Hasbro Unveils Apparel Line at New Era’s SoHo Flagship Store

Hasbro, Inc. announced the launch of the TF3 CREW Series, a “behind-the-scenes” apparel and accessories collection designed for Transformers fans and inspired by the gear worn on the set of the Transformers: Dark of the Moon movie. The exclusive collection, created by New Era, Oakley, Zazzle and Red Monkey Designs, was showcased in New Era’s flagship SoHo store on Monday, June 27, 2011.

“Our Crew series offers consumers a chance to feel like a member of the Transformers production team, with hip and edgy product inspired by film as well as the movie makers on-set gear,” said Simon Waters, SVP, global brand licensing and publishing, Hasbro. “New Era is a premium lifestyle brand and were thrilled to be able to launch the TF3 CREW Series at their SoHo store.”

As part of the TF3 Crew Series, New Era will offer exclusive caps, inspired by those worn on set. The collection is designed to appeal to fans of both the New Era and Transformer brands. The caps will be sold exclusively at New Era retail locations and will be available to purchase for the first time at the June 27 event.

Hasbro and Oakley are in the process of entering a license under which Oakley will to bring to market TF3 Crew eries 3-D sunglasses mirroring the technical eyewear worn by the editors and crew who developed Transformers: Dark of the Moon 3-D special effects. The
“More Than Meets the Eye” 3-D shades will be available at Oakley retail stores, www.Oakley.com and through additional authorized Oakley dealers.

Further rounding out the TF3 Crew Series, Red Monkey Designs is set to unveil a line which includes cuffs, belt buckles and watches based on the film’s imagery – from early renderings and blueprints to set designs and locations. Using elements like brushed metal, wood inlay and embossed leather, Red Monkey Designs pays tribute to the art of film-making. Items will be available in specialty and Red Monkey Design’s online boutique.

Hasbro and Zazzle, Inc. are in the process of entering a license under which Zazzle will bring to market products featuring one of two signature graphics from pop culture artist, and Transformers fan, Les Schettkoe. Saluting Optimus Prime and Bumblebee, Schettkoe drew his inspiration from concept art and brand iconography. Consumers can customize tees, iPod and iPad cases – and even skateboards, with Schettkoe’s film-inspired renderings.

The TF3 Crew Series carries an approximate retail price of $25 to $250 and includes nearly 30 items.