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Transformer licensing deals-more than meets the eye

With a couple of months until the release of Michael Bay's Transformers feature film, Hasbro Properties Group has signed more than 220 separate deals across every category. Thousands of Transformer products are about to hit retail in June, and here's a quick look at what to expect from the partners on-board the property...
May 2, 2007

With a couple of months until the release of Michael Bay’s Transformers feature film, Hasbro Properties Group has signed more than 220 separate deals across every category. Thousands of Transformer products are about to hit retail in June, and here’s a quick look at what to expect from the partners on-board the property:

• Accessory Network: bags and back packs

• Changes: junior and men’s graphic T-shirts

• Drew Pearson Marketing: headwear and gloves

• Mighty Fine: junior and men’s graphic T-shirts

• Saramax Apparel Group: boys’ and men’s sleepwear and loungewear

• Chupa Chups: lollipops and novelty candy (Latin America)

• The Creative Cake Company: cakes (UK, Ireland)

• Activision: console, handheld and PC games

• Delta Enterprises: home décor items for children (US and Canada)

• Thermos: funtainers

• Zap: bedroom and bathroom linens and home décor (UK, Ireland)

• Cosrich Group: bath products (US and Canada)

• Paramount Home Entertainment: DVDs

• IDW Publishing: comic and paperback books and lithographs

• Publications International: sound books

• Cathasia SAS: scooters, skateboards, balls and school supplies (France)

• Radio Shack: radio-controlled vehicles

About The Author
Gary Rusak is a freelance writer based in Toronto. He has covered the kids entertainment industry for the last decade with a special interest in licensing, retail and consumer products. You can reach him at garyrusak@gmail.com

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