As you know we like to keep you up-to-date with the NPD sales figures so you can see how Transformers is fairing compared to other toy lines. Well we can now bring you information on just how Transformers performed in Week 51 of 2007. That's the week before Christmas.

In terms of Monetary Sales, the Transformers Movie Deluxe toys was the 6th best selling toy that week and the best selling action figure.

In terms of actual units sold, however, the Transformers Movie legends tops the Action Figure chart and was number 3 on the overall toy sales chart behine only the Hot Wheels Car Assortment and the Cars Assortment. It fended off Doctor Who into 5th position. The Transformers Movie deluxe toys were 8th, one higher than Ben 10.

The Toy Retailers Association Awards took place last night as a part of the British Toy Fair. Hasbro won the main prize, Toy of the Year 2007, and below you can find a full list of the winners.

Transformers won the Film License of the Year award.

Toy of the Year 2007: In The Night Garden Blanket Time Igglepiggle, Hasbro
Outdoor Toy of the Year: Flashing Storm, Martin Grossman
Puzzle of the Year: Rubik's Cube Original, Drumond Park
Game of the Year: High School Musical DVD Board Game, Mattel
Creative Toy of the Year: Moon Sand Castle Set, Spinmaster
Boys Collectable Toy of the Year: Doctor Who Figures, Character Options
Boys Toy of the Year: Ben 10 Omnitrix F/X, Bandai
Innovative Toy of the Year: Flytech Dragonfly, Character Options and Picoo Z R/C Helicopter, Silverlit
Girls Collectable Toy of the Year: Sylvanian Families, Flair
Girls Toy of the Year: Rose Petal Cottage Playhouse, Worlds Apart
Film Licence of the Year: Transformers, Hasbro
Pre-School Range of the Year: Peppa Pig, Character Options
Pre-School Toy of the Year: Roary The Racing Car R/C Roary, Vivid

Its official, Transformers was the best selling Action Figure line in the UK for 2007!! Yes you read that right, despite only being on sale for half of the year, the Transformers Movie Legends series beat its main rival, Dr Who and Power Rangers to claim the number 1 spot based on units sold. Overall, 2007 was a great year for UK sales of Transformers, proving that the line can still be a success on this shores. In December both the Movie Legends and the Deluxe Assortment stayed in the Top ten chars on both monetary value and units sold. What also happened, and this may come as a little surprise, the Transformers Classics Mini-con Three pack sold the 10th highest number of units in 2007 of any toys! Yes Transformers appear in the Unit sales chart three times, at number 3, 8 and 10.

Below you will find the NPD charts for both December 2007 as well the Year-To-Date figures for 2007. What also should be noted is that in the Retail Store charts Transformers Beatmix Bumblebee was also the 2nd best selling toy in The Entertainer stores in December 2007.

December 2007 £
1. Bob It Extreme 2 - Hasbro
2. Baby Annabell Doll - Zapf Creations
3. Flytech Dragonfly - Character Options
4. 20q - Mattel
5. Transformers Movie Legends - Hasbro
6. V.Smile TV Learning System - VTech
7. ITNG Hugle Snuggle Iggle Piggle - Hasbro
8. Cars Character Assortment - Mattel
9. Kid Tough Digital Camera - Fisher-Price
10. Transformers Movie Deluxe Assortment - Hasbro

December 2007 Units
1. Hot Wheels Basic Car Assortment - Mattel
2. Chars Character Assortment - Mattel
3. Transformers Movie Legends - Hasbro
4. 20Q - Mattel
5. Dr Who 5-Inch Figures - Character Options
6. WWE Ruthless Aggression - VIVD
7. Bop It Extreme - Hasbro
8. Transformers Movie Deluxe Assortment - Hasbro
9. Ben 10 Collectable Figures - Bandai
10. Transformers Classics Mini-con Three Pack - Hasbro

2007 Year To Date (£)
1. Tamagotchi Connexion Assortment - Bandai
2. Dr Who 5-Inch Figures - Character Options
3. Cars Character Assortment - Mattel
4. Baby Annabell Doll - ZAPF Creation
5. Transformers Movie Legends - Hasbro
6. Transformers Movie Deluxe Assortment - Hasbro
7. Flytech Dragonfly - Character Options
8. Hot Wheels Basic Car Assortment - Hasbro
9. Power Rangers Mystic Force Light Figures - Bandai
10. WWE Ruthless Aggression - Vivid

2007 Year To Date (Units)
1. Hot Wheels Basic Car Assortment - Mattel
2. Cars Character Assortment - Mattel
3. Transformers Movie Legends - Hasbro
4. Dr Who 5-Inch Figures - Character Options
5. Power Rangers Mystic Force Light Figures - Bandai
6. WWE Ruthless Aggression - Vivid
7. Tamagotchi Connexion Assortment - Bandai
8. 20Q - Hasbro
9. Transformers Movie Deluxe Assortment - Hasbro
10. Dr Who Sonic Screwdriver

Update: For those wondering what Novembers charts looked like, here they are

November 2007 £ Sales

1. Baby Annabell Doll - ZAPF Creation
2. Kid Tough Digitial Camera - Fisher Price
3. Girl Tech Digi Makeover - Mattel
4. Flytech Dragonfly - Character Options
5. Huggle Snuggle Igglepiggle - Hasbro
6. Transformers Optimus Prime Voice Changer - Hasbro
7. V Smile TV Learning System - VTech
8. CARS Transforming Mack Playset - Mattel
9. Transformers Movie Assortment - Hasbro
10. 20Q - Mattel

November 2007 Unit Sales

1. Hot Wheels Cars Assortment - Mattel
2. Cars Assortment - Mattel
3. Transformers Movie Legends - Hasbro
4. 20Q - Mattel
5. Dr Who 5-Inch Figures - Character Options
6. Transformers Movie Assortment - Hasbro
7. WWE Rutheless Agression - Vivid
8. Ben10 Collectable Figures - Bandai
9. V.Smile Software Assortment - VTech
10. Bionicle TOA Mahri Assortment - Lego

Hasbro Inc announced 200 manufacturing and support job losses yesterday at their western Massachusetts factory, but also announced that they would invest $40 million to modernise the plant which makes their board games.

Hasbro employ about 5,800 people worldwide, and the cut represents 3% of their workforce

The Toy Fair season has begun with the first of the new year, the Hong Kong Toys and Games Fair, officially opening today. Over 2000 international exhibitors are participating this year which runs until January 10th. The British Toy Fair takes place at the end of this month and Transformers At The Moon will be in attendance to bring you a full gallery from the event.

Dixon's have announced their top tech toy wish-list, which is based on its latest online pre-orders and sales data. Toy robots dominate the top 10, with Transformers making the list, but Dixon's report that video games favourites such as the Nintendo DS are remaining popular.

"Toys are not stuffed with cotton wool anymore, they are stuffed with technology," said Pat Foley, head of marketing and operations at Dixons.co.uk.

"There is a whole generation of tech-savvy kids out there, and toy makers have tapped into this to make this a truly hi-tech Christmas.

"Robots will be very popular this Christmas as are toys relating to the big blockbuster movies out this year such as Spiderman, Transformers and High School Musical," he said.

Here is their top 10

1. Sakura Robot £49.99
2. Spidersapien Robot £69.99
3. Transformers Voice Changer Helmet £29.99
4. Disney's High School Musical Dance Mat £24.99
5. Furreal Friends Parrot £69.99
6. Bladerunner Infrared Indoor Helicopter £29.99
7. Spiderman Laptop £24.99
8. Nintendo DS Lite £99.99
9. Barbie Laptop £19.99
10. Teksta Robotic Puppy £39.99

The Associated Press have released the following article covering the sucess of the Transformers Movie and it's effect on Hasbro's profit and loss figures.

Like one of its Transformers, Hasbro Inc. has spent the last few years trying to change from a toy company to a business that creates the ideas behind movies, shows and games.

Investors hope to see a payoff from that strategy.

Last month, investors got an early taste of success when the company reported a 62 percent increase in net income. Analysts say those results bode well for the holiday shopping season, which accounted for nearly half of Hasbro's profits in 2006.

Part of what's driving expectations is the two-decade-old Transformers toy line. "Transformers" the movie was released in the United States on July 3, just after the quarter began, and has helped make Transformers products among the most sought-after toys for the coming holiday season.

The movie was the first step in what Hasbro hopes to be a long and fruitful relationship with Hollywood: Hasbro supplies the characters and story lines from its toys - household names such as G.I. Joe and Monopoly. Hollywood turns the ideas into big-budget movies or successful TV shows. Then Hasbro reaps the benefits. A Transformers animated TV show is coming in the spring, and Hasbro is also planning a "Transformers" sequel, a G.I. Joe movie and at least one TV game show.

Hasbro, the world's second-largest toy maker behind Mattel Inc., has made movie-related toys for years, but it did not own some of the most popular brands, such as Spider-Man, and had to pay royalties. A few years ago it struggled with an overreliance on fads, including Furby, and movie-related toys and was forced to cut hundreds of jobs as it lost $144 million.

These days, the company's strategy is to look at the time-tested brands it already owns - Trivial Pursuit, Battleship, Littlest Pet Shop and Mr. Potato Head, for example - and turn those into new products such as movies, TV shows, games or online experiences, said Brian Goldner, Hasbro's chief operating officer.

"Our goal is to create that immersive experience that allows consumers to enjoy our brand anywhere - in any format they want - when they want," Goldner said.

Hasbro has had several good quarters, and investors responded by driving Hasbro's share price up 56 percent in the last two years. Still, in a note to investors last month, Gerrick L. Johnson of BMO Capital Markets Corp. cautioned that the entire toy industry could see fallout from a slowing economy and concerns about toy safety. Although Hasbro has not been involved in the most high-profile toy recalls this year for lead paint, Johnson wrote that sluggish sales could cause retailers to put off buying any more toys in the quarter.

In a separate note, he said he expected Transformers sales could drop off next year because of the lack of a new movie in 2008.

The "Transformers" movie has made about $700 million worldwide since it was released in summer and about $316 million domestically. Hasbro does not share significantly in the box office - something Goldner said it agreed to forgo because it did not invest in the movie's production cost. But it shares in the success in other ways.

It made money by licensing about 230 Transformers products, including cell phone games, video games, even a jacket that transforms to a backpack and a pillow and sells for about $500.

Goldner would not comment specifically on sales of Transformers toys ahead of the earnings report. Jim Silver, editor-in-chief of the trade magazine Toy Wishes, said retailers tell him Transformers sell out as soon as they're put on the shelf.

"These toys, the way they transform and the things that they do, they're really fun," Silver said. "It's the hottest thing in the boys' category."

A new Transformers animated series is scheduled for TV this spring, the movie DVD hit stores last month, and Hasbro is again working with DreamWorks-Paramount on a sequel, tentatively scheduled to be released in June 2009, Goldner said.

Also in development for a tentative 2009 release is a G.I. Joe movie, based on the 1980s comic books and animated series and pitting the G.I. Joe team against the evil forces of Cobra, Goldner said. Stephen Sommers of "The Mummy" movies signed up to direct, along with Stuart Beattie, who wrote the first "Pirates of the Caribbean" movie.

As with the "Transformers" movies, Hasbro would not share significantly in the box office, Goldner said. The company said it would make new toys based on the G.I. Joe movie, but it would not give details.

Silver said he was excited to see how Hasbro updates the toy line.

"I'm sure G.I. Joe's going to have a lot of cool accessories," he said.

In the last few minutes, Hasbro have announced their third-quarter profits and they are even higher than expected. Profits rose by an incredible 62.2% from 99.6 million dollars to 161.6 million dollars when compared to the same period in 2006, with an 18% rise for the quarter. There was a 33% of the rise in international markets (that is, non North American territories). Here a report by Reuters

"NEW YORK (Reuters) - Hasbro Inc (HAS.N), the second-largest U.S. toy company, posted a higher quarterly profit on Monday, helped by sales at its Playskool brand and continued strong demand for products tied to the Transformers movie.

The maker of Nerf balls and the board game Monopoly said third-quarter earnings rose to $161.6 million, or 95 cents a share, from $99.6 million, or 58 cents a share, a year earlier.

Excluding a gain from a tax adjustment, profit was 78 cents a share. Analysts on average were expecting 71 cents, according to Reuters Estimates.

Hasbro said quarterly sales rose 18 percent to $1.22 billion. Analysts were expecting about $1.14 billion.

Sales rose 10 percent at Hasbro's North American division and 33 percent in the international segment.

"We are well positioned for the all-important holiday season," Chief Executive Alfred Verrecchia said in a statement.

Hasbro said it had repurchased 12.9 million shares of common stock for $362.1 million during the quarter.

The results came a week after industry leader Mattel Inc (MAT.N) posted a slightly lower quarterly profit because of costs and disruptions from its recent global recalls of potentially dangerous toys.

Although Hasbro's toys were not among those plucked from shelves worldwide due to lead paint or magnet hazards, the company might still feel the effects of consumer wariness, Sterne Agee analyst Margaret Whitfield said in an October 17 research note.

"The recall issue may have impacted consumer demand for toys across the board," wrote Whitfield, who has a "buy" rating on Hasbro's stock.

But Hasbro might also benefit from consumer defections from Mattel brands, like Polly Pocket and Fisher-Price, that have seen recalls, Whitfield added."

Hasbro Inc have released the following press release through the Associated Press.

Hasbro transforms to attract movie money: G.I. Joe film, 'Transformers' TV show, sequel coming

PROVIDENCE, R.I. (AP) - Like one of its own Transformer robots, Hasbro Inc. has spent the last few years trying to change itself from simply a toy company to a business that creates the ideas behind movies, TV shows and electronic games.

When the Pawtucket, R.I.-based company reports its third quarter earnings Monday, investors hope to see the early payoff from the strategy. Analysts surveyed by Thomson Financial expect net income to rise nearly 18 percent from this time last year, to $117.5 million, and earnings of 71 cents per share.

Part of what's driving those expectations is the two-decade old Transformers toy line. 'Transformers' the movie was released in the United States on July 3, just after the quarter began, and has helped make Transformers products among the most sought-after toys for the upcoming holiday season.

The movie was the first step in what Hasbro hopes to be a long and fruitful relationship with Hollywood: Hasbro supplies the characters and story lines from its toys - household names such as G.I. Joe and Monopoly. Hollywood turns the ideas into big-budget movies or successful TV shows. Then Hasbro reaps the benefits. A Transformers animated TV show is coming in the spring and Hasbro is also planning a Transformers sequel, a G.I. Joe movie and at least one TV game show.

Hasbro, the world's second largest toy maker behind Mattel Inc., has made movie-related toys for years, but it didn't own some of the most popular brands, such as Spider-Man, and had to pay royalties. A few years ago, it struggled with an overreliance on fads, including Furby, and movie-related toys and was forced to cut hundreds of jobs as it lost $144 million.

These days, the company's strategy is to look at the time-tested brands it already owns - Trivial Pursuit, Battleship, Littlest Pet Shop and Mr. Potato Head, for example - and turn those into new products like movies, TV shows, games or online experiences, said Brian Goldner, Hasbro's chief operating officer.

''Our goal is to create that immersive experience that allows consumers to enjoy our brand anywhere - in any format they want - when they want,'' Goldner said.

Hasbro has had several good quarters and investors responded by driving Hasbro's share price up 56 percent in the last two years, from about $19 per share in mid-October 2005, to a close of $29.25 Thursday.

Still, in a note to investors earlier this month, Gerrick L. Johnson of BMO Capital Markets Corp., cautioned that the entire toy industry could see fallout from a slowing economy and concerns about toy safety. While Hasbro hasn't been involved in the most high-profile toy recalls this year for lead paint, Johnson wrote that sluggish sales could cause retailers to put off buying any more toys in the quarter.

In a separate note, he said he expects Transformers sales could drop off next year due to the lack of a new movie in 2008.

The Transformers movie has made about $700 million worldwide since it was released this summer and about $316 million domestically. Hasbro does not share significantly in the box office - something Goldner says it agreed to forego because it didn't invest in the movie's production cost. But it shares in the success in other ways.

It made money by licensing about 230 Transformers products, including cell phone games, video games, even a jacket that transforms to a backpack and a pillow and sells for about $500.

Goldner wouldn't comment specifically on sales of Transformers toys ahead of the earnings report. But Jim Silver, editor-in-chief of the trade magazine Toy Wishes, said retailers tell him Transformers sell out as soon as they're put on the shelf.

''These toys, the way they transform and the things that they do, they're really fun,'' Silver said. ''It's the hottest thing in the boys' category.''

A new Transformers animated series is scheduled for TV this spring, the Transformers movie DVD hit stores this week, and Hasbro is again working with DreamWorks-Paramount on a sequel, tentatively scheduled to be released in June 2009, Goldner said.

Also in development for a tentative 2009 release is a G.I. Joe movie, based on the 1980s comic books and animation series and pitting the G.I. Joe team against the evil forces of Cobra, Goldner said. Stephen Sommers, of ''The Mummy'' movies, signed up to direct, along with Stuart Beattie, who wrote the first ''Pirates of the Caribbean'' movie.

As with the Transformers movies, Hasbro would not share significantly in the box office, Goldner said. The company said it will make new toys based on the G.I. Joe movie, but would not give details.

Silver said he was excited to see how Hasbro updates the toy line.

''I'm sure G.I. Joe's going to have a lot of cool accessories,'' he said.

Sean McGowan, an analyst with Wedbush Morgan Securities, said Hasbro is right to avoid the risk of a box office bomb but should be sharing more directly in the success of a movie based on its properties. He said Hasbro has the right idea in an agreement reached this year with Electronic Arts Inc.

The Redwood City, Calif.-based video game maker now has the right to make Hasbro games for PCs, video game consoles and cell phones. The licensing deal keeps Hasbro from having to get into the video games business itself, and also allows it to do what it does best - make traditional games and toys based on EA's existing video games.

''I don't want to see them get into the business of producing TV shows,'' McGowan said. ''But if they're able to work with the producers to use the intellectual property they have, they should do that.''

Although not Transformers related and as its a slow news day, we thought we'd bring you the press release regarding the new Indiana Jones film, staring Transformers lead actor Shia LaBeouf.

"New Indiana Jones Adventure to be Titled Indiana Jones and the Kingdom of the Crystal Skull

HOLLYWOOD, Calif. (Sept. 9, 2007) – The title of the new Indiana Jones adventure, now in production under the direction of Steven Spielberg, is Indiana Jones and the Kingdom of the Crystal Skull, it was revealed today by actor Shia LaBeouf.

LaBeouf, who stars in Indiana Jones and the Kingdom of the Crystal Skull with Harrison Ford, Cate Blanchett, Karen Allen, Ray Winstone and John Hurt, announced the title during today’s MTV Video Music Awards, which were broadcast live from Las Vegas.

Indiana Jones and the Kingdom of the Crystal Skull is a Lucasfilm Ltd. and is being distributed by Paramount Pictures. It will be released in the U.S. and simultaneously in most territories worldwide on Thursday, May 22, 2008. Frank Marshall returns as producer, with Kathleen Kennedy joining George Lucas as executive producer.

Breaking news about Indiana Jones and the Kingdom of the Crystal Skull can be found at http://www.indianajones.com."