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22 - 26 March

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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Hasbro toys tour London in Transformers: The Last Knight stunt

Transformers in London

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.

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.

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.

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