Transformers was promoted by toy company Hasbro.
Hasbro , Inc. ( an abbreviation of its original name , Hassenfeld Brothers ) [ ˈhæzbrou ] is an American multinational toy and board game company . Transformers (film) . Hasbro 's promotional campaign for the film included deals with various companies ; advertising included a viral marketing campaign , coordinated releases of prequel comic books , toys , and books , as well as product placement deals with companies such as GM , Burger King , and eBay .