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[Seibertron]

HASBRO DELIVERS “16 WEEKS OF CYBER SWEEPS” TO TRANSFORMERS FANS

Limited Edition TRANSFORMERS: DARK OF THE MOON CYBERVERSE OPTIMUS PRIME Action Figure Preview Pack Hits Shelves and Kicks Off Online 3D “Cyber Sweeps” Promotion

PAWTUCKET, RI – MARCH 15, 2011 – The iconic TRANSFORMERS brand from Hasbro, Inc. (NASDAQ: HAS) announced today the start of the “TRANSFORMERS: DARK OF THE MOON 16 Weeks of Cyber Sweeps” event, a 16-week-long consumer promotion. Leading up to the worldwide release of the new Paramount Pictures live-action movie from director Michael Bay, and executive producer Steven Spielberg, TRANSFORMERS: DARK OF THE MOON, on Friday, July 1, fans will have the opportunity to win grand prizes each week varying from Hasbro TRANSFORMERS toy packages to a family trip for four to the star-studded U.S. premiere of the movie -the first-ever TRANSFORMERS film in 3D. To enter, fans can visit http://WWW.TRANSFORMERSCYBERSWEEPS.COM.

The winner of the TRANSFORMERS: DARK OF THE MOON U.S. movie premiere tickets will be announced in a commercial that will air on Saturday, April 2 during Nickelodeon’s 2011 Kids’ Choice Awards, of which Hasbro is a presenting sponsor. The “TRANSFORMERS: DARK OF THE MOON 16 Weeks of Cyber Sweeps” website features unique TRANSFORMERS content, games and trivia in a “MORE THAN MEETS THE EYE” 3D experience. There will be a new prize and chance to win each week.

To help kick off the 16 week countdown to the movie, a Limited Edition TRANSFORMERS: DARK OF THE MOON CYBERVERSE OPTIMUS PRIME Preview Pack is now available at retail locations nationwide. In addition to being the first figure in the TRANSFORMERS: DARK OF THE MOON line to hit shelves, the OPTIMUS PRIME CYBERVERSE CLASS figure comes packaged with a pair of 3D glasses featuring OPTIMUS PRIME styling that will enable fans to see 3D content on the official TRANSFORMERS website (http://WWW.TRANSFORMERS.COM) as well as the promotional website (http://WWW.TRANSFORMERSCYBERSWEEPS.COM). The Limited Edition TRANSFORMERS: DARK OF THE MOON CYBERVERSE OPTIMUS PRIME Preview Pack is for ages 5 and up and retails for approximately $7.99. Fans can expect more TRANSFORMERS: DARK OF THE MOON products to hit shelves the week of May 16, 2011.

The “TRANSFORMERS: DARK OF THE MOON Sixteen Weeks of Cyber Sweeps” promotion is open to U.S. residents (void in Alaska, Hawaii and Puerto Rico) ages 8-15 during weeks 1, 2 and 16, ages 6-15 during weeks 3 through 15 and ends on July 2, 2011. No purchase is necessary to enter. For more information about the promotion, visit http://WWW.TRANSFORMERSCYBERSWEEPS.COM.

About Hasbro

Hasbro, Inc. (NASDAQ: HAS) is a branded play company providing children and families around the world with a wide-range of immersive entertainment offerings based on the Company’s world class brand portfolio. From toys and games, to television programming, motion pictures, video games and a comprehensive licensing program, Hasbro strives to delight its customers through the strategic leveraging of well-known and beloved brands such as TRANSFORMERS, LITTLEST PET SHOP, NERF, PLAYSKOOL, MY LITTLE PONY, G.I. JOE, MAGIC: THE GATHERING and MONOPOLY. The Hub, Hasbro’s multi-platform joint venture with Discovery Communications (NASDAQ: DISCA, DISCB, DISCK) launched on October 10, 2010. The online home of The Hub is http://www.hubworld.com. The Hub logo and name are trademarks of Hub Television Networks, LLC. All rights reserved.


Come see how we inspire play through our brands at http://www.hasbro.com. © 2010 Hasbro, Inc. All Rights Reserved.

TRANSFORMERS: DARK OF THE MOON, is directed by Michael Bay, written by Ehren Kruger and produced by Don Murphy & Tom DeSanto, Lorenzo di Bonaventura and Ian Bryce. The executive producers are Steven Spielberg, Michael Bay, Brian Goldner and Mark Vahradian.

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[Jesterhead]

Foiled again by my old age again!

It would be cool to see a younger member of Seibertron win something though!

[Immortal Starscream]

yar, no one over the age of 15 is eligible. what a drag

[T-Macksimus]

How fortunate that I have 2 kids that fall within the age parameters. Also fortunate that if there should be any restrictions on number of entries per household, they can enter from either their place or at mine.

Only downside is that I have no interest whatsoever in seeing this movie in 3D and 95 percent of what I've seen from the toy-line is stuff I find to be absolutely hideous. My oldest son has no interest in the toys and my youngest is lukewarm at best.
I finally have a contest that the I can get the family into and none of us would really even care to enter it. Go figure!

[craggy]

Sweeps? Terminate him!

[Catalyst_Prime]

YES MY TIME TO SHINE I WNAT THIS I JUST MADE THE AGE CUT ME FTW this is too many emoticons isnt it?

[El Duque]

As Hasbro's "16 Weeks of Cyber Sweeps" enters it's third week, the official website has been updated with a new promo video. For further details and to enter the "16 Weeks of Cyber Sweeps" click here!

The site will also be launching several 3D games in the coming months:

• World Chase - 03/31
• Build A Bot - 04/26
• Puzzle Former - 05/19
• More Than Meets the Eye Challenge - 06/02

The promo is embedded below.

[SlyTF1]

Zzz...(spazzes out) I'm 15! YES! I got it!!! I got it by just 3 months!!! Take that life! Take that!!! But I turn 16 on June 28th which is a few days before DOTM comes out, so am I still legible?

[STINGRAY749]

Sweet i can enter im 15 on 7/4/11 i hope i win the new dotm toys worth $500

[Galvatron X]

Damn you, young kids and your new-fangled contests!

*shakes fist*

[ArmadaPrime]

not open to the uk
bah
also, in that vid do we get our first look at the role-playing sword thingy?
or have we seen it before?

[STINGRAY749]

It's a new sword the old one looked like primes swords this one looks like a lightsaber

[El Duque]

The Official Website for Hasbro's "16 Weeks of Cyber Sweeps" has launched it's first online game, "WordChase". Basically a timed Transformer themed word search. Three more games are scheduled to launch over the coming months:

• Build A Bot - 04/26
• Puzzle Former - 05/19
• More Than Meets the Eye Challenge - 06/02

[SlyTF1]

Do you win anything for beating the game!?

[El Duque]

I doubt it, unless you count the satisfaction of victory.

[Blackstreak]

Meh. There are only 4, 5 levels and they are the same. Would be better if each level was randomized in words and locations, and a heck of a lot more levels to play. This is good for kids, which is there focus I believe, but adults like these things too. I would want them to impliment some puzzles that are more challenging for us older people.

[El Duque]

The Official Transformers DOTM 16 Weeks of Cyber Sweeps website has been updated with a new interactive “Build A Bot” feature based on Hasbro’s upcoming Kre-O building block line.

Using all new Kre-O Transformers Bricks, Start Building Your Bot Now!! Pieces For Each Robot Will Be Unlocked Weekly. So Set Up Shop, Store Your Progress, And Check Back Every Week To Get The Bricks You Need.

Be One Of The First 10,000 To Complete Your Bot And Get A Special Kreon Transformers Mystery Figure.

Click here to get started.

[mattyc1007]

I doubt it, unless you count the satisfaction of victory.

Kids these days nee...demand something Tangible, anything else is useless... for example the xbox achievments

[El Duque]

The official Transformers: Dark of the Moon "16 Weeks of Cyber Sweeps" website has been updated with a new online game, "Puzzle Former". Essentially a timed jig-saw puzzle type game featuring images from Transformers DOTM. Solving them all will score you an exclusive desktop wallpaper. Click here to play.

[El Duque]

If you've been keeping up with the "16 Weeks of Cyber Sweeps" Build-A-Bot game you may want to head over and complete your figures now that all the pieces are available. The first 10,000 to complete their figures are eligible to receive at special mystery Kreon. The mail-n redemption form shows an image of the BotCon exclusive Matrix Optimus Prime Kreon, though it does not specifically state this is the figure that will be sent out. See the image from the redemption form mirrored below.

COMPLETE the information requested and MAIL IN to the address listed below to receive one (1)
Special KreonTM Transformers mystery figure* by mail. Limit one (1) redemption per code and per address.
*Figure style may vary and is subject to available inventory.
Offer request must be postmarked by 8/31/11 and received by 9/15/11.

[Treetop Maximus]

So does the age restriction include the Mystery Bot, too?

[Blackstreak]

Gee, could it be ANOTHER Optimus Prime? Like we don't have enough of them.

[RodimalToyota]

No age defined on the Optimus Kreon. Doesn't even ask.

[Mindmaster]

One of the first 10,000.

[juxtapose519]

What? US only? Super weak.

Come on Hasbro, I'll give you a couple bucks to ship it to Canada. Don't be cheap.