Hasbro hires for Transformers PR

Hasbro has hired Mason Williams to publicise the comeback of 1980s toy robots Transformers.

The relaunch will coincide with a new series of Transformers cartoons, airing on Sky next month.

The agency plans to publicise the toy launch by holding big-screen premieres of the first four episodes at the Odeon West End in Leicester Square. The campaign will target adult collectors and boys aged seven to 12.

The Transformers are also due to star in a live-action film by Steven Spielberg’s company Dreamworks, earmarked for release in summer 2006.

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