers ever created,” said Sean Tang, director of Robosen USA.

“The team is working hard to deliver an amazing user experience for fans of this esteemed franchise and produce Transformers that will be a premium addition to their collection with its superior functionality.”

Casey Collins, general manager and SVP, global consumer products, Hasbro, added: “We are equally excited about this collaboration. In our continued persistence to elevate branded play, Robosen’s advanced innovation within robotics, will allow our fans to bring their favorite Transformers characters to life in a way never achieved before within collectibles.”

Robosen Robotics’ cutting-edge technology in artificial joint driving algorithms and digital electric drive technology were on full display at last year’s CES when they debuted the T9, an advanced programmable robot that was an attendee favorite with numerous video posts on social media, as well as garnering top press placements in major worldwide news outlets.

All of the products and collectibles will be meticulously designed and crafted with state-of-the-art, high-grade metal alloy parts, combining a classic industrial design with the most cutting-edge robotic technology, while providing an ultimate entertaining experience filled with programming, and pure fun.