HASBRO CELEBRATES TRANSFORMERS DAY WITH A TRIBUTE TO PETER CULLEN, GLOBAL THEATRICAL EVENT AND NEW REVEALS
This year’s celebration honors Peter Cullen’s six-decade career and enduring impact on the Transformers franchise, including the debut of “Optimus Prime: Awakening,” featuring his final original voice performance as Optimus Prime. The Transformers: The Movie returns to theatres in 4K alongside new product and collaboration reveals for fans and collectors
PAWTUCKET, R.I. — September 17, 2026 — Hasbro, a leading games, IP and toy company, is marking the third annual Transformers Day with a celebration of the stories, characters and fans that have shaped the franchise for decades. This year holds special significance as Hasbro and the global Transformers community remember Peter Cullen, whose performance as Optimus Prime inspired generations and became an essential part of the franchise’s identity.
Across a six-decade career in animation, film and broadcast, Cullen became best known for giving voice to Optimus Prime. With unmistakable strength, humanity and compassion, he helped cement the Autobot leader as an enduring symbol of courage, sacrifice and leadership.
Beginning today, The Transformers: The Movie returns to theaters domestically and internationally in a newly restored 4K presentation from Hasbro and Fathom Entertainment. Following the credits, fans will experience Cullen’s final original performance as Optimus Prime in “Optimus Prime: Awakening,” an animated short debuting exclusively as part of the 40thanniversary theatrical event.
“Optimus Prime: Awakening” is a fully realized, 12-minute animated short created as a love letter to the Transformers community and the late Peter Cullen. The animated short delivers emotional storytelling, electric action and new performances by legends Frank Welker as Megatron/Soundwave and Peter Cullen in his final original voice performance as Optimus Prime. Fans can now listen to the original score from “Optimus Prime: Awakening” on all streaming platforms.
“Peter Cullen showed generations of fans that strength and gentleness can exist together,” said Kim Boyd, President of Licensing and Entertainment at Hasbro. “He shaped Optimus Prime around the example of his brother Larry, a decorated Vietnam veteran, who told him to ‘be strong enough to be gentle.’ Peter carried that guidance into a hero defined as much by compassion as courage. Those fortunate enough to know Peter recognized those same qualities in him. As we mark Transformers Day this year, we celebrate both the franchise Peter helped define while paying tribute to the extraordinary person behind one of its greatest heroes."
Peter’s legacy will remain at the heart of the Transformers franchise as it continues to reach and inspire new generations. Beyond the theatrical celebration, Hasbro is commemorating Transformers Day with a slate of new reveals, launches and global activations celebrating the franchise’s past, present and future, including:
- Transformers Day Celebration at Battersea Power Station brings fans together at The Transformers Store in London for an exclusive screening of The Transformers: The Movie, followed by tribute speeches, refreshments and a celebration of the life, legacy and enduring heroism of Optimus Prime.
- HOT WHEELS TRANSFORMERS BUMBLEBEE marks the third 1:64 collaboration between the two iconic brands, Hot Wheels and Transformers. Inspired by the G1 character and reimagined with Hot Wheels flair, Bumblebee appears undercover as a weathered 1967 Volkswagen Beetle with Real Riders wheels and converts into a robot with 13 points of articulation.
- A new Transformers capsule collection at Target, offering fans fresh ways to celebrate the brand through figures, comics, apparel, home decor, drinkware, music and other collectibles from Hasbro and its partners, including CultureFly, Super7, Blokees, Monogram, Franco and Skybound Entertainment. See below for more info!
Together, the 4K theatrical re-release, animated short and new product reveals mark one of the biggest moments in the year-long celebration of The Transformers: The Movie’s 40th anniversary. As the celebration continues through the end of the year, this moment brings fans together around the film’s enduring impact while honoring Cullen, whose extraordinary contribution will always be part of Optimus Prime.
Tickets for The Transformers: The Movie 40th Anniversary are available now online and at participating theater box offices. Theater locations are subject to change. In addition to previously announced regions, screenings have now been confirmed in France, Singapore, Chile, Colombia, Costa Rica, El Salvador, Guatemala, Honduras, Panama and Peru.
For the latest information on the 40th anniversary, visit the Transformers hub on Fathom Entertainment's website. Stay connected by following @TransformersOfficial on Instagram and TikTok, and
@Transformers on X and Facebook.
Transformers Day 2026 Products
THE TRANSFORMERS: THE MOVIE : THE SOUNDTRACK: THE REFORMATTED EDITION
(Available now on major streaming platforms and vinyl format )
Hasbro has collaborated with record label Reigning Phoenix Music to announce THE TRANSFORMERS: THE MOVIE: THE SOUNDTRACK: THE REFORMATTED EDITION, the fully reimagined official soundtrack for THE TRANSFORMERS: THE MOVIE from 1986, continuing Hasbro’s “The Apology Tour” in celebration of the film’s 40th anniversary. THE TRANSFORMERS: THE MOVIE: THE SOUNDTRACK: THE REFORMATTED EDITION brings 10 re- recorded, reimagined tracks from the iconic film, including performances led by ‘The Knights of Unicron’, a band of world-class musicians featuring Gus Rios, Matt Harvey and Ross Sewage, with guest appearances by Stan Bush as the original voice that defined an era, rock/metal icon Sebastian Bach (former lead singer of Skid Row and solo artist), power metal artist Brittney Slayes (Unleash The Archers), Mark Osegueda (Kerry King, Death Angel), Francesco Cavalieri (Wind Rose, V.B.O.), and Torch from Cold Slither. Composer Vince Dicola compliments this winning formula for the most honest and true collaboration for die-hard TRANSFORMERS fans!
HOT WHEELS® TRANSFORMERS™ BUMBLEBEE (HASBRO \ MATTEL | Ages 14 & Up | Approx. Retail Price: $65.00 | Pre-order at Mattel Creations )
Hot Wheels and Transformers are back at it with the third 1:64 collaboration that delivers on all fronts: a Bumblebee based on the G1 version, and styled with a touch of Hot Wheels flair. The skilled scout and spy is rolling undercover in a 1967 Volkswagen Beetle body, with a weathered paint finish and Real Riders wheels. When it's time for action, it transforms into a robot with 13 points of articulation. Not getting your hands on one of these sure would sting!
BLOKEES TRANSFORMERS GALAXY VERSION WAVE 8 (HASBRO \ BLOKEES | Ages 3 & Up | Approx. Retail Price: $7.99 | Available now)
Step into a world where Transformers shine like never before. The Galaxy Version series presents six unique chapters, each featuring premium metallic paint finishes, advanced 20-point articulation, and the thrill of surprise collecting. From IDW crossovers to origin stories, every model kit represents the pinnacle of Transformers collecting excellence. Each box holds a unique surprise – a meticulously crafted character, waiting to be assembled by you. Assemble your own incredible Transformers included in this series. Each model kit is designed for a satisfying build and dynamic display, letting you bring the iconic Transformers universe to life right in your own hands.
CULTUREFLY TRANSFORMERS OPTIMUS PRIME POPCORN BUCKET (HASBRO \ CULTUREFLY | Approx. Retail Price: $24.99 | Available now at Target)
CultureFly’s celebration of The Transformers: The Movie’s 40th anniversary continues with the Optimus Prime Popcorn Bucket, a sculpted, movie-night-ready tribute to the Autobot leader at the heart of the 1986 animated classic. Molded as Optimus Prime’s iconic helmet in the bold lines and colors of the original animation, the 24-ounce collectible bucket features light-up eyes and a removable crown lid. Built for popcorn and snacks on movie night, and for desk and shelf display every night after, it’s a functional collectible timed to the moment fans have waited 40 years for: seeing the film on the big screen again. And it lights up the collectible popcorn bucket moment theaters and fans have made a phenomenon. Officially licensed by Hasbro and built by CultureFly’s team, the bucket rolls out in time for the film’s theatrical 4K return on Transformers Day, September 17. Forty years later, the celebration is back on the big screen. This time, fans get to hold a piece of it.
SHUSHU PAPA 30” TRANSFORMERS OPTIMUS PRIME BIG ACTION FIGURE (HASBRO \ SHUSHU PAPA | Ages 6 & Up | Approx. Retail Price: $34.99 | Available November 2026 at Target)
Command attention with this impressive 30 inch Optimus Prime figure, inspired by the iconic hero who has led the Autobots through generations of adventure. Featuring premium sculpting and authentic character details, this officially licensed figure captures the unmistakable look of Optimus Prime in a bold, oversized format that makes an instant statement in any collection. Whether you're a lifelong Transformers enthusiast, dedicated collector, or introducing a new generation to the franchise, this towering Optimus Prime figure delivers the ultimate play or display piece. Designed with striking deco and screen-inspired details, it's the perfect centerpiece for bedrooms, game rooms, offices, and collector shelves. Looking for the ultimate gift for a Transformers fan? This oversized Optimus Prime figure is guaranteed to impress collectors and fans of all ages, making it a memorable gift for birthdays, holidays, and special occasions.
ZAK DESIGNS TRANSFORMERS BLUE 20OZ STAINLESS STEEL SIPLY TUMBLER (HASBRO \ ZAK DESIGNS | Approx. Retail Price: $17.99 | Available at Target)
Siply, No Driply: enjoy leak-free kids' hydration with this stainless steel tumbler! Wouldn't life be simple if kids could stay hydrated without leaks or spills? The 20oz Clutch Tumbler with the new zak! Siply spout was built for exactly that. It's leak-proof, whether it's open or closed, with patent pending valve technology that lets your little ones quench their thirst without any hassles, and keeps mom happy without a mess to mop up. But that's not the only thing that'll make you smile. The lid design is easy to clean, with dishwasher-safe parts, letting you get a thorough clean and save time while you're at it! And, with built-in conveniences from the carrying handle, cupholder-friendly shape, and convenient folding straw that make travel a breeze, to the durable stainless-steel construction and vacuum insulation that’ll keep water cold for hours, this tumbler is packed with features that will make your day a little easier. Because at zak! designs, we're keepin' it Siply.
ZAK DESIGNS TRANSFORMERS BLACK 20OZ STAINLESS STEEL SIPLY TUMBLER (HASBRO \ ZAK DESIGNS | Approx. Retail Price: Approx. Retail Price: $17.99 | Available at Target)
Siply, No Driply: enjoy leak-free kids' hydration with this stainless steel tumbler! Wouldn't life be simple if kids could stay hydrated without leaks or spills? The 20oz Clutch Tumbler with the new zak! Siply spout was built for exactly that. It's leak-proof, whether it's open or closed, with patent pending valve technology that lets your little ones quench their thirst without any hassles, and keeps mom happy without a mess to mop up. But that's not the only thing that'll make you smile. The lid design is easy to clean, with dishwasher-safe parts, letting you get a thorough clean and save time while you're at it! And, with built-in conveniences from the carrying handle, cupholder-friendly shape, and convenient folding straw that make travel a breeze, to the durable stainless-steel construction and vacuum insulation that’ll keep water cold for hours, this tumbler is packed with features that will make your day a little easier. Because at zak! designs, we're keepin' it Siply.
THE TRANSFORMERS: THE MOVIE 40 YEAR ANNIVERSARY SPECIAL EDITION TRADING CARDS (HASBRO \ UPPER DECK | Ages 6 and Up | Approx. Retail Price: $19.99 | Available at Target)
Upper Deck presents The Transformers: The Movie 40 Year Anniversary Special Edition trading card set. Featuring iconic Autobots and Decepticons from the film, each hanger box includes the complete 10- card base set plus two additional insert cards. Fans and collectors can also look for autograph cards from Peter Cullen as Optimus Prime.
TRANSFORMERS OPTIMUS PRIME PLUSH PILLOW (HASBRO \ FRANCO | Approx. Retail Price: $19.99 | Available at Target)
Add heroic style to any space with this Transformers Optimus Prime Plush Pillow. Designed with signature character details and a striking metallic look, this plush pillow brings the excitement of the Transformers universe home. Whether displayed as room décor or used as a cozy companion for relaxing, it's the perfect addition for any Autobot fan. Roll out with the legendary leader of the Autobots. This Transformers Optimus Prime Plush Pillow is designed to resemble the iconic hero in a bold metallic silver finish, bringing action-packed style and soft comfort to any bedroom, playroom, or movie-night setup. Featuring character-inspired details from head to toe, this oversized plush pillow is perfect for cuddling, displaying, or adding a fun touch to a Transformers-themed space. Softly stuffed and easy to love, it's a must-have for fans ready to transform relaxation into an adventure.
TRANSFORMERS AUTOBOT LOGO THROW BLANKET (HASBRO \ FRANCO | Approx. Retail Price: $24.99 | Available at Target)
Roll out into comfort with this Transformers Autobot Logo Throw Blanket. Showcasing a bold allover Autobot insignia design on a blue backdrop, this throw adds action-packed style to any room. Soft, lightweight, and easy to care for, it's the perfect companion for relaxing at home or taking along on your next adventure. Bring Cybertron style to your space with this Transformers Autobot Logo Throw Blanket. Featuring an allover pattern of iconic Autobot insignias against a cool blue background with a cracked-effect graphic, this throw delivers a bold look inspired by the legendary Transformers universe. Made from soft, cozy fabric, this lightweight blanket is perfect for relaxing at home, reading, gaming, or movie nights. Whether draped across a bed, sofa, or favorite chair, it's an easy way for Transformers fans to showcase their fandom while staying comfortable.
TRANSFORMERS DELUXE WAVE 03 (THE MOVIE) MEGATRON METALLIC VHS (HASBRO \ SUPER7 | Ages 14 & Up | Approx. Retail Price: $29.99 | Available at Amazon)
An Autobot shuttle has been hijacked for a surprise attack on Autobot City—and Megatron is in command. This ruthless Decepticon is ready to infiltrate your Transformers set as an Amazon-exclusive DELUXE action figure. The 8” tall, highly articulated, metallic collectible was created in honor of the 40th anniversary of The Transformers: The Movie (1986). The chest on this figure opens to reveal the antimatter inside, which gives him the ability to transform into the most powerful weapon in the universe. The Megatron DELUXE figure also arrives in VHS-style packaging, a nostalgic nod to a blast from the past. Hang onto your Fusion Canon and roll out with Megatron DELUXE now.
TRANSFORMERS DELUXE WAVE 02 (THE MOVIE) MEGATRON REFORMATTED (HASBRO \ SUPER7 | Ages 14 & Up | Approx. Retail Price: $29.99 | Available at Target)
From the depths of outer space comes a re-energized, heavily upgraded Decepticon, with a renewed sense of vengeance. Megatron, reformatted as a Target-exclusive, clear purple DELUXE figure, looks ready to slag all in his path. This 8” tall, highly articulated figure was created in honor of the 40th anniversary of The Transformers: The Movie (1986). After an assault on Autobot City, Megatron is mortally wounded and thrown into deep space, where Unicron agrees to rebuild him, if he can capture the Matrix of Leadership, which threatens Unicron’s ability to seize absolute power. He returned to Cybertron aboard the battleship Revenge, but he’s coming to your collection in a retro VHS-style box with artwork inspired by the movie. Level up, Transformers fans, and bring home this Megatron Reformatted DELUXE figure now.
TRANSFORMERS REACTION BLIND BOX WAVE 06 (THE MOVIE) (HASBRO \ SUPER7 | Ages 14 & Up | Approx. Retail Price: $15.00 | Available now)
Send a shuttle to Autobot City and prepare a counteroffensive. Decepticons are ready to attack Cybertron in your collection. Hurry to collect these Transformers ReAction Figures, created in honor of the 40th anniversary of The Transformers: The Movie (1986). This movie captivated audiences and Transformers fans with a rocking soundtrack, vivid animation, and an all-star cast. The ReAction Figures, inspired by the movie, are 3.75” tall with 5 points of articulation and unique paint details. Secreted away in blind box packaging, they’re ready to roll out. You might find Optimus Prime (Battle Damaged, 3/12), Megatron (Battle Damaged, 3/12), Hot Rod (Metallic, 2/12), Galvatron (Metallic, 2/12), or two mystery figures, 1/12 each. So hurry, Transformers fans—before Unicron devours another planet—and collect them all.
TRANSFORMERS REACTION FIGURES – UNICRON (THE MOVIE) (HASBRO \ SUPER7 | Ages 14 & Up | Approx. Retail Price: $24.99 | Available at Target)
A planet-devouring foe has set his sights on Cybertron—and your collection. Celebrate the 40th anniversary of The Transformers: The Movie (1986) with a full-bellied ReAction Figure of Unicron. This Target-exclusive action figure is 6” tall with 5 points of articulation—and he looks like he wants the world on a plate, as well as the Matrix of Leadership for intergalactic dominance. A new colorway debuts on this menacing action figure—and it arrives in new window-box packaging with artwork inspired by scenes from the movie. Before a world of regret consumes you, hurry to get your fill of the action with this Unicron ReAction Figure.
THE TRANSFORMERS: THE MOVIE – VS SERIES (HASBRO \ CULTUREFLY | Ages 6 & Up | Approx. Retail Price: $9.99 | Available at Target)
CultureFly joins the 40th-anniversary celebration of The Transformers: The Movie with the debut of the Transformers: The Movie – VS Series, a line of non-transforming collectible figures whose designs pay homage to the 1986 animated classic that introduced a generation to the loss of Optimus Prime. Built around a battle-ready “VS” format, the line stages Autobot-vs-Decepticon rivalries from the film’s roster as collectible 2-packs that channel the original 1986 animation, a throwback to the character designs that defined the era. The lineup brings together faction-defining pairings: Optimus Prime VS Megatron, Prowl VS Starscream, and Arcee VS Shockwave. Officially licensed by Hasbro and designed by CultureFly’s team, the VS Series lands inside an anniversary celebration culminating in the film’s theatrical 4K return on Transformers Day, September 17. Pairing Gen-X and Millennial nostalgia with display appeal, the line gives multi-generational fans an accessible way to bring the film’s legendary Autobot-vs-Decepticon battle home.
TRANSFORMERS GRAPHIC T-SHIRT (HASBRO \ IML | Size: Adult | Approx. Retail Price: $15.00 | Available at Target)
Show your love for your favorite robotic heroes with this Transformers Graphic T-Shirt. Made of cotton, this short-sleeve T-shirt keeps you cool and comfy all day long. It sports a crew neckline and showcases a graphic of different Transformers plus the text "Beyond Good. Beyond Evil. Beyond Your Wildest Imagination." Tailored in a casual fit, this pullover T-shirt pairs well with anything from shorts to jeans for versatile outfit options.
MONOGRAM INTERNATIONAL TRANSFORMERS 40TH ANNIVERSARY 3D FOAM BLIND BAGS (HASBRO \ MONOGRAM | Approx. Retail Price: $7.99 | Available at Target)
AUTOBOTS, ROLL OUT! Celebrate 40 years of Transformers with an exciting collection inspired by the legendary heroes and villains that have captured fans’ imaginations for generations. The Transformers 40th Anniversary collection brings iconic characters to life with detailed designs inspired by their classic looks. From Ultra Magnus to Grimlock and even Galvatron, there’s a legendary character waiting to be discovered, making each mystery collectible a fun surprise for fans. And keep your optics peeled for the special chase character! Whether you’re a longtime collector or discovering the Transformers universe for the first time, these collectibles are the perfect way to celebrate 40 years of epic battles, unforgettable characters, and more than meets the eye!
About Transformers
The Transformers brand is a global powerhouse franchise with millions of fans around the world. Since 1984, the battle between the Autobots and Decepticons has come to life in movies, TV shows, comic books, innovative toys, and digital media, bringing incredible "MORE THAN MEETS THE EYE" experiences to fans of all ages. The brand's enduring connection is made possible by its rich storytelling and characters: the heroic Autobots who seek to protect all life, and the evil Decepticons who seek to conquer the universe. The Transformers brand is a Hasbro franchise.
About Hasbro
Hasbro is a leading games, IP and toy company whose mission is to create joy and community through the magic of play. With 165 years of expertise, Hasbro delivers groundbreaking play experiences and reaches more than 1 billion fans annually around the world, through physical and digital games, video games, toys, licensed consumer products, location-based entertainment, film, TV and more.
Through its franchise-first approach, Hasbro unlocks value from both new and legacy IP, including Magic: The Gathering, Dungeons & Dragons, Monopoly, Hasbro Games, Nerf, Transformers, Play-Doh and Peppa Pig, as well as premier partner brands. Powered by its portfolio of thousands of iconic marks and a diversified network of partners and subsidiary studios, Hasbro brings fans together wherever they are, from tabletop to screen.
For more than a decade, Hasbro has been consistently recognized for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media, a 2026 JUST Capital Industry Leader, a Brand that Matters by Fast Company, and one of the 50 Most Community-Minded Companies in the U.S. by the Civic 50 for fourteen consecutive years. For more information, visit https://corporate.hasbro.com or follow Hasbro on LinkedIn.