Toys”R”Us “Transforms” Into The Kids’ Movie HQ!
June 17, 2014

Summer movie season is upon us and Toys“R”Us is getting geared up for big screen action with toys, deals, digital content, events and more based on some of the most highly anticipated kid blockbusters! From How to Train Your Dragon 2 and Disney Planes: Fire & Rescue to Marvel’s Guardian of the Galaxy and Teenage Mutant Ninja Turtles, little movie-goers will find everything they need to bring the magic of the movies to life when shopping with Toys“R”Us, the Kids’ Movie Headquarters.
Transformers: Age of Extinction Invades Toys“R”Us!

To kick things off, the Kids’ Movie HQ is celebrating all-things Transformers: Edge of Extinction, which hits theaters Thursday, June 27. Now through the end of July, fans can experience all the excitement of the movie with a wide assortment of Transformers merchandise, including items they can’t find anywhere else. Shoppers can find all their Transformers must-haves in dedicated in-store feature shops, located at the front of Toys“R”Us stores nationwide. Kids can also browse a broad assortment of Transformers toys, video games and movies online at


Fans young and old can experience the best of both Transformers worlds with select toys, including the  Grimlock Evolution 2-Pack, which features a Grimlock figure from the upcoming film and a deluxe-scale figure of the character’s classic look. Available exclusively at Toys“R”Us, kids can convert both Grimlock figures from robot-mode to dino-mode.
For the full week leading up to the movie’s premiere, kids can also get a first look at unique Transformers digital content and movie clips by visiting the Kids’ Movie Headquarters website, Fans will be able to view videos featuring the top 10 moments of some of the franchise’s most popular characters, including Bumblebee, Optimus Prime and Grimlock.

Transformers Events & Deals Fit for the Whole Family

For even more Transformers fun, children are invited to visit any Toys“R”Us store on Saturday, June 28 from 12 noon – 2pm for special Transformers-themed giveaways and activities. Attendees will have the chance to build their own FREE KRE-O Transformers figure, plus experience new Transformers products, including one-step Changers and Battle Masters (quantities limited; no rain checks).


Additionally, shoppers who spend more than $25 on ANY Transformers toys, video games or movies in-store between Sunday, June 22 and Saturday, June 28, will receive a FREE Transformers: Age of Extinction movie ticket!* Making it even easier for movie fans to shop, the following deal will be available at all Toys“R”Us stores nationwide and online at beginning Sunday, June 22 through Saturday, June 28:


BUY ONE GET ONE 50% OFF ALL Transformers toys, video games and movies**

Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on,, The Wall Street Journal, The Saturday Evening Post,,,, Boing-Boing,, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
Read other articles by Daniel Pickett.




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