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The Drum, Paramount Pictures and Hasbro use e-commerce and content to promote Transformers Bumblebee in China partners with Paramount Pictures and Hasbro for Transformers film

To mark the China release of the Transformers Bumblebee movie,, Paramount Pictures and Hasbro have partnered on e-commerce and content experiences.

The promotion brings back a special JD exclusive Transformers character called Red Knight, that was first introduced during a partnership in 2017.

At the centre of the promotion is a set of three films, or mini shorts, about Red Knight protecting energon. Alongside the three major brands, the shorts also bring in Panasonic and Chinese menswear brand HLA.

This year, Hasbro has created a special action figure toy version of Red Knight, which fans can buy on

All of the brands included in the promotion were brought together online during a special sale day to mark the launch of the film on 4 January. ran a day in which fans could get discounts on merchandise from the brands, while delivery vans and boxes were branded with the film’s imagery.

The merging of content, entertainment and e-commerce are commonplace in China, with rival Alibaba committing to the fusion of the two as it seeks to become an ‘economy’ all fo its own.