Hasbro yesterday said they’d issued a license to video game publisher Activision which grants the latter publishing rights to develop titles based upon the Transformers brand. The first title set to be released from this agreement is tied into the July 4, 2007 release of the live action Transformers movie.
Activision, said Hasbro, will develop Transformers gaming titles for console, handheld and PC systems. Hasbro, who reacquired the Transformers video game rights from Infogrames in June 2005, plans to expand the best selling boys’ action brand reach through ring tones, mobile gaming and a host of other products.
“We are thrilled to work with Activision to bring the widely popular Transformers brand to the world of digital entertainment and introduce millions of consumers to our best-known Transformer and biggest hero of all time–Optimus Prime,” said Jane Ritson-Parsons, president of the Hasbro Properties Group, in a statement. “As the leading developer of video games, Activision shares our passion and excitement for the Transformers story line. We know this world-class and creative team will bring Transformers to life in powerful and exciting ways as we immerse a broad audience in this pop-culture phenomenon.”