Hasbro has announced plans to further support the Transformers brand during 2012 with the launch of new merchandise, a videogame and even a theme park ride.
Publisher Activision is set to release the game Transformers: Fall of Cybertron in autumn, while new toys will hit the market across several key categories, reports ToyNews.
In spring, Hasbro is aiming to offer a further boost to the brand by opening a ride at Hollywood's Universal Studios park.
James Walker, vice president of brand licensing in Europe, the Middle East and Africa at Hasbro, said this activity highlights the toymaker's support for Transformers and the retailers who stock the various products from the range.
"We are certainly maintaining our investment in Transformers going forward," he added.
During 2011, Hasbro saw its net revenues for the boys market rise by 35 per cent year on year, with the company attributing the growth to the Transformers and Beyblade product ranges.