On February 1st 2025 (so in just one week), Hasbro will unveil the Cyberworld Toyline at the Nuremburg Toy Fair. It seems restrictions on cameras have changed since the days of Combiner Wars Devastator since Hasbro is also funding a project where selected users will take videos and post them. The funding will be distributed though the Tongal website:
There is also the caveat of being able to attend the event in Germany, of course. This does give us an idea of what to expect from the reveal as the funding page details what Hasbro wants its participants to do along with a higher definition promo image which you can find below.
Transformers Nuremberg Toy Fair Product Reveal Video Project
Synopsis:
Travel to the Nuremberg Toy Fair in Germany during the last week of January and produce an exciting, high-energy reveal video – potentially with an animation component – to help build anticipation for Hasbro’s new Transformers: CYBERWORLD toy line and its accompanying YouTube Series.
Objectives:
**Please note that some updates have been made to the brief since it’s launched.**
Since their creation, Transformers have encouraged and inspired kids across the globe to use their imagination and create inventive worlds for the transformative vehicle-soldiers to fit within. It’s been their calling card for years, and it’s only increased as the toys have evolved into true mechanical wonders. Now, Hasbro is kicking it up a notch with the release of CYBERWORLD, a fresh, stylized toy line visually inspired by Mecha Anime, where Transformers bots of all kinds get dropped into one combined world made of diverse regions. Here, kids will be able to devise their own Transformers storylines that cross characters between the well known worlds and lore, allowing them to create new team ups, battles, and action. Since this is a major release, Hasbro’s going to be premiering it at this month’s Nuremberg Toy Fair, where the toys will be revealed alongside an upcoming YouTube Series, and they’re looking for YOU to help capture footage of the toys from the toy fair and use it to reveal CYBERWORLD to the rest of the world.
The goal of this project is to create a truly energetic and exciting reveal video that, for the very first time, showcases the toys themselves in high-energy fashion, and that also introduces the YouTube series that is dropping later this year. To do this, you’ll need to be able to capture the toys at the Nuremberg Toy Fair in Germany on Saturday, February 1st. This is not about showcasing the event; it just happens that this toy fair is where the toys will first be unveiled, and that shapes the nature of production. Creatively, Hasbro wants something that has a driving visual narrative, but they’re open to a variety of different approaches, and they’re even open to the inclusion of some 2D or 3D animated effects if that helps to elevate the footage that you capture. You may want to consider on-screen talent, or limited stop motion elements, and that’s workable here too. Hasbro has also provided a few references in the Background that could be helpful for you here as you think about how you might go about this.
There will not be any footage available from the upcoming YouTube series – just a logo – so 90% or so of your video should be focused on the toys, with just a tease for the YouTube series. If you happen to use any animation or motion graphics, you’ll have to be careful that none of your animation can be confused as assets from the series, and you’ll have to be strategic in how you relate the series to the toys themselves. Beyond that, you should avoid any dialogue or voiceover in your video, as they expect this to play just as well on a live arena screen as on YouTube. That’s partially why the narrative will need to be driven by visuals, with some motion text or graphics to help communicate the messaging.
Outside of the video, you’ll also need to capture 15 photographs of the toys at the toy fair. We expect these to be captured within the toy fair setting itself that showcases the different toys individually, and be shot and retouched in such a way that they can be standalone photographs OR worked into the video (if necessary). On the first of February, Hasbro expects that something around a 4-hour window should be sufficient in capturing the footage, and expect the least busy times to be either at the beginning or the end of the show. They’ve also let us know there will be at least one or two individuals present from the Hasbro model shop, who could be a helpful set of hands to film using the toys and all of its features.
For your pitch, be sure to outline in your treatment how your team can execute the shoot itself, and what creative possibilities you have in mind for making this video shine in the edit. For any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are sixteen total assets
One :45-:60 product reveal hero video (16×9)
Fifteen still, retouched photographs of the toys from Nuremberg Toy Fair (16×9)
EXPECTED TIMELINE: HERE
EXPOSURE: We expect content will be used on the platforms below, but if casting talent, be sure they review our required Talent Release before they’re cast, as it is NOT limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.
Live Arenas, toy fairs & expos, etc.
TARGET AUDIENCE: Parents of kids aged 6-11
TONE/FEEL: Exciting, energized, unique
EXECUTIONAL MANDATORIES:
The filmmaker must account for travel within the production budget.
Voiceover cannot be included in this video.
Filmmakers must adhere to the toy line’s brand guidelines, which the greenlit creator will be given access to.
The filmmaking team should be prepared to be at the toy fair for the duration of the day.
Hasbro does not anticipate filmmakers being able to take toys away from their station, so you should plan on filming where they are presented.
By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects do move forward, we’ll notify you in the event the Sponsor decides not to fund any submissions via the Project Forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and project team.
Background/Additional Details:
All of these videos below are references that Hasbro has shared, but they also have specific elements to them that Hasbro wants to capture. No one reference video should be emulated in your pitch; rather, we want you to take these in from an energetic-reference standpoint.
