Hasbro, Inc. has begun a new era with a new CEO effective today.

Brian Goldner, the former Chief Operations Officer, has taken over the reins of the toy company from Alfred J. Verrecchia.

Mr. Verrecchia will become the Chairman of the Board.

David Hargreaves will take over Mr. Goldner's old position as COO.

The Associated Press writes that Mr. Goldner views Hasbro as more than just a toy company and it is essential the company think beyond its traditional business and across all platforms.

Stay tuned to Tformers.com for more details as they are made available. Your best resource for all the Transformers news and community every day.