Transformers tie-in could be transformative for snow gear manufacturer

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A Pennsylvania manufacturer is hitting the big time as super fans of the Transformers toy line prepare to hit the slopes.

Gilson Snow, based in Snyder County near Sunbury, is now partnering with toy maker Hasbro Inc. to make limited edition Transformers-themed skis and snowboards.

The launch was announced at the annual Comic-Con Convention in San Diego in July. Gilson was contracted to make 35 sets of skis and 35 snowboards with a Transformers theme, a popular set of toys that convert from vehicles to robots and has spawned television cartoons and major motion pictures.

Hasbro spokeswoman Kelly Wade said the toymaker was looking for a special way to commemorate the popular Transformers toys’ 35th anniversary.

“With only 35 snowboards and 35 skis produced and available, it’s the perfect consumer product for die-hard Transformers fans, collectors and outdoor adrenaline junkies alike,” Wade said

Nick Gilson, founder and CEO of Gilson Snow, said the Transformers boards sold for $625 and the skis for $825, which he said is a premium price but is in line for the quality of the products. Each came with its own authenticated production number. They sold out quickly.

Boards made by Gilson Snow, without the Transformers name, are being advertised for between $350 and $500 at various online retailers. Gilson-made boards are crafted from poplar hardwood and aerospace composites using aeronautical engineering concepts 

Wade said Gilson was a natural fit for the Transformers promotion.

“Gilson is one of the top ski and snowboard manufacturers in the industry with their products engineered for performance in all snow conditions,” she said. “These snowboards and skis have been receiving rave reviews universally so it only seemed natural for a Transformers collaboration.”

A good fit

Gilson said the limited run was just the first of what he hopes will be a long and fruitful partnership with Hasbro and the first of similar deals Gilson Snow is working on with other nationally known companies.

He said Gilson and Hasbro are already looking at other licensed games and toys – including G.I. Joe, Monopoly and My Little Pony – for future limited edition runs.

“For us this is a big deal because it fits with exactly where we want to go,” Gilson said. “These are major passion points that are incredibly valuable and exclusive that are coveted by fans.”

While he couldn’t yet name names, Gilson said his company, which employs 19, is in talks with other companies for branded partnerships involving other familiar names.

He said such partnerships fit perfectly into the company’s manufacturing style, which is to create highly specialized and small batches of skis and snowboards with a fast turnaround.

 “We have the ability to rapidly turn around a cool idea and build a product after an order is made,” Gilson said

He said that makes Gilson Snow’s skis and snowboards ideal for customization and for limited runs.

A portfolio star

Laura Eppler, chief marketing officer for Bethlehem-based Ben Franklin Technology Partners of Northeastern Pennsylvania, said Gilson Snow is certainly a company to watch, and the staff of the technology incubator is proud to have helped the company on its path to success.

Ben Franklin invested a small amount of money, Eppler said, but it also provided expertise.

“Ben Franklin worked with Gilson to improve the longevity of graphics on the boards and skis, enhancing the company’s ability to customize and facilitating its continued expansion,” Eppler said.

She said the technology boost helped attract artists and corporate partners because of the quality of the graphics.

Personally, she said she is impressed with the way Gilson’s skis and snowboards blend nature and technology.

She noted that the boards are manufactured from hardwood poplar trees that are sustainably harvested in Pennsylvania, but Gilson then employs the latest modern technology to create a high-quality skiing and snowboarding experience. 

She said the company has long been a star in the Ben Franklin portfolio. Gilson Snow won Ben Franklin Venture Idol in 2015, as well as a product innovation award in May 2019.