The two major toy giants from the US and Japan share profits on a 5:5 basis, and Transformers have launched new products.

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CG animated style "Transformers: King of the Wild" (14 episodes, 6 minutes each) will premiere on the official TAKARA YouTube channel on March 26. Although this is the first CG animated concept work created by a Japanese toy manufacturer for this IP, it actually follows the 2015 2D animated series "Q Version Transformers: The Mystery of Optimus Prime's Return" (26 episodes, 5 minutes each).

In the new setting, Optimus Prime and Megatron team up to explore the newly discovered planet of Elmentros, encountering transformable animals called 'Energy Beasts' and indigenous dinosaurs. Megatron soon betrays, attempting to steal the planet's elemental power, forcing the Autobot leader to ally with the Energy Beasts to protect their home.

Six new children's toys (suitable for ages 6 and up) will be launched in the Japanese market in sync with the animation, including new designs of Optimus Prime and Megatron, as well as the Energon Beast series: Giraffe 'Light Dragon', Elephant 'Water King', Tyrannosaurus 'Volcano Captain', and Triceratops 'Leafback Dragon'. Specially designed, the Optimus Prime and Megatron toys can transform into four Energon Beasts, perfectly replicating the combination skills from the animation.

Worth noting is that the copyright holder, Hasbro, will be implementing a similar strategy in other global markets this summer, launching a CG animated short series "Transformers: Cyber World" (36 episodes, 5 minutes each) along with accompanying toys. Unlike the setting of the Element Planet, this series will feature the Autobots and Decepticons competing in a video game-like scenario, achieving victory by acquiring new vehicle forms.

[Industry Insights]

IP localization strategy upgrade: dual-track content development model in Japan and the US, reflecting the new trend of global IP 'localization' operations

• Cross-media synergy: 5-6 minute 'snackable' content per episode + immediately available toys, redefining the consumption scenario for Generation Z

Technical iteration path: Transition from 2D to CG, reflecting the advancement in digital content production capabilities of Japanese toy manufacturers

Age group precise positioning: 6+ age-appropriate design combined with transformation play, consolidating brand loyalty among the core consumer group

Data透视 注：在英文中，“数据透视”通常翻译为“Data Pivot”或“Pivot Data”，取决于具体上下文。如果这里指的是数据透视表，建议使用“Pivot Table”。请根据实际需求选择最合适的翻译。但按照您的要求直接翻译，则如上所示。若需调整，请告知。

According to the statistics from the Japan Toy Association:

In 2023, the size of Japan's transforming toys market reached 427 billion yen (approximately 2.8 billion US dollars)

CG animation production costs are about 30% lower than traditional 2D, but the revenue from derivative products can increase by up to 50%

Short animations (<10 minutes) have a completion rate 2.3 times higher than long videos on the YouTube platform.

About Tomy and the origin of the strategic partnership between Tomy and Hasbro

TOMY Corporation is a Japanese company that produces children's toys and goods. The company's products include electronic and physical toys, card games, baby care products, and general merchandise. The company's brands include Tomica, Plarail, Licca-chan, and Koeda-chan. Tomy is divided into five geographic regions: Japan, Americas, Europe, Oceania, and Asia (excluding Japan). More than half of the company's revenue comes from the domestic market, followed by Asia (excluding Japan) and the Americas. As of March 18, 2025, the stock price of Takara Tomy was $23.11. The company's current market value is $2.07 billion, with 89.7 million shares outstanding.

Takara Tomy (formerly Takara) already has a production base in Japan. Takara Tomy originally produced in China, but began moving its production lines to Vietnam in 2009. As of Burst, all beyblades are produced in Vietnam to reduce costs.

The 'you in me, me in you' cooperation model between Hasbro and TAKARA TOMY creatively solves the market barriers brought about by cultural differences: TAKARA TOMY retains absolute freedom for localization (such as the completely different Japanese version of "Headmaster" launched in 1985), while Hasbro ensures global IP consistency through control over the core narrative. Over 40 years, both sides have formed a dynamic balance — avoiding resource waste from redundant development, and stimulating innovation vitality through moderate competition. Behind the annual retail sales of Transformers exceeding $3 billion, it is precisely this 'co-opetition' relationship that creates sustained vitality. This 'gentleman's agreement' which began in 1983, still maintains strong vitality on the 40th anniversary of the birth of the Transformers IP (since 1984).

【Cooperation Chart】

• Original Architecture (1983-2006)

Design party: TAKARA (now TAKARA TOMY) provided the core design and molds

Brand party: Hasbro pays licensing fees, owning the operating rights in the European and American markets.

Content party: Marvel builds world view (character naming/background story/scene setting)

• Modern Evolution (2006-Present)

2006: Hasbro acquired the IP rights held by Marvel, completing the full industrial chain闭环 注：最后的“闭环”直接翻译为“closed loop”，但考虑到上下文，这里似乎是指完成产业链闭环，更合适的表达可能是“completing the full industrial chain”。如果需要完全直译，则为“2006: Hasbro acquired the IP rights held by Marvel, completing the closed loop”。请根据具体需求选择。 若需严格按照指示不解释且直接翻译： 2006: Hasbro acquired the IP rights held by Marvel, completing the closed loop

Design Collaboration: The Masterpiece series is independently developed by TAKARA TOMY; the CHUG series (Classic/Titans Return/Generations) is co-designed by both parties.

Film and television derivatives: jointly pay dual licensing fees to Paramount and the car manufacturer (movie appearance + vehicle model copyright)

power boundary

Hasbro Core Control: Global IP Ownership, Mainline Story Architecture, and Dominance in Film Derivatives (Design and Production Rights)

TAKARA TOMY privileged domain: original design patent pool; exclusive development rights for the Japanese market (can develop exclusive products) and full autonomy over the Masterpiece high-end line

business password

profit distribution mechanism

Basic product line: 5:5 split (such as CHUG series)

Special project: 6:4 floating split (adjusted based on resource investment)

secondary authorization system:

Dual authorization for film and television: payment required for each movie-related toy

Paramount: Character Cinematization Design Copyright Fee

Automobile manufacturer: real model authorization fee

Cross Circulation: Hasbro Agents TAKARA TOMY Exclusive Products Enter the European and American Markets