Transformers (film) - Marketing

Marketing

Further information: Transformers: The Movie toy line, Transformers: Movie Prequel, Transformers: Movie Adaptation, Transformers: Ghosts of Yesterday, and Transformers: The Game

Hasbro's toy line for the film was created over two months in late 2005 and early 2006, in heavy collaboration with the filmmakers. Protoform Optimus Prime and Starscream were released in the United States on May 1, 2007, and the first wave of figures was released on June 2. The line featured characters not in the film, including Arcee. A second wave, titled "AllSpark Power", was set for release late 2007, which consisted of repaints and robotic versions of ordinary vehicles in the film. The toys feature "Automorph Technology", where moving parts of the toy allow other parts to shift automatically. Merchandise for the film earned Hasbro $480 million in 2007.

Deals were made with 200 companies to promote the film in 70 countries. Michael Bay directed tie-in commercials for General Motors, Panasonic, Burger King and PepsiCo, while props – including the Camaro used for Bumblebee and the AllSpark – were put up for charity sale on eBay. A viral marketing alternate reality game was employed through the Sector 7 website, which presented the film and all previous Transformers toys and media as part of a cover-up operation called "Hungry Dragon," perpetrated by a "real life" Sector 7 to hide the existence of genuine Transformers. The site featured several videos presenting "evidence" of Transformers on Earth, including a cameo from the original Bumblebee.