HASBRO ANNOUNCES EARLY ROLL OUT OF NEW TRANSFORMERS ANIMATED SERIES TOYS IN CINCINNATI STORES TO COINCIDE WITH TRANSFORMERS CONVENTION INVADING THE QUEEN CITY PAWTUCKET, R.I., (April 17, 2008) In 2008, the iconic TRANSFORMERS toys return to their origin with a new TRANSFORMERS ANIMATED series on Cartoon Network. And Hasbro helps kids bring the excitement of the new series into the playroom with a full line of great new TRANSFORMERS products. While the full toy line will not be available nationally until August, TRANSFORMERS fans in Cincinnati will be among the first who are able to purchase the toys in local stores starting in mid-April. Cincinnati was selected as a lead market for the new TRANSFORMERS ANIMATED series toys because BotCon the annual convention of TRANSFORMERS fans that attract attendees from around the globe will invade the Duke Energy Center in Cincinnati from April 24 to 27, 2008. TRANSFORMERS ANIMATED Deluxe and Voyager scale figures, along with the TRANSFORMERS ANIMATED OPTIMUS PRIME VS. MEGATRON: THE BATTLE BEGINS TWO PACK WITH DVD will be available at Cincinnati Wal-Mart, Toys R Us, and K-Mart stores. The new TRANSFORMERS ANIMATED toy line features an array of characters from the series that will appeal to both young and long-time fans alike. Highlights of the line include Animated-styled action figures, including ROLL OUT COMMAND OPTIMUS PRIME, and BATTLE BLASTERS, along with the SHIFT TECH OPTIMUS PRIME handheld game. Co-produced by Cartoon Network Studios, the new animated series is set in Detroit in the near future and airs on Saturday mornings at 10:30 a.m. (ET/PT). The unlikely guide through Earth society for the goodguy AUTOBOTS is a brash, energetic 8-year-old girl named Sari Sumdac, who helps the robots establish a headquarters in an old abandoned auto parts plant and becomes an honorary AUTOBOT by enlightening the ROBOTS IN DISGUISE on such mysteries of Earth like mega malls, and basic hanging out. TRANSFORMERS ANIMATED products TRANSFORMERS ANIMATED OPTIMUS PRIME VS. MEGATRON: THE BATTLE BEGINS TWO PACK WITH DVD (Approximate retail price: $19.99; Ages: 5 & Up; Available: April in Cincinnati; Nationwide, June 22) Designed to introduce kids to the new world of TRANSFORMERS: ANIMATED, this two-pack includes OPTIMUS PRIME and MEGATRON figures posed in battle-ready action stances with over-sized weapons. Also included is The Battle Begins DVD that allows kids to preview the new cartoon and become familiar with the expanded TRANSFORMERS fantasy. TRANSFORMERS ANIMATED DELUXE and VOYAGER assortments (Approximate retail price: $9.99 and $19.99; Ages: 5 & Up; Available: April in Cincinnati; Nationwide, June 22, with additional waves throughout 2008) Figures in the TRANSFORMERS ANIMATED DELUXE and VOYAGER assortment feature character conversion that mirrors conversions in the new TRANSFORMERS ANIMATED series, providing a

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seamless connection between toy play and the TV program. The TRANSFORMERS ANIMATED Deluxe line features a variety of characters with exciting battle weapons and firing projectiles. TRANSFORMERS ANIMATED SUPREME ASSORTMENT ROLL OUT COMMAND OPTIMUS PRIME figure (Approximate retail price: $49.99; Ages: 5 & up; Available: August) This imposing action figure is the largest incarnation ever of the AUTOBOT leader OPTIMUS PRIME Equipped with Auto-Spin Conversion Technology, ROLL OUT COMMAND OPTIMUS PRIME begins to morph from vehicle to robot as he rolls along the floor. The AUTOBOT leader comes to life with a moving mouth, sounds, and speech from the cartoon. Also included is a toy replica of the double-bladed power axe seen in the TRANSFORMERS ANIMATED series. TRANSFORMERS ANIMATED LEADER assortment (Approximate retail price: $39.99; Ages 5 & up; Available: August, followed by an additional wave in the Fall) These larger-than-life ROBOTS IN DISGUISE help kids recreate the fun, energy and excitement they experience from watching Transformers: Animated on the Cartoon Network. Featuring a variety of the shows most exciting characters, the Animated LEADER robot figures have working lights and sounds and morph into cool animated vehicles. Featured characters in this assortment include BULKHEAD, MEGATRON, and ULTRA MAGNUS. SHIFT TECH OPTIMUS PRIME GAME (Approximate retail price: $19.99; Ages: 6& up; Available: August) An interactive TRANSFORMERS ANIMATED gaming experience, this handheld game features multiple levels that allow players to explore the world of the new TV series first-hand. With one fluid motion, players can change the shape of the game controller and instantly go from robot-mode to vehicle-mode on screen or visa versa. The SHIFT TECH OPTIMUS PRIME game features 15 games and a database of key TRANSFORMERS robots from the show. POWER BOTS ASSORTMENT - CYBER SPEED BUMBLEBEE (Approximate retail price: $19.99; Ages: 4+; Available: August) Designed to enable easy play for younger fans, the CYBER SPEED BUMBLEBEE figure is a 12-inch robotonly version of fan favorite character, BUMBLEBEE features robot stomping sounds, battle sounds and phrases! CYBER SPEED BUMBLEBEE stomps and then rolls on his back in one easy step. BATTLE BLASTER: OPTIMUS PRIME (Approximate retail price: 34.99; Ages: 5 & up; Available: August) This next generation of Battle Blasters allows you to bring OPTIMUS PRIME to life. A seamless conversion from vehicle mode to signature weapon, the BATTLE BLATER OPTIMUS PRIME figure not only features electronic lights and battle sounds in both vehicle and blaster mode, but it also has speech direct from the animated series. In addition to the product listed above, HPG, the licensing division of Hasbro, alongside more than 230 licensees supporting the TRANSFORMERS brand, continue to launch highly innovative and hip lifestyle goods into the global market in a multitude of product categories including apparel, electronics, publishing, food and beverage, paper products, domestics, health and beauty, and cards/stationery. Additionally, the TRANSFORMERS ANIMATED licensing program is well underway, as HPG is working with more than 50 companies to bring goods to market in 2008!

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fter more than 25 years of MORE THAN MEETS THE EYE action, Hasbro, Inc. is launching the TRANSFORMERS Hall of Fame that will honor those influential in creating and building this iconic entertainment brand as well as actual ROBOTS IN DISGUISE.
In 2010, Hasbro will induct four individuals into the TRANSFORMERS Hall of Fame who helped shape the global entertainment brand that has spawned popular action figures, comic book series, multiple animated series, video games and two blockbuster live action movies. The inductees include:
Peter Cullen: Mr. Cullen is a voice actor best known for providing the English voice for the wise and heroic AUTOBOT leader OPTIMUS PRIME in the popular 1980s cartoon series The TRANSFORMERS and in the 1986 animated film The TRANSFORMERS: The Movie. He reprised the role in 2007 and 2009 in the live action TRANSFORMERS movies, and will return for the third installment slated for 2011. Additionally, he has provided the voice for five other TRANSFORMERS robots during his career. Bob Budiansky: While working as an editor for Marvel Comics in 1983, Mr. Budiansky named and wrote the personality profiles for most of the first 20 or so TRANSFORMERS characters. He then became the editor of the very first TRANSFORMERS mini-series, which led to him scripting most of the next 50 issues of the monthly TRANSFORMERS comic book. As he continued working with the brand on behalf of Hasbro, he named and wrote the packaging copy and personality profiles of dozens more TRANSFORMERS, and developed story treatments as new lines of TRANSFORMERS were introduced. Hideaki Yoke: While working at TAKARA TOMY, Mr. Hideaki invented the Micro-Robot segment within the MICRONAUTS toy line, which featured the engineering innovation of transformation in action figures that were no more than 3 to 4 inches tall. TRANSFORMERS characters MEGATRON, SOUNDWAVE and RAVAGE can trace their origins to Mr. Hideakis efforts. He acted as liaison between TAKARA TOMY and Hasbro during the early years of their business relationship. Kojin Ohno: Mr. Ohno started his career at TAKARA TOMY, working on the design of the Microman and Diaclone toy lines, which would later become one of the inspirations for the TRANSFORMERS toy line. Mr. Ohno created SUNSTREAKER, which is considered the first car to robot transforming toy. He was also instrumental in the introduction of Beast Wars TRANSFORMERS for the Japanese market. He helped design toys for both live action TRANSFORMERS movies. He takes great pride in being the person who designed the largest TRANSFORMERS toy from Generation 1: FORTRESS MAXIMUS.
asbro will also induct five iconic characters into the TRANSFORMERS Hall of Fame. Heroic AUTOBOTS OPTIMUS PRIME and BUMBLEBEE, as well as evil DECEPTICONS MEGATRON and STARSCREAM, will be in the first class of robots honored with induction, as chosen by Hasbros TRANSFORMERS Hall of Fame internal panel of judges.
Optimus Prime: As the leader of the Autobots, Optimus Prime is a key warrior in the battle against the Decepticons. Once known as the data clerk Orion Pax, he was granted the mantle of leadership and the name Optimus Prime by the High Council of Cybertron. Now, it is his sworn duty to defend Cybertron and all its citizens from the wrath of Megatron and his army of evil Decepticons. With the Matrix of Leadership, Optimus Prime hopes to have the knowledge needed to defeat his old foe and bring peace to his home world. Megatron: Before the war, Megatron was an Energon mining drone working deep beneath the surface of Cybertron. To relieve the frustration of being stuck in a lower caste system, Megatron entered into the illegal gladiatorial matches. There, he learned how to fight and quickly became undefeatable. Now, he uses this knowledge to command the Decepticon army in their battle against the Autobot forces. Megatron uses his superior strength to constantly make examples of any Autobot captured in battle or any Decepticon who second-guesses him. Using this scare tactic, he keeps his lieutenants under his control. Starscream: He once guarded Cybertron as Air Commander of the Seekers, but now, Starscream serves under Megatron as a Decepticon. Starscream has always believed that only through him will the Decepticons truly become victorious in the war against the Autobots. His every move is self-serving as he constantly seeks to usurp Megatron and reign supreme. With his Null Ray, Starscream is a formidable warrior, and despite his treacherous ways, Megatron finds it fit to keep Starscream close at hand.

Bumblebee: Bumblebee came online during the first days of the war between the Autobots and Decepticons. Quickly falling in line with the Autobots, Bumblebee used his small size to infiltrate and spy on Decepticon activities. His bravery makes him one of Optimus Prime's most valuable team members. Always quick to provide a joke hoping to lighten the mood when things seem at their worst, Bumblebee is a trusting and brave warrior. He looks up to Optimus Prime and the other Autobots who stand against the Decepticons fighting for what's right.