G4, the video game lifestyle network available in 53 million cable and satellite homes, and Hasbro, Inc, a worldwide leader in leisure time entertainment products and services including toys and games ranging from traditional to high-tech, today announced they are joining forces and forming a strategic partnership to create entertainment for the G4 audience that showcases a wide-range of Hasbro brands. The alliance will kick off with a joint project featuring a one hour live-action and animation block called “Action Blast!” The announcement was made today by Dale Hopkins, COO, G4 and Brian Goldner, President of the U.S. toy segment for Hasbro.
Produced by Hasbro in association with Tango Pix, the one hour entertainment block features series based on Hasbro’s classic and newer action brands, including Transformers, G.I. Joe, “Beastwars” and “B-Daman”. The block also includes interstitials featuring Kaiju Big Battel, characters with a devoted following who are best known for their live tournament-style performances which are a tongue-in-cheek hybrid of American pro-wrestling, Japanese monster-movies and lowbrow pop-culture. On Saturdays and Sundays, “Action Blast!” showcases a best-of-the-week collection with shortened versions of the previous week’s episodes. Short, irreverent skits featuring Dr. Susan Physics also pepper the hour, including minute-long collages of animated battles from some of Hasbro’s best-known action figures.
“G4 is the perfect television destination for Hasbro to reach the young male audience, and this partnership enables G4 to bring our viewers a retro-cool block of gamer-friendly programming,” comments Hopkins. “With the ‘Transformers’ feature film due out next summer, there is clearly a high demand for Hasbro entertainment.”
“Hasbro recognizes that our brands can entertain a very diverse audience in so many ways,” said Goldner. “Our alliance with G4 gives Hasbro the opportunity to maximize the strength of our core brands like ‘G.I. Joe’ and ‘Transformers’ in a new and innovative way.”
In addition to the one-hour block, G4 and Hasbro are currently collaborating to develop entertainment for G4’s late night block, which airs every weeknight at midnight. The companies are also looking to extend their relationship to other content formats including, VOD, broadband and wireless platforms.
“Action Blast!” airs every day at 8:00 AM ET/PT on G4, starting in January 2006.