Dan Madsen
Publicist
Her Universe
dmadsen@araca.com
646-922-0663
Her Universe Rolls Out All New Transformers
Fangirl Fashion Line
“There’s more than meets the eye” for Fangirl Fashionistas
with this new geektastic apparel line from the world of
Autobots and Decepticons.
NEW YORK, NY – June 27th, 2014 – Her Universe announced today its collaboration with Hasbro on an all-new female fashion line based around the popular and ever expanding Transformers universe. Transformers, the species of sentient, living robotic beings originating from the distant machine world of Cybertron, first appeared as a toy line in 1984 and has since been translated into numerous successful animated series, comics and motion pictures with the latest film, Transformers: Age of Extinction, set to release on June 27th. The new Transformers by Her Universe line, which will include designs from all of the various Transformers adventures, with both heroic Autobots and evil Decepticons, includes dresses, fashion and athletic tops, tanks and leggings featuring some of the most popular characters including Optimus Prime, Bumblebee, Dinobots and more.
Actress and entrepreneur, Ashley Eckstein, who launched Her Universe with her business partner, The Araca Group, in 2010, is well-known to sci-fi fans as the voice of Ahsoka Tano on the animated series, Star Wars: The Clone Wars. “I grew up watching Transformers and playing with Transformers toys, and I am so excited to announce that we’ll be making Transformers fashions for Fangirls! A lot of people do not realize that girls are into this franchise and we look forward to transforming this perception!” said Eckstein.
“It’s been an absolute pleasure to work with Hasbro and to create Transformers merchandise for the fans,” added Michael Rego, Chief Executive Officer of The Araca Group. “We take pride in working with iconic brands and celebrating their legacy. As a fan myself, we understand the importance of offering well-made merchandise designed from a fan’s perspective.”
Transformers apparel and accessories from the Her Universe collection will be available in the U.S. and Canada at both HerUniverse.com. and through national retail outlets such as Hot Topic as well as at select conventions including San Diego Comic-Con.
Photo credit: – Kelsey Edwards Photography- http://www.kelseyedwardsphoto.com/
About Her Universe
Her Universe was launched in 2010 by actress and entrepreneur Ashley Eckstein and The Araca Group, a leading theatrical production and brand management company. Ashley and Araca created Her Universe to address the expanding market of female sci-fi and fantasy fans. We entered our first agreement with Lucas Licensing to develop and produce a line of female-centered Star Wars apparel and accessories. The success of that line was followed up with a collection for BBC America for Doctor Who, and CBS Consumer Products for Star Trek and AMC for The Walking Dead. You can learn more about Her Universe and purchase the current line of fangirl apparel and accessories by going to www.heruniverse.com and by following Eckstein & Her Universe on Facebook (facebook.com/HerUniverse) and Twitter (twitter.com/HerUniverse).
About Hasbro
Hasbro, Inc. (NASDAQ: HAS) is a branded play company dedicated to fulfilling the fundamental need for play for children and families through the creative expression of the Company’s world class brand portfolio, including TRANSFORMERS, MONOPOLY, PLAY-DOH, MY LITTLE PONY, MAGIC: THE GATHERING, NERF and LITTLEST PET SHOP. From toys and games, to television programming, motion pictures, digital gaming and a comprehensive licensing program, Hasbro strives to delight its global customers with innovative play and entertainment experiences, in a variety of forms and formats, anytime and anywhere. The Company’s Hasbro Studios develops and produces television programming for more than 180 territories around the world, and for the U.S. on Hub Network, part of a multi-platform joint venture between Hasbro and Discovery Communications (NASDAQ: DISCA, DISCB, DISCK). Through the company’s deep commitment to corporate social responsibility, including philanthropy, Hasbro is helping to build a safe and sustainable world for future generations and to positively impact the lives of millions of children and families every year. It has been recognized for its efforts by being named one of the “World’s Most Ethical Companies” and is ranked as one of Corporate Responsibility Magazine’s “100 Best Corporate Citizens.” Learn more at www.hasbro.com.
 |
|
It’s time to transform your wardrobe and “Roll Out” this new Transformers by Her Universe Optimus Prime dress! Fashionably dressing like the most iconic Autobot has never been so trendy. |
 |
|
Transform your wardrobe and show that you are a loyal friend with this new Transformers by Her Universe Bumblebee dress! Dressing like one of the most popular Autobots has never been so easy with this super comfortable and fun dress. |
 |
|
DINOBOTS, yes, we all love the Dinobots! Show your love for these retro characters with this figure flattering raglan top from the new Transformers by Her Universe line. |
 |
|
Transformers are “More Than Meets The Eye” but we feel that this is an appropriate saying for Fangirls, too! The new Transformers by Her Universe line will transform any outfit into a subtle show of your Autobot love pairing our new top with these super comfortable Autobot leggings. |
 |
|
Retro Transformers cartoons and toys provide us all with fond memories and we created this raglan to celebrate one of our favorite classic shows – Transformers! |
 |
|
Transforming fashion for our new Her Universe Transformers line, this dolman looks like a simple classic retro shirt in the light but in the dark the Autobot icon glows proudly! |
dmadsen@araca.com
646-922-0663