News

PRs- 'Transformers' vid game & gathering

Note from author Robert Marich. “The Transformers” video game shipped over 1 million units worldwide, at launch.

PRESS RELEASE June 26, 2007 08:30 AM Eastern Daylight Time

Battle for Earth Begins as TRANSFORMERS: The Game Rolls out to Retail Stores Today

Gamers Control the Outcome of the Planet as They Choose to Protect It as AUTOBOTS or Destroy It as DECEPTICONS

SANTA MONICA, Calif.--(BUSINESS WIRE)--The fate of the world is in gamers’ hands with the announcement that TRANSFORMERS: The Game from Activision, Inc. (Nasdaq:ATVI), under license from HPG, the licensing division of Hasbro, Inc., has shipped to retail stores nationwide. Timed to the highly anticipated theatrical release of the “TRANSFORMERS” live-action feature film from DreamWorks Pictures and Paramount Pictures, the game allows players to experience the unstoppable power and massive scale of the AUTOBOTS and DECEPTICONS in an epic battle for Earth.

TRANSFORMERS: The Game lets you choose your side – Autobots or Decepticons – to either protect or destroy Earth,” said Will Kassoy, senior vice president of global brand management, Activision, Inc. “The game features fully destructible environments, an army of playable characters, split second changes from robot to vehicle form and a storyline that goes beyond the film to include some elements from the property’s long history that will also appeal to Generation 1 fans.”

“The Activision team has done an outstanding job of replicating the live-action movie scale and realism into TRANSFORMERS: The Game,” said Jeff Burdeen, Vice President of Digital Media for HPG. “Across the current and next-generation platforms, gamers will have an awesome TRANSFORMERS experience from the amazing vehicle-to-robot changes to the heart-pounding action.”

In TRANSFORMERS: The Game for the consoles and PC, players are presented with dual campaigns as they choose from an unprecedented line-up of characters including OPTIMUS PRIME, MEGATRON, IRONHIDE, STARSCREAM, BUMBLEBEE and more. Gamers must master each character’s unique weapons, moves and instantaneous conversions from robot to vehicle mode as they rampage through fully interactive and destructible environments in their quest to protect or destroy Earth.

The Nintendo DS™ offers two completely different games, TRANSFORMERS: AUTOBOTS and TRANSFORMERS: DECEPTICONS. Both titles enable players to engage in the “AllSpark Wars” through Nintendo® Wi-Fi Connection where they must help their side win the global conflict between AUTOBOTS and DECEPTICONS via daily challenge missions and global player stats comparisons. Each Nintendo DS game features 20 unique story missions plus more than 20 challenge missions as well as local wireless multiplayer modes for up to four players.

The PSP® (PlayStation® Portable) system version of TRANSFORMERS: The Game features more than 20 playable TRANSFORMERS characters with three combat modes and 19 story-based missions that have players playing both AUTOBOTS and DECEPTICONS as they progress through the game. In addition, gamers can battle in four-player Ad Hoc wireless competitions including Deathmatch, Team Deathmatch, Ascension Rites (king of the hill) and Secure the Energon (capture the flag), in more than 10 multiplayer arenas.

TRANSFORMERS: The Game was developed by Traveller’s Tales for the Xbox 360™ video game system from Microsoft, PLAYSTATION®3 computer entertainment system, Wiihome video game system from Nintendo, PlayStation®2 computer entertainment system and PC, and is rated “T” (Teen) by the ESRB. The PSP system version was developed by Savage Entertainment and is currently rated “E 10+” (Everyone 10 and older – Violence) by the ESRB. Two unique games for Nintendo DS, TRANSFORMERS: AUTOBOTS and TRANSFORMERS: DECEPTICONS, were developed by Vicarious Visions and are rated “E 10+” (Everyone 10 and older - Violence) by the ESRB. For more information about the game, visit http://www.transformersgame.com/.

TRANSFORMERS: The Game press kit assets are available at http://pressroom.activision.com where media can download press materials and art assets.

BradyGames' TRANSFORMERS: The Game Official Strategy Guide is available at electronics, book, and software retailers nationwide, and online at www.bradygames.com.

About HPG

HPG, the licensing division of Hasbro, Inc. (NYSE:HAS), translates one of the industry’s richest portfolios of brands into a world of fun and excitement for children and adults globally. Through a host of publishing, digital media, lifestyle and entertainment platforms, HPG is able to surround fans worldwide with consumer products that expand Hasbro’s core brands, such as TRANSFORMERS, LITTLEST PET SHOP, MY LITTLE PONY, MONOPOLY, G.I. JOE, TONKA and PLAYSKOOL.

About HASBRO

Hasbro (NYSE: HAS) is a worldwide leader in children’s and family leisure time entertainment products and services, including the design, manufacture and marketing of games and toys ranging from traditional to high-tech. Both internationally and in the U.S., its PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, TIGER and WIZARDS OF THE COAST brands and products provide the highest quality and most recognizable play experiences in the world.

About Activision, Inc.

Headquartered in Santa Monica, California, Activision, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products. Founded in 1979, Activision posted net revenues of $1.5 billion for the fiscal year ended March 31, 2007.

Activision maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy, Scandinavia, Spain, the Netherlands, Australia, Japan and South Korea. More information about Activision and its products can be found on the company's World Wide Web site, which is located at www.activision.com.

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PRESS RELEASE June 28, 2007 11:08 AM Eastern Daylight Time

Fans Will “Roll Out” for Annual TRANSFORMERS Convention

Official TRANSFORMERS Collector Convention Hits Just Days Before the First-Ever Live-Action TRANSFORMERS Feature Film is Released on July 3

BotCon

PAWTUCKET, R.I.--(BUSINESS WIRE)--On the eve of the live-action TRANSFORMERS movie, from DreamWorks Pictures and Paramount Pictures, in association with Hasbro, Inc. (NYSE:HAS) hitting theaters nationwide, thousands of TRANSFORMERS fans and collectors from around the world will heed the call to “roll out” and gather at BotCon, the annual event celebrating the TRANSFORMERS universe.

BotCon runs June 28 to July 1, 2007, and — for the first time ever — the four-day convention will be held in Providence, Rhode Island, Hasbro’s home state. The largest gathering of TRANSFORMERS fans in the world, BotCon is open to both collectors and non-collectors — and the young and young-at-heart.

A highlight of this year’s convention will be an appearance by the actual OPTIMUS PRIME truck seen in the film. In addition, fans will have a chance to meet those associated with the movie including Peter Cullen, the voice of OPTIMUS PRIME, and the film’s screenwriters Robert Orci and Alex Kurtzman. Plus, fans will see Hasbro’s 2007 product line and meet members of the design team, learn how to customize TRANSFORMERS action figures, view incredible TRANSFORMERS collections and even purchase retro figures.

“We invite all TRANSFORMERS fans -- whether they’ve been collecting TRANSFORMERS since the toys were introduced more than 20 years ago or have been drawn in by the excitement surrounding this truly awesome live-action movie -- to join us in Rhode Island prior to the movie’s premiere,” said Brian Savage, director of the TRANSFORMERS Collectors’ Club. “This year’s convention will showcase more than ever that TRANSFORMERS are ‘MORE THAN MEETS THE EYE.’”

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 2007 BotCon will be held at the Rhode Island Convention Center, 1 Sabine Street, Providence, R.I. General admission sessions (open to the public) are scheduled for Saturday, June 30 from 10 a.m. to 5 p.m. and Sunday, July 1 from 9:30 a.m. – 3:30 p.m. General admission is $10 for adults and $5 for children ages five to 12, with children under five receiving free admission. For more information about the convention, visit www.BotCon.com.

About Hasbro

Hasbro (NYSE: HAS) is a worldwide leader in children's and family leisure time entertainment products and services, including the design, manufacture and marketing of games and toys ranging from traditional to high-tech. Both internationally and in the U.S., its PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, TIGER ELECTRONICS, and WIZARDS OF THE COAST brands and products provide the highest quality and most recognizable play experiences in the world. (C)2007 Hasbro, Inc. All Rights Reserved.

About the TRANSFORMERS movie

TRANSFORMERS, 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 Disturbia, 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.

For more information, please visit www.transformers.com or www.transformersmovie.com

TRANSFORMERS and all related characters are trademarks of Hasbro and are used with permission.

© 2007 Hasbro. All Rights Reserved.