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Rovio Entertainment and Hasbro launch ‘Angry Birds Transformers’

MUMBAI: Adapting the ‘Transformers’ experience into modern gaming, Rovio Entertainment and toy manufacturer Hasbro Inc have brought together two popular entertainment brands Angry Birds and Transformers into a new game ‘Angry Birds Transformers’.

The game aims to connect with fans across generations and on multiple platforms including mobile, consumer licensed goods and a product line from Hasbro.

Later this year, Hasbro will introduce a product line featuring Telepods technology enabling fans to teleport their favourite ‘Angry Birds Transformers’ characters into the game and gain unique powers.

Hasbro chief marketing officer John Frascotti said, “’Angry Birds Transformers’ provides fans worldwide with a fun, new story and characters, and innovative ways, like our Telepods platform, for consumers to engage with the brand. We collaborated with Rovio to create opportunities for kids and families to experience Autobirds and Deceptihogs across multiple formats and entertainment platforms, for a completely immersive branded experience.”

The launch of the game coincides with the release of the latest movie in the ‘Transformers’ franchise in India ‘Transformers: Age of Extinction’.

Shot in 3D, the film has been partly shot in IMAX and is distributed by Viacom18 Motion Pictures. It is slated for release on 27 June in English, Hindi, Tamil and Telugu in 2D, 3D and IMAX 3D

The ‘Transformers’ experience was also brought to Indian fans across the country with a 300 kg, 12-foot autobot named Optimus Prime on a six-city tour beginning with Pune and travelling to Mumbai, Delhi, Bangalore, Chennai and Hyderabad.

Viacom18 Motion Pictures also initiated a digital contest across social media for diehard fans. Upon answering three questions correctly, the winners won an opportunity to click a selfie with Optimus Prime in their city and also attend an exclusive fan screening to watch the film before its release.