LIFE!3-APR30-JAPAN-(R)SH ROBOT:
LIFE!3-APR30-JAPAN-(R)SH ROBOT
LIFE!3: STORY L!797 (R)SH ROBOT

TOKYO, JAPAN
RECENT
NATURAL SOUND WITH JAPANESE SPEECH
DURATION: 2.26
SOURCE: REUTERS/ PARAMOUNT PICTURES HANDOUT
TV AND WEB RESTRICTIONS: NO ARCHIVE OR WIRELESS USE FOR USE OF TRANSFORMERS FILM CLIPS AND MUST COURTESY PARAMOUNT PICTURES
FEED HISTORY: R REPEAT L!2 (0830GMT)/L!3 (1445GMT)

INTRO: In Japan, Nike's latest sports shoes transform into small robots. A Japanese toy company and sports wear maker Nike launch a line of sneakers that transform into miniature "Transformer" robots.

SHOWS: (L!2) TOKYO, JAPAN (RECENT) (REUTERS - ACCESS ALL)
1. WOMAN SHOWING SOLES OF NIKE SH AND SH TRANSFORMER
2. SIZE 7.0 NIKE SH (LEFT) AND NIKE SH TRANSFORMER (RIGHT)
3. VARIOUS OF WOMAN TRANSFORMING A NIKE SH INTO A ROBOT
4. ROBOT FOOT WITH NIKE SHOES
5. TILT UP OF TRANSFORMER ROBOT "MEGATON"
7. (SOUNDBITE) (Japanese) MASAHIKO YAMAZAKI, CHIEF OF MARKETING GROUP AT TAKARA TOMMY SAYING: "We do make products which transform into robots and that is primarily for children. We thought that if we make a toy which can transform into something adults are interested in, they would take interest in our products."

(L!2) VARIOUS FILM LOCATIONS (FILE)

(PARAMOUNT PICTURES HANDOUT - NO LIBRARY OR ARCHIVE USE/ MUST COURTESY 'PARAMOUNT PICTURES')


8. FILM TRAILERS OF "TRANSFORMERS"

(L!2) TOKYO, JAPAN (RECENT) (REUTERS - ACCESS ALL)

9. EXTERIOR OF APPLIANCE AND TOY RETAILER SHOP 'BIG CAMERA'
10. SHOP CLERK ARRANGING BOXES ON SHELF
11. BOXES OF NIKE SH TRANSFORMER TOY
12. (SOUNDBITE) (Japanese) HIROKI KIMURA, CHIEF SALES ASSISTANT OF THE TOY SECTION AT BIG CAMERA SAYING: "A lot of customers queued up to buy the toys from early morning. I think the reason is because both the brands of Transformers and Nike are well known all around the world."
13. VARIOUS OF WOMEN TAKING BOX OF NIKE TRANSFORMER TOYS IN THEIR HANDS
14. (SOUNDBITE) (Japanese) TOMOMI OTA, 30-YEAR-OLD HOUSEWIFE SAYING: "As I am a fan of Nike shoes, this toy is very interesting for me. "
15. CHILD LOOKING AT TRANSFORMERS TOYS STORY: You can't wear the latest Nike shoes to be launched in Japan, but you may be able to have just as much fun transforming it into a toy robot. That's what the creators of the robot, Japanese toy maker Takara Tomy, are hoping.

In the past, toy robots have transformed into aeroplanes, tanks or cars. This is the first time the company has attempted to pair up robots with something ordinary, like a shoes. But the toy maker expects chemistry between its popular toy and Nike brand which is popular especially among young adults will help expand its customer base to young men and women in their 20s and 30s who used to play with Transformer toys in their childhood.

"We do make products which transform into robots and that is primarily for children. We thought that if we make a toy which can transform into something adults are interested in, they would take interest in our products," said Masahiko Yamazaki, the chief of a marketing group at Takara Tomy.

Their idea seems to have paid off so far as the products were almost sold out soon after going on sale throughout Japan. The shoe robots, which cost 2,625 yen (22USD), were snapped up mainly by adults.

"A lot of customers queued up to buy the toys from early morning. I think the reason is both brands of Transformers and Nike are well known all around the world," added Hiroki Kimura, a chief sales assistant at Big Camera, one of the biggest toy retailers in Tokyo.

The shelf with the shoe-robot display has a constant stream of customers. "As I am a devotee of Nike shoes, this toy attracts mevery much. " said one of the customers, 30-year-old Tomomi Ota who was admiring the robots with her friend.

The products were made partly to promote incoming a Hollywood action film featuring the toy robots "Transformers: Autobots and Transformers" which is due out this summer in Japan and The United States.

• The advertising campaign kicks into force from early July with magazine ads.
• This will be folowed in early to mid July with an outdoor campaign as well as TV spots
  
• The "Protect & Destroy" teaser posters have been in UK cinemas for some time now (though not by us it must be said) and the main cinema poster campaign will kickoff in the next two to three weeks.
• The cast and crew will be in London at the end of June, so expect to see quiet a lot of interviews (probably newspaper and TV).
• Paramount's own publicity magazine breaks will commence from early June