AUTOBOTS and DECEPTICONS storm toy aisles prior to Hasbro's new live-action TRANSFORMERS movie invading theaters this summer



    DreamWorks Pictures and Paramount Pictures Film Elevates the Excitement
    and Action from 2007's Blockbuster TRANSFORMERS Movie

    TORONTO, June 18 /CNW Telbec/ - This summer, the colossal battle between
the AUTOBOTS and the DECEPTICONS continues when the "ROBOTS IN DISGUISE" once
again invade movie theaters around the world. TRANSFORMERS: REVENGE OF THE
FALLEN, from DreamWorks Pictures and Paramount Pictures, in association with
Hasbro, debuts June 24th, 2009 and continues the saga of the 2007 Worldwide
blockbuster film that finds two warring factions of robots colliding in a
major battle on planet Earth.
    On May 30th, Hasbro launches its new line of movie-based TRANSFORMERS
toys that capture the action and excitement of the new film. Fans will love
the new action figures showcasing popular characters like OPTIMUS PRIME and
BUMBLEBEE in multiple scales - with many featuring lights and authentic sounds
and phrases from the movie. Kids can pretend to be a TRANSFORMERS robot by
wearing the new BUMBLEBEE MOVIE VOICE MIXER HELMET that lets children mix
their own voices with music and includes "tune-in radio phrases," just like
BUMBLEBEE. To complete the fantasy, kids can pretend to battle the DECEPTICONS
with the new TRANSFORMERS MOVIE BUMBLEBEE PLASMA CANNON. This awesome arm
blaster converts from BUMBLEBEE'S robot arm to his plasma cannon and features
lights and signature TRANSFORMERS sound effects. And, long-time fans will be
thrilled with one of the most powerful DECEPTICONS, the new TRANSFORMERS MOVIE
CONSTRUCTICON DEVASTATOR figure, a monstrous robot that combines six vehicles
into one giant robot.
    For 25 years, Hasbro has provided kids with hours of MORE THAN MEETS THE
EYE action with their figures that convert from robot to vehicles and back
again. Legions of boys around the world grew up creating fantastic adventures
and battles set on both the planet CYBERTRON and Earth that featured the
heroic AUTOBOTS - like OPTIMUS PRIME and BUMBLEBEE - clashing with the evil
DECEPTICONS, led by MEGATRON. The toys' popularity reached new levels with the
release of the first live-action TRANSFORMERS movie, cementing the toys and
the brand in the upper stratosphere of pop culture.

    About HASBRO

    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 http://www.hasbro.com. (C) 2009
Hasbro, Inc. All Rights Reserved.

    
                             PRODUCT HIGHLIGHTS

         The 2009 Transformers Movie Line includes the following toys
                          available on May 30, 2009

    TRANSFORMERS MOVIE FIGURES

    (Approximate retail price: Starting from $15.99; Ages: 5 & up; Available:
    Beginning May 30, 2009 with additional waves throughout the summer)

    For more than 25 years, TRANSFORMERS action figures have been known for
    their "MORE THAN MEETS THE EYE" play pattern, with robots converting into
    vehicles, and then back to robots again. This summer, TRANSFORMERS movie
    action figures featuring the new film's most popular characters will be
    available in three scales: DELUXE, VOYAGER (larger scale), and LEADER
    (largest scale and includes lights and sounds). DELUXE includes 24
    characters, VOYAGER will offer 11 characters, and LEADER will feature
    three, including OPTIMUS PRIME and JETFIRE.

    BUMBLEBEE MOVIE VOICE MIXER HELMET

    (Approximate retail price: $49.99; Ages 5 & up; Available: May 30, 2009)

    In the 2007 TRANSFORMERS movie, BUMBLEBEE was a scene-stealer and an
    instant favorite among kids and long-time TRANSFORMERS fans. Now, kids
    can pretend to be the fun-loving AUTOBOT character BUMBLEBEE with a role-
    playing helmet. The toy allows kids to mix their voice through a
    "radio" - just like BUMBLEBEE - and also features realistic robot battle
    sounds and radio tune-in phrases to add authenticity to the play
    experience.

    TRANSFORMERS MOVIE BUMBLEBEE PLASMA CANNON

    (Approximate retail price: $49.99; Ages 4 & up; Available: May 30, 2009)

    The ultimate companion to the BUMBLEBEE MOVIE VOICE MIXER HELMET, the
    TRANSFORMERS MOVIE BUMBLEBEE PLASMA CANNON allows kids to strap on the
    blaster and defend the Earth against its evil invaders. Features
    electronic lights and sounds.

    TRANSFORMERS MOVIE POWER BOTS

    (Approximate retail price: $34.99; Ages 4 & up; Available: May 30, 2009)

    Designed to enable easy play for younger fans, TRANSFORMERS MOVIE POWER
    BOTS are 10-inch robot-only versions of favorite TRANSFORMERS characters.
    These large-scale, chunky action figures include lights, sounds and
    battle features. This summer, Power Bots styled after Bumblebee and
    Megatron from TRANSFORMERS: REVENGE OF THE FALLEN will join this exciting
    and unique line.


       The 2009 Transformers Movie Line includes the following toys
                       available after July 26, 2009

    TRANSFORMERS MOVIE MEGA POWER BOTS

    (Approximate retail price: $49.99; Ages 4 & up; Available: July 26, 2009)

    Taking POWER BOTS to the next level with a second mode for "mega" action!
    Robots include OPTIMUS PRIME and DEVASTATOR. When the DEVASTATOR POWER
    BOT figure is face down, he appears to be six different vehicles, but
    when standing upright, he is the monstrous DECEPTICON DEVASTATOR.

    TRANSFORMERS MOVIE HUMAN ALLIANCE

    (Approximate retail price: $49.99; Ages 5 & up; Available: July 26, 2009)

    For the first time, the new TRANSFORMERS MOVIE HUMAN ALLIANCE collection
    allows kids to play with the human characters alongside the TRANSFORMERS.
    When the TRANSFORMERS are in vehicle mode, the human figures fit inside
    and can go along for the ride. When the TRANSFORMERS are in robot mode,
    the human figures can be positioned at different battle stations. Three
    different characters will be available in 2009 - complete with a 2 1/4-
    inch human action figure - including BUMBLEBEE and friend Sam Witwicky.

    TRANSFORMERS MOVIE CONSTRUCTICON DEVASTATOR

    (Approximate retail price: $129.99; Ages 5 & up; Available: August 2009)

    The largest and most powerful foe the AUTOBOTS will encounter in this
    summer's TRANSFORMERS: REVENGE OF THE FALLEN is sure to be DEVASTATOR, a
    monstrous DECEPTICON robot made up of six separate construction vehicles
    known as the CONSTRUCTICONS. The TRANSFORMERS MOVIE CONSTRUCTICON
    DEVASTATOR allows kids to re-create the film's awesome action sequences.

    TRANSFORMERS R.P.M's MINI-VEHICLES SINGLE PACKS

    (Approximate retail price: $5.99; Ages 3 & up; Available: August 2009)

    When TRANSFORMERS characters are "ROBOTS IN DISGUISE," they take on the
    look of some of most contemporary vehicles in the world, such as the
    Chevrolet Camaro Concept, Ford Mustang and GMC Topkick. For the first
    time ever, Hasbro offers mini-vehicles of TRANSFORMERS characters that
    allow kids to engage in the classic play pattern of racing cars across
    the floor, as well as on play sets and tracks. The robot version of the
    character is featured on the underside of each non-converting vehicle for
    kids to easily identify the characters unique to the TRANSFORMERS
    universe. Twelve mini-vehicles will be available in single packs in 2009,
    and include MUDFLAP/Chevrolet Trax and SKIDS/Chevrolet Beat (pictured).


    TRANSFORMERS R.P.M's DEVASTATOR TRACK SET

    (Approximate retail price: $49.99; Ages 5 & up; Available: August 2009)

    Created specifically for the new TRANSFORMERS R.R.M.'s line of mini-
    vehicles, the TRANSFORMERS RPMs DEVASTATOR TRACK SET provides fast, mini-
    vehicle play within a dynamic track set by leveraging the iconic battle
    and high stakes drama found in the new movie. The track will bring
    DEVASTATOR to life and enable fans to re-enact the climactic movie battle
    between the AUTOBOTS and DEVASTATOR.
    




For further information:

For further information: Sandra Paulini, Hasbro Canada, (905) 238-3374 x
239, spaulini@hasbrocan.com

Organization Profile

Hasbro Canada

More on this organization


Custom Packages

Browse our custom packages or build your own to meet your unique communications needs.

Start today.

CNW Membership

Fill out a CNW membership form or contact us at 1 (877) 269-7890

Learn about CNW services

Request more information about CNW products and services or call us at 1 (877) 269-7890