Already a dominating force in the toy world, Hasbro made a grand entry into the live-action filmmaking realm with Michael Bay’s monster smash Transformers in 2007. While some of Bay’s Transformers sequels have done better than the others box office-wise, they’ve all been big hits – which explains why franchise is chugging along with the pending release of the fifth film in the franchise, Transformers: The Last Knight, this June.
While Transformers movies have been a boon for Hasbro in theaters and at retail – each film comes with several new opportunities of movie toy representations of the characters – the toymaker hasn’t had as great of luck with the big-screen adaptation of its G.I. Joe franchise. Sure, 2009’s G.I. Joe: The Rise of Cobra and 2013’s G.I. Joe: Retaliation were moderate hits, but had nowhere near the international blockbuster appeal of the Transformers movies. Nevertheless, Hasbro is going to ...
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