Hasbro Dark of the Moon press release

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Hasbro have sent out the following Transformers Dark of the Moon press release.

Hasbro’s Transformers Brand “Rolls Out” a
Blockbuster Summer with New Toy Line Launching This Week in Anticipation
of Transformers: Dark of the Moon Movie


PAWTUCKET, R.I.--(BUSINESS WIRE)--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. Fans won’t
have to wait until then to get in on the TRANSFORMERS action as Hasbro
announces the global availability of its TRANSFORMERS: DARK OF THE MOON
toy line at retail locations beginning this week.




As one of the hottest global entertainment properties, the TRANSFORMERS
brand launches a deep and innovative product line that captures the
excitement of the movie while introducing new play patterns and
experiences to the brand for kids and fans alike. Highlights include two
new action figure segments — the convertible, interchangeable weapons
of the MECHTECH line and the collectability and simpler conversions of
the CYBERVERSE line — both featuring popular AUTOBOT and DECEPTICON
characters like OPTIMUS PRIME and MEGATRON, as well as characters from
the new film including SENTINEL PRIME. And, continuing the innovation
TRANSFORMERS toys are known for, the 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 mask at home to recreate the
TRANSFORMERS fantasy. Following are detailed highlights from the new
TRANSFORMERS: DARK OF THE MOON 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. Following are
highlights of the new MECHTECH line launching at retailers.



TRANSFORMERS MECHTECH Leader Action Figure Assortment
(Approximate retail price: $44.99: Ages: 5+; Available: Now)


The TRANSFORMERS MECHTECH Leader class assortment offers a large scale
with tremendous detail, includes lights and sounds, converts from robot
to vehicle and comes with a large MECHTECH weapon. Characters include
BUMBLEBEE and SENTINEL PRIME. Each figure sold separately. 2 AA
batteries included.



TRANSFORMERS MECHTECH Voyager & Deluxe Action Figure Assortments
(Approximate retail price: Voyager $19.99; Deluxe $11.99: Ages: 5+; Available: Now)


The figures in the TRANSFORMERS MECHTECH Voyager class convert from
robot to vehicle and offer a unique MECHTECH weapon. Voyager class
characters include OPTIMUS PRIME, IRONHIDE, MEGATRON and more. The
TRANSFORMERS MECHTECH Deluxe figures convert from vehicle to robot and
offer a wide breadth of AUTOBOT and DECEPTICON characters, including
BUMBLEBEE, AUTOBOT 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. Following are highlights of the new
CYBERVERSE line launching at retailers.



TRANSFORMERS CYBERVERSE Commander & Legion Action Figure Assortments
(Approximate retail price: Commander $7.99; Legion $4.99: Ages: 5+; Available: Now)


To play out the battle of the AUTOBOTS vs. the DECEPTICONS, the
TRANSFORMERS CYBERVERSE Commander class figures convert from robot to
vehicle and come with converting accessories and gear to take the battle
to the next level. The TRANSFORMERS CYBERVERSE Legion class figures
also convert from robot to vehicle and can hold weapons and interact
with other 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
TRANSFORMERS ROBOPOWER line launching at retailers.



TRANSFORMERS CINE-MASK 3D Masks
(Approximate retail price: $9.99: Ages: 5+; Available: Now)


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. But in addition, each mask
is also equipped with built in RealD 3D lenses that allow fans to watch
any movie in a RealD 3D compatible theater! Each mask sold separately.




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. Legions of
boys around the world grew up creating fantastic adventures and battles
set on both the planet CYBERTRON and Earth that featured the heroic
AUTOBOTS — like OPTIMUS PRIME and BUMBLEBEE — clashing with the evil
DECEPTICONS, led by MEGATRON. The toys’ popularity reached new levels
with the release of the first two live-action TRANSFORMERS movies,
cementing the toys and the brand as one of the hottest global
entertainment properties.



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 http://www.hasbro.com. © 2011 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.