The Energon Pub

[Seibertron]

Santa Monica, CA - May 18, 2007 - TRANSFORMERS: The Game, from Activision, Inc. (Nasdaq: ATVI), developed under license from HPG the licensing division of Hasbro, Inc. (NYSE:HAS), is bridging the gap from "G1" (Generation One) to the present day TRANSFORMERS by casting the upcoming live-action film leads Shia LaBeouf and Megan Fox alongside legendary voice actors Peter Cullen and Frank Welker, the original voices of OPTIMUS PRIME and MEGATRON. Based on "TRANSFORMERS," the highly anticipated live-action feature film from DreamWorks Pictures and Paramount Pictures, in association with Hasbro, the game allows players to relive their favorite movie moments and go beyond in a movie-inspired storyline penned with the help of Flint Dille, best known as the writer of the acclaimed "TRANSFORMERS" animated series.

"TRANSFORMERS is an incredible franchise with huge global appeal and our goal is to present a game that speaks to fans of the upcoming movie as well as to G1 fans," said Laird Malamed, head of production, Activision, Inc. "We have a fantastic line-up that includes original talent from the animated TV series and the upcoming film, bringing together the best of both worlds."

In TRANSFORMERS: The Game, players choose to protect the Earth as AUTOBOTS or destroy it as DECEPTICONS. Playing as OPTIMUS PRIME, BUMBLEBEE, MEGATRON, BARRICADE and other characters, gamers will experience the unstoppable power and massive scale of their favorite ROBOTS IN DISGUISE as they battle for Earth.

TRANSFORMERS: The Game is in development by Traveller's Tales for the Xbox 360™ video game and entertainment system from Microsoft, PLAYSTATION®3 computer entertainment system, Wii™ video game console, PlayStation®2 computer entertainment system and PC, and is rated "T" (Teen) by the ESRB. A PSP® (PlayStation®Portable) system version is being 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, are being 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/.



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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 $1.47 billion for the fiscal year ended March 31, 2006.



Activision maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Italy, Japan, Australia, Scandinavia, Spain, the Netherlands 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 http://www.activision.com.

[Dead Metal]

Old news we hared that all a loong time agoe. well not all at the same time but still it's old.

[Seibertron]

This is Activision's press release with the announcement about Flint Dille. We found out yesterday but I always post Activision's official press releases.

[Quaternion]

Gee, that's a confusing headline. Here I thought they were going to make a TV series based on the game - which would also be based on the movie. That would've made no sense at all.

[Liege Evilmus]

All I can say, GOOD MOVE!

[lockepsb]

I'll probably pick it up for the PS3 and maybe the Wii if it takes advantage of the Wii-mote that is...

[Roboto750]

This is Activision's press release with the announcement about Flint Dille. We found out yesterday but I always post Activision's official press releases.

I always enjoy seeing the official press releases from Hasbro, Activision, etc. As a PR major, I find it interesting how the companies sructure these. Keep up the good work!