Hasbro Press Release: Transformers Fact Sheet


Following yet another year of soaring success, Hasbro’s TRANSFORMERS brand celebrates its 20th year in the U.S. in 2004 (2005 across Europe) as the legendary kid and collector favorite. The brand will reach this two decade milestone in Europe in 2005. Hasbro gives the TRANSFORMERS saga a riveting new twist in 2004 with the TRANSFORMERS ENERGON series. The current theme will bridge all aspects of the TRANSFORMERS brand, from toys to a number of global licensed properties, including digital gaming, publishing, footwear, food and beverage, sporting goods, apparel and accessories.

At Licensing 2004 International, Hasbro will unveil the 2005 storyline – TRANSFORMERS CYBERTRON. In the new series, OPTIMUS PRIME and the AUTOBOTS face the greatest danger in all eternity, a menace that threatens not only the survival of the TRANSFORMERS, but the very existence of CYBERTRON, the home of the TRANSFORMERS race, and the universe itself. This next installment is “more than meets the eye� with a complex story of intrigue and surprises, and a reminder to fans what it means to be “ROBOTS IN DISGUISE�! The TRANSFORMERS CYBERTRON theme will be licensed through a variety of entertainment, toys and licensed merchandise from current licensees and HPG looks to build the brand through new licensees.

In addition, the TRANSFORMERS brand continues to resonate with the 18-to-35 age group. To speak to this devoted audience, the Hasbro Properties Group has a host of products for adults featuring artwork based on TRANSFORMERS GENERATION ONE, the original brand look.

Licensing and entertainment highlights:

Visual Entertainment

TRANSFORMERS is one of Hasbro’s most popular brands in the entertainment category.
TRANSFORMERS Cartoon Network animated program continues in 2004 with the TRANSFORMERS ENERGON theme.
Paramount Home Entertainment will release episodes from the TRANSFORMERS ENERGON television series on DVD and VHS this fall.

Digital Gaming

Atari released the highly anticipated PlayStation 2 video game in May worldwide and it has received rave reviews from the brand’s dedicated fan base and from gaming and consumer media, including three out of four stars from the Associated Press. the gaming community.


Dreamwave’s TRANSFORMERS comic book series sold more than two million copies in the U.S. in 2003 and will launch in Australia and select is locally translated across European countries in 2004.
In celebration of the 20th anniversary, Dorling Kindersley has released “The Ultimate TRANSFORMERS Book,� a comprehensive guide to the history of the property, as well as children’s story books. These will be available worldwide.
Additional publishers that have been signed:

Egmont for U.S. for and Europe.
TOKYOPOP for Cine-Manga books worldwide.
Bendon Publishing for launch color and activity books.
Fleer Trading Cards launched a line of collectible trading cards last fall.
IBooks for adult novels.
Funtastic Publishing for color and activity books in Australia.
Panini launches a Transformers Energon sticker album in France.
Panini Germany launched a monthly magazine.
Edigamma/ Red Bird titles in Italy.
Apparel and Accessories

Happy Kids has a line of sportswear, outerwear, swimwear and t-shirts due out this fall.
S.G. Footwear plans to will expand its line of footwear that was launched last year.
Footwear from Leomil BV across European territories.
Licensees for GENERATION ONE (1980s styling) include Accessory Network for hats and notebooks, and Changes for t-shirts, Bravado for t-shirts (UK & Eire), Titan Publishing for graphic novels (USA, Europe, Asia Pacific), Semic Tournon (Europe) and Bladkompaniet (Norway, Sweden) for comics.

Consumer Promotions

A major QSR kids meal promotion across 36 European markets is planned for later this year, with a promotion planned in the U.K., Australia and New Zealand for 2005.

Other Categories

There are currently more than 120 licensees for the property worldwide including:

Franco Manufacturing for bedding and towels.
Hedstrom Corporation for room décor.
Palisades, Diamond Select Toys and and Hard Hero for collectibles.
Stylus Writing Instruments for novelty pens (both GENERATION ONE and current themes).
K2 and Ride snowboards featuring TRANSFORMERS GENERATION ONE artwork.
Licensees in Australia and New Zealand include bikes, sleeping bags and sporting goods from Hunter Overseas, and bags and backpacks from Toy Group Australia.
Licensees for Europe for key licensed categories include bedding from Character World (U.K.) and House of Textiles (Scandinavia), leisurewear from Van der Erve (Benelux) and TMI Solutions (U.K. & Eire), footwear from Leomil (Europe), bags and backpacks from Jim Jam Trading (Benelux), Paxos (Greece) and Savebag (France).
TRANSFORMERS is a trademark of Hasbro
© 2004 Hasbro, Inc. All Rights Reserved

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