Hasbro Press Release: Toy Line and Prices

Hasbro continues the stream of pre-Toyfair press releases with news about the various lines of movie related Transformers toys coming out starting now with the Protoforms and continuing to gain steam until the full push on June 2, 2007. Of note is the Ultimate Bumblebee ($89.99), the price point for the deluxe line ($9.99), Voyager ($19.99), and Leader ($39.99) lines. See below for Leader Optimus Prime. Also games and the like are being released with a Transformers edition of Risk ($24.99), Chess Set ($29.99), and Puzzle ($15.99). Surprised no Monopoly edition yet. I am sure this is just the tip of the iceberg for the toy blitz that is coming.

The press release:

HASBRO ROLLS OUT TRANSFORMERS TOYS THAT ARE ‘MORE THAN MEETS THE EYE’ FOR THIS SUMMER’S MUCH ANTICIPATED BLOCKBUSTER MOVIE

Hasbro teams up with DreamWorks and Paramount for first-ever live-action TRANSFORMERS feature film release on July 4, 2007

Pawtucket, RI (February 2007) - On July 4, 2007, the colossal battle between the AUTOBOTS and the DECEPTICONS will invade our world when these aliens make Earth their final battleground in the live-action TRANSFORMERS movie. Produced by DreamWorks Pictures and Paramount Pictures, in association with Hasbro, the film is poised to catapult the legendary characters and storyline -- which have captivated kids since they debuted more than 20 years ago -- even higher into the stratosphere of pop culture.

First introduced in 1984 by Hasbro and Takara as a toy line, TRANSFORMERS has become a global phenomenon inspiring comic books, video games, animated series, films and a convention dedicated to TRANSFORMERS collectors. Whether fans grew up with the robots or discovered them more recently, they continue to be fascinated by the alien robots from CYBERTRON that live on earth as “Robots in Disguise” and have the ability to change from robot mode to vehicle mode.

The movie, directed by Michael Bay (Armageddon, The Rock, Bad Boys I and II) and executive produced by Steven Spielberg, follows the epic feud between the AUTOBOTS (led by OPTIMUS PRIME) and the DECEPTICONS (led by MEGATRON) as they bring their battle to Earth. In their efforts to help the humans, the AUTOBOTS meet up with an unsuspecting teen (Shia LaBeouf, who starred in Holes and Even Stevens) who finds himself in the middle of an intergalactic war being fought on our planet. The movie also stars Josh Duhamel (Las Vegas), Tyrese Gibson (Annapolis, 2 Fast 2 Furious), Megan Fox (Confessions of a Teenage Drama Queen), John Turturro and Jon Voight.

“Hasbro is thrilled to work with DreamWorks, Paramount and Michael Bay in making the most amazing, larger-than-life version of the TRANSFORMERS saga ever created,” said Brian Goldner, Hasbro’s Chief Executive Officer and Executive Producer of the film. “Michael, Steven and the production crew have captured the personality of the TRANSFORMERS characters through ground-breaking visual effects and they have translated the storyline into a film packed with non-stop action and excitement.”

To bring the action and adventure into kids’ homes, Hasbro will be releasing a new lineup of toys and games based on the characters and styling of the movie. From the OPTIMUS PRIME VOICE CHANGER HELMET to the ULTIMATE BUMBLEBEE figure, TRANSFORMERS fans of all ages will find something that will help them experience the excitement of the movie.

The TRANSFORMERS 2007 line includes the following:

TRANSFORMERS MOVIE ULTIMATE BUMBLEBEE
(Approximate Retail Price: $89.99; Ages: 5 & up; Available: Fall 2007)
Fans of TRANSFORMERS will love seeing BUMBLEBEE come to life on the big screen and this fall, they can experience the ULTIMATE BUMBLEBEE action figure, which is among the most realistic and technical TRANSFORMERS toys ever. The impressively styled Chevrolet Camaro Concept car changes into the beloved AUTOBOTS character, which stands an imposing 14 inches tall. BUMBLEE will “come to life” with robot animatronics action in both car and robot modes. Working headlights, battle sounds, and music, including Devo’s “Whip It”, all add to the interactive experience.

TRANSFORMERS MOVIE DELUXE and VOYAGER assortments
(Approximate Retail Price: $9.99 - $19.99; Ages: 5 & up; Available: June 2007)
The fun and excitement of 2007’s live-action film is placed in kids’ hands with the all-new TRANSFORMERS MOVIE action figures. Not only do the figures feature the authentic TRANSFORMERS action that enables all figures to change from vehicle mode to robot mode, but they also feature new “Automorph Technology” that will allow some parts to “automatically” move. Each figure also includes other action features like firing projectiles. Movie-styled figures in the Deluxe and Voyager scales include: OPTIMUS PRIME, MEGATRON, SCORPONOCK™, BARRICADE™, AUTOBOT JAZZ and BUMBLEBEE™.

TRANSFORMERS MOVIE LEADER assortment
(Approximate Retail Price: $39.99; Ages: 5 & up; Available: June 2007)
It’s Prime time! OPTIMUS PRIME and other popular TRANSFORMERS characters from the movie are represented in Leader scale figures, which feature lights and sounds in vehicle and robot mode. Additionally, the figures feature new “Automorph Technology”, a gearing mechanism that allows some parts to move automatically. The Leader scale includes OPTIMUS PRIME and MEGATRON.

TRANSFORMERS OPTIMUS PRIME VOICE CHANGER HELMET
(Approximate Retail Price: $29.99; Ages: 5 & Up; Available: June 2007)
The OPTIMUS PRIME VOICE CHANGER HELMET, authentically detailed to look like the character in the movie, allows kids to imitate OPTIMUS PRIME and sound like a TRANSFORMERS robot for the first time! The OPTIMUS PRIME VOICE CHANGER HELMET features 3 modes:
• VOICE CHANGER: Make your voice sound like a robot!
• BATTLE PHRASES: OPTIMUS PRIME speaks iconic phrases
• CONVERSION SOUNDS: Hear OPTIMUS PRIME change from a truck to a robot and back!

TRANSFORMERS ARM BLASTER assortment
(Approximate Retail Price: $29.99; Ages: 5 & up; Available: June 2007)
Quickly changing from either STARSCREAM’S jet or OPTIMUS PRIME’S truck, these powerful TRANSFORMERS ARM BLASTERS offer kids the unique opportunity to role-play the galactic battle which AUTOBOTS and DECEPTICONS have waged for centuries! One pull changes the toy from vehicle mode to blaster mode, unleashing the power of a Nerf dart blaster. OPTIMUS PRIME comes with 3 Nerf darts and STARSCREAM comes with 4 Nerf darts.

TRANSFORMERS CYBER STOMPIN’ ROBOT assortments
(Approximate Retail Price: $19.99; Ages: 4 & up; Available: June 2007)
The CYBER STOMPIN’ ROBOT features 12-inch robot-only versions of BUMBLEBEE and OPTIMUS PRIME, the heroes of the TRANSFORMERS movie. Designed to enable easy play for younger fans, each of the figures feature robot stomping sounds, battle sounds and phrases and light-up eyes!

MR. POTATO HEAD OPTIMASH PRIME
(Approximate retail price: $9.99; Ages: 2 & up; Available: June 2007
MR. POTATO HEAD, the iconic face-changing potato friend for kids, takes on the role of a lifetime as the spud-ly leader of the AUTOBOTS, OPTIMASH PRIME. Kids will be able to have all kinds of mix 'n match fun with this wacky spud dressed as OPTIMUS PRIME. OPTIMASH PRIME comes with fun parts, including shoes, ears, eyes and helmet.

RISK: THE TRANSFORMERS EDITION
(Approximate retail price $ 24.99; Ages: 8 & up; Players: 2 to 4; Available: June 2007)
The game of Global Domination takes a twist with this version set on CYBERTRON and based on the TRANSFORMERS movie. Fight to gain control of the world on the side of the AUTOBOTS or the DECEPTICON! Choose your side, then play by either classic RISK rules or the TRANSFORMERS variations!

TRANSFORMERS CHESS SET
(Approximate retail price $ 29.99; Ages: 7 & up; Players: 2; Available: June 2007)
This classic game provides an opportunity to pit the AUTOBOTS against the DECEPTICON in a two-player strategy game. The figures are authentically detailed to look like the movie characters.

TRANSFORMERS FUN FIT PUZZLE
(Approximate retail price: $15.99 Ages: 7 & up; Available: June 2007) Two puzzles in one. Assemble OPTIMUS PRIME in robot mode and then with the same puzzle pieces, assemble the AUTOBOT leader in truck mode.

TRANSFORMERS 70PC STICKER PUZZLE
(Approximate Retail Price: $3.99; Ages: 5 & up; Available: June 2007)

TRANSFORMERS 100 PC PUZZLES
(Approximate Retail price: $2.99; Ages: 5 & up; Available: June 2007)

For more information on Hasbro’s TRANSFORMERS toy line and the live-action feature film, please visit www.transformers.com and www.transformersmovie.com.