Marcus Yam for The New York Times
Ryan Yzquierdo, who has been a Transformers fan since he was 7, is introducing his daughter to the franchise.
To Hasbro, no one is too young or too old to play with a Transformers robot, watch a Transformers television show or play a Transformers video game.
The toy maker started the Transformers franchise with a Japanese partner in 1984. The concept — robots disguised as everyday objects — was originally aimed at 5-year-old boys. But as those boys have grown up and had children and even grandchildren, Hasbro has expanded the brand into other media and added new toy lines to appeal to everyone from toddlers to adults.
Take Rescue Bots, for example.
The main Transformers brand contains mature themes, with big robots battling for control of the planet. To engage children ages 3 to 7, Hasbro introduced Rescue Bots in 2011, featuring toy robots as first responders.
“The goal there is to take what you have and bring an age-relevant message, which is to get away from the battle and the fighting and focus on the heroic nature of Transformers,” said Jay Duke, global vice president for the Transformers brand at Hasbro.
That was enough to convince Ryan Yzquierdo, who has been a Transformers fan since he was 7, that Rescue Bots were a good way to introduce Transformers to his 3-year-old daughter.
“Each toy focused on a different motor skill, which was a big selling point for me and my wife,” said Mr. Yzquierdo, who started a Web site, Seibertron.com, devoted to Transformers in 2000.
When buying toys and games for their children, parents often look to favorites from their own childhood. Their nostalgia for beloved toys from their past helps create a bonding experience with their little ones.
Toy makers have long tried to build enduring brands that can be passed down to the next generation. Those intellectual properties are cheaper to develop because the toy companies do not have to pay a licensing fee to an outside partner. They also bring in added revenue through licensing fees paid by other companies, like makers of apparel and school accessories.
In Transformers, Hasbro has one of the most valuable brands among toy makers. In 2011, the year the third Transformers movie was released, Hasbro recorded $960 million in sales from products related to Transformers and Beyblade, a spinning top game, according to the company’s latest annual earnings report.
When it was developed in 1984, Transformers consisted of a toy line and an animated television series.
But in 2007, Hasbro began a new strategy to build the brand into a worldwide franchise that now includes live-action movies, video games, publishing and even theme park rides.
“There are not a lot of brands like that in the world that have that strong emotional resonance across generations,” said John A. Frascotti, global chief marketing officer at Hasbro.
For older boys, Hasbro has extended the brand into mobile apps, video games and comic books. For adults, the company has licensed an annual Transformers convention called BotCon and organizes events at conventions like Comic-Con International in San Diego.
But the growth of the Transformers franchise has had its pitfalls, too. When there is not a Transformers movie rumbling through theaters, the toy line stumbles. Hasbro reported net income of $130.3 million for the fourth quarter of 2012, a 6.3 percent decline from the previous year. Sales in its boys business fell 23 percent in the quarter from the same period in 2011, the year the last Transformers movie came out.
Analysts say it is important for Hasbro to keep the Transformers brand fresh in non-movie years.
“Hasbro focuses on these big, home-run movies. When they don’t have one, they get punished for it,” said Jaime M. Katz, an analyst at Morningstar.
Investors expect sales in the boys category to decline this year as well, but to rebound in 2014 when the next Transformers movie is released, said Felicia R. Hendrix, a Barclays analyst. “The real problem around this is that their boys’ line seems to be very movie-driven,” Ms. Hendrix said, adding that Hasbro should try to make the brand more evergreen.
Toward that end, the company showed previews of two new Transformers toy lines, Beast Hunters and Construct-Bots, last month at the annual Toy Fair in New York. The Beast Hunters theme, which features robots that morph into predatory animals, will encompass several areas, including television, toys and licensing, while Construct-Bots will allow boys to build their own Transformers.
Hasbro Expands Transformers Brand Into New Media
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Hasbro Expands Transformers Brand Into New Media
