HASBRO’S TRANSFORMERS BRAND EXPANDS “MORE THAN MEETS THE EYE” UNIVERSE IN 2010 WITH NEW TOYS THAT CAPTURE THE EXCITEMENT AND
EXPAND THE ENTERTAINMENT OF THE ICONIC PROPERTY
New BATTLE OPS BUMBLEBEE Action Figure and POWER CORE COMBINER Expression
PAWTUCKET, R.I. (February 12, 2010) — On the heels of launching 2009’s largest grossing movie and in anticipation of the next installment in 2011, the TRANSFORMERS brand from Hasbro, Inc. (NYSE: HAS) ramps up the play in 2010 with new offerings that build on the energy and excitement from the brand’s history and blockbuster film franchise. Featuring over-the-top action figures, unique role-play items and innovative twists on the TRANSFORMERS brand signature play pattern, the 2010 lineup offers dozens of toys, two exciting promotions and an expansive worldwide licensing program across all major categories to satisfy and excite the brand’s ever-expanding fan base.
This spring the AUTOBOTS, the heroic protectors of Earth, need help from their human allies in the N.E.S.T. GLOBAL ALLIANCE as the planet continues to face threats from the evil DECEPTICONS. Hasbro is inviting kids and fans to join the alliance through a special promotion that is currently underway. By collecting three stickers included in specially marked TRANSFORMERS products, kids and fans can join the N.E.S.T. GLOBAL ALLIANCE and mail away for a special edition RAVAGE figure not available anywhere else. The promotion requires a payment of $4.95 for shipping and handling charges to receive the special edition figure and the offer is good while supplies last. Requests must be postmarked by April 30 and received by May 14. Then, in the fall, kids can ‘live’ the TRANSFORMERS adventure as the “Hunt for the DECEPTICONS” promotion begins. Look for exciting details about this interactive promotion later in the year.
If fans can’t wait until 2011 for the next TRANSFORMERS movie they can watch online webisodes of “Cyber Missions,” featuring new TRANSFORMERS adventures. “Cyber Missions” finds the AUTOBOTS working with humans in the N.E.S.T. global alliance to defend Earth against the revenge-seeking DECEPTICONS. There will be 12 webisodes total which began airing online at www.TRANSFORMERS.com in early January and new webisodes will continue to air throughout the year.
Expanding upon the essence of DEVASTATOR — a robot built by combining multiple construction vehicles — the TRANSFORMERS brand unveils the new POWER CORE COMBINERS expression that redefines the magic of combination play. The toys deliver an interchangeable system of robots, vehicles and weapons that escalates the level of fun and increases the number of robots within a child’s TRANSFORMERS toy universe.
For those wanting to engage in heroic AUTOBOT role play, the TRANSFORMERS line offers new items including the OPTIMUS PRIME CYBER SWORD toy which features lights, battle and conversion sounds, as well as key phrases from OPTIMUS PRIME.
Highlights of new TRANSFORMERS products available in 2010 include:
TRANSFORMERS BATTLE OPS BUMBLEBEE Action Figure
TRANSFORMERS POWER CORE COMBINERS
• TRANSFORMERS POWER CORE COMBINERS 2-Pack
• TRANSFORMERS POWER CORE COMBINERS 5-Pack
TRANSFORMERS OPTIMUS PRIME CYBER SWORD
ACTION FLEET TRANSFORMERS BUMBLEBEE BATTLE TRACK Set
ACTION FLEET TRANSFORMERS STEALTH FORCE OPTIMUS PRIME Vehicle
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