As thing heat up in the mixed-reality content space, Hasbro and California-based media company DMG Entertainment have joined forces to launch interactive Transformers-themed AR and VR centers across China.
The first center will debut in Shanghai this summer, while additional Chinese cities will be added over the next five years.
The simulation centers will allow guests to experience virtual versions of Transformers characters and interact with them through a variety of activities. For example, kids of all ages can complete missions with Optimus Prime and drive the car version of Bumblebee.
Aside from extending the reach of VR and AR accessibility, the centers also build upon the billion-dollar Transformers universe. Transformers: Age of Extinction earned US$850 million at the global box office in 2014, and is being followed up by Transformers: The Last Knight next month. Two additional sequels are slated for 2018 and 2019 releases.
To that end, DMG is also currently working with New York-based event entertainment company S2BN to develop a Transformers Live show.
The news comes on the heels of Hasbro announcing its first-ever fan convention, HASCON FANmily, which will prominently feature Transformers. The announcement also follows the launch of DMG VR, a new unit dedicated to mixed-reality experiences.