Transformers’ 35th Birthday Celebration is More Than Meets The Eye


In honor of the 35th anniversary of the Transformers franchise, Hasbro launched a new brand campaign that celebrates how individuals are “More Than Meets The Eye.”


The campaign will activate fans, celebrities, and the creative minds behind the Transformers franchise to showcase how they are More Than Meets The Eye through videos. For 35 years, the phrase has been associated with the Transformers brand and is reinforced across all elements of the franchise.


To kick off the campaign, a video featuring Angela Bassett, who starred in 2018’s Bumblebee film, debuted.



The video campaign will be promoted throughout 2019—with new videos dropping every month. Fans can expect to see familiar faces that have impacted the franchise over the past 35 years. From individuals involved in the creation of the 1986 Transformers animated movie, to Transformers game designers and comic book creators.


Each video that is part of this campaign will feature the same call to action – “how are you More Than Meets The Eye.” Using #MorethanMeetstheEye, Hasbro is recruiting fans to post videos to social networks that showcase how they are more, whether it’s a hidden talent, a charitable passion, or a hobby.