The more than 30-year-old "Transformers" brand began with players and then turned into comics, video games, CGI animations and live-action movies. Now, "Iron Man 3" special edition, "Transcendence", "Dirty Stalker" produced DMG Entertainment and Hasbro will launch a virtual reality (VR) experience.

Hasbro and DMG will exclusively launch virtual reality and augmented reality (AR) entertainment centers in China. The experience center will have a “digital simulation experience” based on the Transformers universe that will feature AR and VR. This summer, the first center will be open in Shanghai, and the others will be open in other places in the next five years.

The experience will be based on the most loved "first generation" design, with realistic rendering methods to increase the immersive experience of tourists. The details are currently unknown.

Dan Mintz, the founder of DMG, said in a statement: “We are pushing the boundaries of creative storytelling through innovative, immersive and interactive technologies.”

Simon Waters, senior vice president of Hasbro, said: “We are very pleased to cooperate with DMG. The Transformers Digital Simulation Center will provide fans with an incredible immersive experience.”

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