TRANSFORMERS Midnight Madness Event

On 28 April 2017,  there was a TRANSFORMERS Midnight Madness Event which was held at Toys "R" Us Mid Valley Megamall. Many fans of TRANSFORMERS joined this event. In conjunction with the TRANSFORMERS: THE LAST KNIGHT movie release in June, Hasbro Toy (Malaysia) has once again organised the exciting Midnight Madness Event to first launch movie tie-in merchandise. The exclusive movie tie-in merchandise was revealed to scores of dedicated fans at Toys “R” Us in Mid Valley Megamall when the clock struck midnight. On top of being the first to get hold of movie tie-in merchandise, fans were also able to get hold of limited edition Deluxe and Voyager class figures as gifts-with- purchase.

Ms. Jasmin Ee, Commercial Manager of Hasbro Toy (Malaysia) Sdn. Bhd. (front row, second from left), and Ms. Kelly Yip, Brand Manager of Hasbro Toy (Malaysia) Sdn. Bhd (front row, third from left) posing for a photo with the winners of the Photo contest.

Before the doors opened, fans were treated to a meet-and- greet session with TRANSFORMERS characters Optimus Prime and Bumblebee. Ten lucky winners also walked away with TRANSFORMERS: THE LAST KNIGHT merchandise by participating in the Facebook Photo Pose Contest. In addition, Toys “R” Us went on Facebook Live with the crowd and those featured won prizes on the spot just by participating in the interactive session.

The ex-president of TransMY participating in the photo challenge by wearing the Optimus helmet at the photo wall. Winners get to walk away with a mystery gift courtesy of Hasbro Toy (Malaysia).

Optimus Prime and Bumblebee were present to meet TRANFORMERS fans at

the Midnight Madness Event.

Part of the activities that were carried out at the Midnight Madness Event was the Facebook Live session whereby participants get to win prizes by answering a simple question for those watching on Facebook.

Prior to the release of Hasbro’s first wave of toys and consumer products inspired by the TRANSFORMERS: THE LAST KNIGHT movie, the REVEAL YOUR SHIELD programme kicked-off worldwide on 25 April on TRANSFORMERS’ digital and social channels with a week’s worth of exclusive content inspired by TRANSFORMERS: THE LAST KNIGHT, including a video featuring a new action figure, BARRICADE.

Fans entering the quarantine area in anticipation of the clock striking midnight

Not only that, the TRANSFORMERS have found their allies as Influencers declared their allegiance to the Autobots or Decepticons on their social channels throughout the weeks of celebrations leading up to the release of the movie. Other than surprises that appeared on TRANSFORMERS social channels, new games and activities are also coming to Transformers.com and in the TRANSFORMERS: THE LAST KNIGHT App. To view all of the exclusive TRANSFORMERS news and content, please visit TRANSFORMERS.COM, Instagram/TRANSFORMERSOFFICIAL or the official TRANSFORMERS Facebook page, Facebook.com/Transformers.

About Hasbro

Hasbro (NASDAQ: HAS) is a global play and entertainment company committed to Creating the World's Best Play Experiences. From toys and games to television, movies, digital gaming and consumer products, Hasbro offers a variety of ways for audiences to experience its iconic brands, including NERF, MY LITTLE PONY, TRANSFORMERS, PLAY-DOH, MONOPOLY, LITTLEST PET SHOP and MAGIC: THE GATHERING, as well as premier partner brands. The Company's Hasbro Studios and its film label, Allspark Pictures, are building its brands globally through great storytelling and content on all screens. Through its commitment to corporate social responsibility and philanthropy, Hasbro is helping to make the world a better place for children and their families. Learn more at www.hasbro.com, and follow us on Twitter (@Hasbro & @HasbroNews) and Instagram (@Hasbro).