Dark of the Moon Press Releases

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Hasbro have issued the following press releases.
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 become one of the most successful
entertainment franchises of the 21st 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 1960’s 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 leader’s classic trailer that doubles
as a weapons arsenal and is an integral part of the figure’s 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 it’s time to rumble. Featuring lights, launching projectiles,
electronic battle sounds and OPTIMUS PRIME phrases, this is the
must-have 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 figure’s 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. There’s 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 child’s 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 wide-range of immersive
entertainment offerings based on the Company’s 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, Hasbro’s multi-platform joint venture with Discovery
Communications (NASDAQ: DISCA, DISCB, DISCK) launched on October 10,
2010. The online home of The Hub is http://www.hubworld.com. The Hub logo and
name are trademarks of Hub Television Networks, LLC. All rights
reserved.




© 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.


Hasbro 'Builds' Its Portfolio with Introduction of KRE-O, a Unique New Construction Toy Brand


Inaugural KRE-O Building Set Collection Features Popular TRANSFORMERS Characters




PAWTUCKET, R.I., Feb 14, 2011 (BUSINESS WIRE) -- This fall Hasbro, Inc.
(NASDAQ: HAS) will bring action and adventure to the construction aisle
with the introduction of the KRE-O brand. The KRE-O brand provides
builders ages 6 and up with the unique opportunity to enjoy popular
Hasbro brands, like TRANSFORMERS, in a construction play pattern.
Similarly, KRE-O will allow Hasbro fans to build and create with their
favorite brands like never before.




From favorite characters and high quality materials to unique
accessories and collectible mini figures, the KRE-O collection will
excite builders of all ages. At launch the KRE-O brand will offer twelve
building sets featuring popular TRANSFORMERS characters.




"Consumers have been asking for something new in the construction
category. With our introduction of the KRE-O brand and KRE-O
TRANSFORMERS, we are delivering terrific innovation and creativity,"
said John Frascotti, chief marketing officer, Hasbro, Inc. "With KRE-O
TRANSFORMERS, we are giving TRANSFORMERS fans the unique opportunity to
build and interact with iconic characters like OPTIMUS PRIME and
BUMBLEBEE and several other TRANSFORMERS robots and vehicles as never
before."




The KRE-O brand brings quality and innovation to the construction aisle.
Each KRE-O TRANSFORMERS set is 'MORE THAN MEETS THE EYE,' with two
types of builds: create a robot and then disassemble to build a vehicle,
disassemble the vehicle to build a robot. Packed with play, most sets
come complete with themed accessories and a poseable KREON mini figure
in robot or human form.




The KRE-O TRANSFORMERS collection will feature classic characters and
include a variety of offerings from basic sets priced at approximately
$7.99 to deluxe sets priced at approximately $59.99. KRE-O bricks are
compatible with most other brick based construction sets on the market.
The KRE-O TRANSFORMERS building sets will 'roll out' in fall 2011.




Highlights from the KRE-O collection include:



KRE-O TRANSFORMERS OPTIMUS PRIME Set


(Ages 8 years & up /Approx. Retail Price: $59.99/Available: Fall 2011)




'Roll out' and get hands on with the biggest building set in the KRE-O
line up: the KRE-O TRANSFORMERS OPTIMUS PRIME set. Complete with more
than 500 pieces, the largest amount featured in any of the 2011 KRE-O
sets, builders can assemble the popular OPTIMUS PRIME character in
'vehicle' mode as the notable semi-hauler or in 'robot' mode to create
the leader of the AUTOBOTS. When in 'vehicle' mode, the truck's
removable cab converts into a mini-command station and the trailer opens
to fit the two motorcycles and four unique KREON mini figures included
with the set. The trailer can also be disassembled and built into a
command center playset for the KREON mini figures. When in 'robot' mode,
builders can blast into action with a projectile launching brick! The
KRE-O TRANSFORMERS OPTIMUS PRIME set includes orange traffic cones and
cool decorative decals. Available at most major retailers nationwide and
HasbroToyShop.com.



KRE-O TRANSFORMERS BUMBLEBEE Set


(Ages 7 years & up /Approx. Retail Price: $24.99/Available: Fall 2011)




Bring the popular BUMBLEBEE character to life like never before! The
2-in-1 KRE-O TRANSFORMERS BUMBLEBEE set allows fans to create and
recreate their favorite AUTOBOT character in 'robot' mode or in
'vehicle' mode. In 'robot' mode, builders can convert the wings on
BUMBLEBEE into a glider for KREON mini figures to balance on. In
'vehicle' mode, open up the driver's door and take up to two KREON mini
figures for a spin. Set includes two KREON mini figures and more than
300 pieces. Available at most major retailers nationwide and
HasbroToyShop.com.



KRE-O TRANSFORMERS STARSCREAM Set


(Ages 7 years & up /Approx. Retail Price: $29.99/Available: Fall 2011)




Take your construction skills to new heights! Builders can construct the
KRE-O TRANSFORMERS STARSCREAM set to form the STARSCREAM character in
one of two modes: 'vehicle' or 'robot.' In 'vehicle' mode, builders can
open this DECEPTICON 'jet's' canopy to fit a KREON mini figure into the
cockpit, blast off removable 'rockets' and 'turbo thrusters,' or use the
retractable wheels to pretend they're taking off the runway. Comes
complete with more than 300 pieces and two KREON mini figures. Available
at most major retailers nationwide and HasbroToyShop.com.




About Hasbro




Hasbro, Inc. (NASDAQ: HAS) is a branded play company providing children
and families around the world with a wide-range of immersive
entertainment offerings based on the Company's 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, Hasbro's multi-platform joint venture with Discovery
Communications (NASDAQ: DISCA, DISCB, DISCK) launched on October 10,
2010. The online home of The Hub is http://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 . © 2010 Hasbro, Inc. All Rights Reserved.




Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg....0254〈=en




SOURCE: Hasbro, Inc.




Litzky Public Relations


Josslynne Welch/Marissa Connelly, 201-222-9118


jwelch@litzkypr.com


mconnelly@litzkypr.com


or


Hasbro, Inc.


Daniel Benkwitt, 401-727-5318


dbenkwitt@hasbro.com