Marketing Hasbro Paramount Pictures

Hasbro toys tour London in Transformers: The Last Knight stunt


By John McCarthy | Opinion editor

June 27, 2017 | 2 min read

Quip-making, transforming robots, the Transformers, have touched down across London in an intricate photoshoot looking to promote Michael Bay’s fifth Transformers movie in addition to the toys the TV series once served to sell.

Transformers in London

Transformers in London

Artist and photographer Darryl Jones lined up the new range of Transformer action figures across the capital, including before Buckingham Palace, Trafalgar Square, St Paul’s Cathedral and Parliament.

The activity from comms agency Bite global saw the Hasbro toys, Sqweeks, Optimus Prime, Bumblebee and Grimlock enjoy a series of activities across the capital including busking, painting and skateboarding.

Southbank Transformers

On his photographic trip, Jones said: “I've always been really interested in taking pictures of figurines in urban environments, and it was immensely exciting to work on this project for Hasbro using the Transformers figures and iconic London landmarks to create comical installations reminiscent of a visit to London.”

Studios favour such stunts to drive footfall to theatres on launch, last week Spider-Man toured the capital and climbed some of its biggest towers to promote upcoming Marvel Cinematic Universe movie, Spider-Man: Homecoming.

Marketing Hasbro Paramount Pictures

More from Marketing

View all


Industry insights

View all
Add your own content +