Toy Fair 2009 - Hasbro Celebrates 25 Years of Transformers Robots in Disguise

HASBRO’S TRANSFORMERS BRAND CELEBRATES 25 YEARS OF “ROBOTS IN DISGUISE” 2009 TRANSFORMERS Universe and Animated Toy Lines Combine Brand’s Rich Heritage With “MORE THAN MEETS THE EYE” Fun for Fans of All Ages

PAWTUCKET, R.I., (February 2009) – Hasbro, Inc. (NYSE: HAS) revolutionized the action figure category 25 years ago with the launch of the MORE THAN MEETS THE EYE toys known as TRANSFORMERS. And while the TRANSFORMERS brand 25th anniversary celebration reaches its zenith on June 26, 2009 with the release of the action-packed movie TRANSFORMERS: REVENGE OF THE FALLEN, the brand has even more excitement to offer fans beyond the new film, including its TRANSFORMERS UNIVERSE and TRANSFORMERS ANIMATED toy lines.

In honor of the 25th anniversary of the ROBOTS IN DISGUISE, Hasbro is “rolling out” dozens of TRANSFORMERS UNIVERSE toys that showcase the innovation and depth that have been synonymous with the toy line since its inception. Featuring numerous styles and varying levels of complexity, Hasbro’s 2009 TRANSFORMERS UNIVERSE toy line will appeal to a growing fan base that – after 25 years – spans multiple generations. While the toy line will include popular characters kids will recognize from current and recent entertainment, the line also pays homage to the brand’s roots with many classic ‘bots from its extensive stories and unique mythology.

Of course, much of TRANSFORMERS’ popularity remains rooted in its origin: over-the-top animation that shows the ongoing feud between the AUTOBOTS and the DECEPTICONS. Launched last year, Cartoon Network’s new TRANSFORMERS ANIMATED series continues the animation tradition with fantastic storylines that feature favorite characters like OPTIMUS PRIME, BUMBLEBEE and even MEGATRON. The new TRANSFORMERS ANIMATED line of toys lets kids experience the adventure in the playroom as they recreate scenes from the weekly show using a number of exciting, new action figures.

For the more mature fans who want to commemorate the 25th anniversary of TRANSFORMERS, Hasbro is expanding its popular line of MIGHTY MUGGS vinyl collectibles to include – for the first time – TRANSFORMERS characters such as OPTIMUS PRIME, MEGATRON and several of their robotic cohorts.

First introduced in 1984 by Hasbro and Takara as a toy line, TRANSFORMERS has become a global entertainment property inspiring comic books, video games, animated series, a blockbuster movie and even a convention dedicated to TRANSFORMERS collectors. Yet its popularity remains rooted in its original premise – toys that change from robots into every imaginable kind of vehicle.

TRANSFORMERS: 25th Anniversary products available in Spring 2009

Approximate Retail price: DELUXE scale $12.99; VOYAGER scale $22.99; Ages 5 & up; Available: First waves in January 2009, with additional waves released throughout spring.

The TRANSFORMERS UNIVERSE 25th Anniversary line features DELUXE and VOYAGER assortments with new versions of incredibly detailed, realistically styled, but classic versions of familiar characters from the past 25 years. There will be ten new DELUXE figures including DINOBOT from the BEAST WARS series and four new VOYAGER figures including OVERLOAD from the CYBERTRON series.

TRANSFORMERS: ANIMATED products available in 2009

Approximate Retail price: DELUXE scale $12.99; VOYAGER scale $22.99; Ages 5 & up; Available: First waves in January 2009, with additional waves released throughout the year.

Figures in the TRANSFORMERS ANIMATED DELUXE and VOYAGER assortment feature character conversions like those seen in the popular TRANSFORMERS ANIMATED series airing on Cartoon Network. Both assortments feature a variety of characters with exciting battle weapons and firing projectiles. Eleven characters, including BLURR and WASPINATOR, will be featured in the DELUXE LINE in 2009 while eight characters will be introduced in the VOYAGER LINE.

Approximate Retail Price: $22.99; Ages 5 & up; Available: January 1, 2009.

The entertainment pack includes two deluxe-sized figures — twin brothers JETFIRE and JETSTORM — who combine to create SAFEGUARD. The brothers are the only AUTOBOTS who can fly and are the youngest Elite Guard members of all time. JETFIRE and JETSTORM will be showcased in new episodes of the Animated series debuting in Spring 2009.

Additional TRANSFORMERS products available in 2009

(Approximate Retail Price: $12.99; Ages 6 & up; Available: First waves in January 2009, with additional waves released throughout the year)

The popular urban-style MIGHTY MUGGS line now showcases ROBOTS IN DISGUISE! Invading the world of TRANSFORMERS for the first time, MIGHTY MUGGS figures are ultra-hip vinyl collectibles that provide fun incarnations of many favorite characters from across the pop culture universe. TRANSFORMERS characters available in 2009 include OPTIMUS PRIME, MEGATRON, BUMBLEBEE and SOUNDWAVE.


Hasbro, Inc. (NYSE:HAS) is a worldwide leader in children’s and family leisure time products and services with a rich portfolio of brands and entertainment properties that provides some of the highest quality and most recognizable play and recreational experiences in the world. As a brand-driven, consumer-focused global company, Hasbro brings to market a range of toys, games and licensed products, from traditional to high-tech and digital, under such powerful brand names as TRANSFORMERS, PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, CRANIUM and WIZARDS OF THE COAST. Come see how we inspire play through our brands at . (C) 2009 Hasbro, Inc. All Rights Reserved.

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