The biggest retailer in China, JD.com, had a collaboration with Paramount Pictures as well as Hasbro, the company responsible for developing the franchise and commemorated China’s release for BumbleBee, the newest film in the Transformers Universe.
In the film, taking place in the year 1987, the titular character takes shelter in a junkyard somewhere in California. Charlie, played by actress and singer Hailee Steinfeld, is searching for herself and her life’s purpose on the eve of her 18th birthday when she stumbles onto BumbleeBee. Charlie brings him back to consciousness and discovers the wonders of a robot she thought was a standard yellow Volkswagen Beetle.
JD.com got together with Paramount Pictures and Hasbro in the year 2017 to show a MISSION RED short film with Optimus Prime and Red Knight, who is solely owned by JD, attempting to keep the emerging fuel source safe from the evil decepticons. There are a total of three short films that, include Panasonic and Chinese menswear company HLA, where Red Knight is looking after the energon.
In addition to this, JD and Hasbro are teaming up to create an exclusive Red Knight action figure based on the Transformers short films shown during the celebration of BumbleBee’s release. Since December 29, 2018, the Red Knight action figure has been released but exclusively for JD.
JD even created a “Super BumbleBee Day” in order to drive sales hoping that the advertisement would run during the China January 4 premiere. Due to running the advertisement in support of the film, JD’s massive 300 million plus customers could surely get their hands on BumbleBee-centric merchandise made available by Hasbro, Panasonic and HLA among many other companies. JD sent out countless vans and boxes from their company throughout China to get their BumbleBee-centric designs and such out to their loyal consumers.
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