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HASBROS 2011 TRANSFORMERS LINE CAPTURES THE ADVENTURE OF FIRST-EVER 3-D TRANSFORMERS MOVIE New MECHTECH and CYBERVERSE Lines Lead Next Generation of TRANSFORMERS Action Figures, Vehicles and 3D Character Masks Pawtucket, R.I., (February 2011) The iconic TRANSFORMERS brand from Hasbro, Inc. (NASDAQ: HAS), which has st become one of the most successful entertainment franchises of the 21 century, reaches new heights in 2011 when the heroic AUTOBOTS and the villainous DECEPTICONS once again invade movie theaters around the world to continue their epic battle. The new Paramount Pictures live-action movie from director Michael Bay, and executive producer Steven Spielberg, TRANSFORMERS: DARK OF THE MOON picks up from the last movie with the DECEPTICONS vowing to avenge their defeat and ultimately results in mysterious ties to the 1960s space race between the US and USSR. The movie which will be the first-ever TRANSFORMERS film in 3D opens worldwide on July 1, 2011. The TRANSFORMERS brand has delivered MORE THAN MEETS THE EYE fun to legions of kids around the world for more than 25 years with action figures that convert from robot to vehicle and back again. As one of the hottest global entertainment properties, the TRANSFORMERS brand launches a deep and innovative product line in 2011 that captures the excitement of the movie while introducing new play patterns and experiences to the brand for kids and fans alike. Highlights in 2011 include the new MECHTECH and CYBERVERSE action figure segments and SPEED STARS STEALTH FORCE vehicles. Continuing the innovation, the TRANSFORMERS brand is excited to announce the new CINE-MASK 3D role-play masks. These TRANSFORMERS character masks feature built in RealD 3D lenses and can be worn to RealD 3D theater showings or fans can enjoy as a role play item at home to recreate the TRANSFORMERS fantasy. Following are detailed highlights from the new TRANSFORMERS line. TRANSFORMERS MECHTECH Action Figures One of the most innovative toy lines in history introduces the next revolution in TRANSFORMERS action figures with the new MECHTECH line. Each TRANSFORMERS MECHTECH figure comes with a unique converting MECHTECH weapon that is interchangeable with all other core TRANSFORMERS MECHTECH figures. MECHTECH weapons can connect to each other or to TRANSFORMERS MECHTECH figures to power-up the figure. Leading the way in this new expression is the MECHTECH ULTIMATE OPTIMUS PRIME action figure, one of the largest, most impressive TRANSFORMERS action figures. Following are highlights of the new MECHTECH line. TRANSFORMERS MECHTECH ULTIMATE OPTIMUS PRIME Action Figure (Approximate retail price: $79.99: Ages: 5 & up; Available: 8/1/2011) With the upcoming TRANSFORMERS: DARK OF THE MOON movie, one of the most iconic characters in the TRANSFORMERS lore will capture the spotlight as his heroic story becomes the focus of the first-ever 3D TRANSFORMERS movie. Now, an action figure befitting such an icon will be available with the new TRANSFORMERS MECHTECH ULTIMATE OPTIMUS PRIME action figure. The figure includes the AUTOBOT leaders classic trailer that doubles as a weapons arsenal and is an integral part of the figures converting play pattern. The TRANSFORMERS MECHTECH ULTIMATE OPTIMUS PRIME figure features three modes of conversion vehicle, robot, and robot with mech suit. The trailer, which serves as a weapons depot and command center, also converts into a mech suit that OPTIMUS PRIME shows off when its time to rumble. Featuring lights, launching projectiles, electronic battle sounds and OPTIMUS PRIME phrases, this is the musthave item for kids and fans alike. 3 AA batteries included. TRANSFORMERS MECHTECH LEADER Action Figure Assortment (Approximate retail price: $39.99: Ages: 5 & up; Available: 5/16/2011) The TRANSFORMERS MECHTECH action figures each come with a unique converting MECHTECH weapon that is interchangeable with all other core TRANSFORMERS MECHTECH figures. The weapons from each figure can connect with weapons from other figures for more powerful play. The TRANSFORMERS MECHTECH TRANSFORMERS LEADER class assortment offers a large scale with tremendous character detail, includes lights and sounds, converts from robot to vehicle and comes with a large MECHTECH weapon. Characters include BUMBLEBEE, IRONHIDE and more. Each figure sold separately. 2 AA batteries included.

TRANSFORMERS MECHTECH VOYAGER CLASS and DELUXE Action Figure Assortments (Approximate retail price: Voyager $11.99; Deluxe $19.99: Ages: 5 & up; Available: 5/16/2011) The TRANSFORMERS MECHTECH line of action figures each come with a unique converting MECHTECH weapon that is interchangeable with all other core TRANSFORMERS MECHTECH figures. Each figures weapon can connect with weapons from other figures for more powerful play. The figures in the TRANSFORMERS MECHTECH TRANSFORMERS VOYAGER CLASS scale convert from robot to vehicle and offer a unique MECHTECH weapon. VOYAGER CLASS characters include OPTIMUS PRIME, IRONHIDE and MEGATRON. The TRANSFORMERS MECHTECH DELUXE figures are the smallest scale of the series and offer a wide breadth of AUTOBOT and DECEPTICON characters, including BUMBLEBEE, RATCHET and STARSCREAM. Each figure sold separately.
TRANSFORMERS CYBERVERSE Line Collectability has been an inherent part of TRANSFORMERS action figures since their inception over twenty five years ago. The new TRANSFORMERS CYBERVERSE line of action figures is created in a collectable, small scale and features easier robot-to-vehicle conversion than its larger counterparts in the MECHTECH line. The easier conversion and smaller scale allows kids to change the toys from robot to vehicle and play out the TRANSFORMERS fantasy! The new CYBERVERSE line features action figures as well as playsets, including the CYBERVERSE ARK PLAYSET, a TRANSFORMERS spaceship that converts to a battle station. Following are highlights of the new CYBERVERSE line. TRANSFORMERS CYBERVERSE AUTOBOT ARK Space Craft (Approximate retail price: $29.99: Ages: 5 & up; Available: 8/1/2011) No AUTOBOT intergalactic expedition would be complete without the TRANSFORMERS CYBERVERSE AUTOBOT ARK space craft! Rocketing through space to take out the menacing DECEPTICONS, the AUTOBOT ship has the ability to change into Battle Station Mode revealing multiple play areas for CYBERVERSE action figures. This playset features electronic lights and sounds, as well as the ability to launch projectiles. Theres also a holding cell for captured DECEPTICONS! Includes one CYBERVERSE LEGION CLASS figure. Additional figures sold separately. 2 AA batteries required. TRANSFORMERS CYBERVERSE COMMANDER CLASS and LEGION CLASS Action Figure Assortments (Approximate retail price: COMMANDER CLASS $7.99; LEGION CLASS $4.99: Ages: 5 & up; Available: 5/16/2011) The TRANSFORMERS CYBERVERSE line of action figures are created in fun, small collectible scales, feature popular characters from the TRANSFORMERS universe and are easy to convert from robot to vehicle! To play out the battle of the AUTOBOTS vs. the DECEPTICONS, the TRANSFORMERS CYBERVERSE COMMANDER CLASS figures come with converting accessories and gear to take the battle to the next level. The TRANSFORMERS CYBERVERSE LEGION CLASS figures sport c-clamp hands that can hold weapons and interact with CYBERVERSE playsets. More than 20 figures exist within the line to collect. Each figure sold separately. Subject to availability.

TRANSFORMERS ROBOPOWER Line Featuring TRANSFORMERS role-play items as well as action figures and other toys for the younger TRANSFORMERS fan, the new ROBOPOWER line offers the opportunity for kids, and kids at heart, to live out the broad TRANSFORMERS fantasy. Following are highlights from the TRANFORMERS ROBOPOWER Line. TRANSFORMERS CINE-MASK 3D Masks (Approximate retail price: $9.99: Ages: 5 & up; Available: 5/16/2011) Get ready for TRANSFORMERS role-play masks that are MORE THAN MEETS THE EYE! New to the TRANSFORMERS line, fans can gear up and roll out with the TRANSFORMERS CINE-MASK 3D Masks for an all-new, one-of-a-kind experience. Each role-play mask offered in OPTIMUS PRIME and BUMBLEBEE styling functions as a battle mask to play out the TRANSFORMERS fantasy as one of these AUTOBOT characters. Each mask is also equipped with built in RealD 3D lenses that allow fans to watch any RealD 3D compatible movie! Each mask sold separately. TRANSFORMERS ROBOPOWER ACTIVATORS Assortment (Approximate retail price: $7.99: Ages: 4 & up; Available: 5/16/2011) With just a simple push of a button, a childs favorite TRANSFORMERS character can change from robot to vehicle mode. TRANSFORMERS ROBO POWER ACTIVATORS assortment is a great entry point for younger fans into the world of the TRANSFORMERS brand. Each figure sold separately.
TRANSFORMERS SPEED STARS STEALTH FORCE Vehicles
In the heat of the ongoing epic battle between the AUTOBOTS and DECEPTICONS, both the heroes and villains often need to remain Hidden in Plain Sight while in vehicle mode. With the new STEALTH FORCE feature, TRANSFORMERS characters battle in vehicle mode with hidden weapon reveals! The line of SPEED STARS STEALTH FORCE vehicles highlights this element of the TRANSFORMERS fantasy with automatic or simple conversions from traditional vehicle mode to a vehicle battle mode featuring pop-out weapons for high-speed battles. Following are highlights from the TRANSFORMERS SPEED STARS STEALTH FORCE LINE.
STEALTH FORCE BUMBLEBEE (Approximate retail price: $24.99; Ages 4 & up; Available 5/16/2011)Featuring electronic lights and sounds, motorized conversions and firing projectiles, kids can bring to life an epic TRANSFORMERS battle with this new vehicle from the SPEED STARS STEALTH FORCE TRANSFORMERS line. For covert combat, watch as select parts of this BUMBLEBEE Chevrolet Camaro vehicle convert with the touch of a button to reveal stealth mode weaponry hidden inside to battle the evil DECEPTICONS like no other vehicle available. Product does not convert to robot. 3 AAA batteries included.

About Hasbro Hasbro, Inc. (NASDAQ: HAS) is a branded play company providing children and families around the world with a widerange of immersive entertainment offerings based on the Companys world class brand portfolio. From toys and games, to television programming, motion pictures, video games and a comprehensive licensing program, Hasbro strives to delight its customers through the strategic leveraging of well-known and beloved brands such as TRANSFORMERS, LITTLEST PET SHOP, NERF, PLAYSKOOL, MY LITTLE PONY, G.I. JOE, MAGIC: THE GATHERING and MONOPOLY. The Hub, Hasbros multi-platform joint venture with Discovery Communications (NASDAQ: DISCA, DISCB, DISCK) launched on October 10, 2010. The online home of The Hub is www.hubworld.com. The Hub logo and name are trademarks of Hub Television Networks, LLC. All rights reserved.
Come see how we inspire play through our brands at http://www.hasbro.com. 2010 Hasbro, Inc. All Rights Reserved.
TRANSFORMERS: DARK OF THE MOON, is directed by Michael Bay, written by Ehren Kruger and produced by Don Murphy & Tom DeSanto, Lorenzo di Bonaventura and Ian Bryce. The executive producers are Steven Spielberg, Michael Bay, Brian Goldner and Mark Vahradian. # # #

NEW 2008 TRANSFORMERS TOYS DELIVER MORE THAN MEETS THE EYE

Feb 14, 2008

NEW 2008 TRANSFORMERS TOYS DELIVER MORE THAN MEETS THE EYE EXPERIENCE FOR FANS OF LAST YEARS BLOCKBUSTER MOVIE Both Kids and Collectors Will Love New Line-Up of ROBOTS IN DISGUISE PAWTUCKET, R.I., (February 2008) In 2008, Hasbro will build on the buzz generated by last years blockbuster TRANSFORMERS movie by offering a variety of new products in both the TRANSFORMERS Movie and TRANSORMERS Universe segments. This Spring, fans of the blockbuster TRANSFORMERS movie, can find new versions of their favorite big-screen characters as well as all-new characters in the TRANSFORMERS MOVIE ALLSPARK POWER segment. The ALLSPARK POWER theme brings new TRANSFORMERS characters to life and gives existing characters more power for kids of all ages. Also, new assortments include MOVIE SCREEN BATTLES and ALLSPARK BLASTERS that enable kids and fans to relive their favorite scenes from the film again and again. In the Fall, Hasbro will introduce TRANSFORMERS Universe, a new world of TRANSFORMERS segment that celebrates the nearly 25-year heritage of the brand. The Universe segment will include new Classics assortments, as well as Robot Heroes. Inspired by the look and spirit of the original figures, the TRANSFORMERS Universe Classic line features all new, realistically-styled versions of classic TRANSFORMERS characters. Advances in design and technology allow Hasbro to redesign some of the most beloved characters for todays kids, while giving fans a chance to relive their childhood with the most realistic AUTOBOTS and DECEPTICONS figures available. TRANSFORMERS UNIVERSE products UNIVERSE CLASSICS DELUXE ASSORTMET (Approximate Retail price: $9.99; Ages: 5 & up; Available: Fall) Fans of all ages will enjoy these realistically-styled vehicles and key characters from all parts of the TRANSFORMERS lore. All figures come with the authentic TRANSFORMERS action that enables them to change from vehicle mode to robot mode, and some include additional features such as firing projectiles.
UNIVERSE CLASSICS ULTRA assortment (Approximate Retail price: $26.99; Ages: 5 & up; Available: Fall) Only the newly designed ULTRA scale is big enough to hold POWERGLIDE and ONSLAUGHT! Featuring all new molds, lights and sounds in both modes, these Ultra scale figures provide action packed play for TRANSFORMERS fans of all ages. UNIVERSE ROBOT HEROES (Approximate Retail price: $5.99; Ages: 3 & up; Available: Fall) ROBOT HEROES also pays tribute to the rich history of the TRANSFOMERS brand. This cute, exaggerated-form style of TRANSFORMERS will highlight favorite characters from various TRANSFORMERS lore including G1 and BEAST WARS. A total of ten 2-packs will be released this Fall. TRANSFORMERS MOVIE products
MOVIE SCREEN BATTLES (Approximate Retail price: $19.99; Ages: 5 & up; Available: Now) Capture memorable moments from the film with the MOVIE SCREEN BATTLES! These movie scene battle packs include everything fans need to recreate the most intense, dramatic scenes from the TRANSFORMERS movie. Each pack includes a fully converting deluxe scale figure and several molded characters that are either human or TRANSFORMERS characters from the liveaction movie. The action figures come packaged in battle-ready stances and surrounded by battle scene images from the movie. TRANSFORMERS MOVIE DELUXE assortment (Approximate Retail price: $9.99; Ages: 5 & up; Available: Now, with additional waves through Spring 2008) The fun and excitement continue with the 2008 ALLSPARK POWER assortment of deluxe figures based on the TRANSFOMERS Movie. Through an updated new paint scheme, on-screen favorites such as BUMBLEBEE, will have ALLSPARK POWER running through their veins. The assortment also features newly-created TRANSFORMERS characters such as STOCKADE and LANDMINE. All figures come with the authentic TRANSFORMERS action that enables them to change from vehicle mode to robot mode, and some include additional features such as firing projectiles. TRANSFORMERS MOVIE LEADER assortment (Approximate Retail price: $39.99; Ages: 5 & up; Available: Now) OPTIMUS PRIME and other popular TRANSFORMERS characters from the movie are represented in these Leader scale figures, which feature lights and sounds in both vehicle AND robot mode. Figures include ALLSPARK POWER versions of NIGHTWATCH OPTIMUS PRIME and DEEP DESERT BRAWL. New premium deco versions of OPTIMUS PRIME, with an all new head and sword sculpt, and MEGATRON, will also be available. ALLSPARK BLASTER assortment (Approximate Retail price: $19.99; Ages: 5 & up; Available: March 2008) Finally, electronic blaster play is MORE THAN MEETS THE EYE! The new RATCHET and BUMBLEBEE blasters come with electronic lights and sounds that mimic the conversion from arm to blaster -- just like the characters in the 2007 blockbuster movie. One pull of the trigger and the

blasters change from one mode to another, making AUTOBOT-in-training kids ready to battle the DECEPTICONS in a snap. 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
About TRANSFORMERS First introduced in 1984 by Hasbro and Takara as a toy line, TRANSFORMERS has become a global phenomenon inspiring comic books, video games, animated series, films and a convention dedicated to TRANSFORMERS collectors. For more information on Hasbros TRANSFORMERS toy line and the live-action feature film, please visit www.transformers.com and www.transformersmovie.com.
About HASBRO Hasbro (NYSE: HAS) is a worldwide leader in childrens and family leisure time entertainment products and services, including the design, manufacture and marketing of games and toys ranging from traditional to high-tech. Both internationally and in the U.S., its PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, TIGER and WIZARDS OF THE COAST brands and products provide the highest quality and most recognizable play experiences in the world.