'Transformers Expo' to open in Beijing

"Transform and roll out" at Beijing's first ever "Transformers Expo" opens this August at the China Millennium Monument Museum of Digital Arts.

Since the 1980's, Hasbro's Transformer toys have been a part of playtime across the globe.

Multiple generations have spent hours converting these complex creations from vehicles, planes and dinosaurs into robotic-shaped creatures from Cybertron, a mysterious universe intertwined with the classic battles of "Good versus Evil".

Stephen Davis, president of Hasbro Studio, said, "The last three decades has really been an incredible journey for all of us at Hasbro, and the Cybertron Con here in Beijing is such a tremendous celebration. It's coming together a transformers universe that can be experienced by kids, adults, anyone who is a transformer fan all under one roof. "

After its successful initiation in Shanghai three years ago, the Beijing edition will include a Cybertron Convention featuring design workshops, panel discussions, and an extensive animation exhibition. It will also present unreleased artworks, video games and transformer toys, from the very first generation in the 1980's to the 21st century reinvention ignited by Michael Bay's film trilogy.

Stephen Davis said, "Of course we love nostalgia of our old transformers toys as well... Collectors love to celebrate that and we continue to support that great collector community. But we also like to be innovative to offer consumers something really fresh to play with... "

Many of the toys to be displayed come from hardcore Transformers enthusiasts, who don't mind showing off their personal collections.

The organizers say a 5-meter-tall transformer will also appear to welcome fans, but which character it will be is anyone's guess.

Intended as a platform for Transformers fans worldwide to come together in celebration of their love for the franchise, this event is not likely to disappoint its audience.