Research On Transformers’ Brand Communication

Circle the toy industry as cultural industry has a worldwide industry. The toy industry has become a rapidly growing market of cultural products worldwide, global sales have exceeded $40 billion in 2009. Among these, China is the shining market. However, it is just a "manufacturing factory", the Chinese toy industry needs innovation and upgrading.This case study on Transformers based on the Tom Duncan’s integrated marketing communication model, study and analyze from the information source, the integration of the various types of information content and the dissemination of information channels, the target consumers, noise and other aspects, and try to give suggestion for Chinese toy companies.This study found that, Hasbro promoted the Transformers through effective communication channels. Behind it Hasbro is extremely clever and a classic case of combination of business and the culture, Hasbro spared no effort to brand communication strategy, firmly locked within the target consumer group.Toy’s branding is a long process, not overnight. The integrity of the toy images of itself a very important role. Toy image story, product design is an overall system, rather than individual isolated model. The promotion of the Chinese toy brands need to introduce the integrated brand communication thinking and need other cultural industries’ cooperation and support.