Transformers: Dark of the Moon

Dominic Sacco

Transformers: Dark of the Moon

Who doesn’t love a good action spectacle featuring cars that turn into robots – with explosions to boot?

This winning combination has seen Transformers evolve from a line of ‘80s toys to a Megatron-sized franchise, with cartoons, clothing, games and blockbuster films.

The two epic live-action films directed by Michael Bay have generated over $1bn in revenues, and now a third is on the way, Dark of the Moon.

Gamers and Transformers fans are in for a treat with the Dark of the Moon video game from Activision, the latest in a line of games based on the films.

The new title boasts an original storyline that precedes the events of the film. The good-natured Autobots and the evil Decepticons return, this time discovering a new robot named Shockwave.

Gameplay is a blend of third person shooting and driving. Players can drive in car form before transforming into a robot – complete with that satisfying clanking sound – and taking out their enemies in style.

Using a new ‘Stealth Force’ mode, players can convert into a third form depending on their character, combining the firepower of robot mode with the agility of vehicle mode.

Dark of the Moon features single-player and online multiplayer modes, which allow gamers to fight epic battles that take place on Earth.

The huge global Transformers fanbase will be excited by both the new film and game, the latter of which is providing retailers with an opportunity for additional margin this summer.

Top of the box

Activision is providing retail with a variety of SKUs for Dark of the Moon. There will be separate Autobots and Decepticons SKUs on DS, while the Wii gets a Stealth Force Edition. Each will come packaged with a toy.

TV history

The original ‘80s cartoon was a cult hit and has since been re-released on DVD. Each episode follows the adventures of the Autobots and Decepticons. A full animated movie was also released.


Transformers made its big screen live-action debut in 2007 with a bang.  It went on to gross over $709m worldwide. A sequel was released in 2009 which generated more than its predecessor – a total of $836m.

Toys and clothing

The Transformers franchise originally made its name from a line of Hasbro figures first produced in 1984. In 2007, Transformers toys raked in $480m, boosted by the launch of the first big screen film.


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