This month, 7-Eleven celebrates the much anticipated next installment of the TRANSFORMERS movie franchise by rolling out the new BumbleBee Blast Slurpee flavor, collectible 3D cups and a refillable mug, character-straws and an online sweepstakes. The film “Transformers: Revenge of the Fallen” from DreamWorks Pictures and Paramount Pictures, in association with Hasbro, Inc., debuts in theaters June 24.

“The first TRANSFORMERS movie broke attendance records when it opened in 2007, and ‘Transformers: Revenge of the Fallen’ has fans eagerly anticipating this movie’s opening,” said Jay Wilkins, 7-Eleven brand manager for cold beverages. “We know Slurpee enthusiasts are going to have fun with the TRANSFORMERS brand this summer at 7-Eleven stores. The movie is, at its heart, a story about a kid and his car. What better vehicle for Slurpee than that!”

In honor of one of the movie’s main robot hero characters, 7-Eleven’s iconic Slurpee beverage will be available in an appropriately colored orange-yellow mango-passion fruit flavor called BumbleBee Blast. The new, fruity flavor was named after the popular BumbleBee Autobot character, the mechanical sidekick and protector of Sam Witwicky (played by Shia LaBeouf). The flavor was among the top vote-getters in nationwide taste tests 7-Eleven held last summer.

Lenticular Slurpee cups feature four of the TRANSFORMERS characters from the film – two Autobots, BumbleBee and Optimus Prime, along with two of the Decepticons, MegaTron and Ravage.

Straws with removable TRANSFORMERS characters – BumbleBee, Optimus Prime, MegaTron and THE FALLEN – “climbing” up the side are merchandised alongside the Slurpee machine with a suggested retail price of $1.99.

In addition to the four plastic 3D cups, 7-Eleven has created a blue refillable Slurpee mug, shaped like the head of Optimus Prime, and a 12-ounce plastic cup with exciting movie background art and removable TRANSFORMERS decals, which can adhere to the cup to recreate multiple film scenes.