Toymaker Hasbro, in a multiyear deal with Glu Mobile, will create and distribute Transformers games and content for mobile phones, tied in with next year's live-action Transformers film from Dreamworks and Paramount Pictures, reports ClickZ. The best-selling Transformers brand was launched in 1984 as in the midst of a worldwide marketing and merchandising revitalization effort.

Glu says the offerings will likely include games, ringtones, wallpaper, and potentially video clips, all sold on a per-download basis. Glu expects to deliver the Transformers products by the July premiere of the film.

In January, Hasbro launched an interactive video campaign by Beyond Interactive for the Playskool brand. It has been streaming episodes of Transformers, G.I. Joe and other cartoons, along with some TV ads for its toys, at Hasbro Action.