Hasbro reboots Transformers for Gen X dads and their daughters

VISITORS POSE FOR PHOTOS with the Bumblebee character at the Universal Studios Hollywood theme park in California. / BLOOMBERG NEWS PHOTO/PATRICK T. FALLON
MATTEL IS EXPERIENCING financial challenges, which are driving the company's stock down as well as making it look to scoop us licensing agreements from competitor Hasbro, which has had box office success with its latest Transformers movie, "Bumblebee." / BLOOMBERG NEWS PHOTO/PATRICK T. FALLON
PAWTUCKET – “Bumblebee” – the sixth Transformers movie in 11 years – has been described by Hasbro Inc. executives as setting a new tone, one that will reinvigorate its fan base with a heartfelt story that’s “our most all-family, all-audience, dual-gender film ever.” In a first for the franchise, a woman, Christina Hodson, wrote the screenplay for the…

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