Okay, so the “Battleship” box didn’t actually come from any official branch of the government, but hey, toys!
With Peter Berg’s sci-fi spin on the classic Hasbro game hitting theaters May 18, it’s no surprise that the promotional machine is revving up and that the line of products sporting the “Battleship” logo includes quite a few toys. Still, that doesn’t mean there wasn’t a surprise or two waiting for us in Hasbro’s big box of “Battleship.”
You have to hand it to Hasbro for knowing how to create a promotional package — and we’re not even talking about the contents of the box.
Made to look like it’s wrapped in metal plating, the “Battleship” box is riddled with faux bullet holes that are both painted on and actual holes in the cardboard (there’s another box inside that holds the products). The lid of the box flips up to display an interior illustration that makes it look like a HUD-style monitor, complete with fold-out sides (also illustrated with various radar screens and gauges), and a lenticular decal showing one of the alien ships from the film in its sights.
The remaining cardboard flap covering the contents of the box is made up to look like the control panel of the “Battleship” board game, and has a red “Fire” button. Pressing the button invokes the sound of a torpedo being launched at — and destroying — the alien ship.
And we haven’t even made it to the contents of the box yet…
(Confession: It took about 10 minutes for us to actually get to the contents of the box, as we spent an shameful amount of time repeatedly pressing the “Fire” button and giggling like a six-year-old. *shrug* It happens.)
Inside the box was a portable version of the Battleship “Movie Edition” Game, as well as a pair of large KRE-O sets (Hasbro’s equivalent to LEGO building blocks) based on the film — complete with alien invaders and a building-block replica of the U.S.S. Missouri. There was also a “Battleship” dog-tag necklace and a copy of the “Battleship” iPhone game. (What, no love for us Android owners?)
However, the most interesting item in the “Battleship” box wasn’t a toy at all.
The box also contained a Rocawear brand t-shirt with what we can only assume is a tagline from the film: “Ain’t Gonna Make A Move Unless I Got A Plan. B6.”
We’re not sure what that means, but we’re sort of fascinated by the partnership between Jay-Z’s urban fashion company Rocawear and the “Battleship” movie. While it’s probably a one-time thing, testing the cross-promotional waters, we can’t help hoping for Rocawear clothing lines tied to all of Hasbro board-game movies. Heck, Jay-Z could even make My Little Pony seem cool.
Many thanks to Hasbro for the big box of “Battleship” toys, and a nice reminder that “Battleship” hits theaters May 18.