In a new approach to content-driven marketing, Hasbro is calling on kids to vote online on a new Transformers character that will join the brand’s upcoming 30th anniversary action figure collection.

The Fan Built Bot Poll has kicked off on Hasbro’s website and will be open through May 5. The initiative encourages fans to vote daily on a new character that will be made into an action figure featured in the Thrilling 30 line of toys to mark next year’s anniversary.

Online votes will determine all character aspects from choice of vehicle to personality. Hasbro will also give fans a say in the naming of the new character.

The results of the poll will be announced by Hasbro at this year’s Comic-Con International in San Diego, as part of the official kick-off to Hasbro’s Transformers Thrilling 30th anniversary celebration. From that point, the Fan Built Bot character will be sold as a toy and will appear in official comic books.