LicensingSource.net talks to Philip Parker, head of commercial – GAME at Frasers Group, about working with Hasbro on a major initiative around the Transformers franchise.
Firstly, what was the process behind Hasbro and Frasers coming together for the launch? Alike to Optimus and Bumblebee, what made this such a powerful partnership?
Celebrating its 100th anniversary this year, Hasbro has been creating rich memories for generations of children and their families through the wonder of storytelling and imaginative play. From Transformers and MONOPOLY to My Little Pony, Peppa Pig and so many more, Hasbro and its iconic brands bring joy to its multi-generational fans around the world.
Frasers Group, meanwhile, has a variety of store facias in addition to GAME that are well placed to connect these brands to new customers. Sports Direct and House of Fraser, in particular, allow us to showcase Hasbro’s exciting product ranges in places where GAME wasn’t previously present. This makes for a great partnership, especially as their customer demographics differ from GAME’s specific core consumer. This enables us to get Hasbro products in front of a new customer base, allowing us to surprise and delight casual shoppers.
Why is the brand such a good fit with Frasers? Why was it chosen as the big cross category launch for 2023?
For nearly 40 years, Transformers has continuously showcased itself as a brand that’s truly … More Than Meets The Eye. Following the wide release of Transformers: Rise of the Beasts, which opened at number one globally and has grossed over $278m globally so far, Hasbro is delivering a robust multi-category offering to help fans of all ages engage with their favourite action franchise like never before. With all-new collectable action figures, Robosens’ self-converting robotics, Jada R/C toys toys, apparel and so much more, there’s something to appeal to Transformers fans of all ages.
Combine this with the enormous customer base of Frasers Group, and it’s easy to see how the Transformers brand can be used to reach a variety of customers across the globe. From parents looking to treat their kids, to hardcore collectors and casual fans, Hasbro’s extensive Transformers range ensures there’s something for everyone. Many of these customers have also grown up with the franchise over the last 40 years and have seen it transition from the animated TV show to the more recent blockbuster movies. As a result, the cross-generational appeal of the Transformers brand fits perfectly with the customer demographic of Frasers Group.
As a fan, what are your favourite things about Transformers?
First and foremost, the main aspect we enjoy about Transformers is the concept of sentient robots that can convert into various vehicles, weapons or creatures. The ability to change forms adds an exciting dynamic to the characters and their stories, allowing them to blend in with their surroundings or engage in epic battles.
It also depicts the classic struggle between good and evil where we can root for characters like Optimus Prime and Bumblebee who have become fan favourites over the years. The ongoing battle between the Autobots and Decepticons has produced countless entertaining stories which offer a blend of science fiction, action and adventure which have captivated us since G1 aired in 1984.
I understand this is the biggest movie launch that Frasers Group has ever done – could you explain more about the activity which will be taking place across the store estate?
All stores had a dedicated Transformers franchise space showcasing the latest products from Hasbro. In addition, we ran an entire store takeover in two of our Manchester GAME stores. These included goody bags and face painting, as well as people dressed up as recognisable Transformers characters for photo opportunities.
There were also in-store demos of the new Robosen Optimus Prime robotics, as well as a full-size Optimus Prime truck parked outside our Trafford Manchester GAME store. Lastly, all customers were contacted via email or through the app for the chance to win a holiday to Florida.
Which product categories are being focused on?
The main Transformers product categories across our stores and online include a wide range of toys, collectables, plush, homeware, clothing and tech. We are continuing to grow further with Transformers, investing in new product releases across popular toys and merchandise brands like LEGO, Robosen and Hasbro’s Transformers Studio Series. In each case we look to provide newness and value to attract new and longtime fans of the franchise.
How are the products being highlighted in-store?
All stores have movie-branded areas to promote our product ranges, as well as the cinema experience. We’re giving more exposure to the Transformers franchise from our front of store windows, screens, bigger call out on our display ends and widening the footprint with more products included in our dedicated Transformers space.
How are UK licensees being supported, both in-store and when it comes to promoting the campaign?
All in-store displays and customer communications are mixed toys and CP lines. We feel that CP lines are a great way to expand the age range of the customer offering. Frasers has such a broad customer base we can deliver toys for children and high-end collectables for the true fans.
Is there marketing backing the campaign? Can you tell us more about what we’ll be seeing?
We’re not just increasing our store impact, we’re ramping up our digital footprint with a full campaign across all digital channels. This includes a homepage takeover clicking through to a newly keyword optimised online category page. We also have activity planned across the GAME app, CRM, PPC, as well as social media competitions and blog content. Meanwhile, store activity includes Transformers-branded creatives in store windows as well as full store takeovers and giveaways.
And last but not least, are you team Autobot or Decepticon?
We are definitely Team Autobot and always will be… Till all are one!
