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LEGO Group and TRANSFORMERS – ENGAGE BRICK MODE

The LEGO Group and Hasbro unite to reveal the new, fully converting LEGO® Transformers Optimus Prime Billund, Denmark – WEBWIRE – Friday, May 13, 2022 The collaboration marks the first time these leading global toy companies have worked togetherFeaturing both Robot and alt modes, this is one of the few LEGO sets that converts between…

Hasbro and LEGO Group unite to unveil the fully converting LEGO(r), Transformers Optimus Prime

Billund, Denmark – WEBWIRE

  • The collaboration marks the first time these leading global toy companies have worked together
  • Featuring both Robot and alt modes, this is one of the few LEGO sets that converts between two different models
  • The massive set includes over 1,500 LEGO pieces and stands over 35cm in Robot mode and 15cm high in alt mode

Leading global toy companies, the LEGO Group and Hasbro, Inc. (NASDAQ: HAS) unite for the first time to bring the iconic Transformers Autobot, Optimus Prime, to life in LEGO(r) form complete with alt mode. The new LEGO Transformers Optimus Prime set is a tribute to the heroic Autobot leader with over 1,500 detailed LEGO pieces. Once assembled, the figure features 19 points of articulation that allow fans to convert from robot to truck alt mode and back again. This LEGO set is the first to be able to switch between two models without rebuilding.

The new LEGO set will transport fans back to 1984 to when Transformers first exploded into popular culture with the original toy line and animated TV series. The new LEGO set is modeled after G1 Optimus Prime’s character. It features remarkable attention to detail, such as the Energon axe, Energon axe and Autobot Matrix of Leadership, which can all be stored in the chest compartment.

Senior Designer at the LEGO Group, Joseph Patrick Kyde, says about the collaboration: It has been an honour and joy to work together with Hasbro to develop a LEGO version of Optimus Prime! It is exciting to see these two toys companies get together to celebrate the leader in the Autobots. Optimus Prime is a symbol of courage, selflessness and great leadership. He’s also an amazing toy that embodies both the problem-solving skills and creativity that both companies cherish so much. Its been a wonderful and challenging task to bring him to life using LEGO bricks, especially making sure that he can shift modes without disassembly and stay true to his signature look and style.

Casey Collins, Head of Licensed Consumer Products and Business Development at Hasbro noted: Were excited to bring two of the worlds greatest play and entertainment companies together to celebrate this larger-than-life, iconic character Optimus Prime. We know fans everywhere will be thrilled by this collaboration as it enables fans and families of all ages to create memories as they work together to build the LEGO Transformers Optimus Prime.

Once complete building this 1,508-piece model, fans can admire their build with pride by adding the display plaque to pay tribute to the iconic Transformers character.

The LEGO Transformers Optimus Prime set will be available globally from LEGO.com/optimus and in LEGO stores from June 1st priced at 169,99 USD/EUR.

Notes for the Editor

Media Contacts:
LEGO Group Press Office
media@lego.com

HASBRO
Crystal Flynn
Crystal.flynn@hasbro.com

Product detail
10302 LEGO(r) Optimus Prime
RRP: 169,99 USD/EUR
Age: 18+
Pieces: 1,508
Measures:

  • Truck Mode: Measures over 5.5 in. (15 cm) high, 27 in. (10.5 cm) long and 4.5 in. (12 cm) wide.
  • Robot Mode: In robot mode, the model stands over 13.5 in. (35 cm) tall

About Transformers
The TRANSFORMERS brand has millions of loyal fans all over the globe. Since 1984, the battle between the Autobots and Decepticons has come to life in movies, TV shows, comic books, innovative toys, and digital media, bringing incredible MORE THAN MEETS THE EYE experiences to fans of all ages. Its rich storytelling and characters are what make the brand’s connection strong: the heroes of the Autobots, who protect all life, and evil Decepticons, who attempt to conquer the universe. Hasbro is the franchise behind TRANSFORMERS.

About the LEGO Group
LEGO Groups mission it to inspire and develop builders of tomorrow by using the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can ima

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