Transformers 30th Anniversary Figures Press Release

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THE TRANSFORMERS BRAND KICKS OFF 30TH ANNIVERSARY AT COMIC-CON INTERNATIONAL
Hasbro Introduces the Thrilling 30 line of Action Figures and Merchandise to Celebrate the TRANSFORMERS Brand Legacy and Fandom Including the Reveal of the First Fan Built Bot Character

San Diego, CA – July 18, 2013 – The TRANSFORMERS brand from Hasbro, Inc. (NASDAQ: HAS), an icon of pop-culture, kicks off its 30th Anniversary celebration at Comic-Con International today, the premier event in the world celebrating the popular arts. The prolific TRANSFORMERS brand which spans action figures, comic books, blockbuster movies, video games, award-winning animated series and more, introduces the new CONSTRUCT-BOTS line of customizable action figures, celebrates the TRANSFORMERS PRIME BEAST HUNTERS entertainment and unveils the “Thrilling 30” line of action figures and merchandise for the brand’s ultimate fans at the event.
To celebrate the anniversary with fans, Hasbro is introducing thirty numbered toys in the “Thrilling 30” line representing the remarkable heritage of the brand with characters and expressions from throughout its history. With millions of fans around the world, items within the “Thrilling 30” numbered line will be global in scope with some items available worldwide and others exclusively in Asia or North America. Each of the items represents significant periods of TRANSFORMERS brand legacy including its future with the #11 item: a CONSTRUCT-BOTS action figure! For the first time ever, kids and fans can build, customize, convert and “Unleash the Ultimate TRANSFORMERS” with the CONSTRUCT-BOTS action figure expression. Hasbro announced items numbered 1-11, which will be available in 2013, at Comic-Con International to a room packed with thousands of TRANSFORMERS fans. Non-numbered merchandise in the “Thrilling 30” line celebrating the anniversary will include expansions to the TRANSFORMERS GENERATIONS mainline and to several TRANSFORMERS brand licensees including Loyal Subjects, Acid Free Gallery and New Era.
In addition to the first items being revealed, Hasbro announced the result of the first “Fan Built Bot Poll.” Hosted earlier in the year, the poll asked fans around the world to vote on a series of TRANSFORMERS character elements such as faction, personality, vehicle mode and more. Hasbro combined all of the winning elements and unveiled the newest character to be incorporated into TRANSFORMERS lore and will be made into an action figure, part of the “Thrilling 30” line of numbered figures. The character is WINDBLADE, a female AUTOBOT jet who will appear in the “Thrilling 30” numbered line. The WINDBLADE character will make an appearance in future IDW comics as a lasting part of TRANSFORMERS lore with the opportunity to appear in additional brand expressions in the future. The WINDBLADE character action figure will be #30 in the “Thrilling 30” line and becomes available in late 2014.
“The TRANSFORMERS brand and its ‘MORE THAN MEETS THE EYE’ characters have been part of kids lives for generations and fans have given so much to the brand over the years that we’re tremendously excited to give back and offer the opportunity for them to actively participate in many new ways,” said Jay Duke, Vice President of Global TRANSFORMERS Brand Marketing, Hasbro. “With initiatives like the Fan Built Bot Poll and new customizable CONSTRUCT-BOTS action figure line, the power is increasingly in the hands of fans and kids to make the TRANSFORMERS brand their own.”
The “Thrilling 30” numbered items unveiled at Comic-Con and available in 2013 include:

#1 TRANSFORMERS GENERATIONS TITAN CLASS METROPLEX SDCC EDITION 
(Approximate Retail Price: $149.99; Ages 5 & up; Available through HasbroToyShop.com, Booth #3329 at Comic-Con International in San Diego)
The TRANSFORMERS GENERATIONS TITAN CLASS METROPLEX is the largest converting TRANSFORMERS toy at over two feet tall, and San Diego Comic-Con will be the fans’ first opportunity to feast their optics on him! METROPLEX converts from robot mode to rolling battle platform mode, and also converts into an AUTOBOT city! This special edition version of METROPLEX features two giant blasters, metallic coated armor, chrome foil stickers, a converting SCAMPER figure as well as 12 miniature red AUTOBOT and purple DECEPTICON figures to inhabit his AUTOBOT city mode! His lights and sounds take the battle to a whole new level! TITAN CLASS METROPLEX SDCC Edition is the official figure #1 in the TRANSFORMERS Thrilling 30 line of toys celebrating TRANSFORMERS 30th Anniversary.
 

#2 TRANSFORMERS PRIME BEAST HUNTERS SHOCKWAVE’S LABORATORY
(Approximate Retail Price: $49.99; Ages 5 & up; Available through HasbroToyShop.com, Booth #3329 at Comic-Con International in San Diego)
Where do PREDACONS come from? Why, SHOCKWAVE’S Lab, of course! The evil DECEPTICON scientist and his cloning chamber are featured in this SDCC special edition figure set, featuring a VOYAGER CLASS SHOCKWAVE with a special G1-inspired paint scheme, as well as a COMMANDER CLASS PREDAKING figure with an ENERGON-infused translucent design. Sold in special collectible “Laboratory” packaging based on the hit TV series, TRANSFORMERS PRIME: BEAST HUNTERS, this set is an official part of the TRANSFORMERS 30TH Anniversary celebration!

#3 PLATINUM EDITION ULTRA MAGNUS Action Figure
PLATINUM EDITION ULTRA MAGNUS launched in Asia at the end of May 2013 in celebration of Children’s Day in China.  The PLATINUM EDITION ULTRA MAGNUS figure marks the character’s WEAPONIZER debut and features four battle modes and the massive Forge of Solus Battle Hammer.  The figure is packed out in PLATINUM EDITION 5th panel packaging with gold foil designs. The iconic ULTRA MAGNUS is an inspiration to the AUTOBOTS under his command, and a source of terror for the DECEPTICONS who fight against him. His ancient hammer – a mighty artifact known as the Forge of Solus – is a symbol of the strength with which he defends AUTOBOT ideals. The thunderous strike of this incredible hammer has been known to topple even the greatest DECEPTICON warriors. (Approximate Retail Price: $49.99)

 #4 TRANSFORMERS PLATINUM EDITION GRIMLOCK VS. BRUTICUS Set
Featuring the popular DINOBOT, GRIMLOCK character and the DECEPTICON COMBINER, BRUTICUS this #4 item in the TRANSFORMERS Thrilling 30 line lets fans bring the epic Cybertronian battle from the popular TRANSFORMERS: FALL OF CYBERTRON video game from Activision to life in action figure form with updated deco for both figures. This set will be available in the Asia region beginning mid-August and in North America at a later date. (Approximate Retail Price: $99.99)

#5 TRANSFORMERS METROPLEX Ani-Con & Game Convention Edition Action Figure
The TRANSFORMERS GENERATIONS TITAN CLASS METROPLEX is the largest converting TRANSFORMERS toy at over two feet tall, and the Animation Comic Game Convention in Hong Kong will give fans another opportunity to get their hand on him starting on July 26th! METROPLEX converts from robot mode to rolling battle platform mode, and also converts into an AUTOBOT city! This special edition version of METROPLEX features two giant blasters, metallic coated armor, chrome foil stickers, a converting SCAMPER figure as well as 12 miniature silver and gold AUTOBOT and DECEPTICON figures to inhabit his AUTOBOT city mode! His lights and sounds take the battle to a whole new level! (Approximate Retail Price: $149.99)

#6 TRANSFORMERS PRIME BEAST HUNTERS SHOCKWAVE’S LAB set
PREDACONS are on the loose in Asia too with a special edition of this set available only in this region beginning at the end of August! The evil DECEPTICON scientist, SHOCKWAVE and his cloning chamber are featured in this special edition figure set, featuring a VOYAGER CLASS SHOCKWAVE with a special G1-inspired paint scheme, as well as a COMMANDER CLASS PREDAKING figure with an ENERGON-infused translucent design. The #6 item features an orange hued PREDAKING, differing from the Comic-Con special edition version. Sold in special collectible “Laboratory” packaging based on the hit TV series, TRANSFORMERS PRIME: BEAST HUNTERS, this set is an official part of the TRANSFORMERS 30TH Anniversary celebration! (Approximate Retail Price: $49.99)

#7 FIRST LOOK TRANSFORMERS PRIME BEAST HUNTERS OPTIMUS PRIME Action Figure
Available in Asia markets in mid-July, it’s an early look at the largest TRANSFORMERS PRIME BEAST HUNTERS OPTIMUS PRIME in special edition packaging. The AUTOBOT leader gets an upgrade with the Dragon Assault truck mode and 5 dragon-blasting Firebreath Cyclocannons. In this BEAST HUNTERS faceoff against PREDAKING, OPTIMUS PRIME has to run out of ammo at some point, right? Wrong! (Approximate Retail Price: $59.99)

#8 TRANSFORMERS MASTERPIECE ACID STORM Action Figure
Available exclusively at Toys “R” Us in North America and Asia, this is the Masterpiece debut for ACID STORM – a new Seeker to continue the Masterpiece collection. A tactical specialist, ACID STORM has a very specific and very destructive set of skills. He can control the weather by unleashing armor-eating acid rain. AUTOBOTS without umbrellas beware, this Masterpiece ACID STORM will let it pour for the TRANSFORMERS 30th Anniversary celebration! (Approximate Retail Price: $69.00)

#9 TRANSFORMERS MASTERPIECE SOUNDWAVE Action Figure
Available exclusively at Toys “R” Us in North America and Asia, this Masterpiece SOUNDWAVE figure features the tremendously popular, high ranking DECEPTICON Communications Officer with all five cassette minions. Celebrate the 30th Anniversary of TRANSFORMERS with SOUNDWAVE and all his despicable minions. (Approximate Retail Price: $69.99)

#10 TRANSFORMERS PLATINUM EDITION PREDAKING Action Figure
Available exclusively through Amazon.com com in North America and available later in the year as part of the Asia region’s mainline offering, the PLATINUM EDITION PREDAKING figure is the largest Combiner in this much-anticipated re-release. AUTOBOTS beware, because the ultimate predator is on the hunt for someone to pound! He's more powerful than any PREDACON, because he's made of 5 of them! The PREDACON DIVEBOMB, PREDACON HEADSTRONG, PREDACON RAMPAGE, PREDACON RAZORCLAW and PREDACON TOROX figures all convert from robot mode to beast mode and back. But when the battle calls for a giant warrior, they combine to build one enormous PREDAKING figure! (Approximate Retail Price: $119.99)

#11 TRANSFORMERS CONSTRUCT-BOTS PREDACONS RISING PREDAKING Set
Available exclusively at Target in North America as part of the PREDACONS RISING program, the TRANSFORMERS CONSTRUCT-BOTS PREDAKING set features the first PREDACON CONSTRUCT-BOT figure available during the all new segment launch this fall. The ultimate AUTOBOT hunter is now customizable as kids and fans can use the 59 pieces in this set to build a fierce PREDAKING robot figure! Once built, fans can convert him to fierce dragon mode. (Approximate Retail Price: $24.99)

The remainder of the Thrilling 30 numbered items which will be available in 2014 during the anniversary year will then be announced at international Toy Fairs beginning in January 2014.

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About Hasbro, Inc.
Hasbro, Inc. (NASDAQ: HAS) is a branded play company dedicated to fulfilling the fundamental need for play for children and families through the creative expression of the Company’s world class brand portfolio, including TRANSFORMERS, MONOPOLY, PLAY-DOH, MY LITTLE PONY, MAGIC: THE GATHERING, NERF and LITTLEST PET SHOP.  From toys and games, to television programming, motion pictures, digital gaming and a comprehensive licensing program, Hasbro strives to delight its global customers with innovative play and entertainment experiences, in a variety of forms and formats, anytime and anywhere. The Company's Hasbro Studios develops and produces television programming for more than 170 markets around the world, and for the U.S. on Hub Network, part of a multi-platform joint venture between Hasbro and Discovery Communications (NASDAQ: DISCA, DISCB, DISCK). Through the company's deep commitment to corporate social responsibility, including philanthropy, Hasbro is helping to build a safe and sustainable world for future generations and to positively impact the lives of millions of children and families every year. It has been recognized for its efforts by being named one of the "World's Most Ethical Companies" and is ranked as one of Corporate Responsibility Magazine's "100 Best Corporate Citizens." Learn more at http://www.hasbro.com.