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June 18, 2014 – Hasbro, Inc. brought its Transformers brand to the International Licensing Expo in Las Vegas geared up and ready to go for the highly anticipated movie release of Michael Bay’s "Transformers: Age of Extinction" from Paramount Pictures, hitting theaters June 27, 2014. The Transformers franchise has agreed to more than 300 licensing agreements and promotional relationships worldwide supporting the brand.

“The Transformers: Age of Extinction licensed lineup is reinvented across every major category delivering ‘More Than Meets the Eye’ style and innovation,” said Simon Waters, Senior Vice President, Global Brand Licensing and Publishing at Hasbro. 

Hasbro’s iconic Transformers brand and Paramount have teamed up with multiple promotional companies around the world to bring great Transformers: Age of Extinction experiences to consumers. Efforts include promotions with Oreo’s, Chevrolet, Frito-Lay and Duracell.

On the retail side, Hasbro struck deals to create nearly 20 new retail initiatives in key regions such as North America, Europe, Latin America and Asia. These programs build on its existing global retail foundation anchored by retailers such as Walmart, Tesco, Carrefour and Toys “R” Us.  Eight of the new agreements are direct-to-retail programs with retailers including Ripley (Chile), Walmart (Mexico), C&A Brazil and Mark Fairwhale (China). Several of those agreements, as well as others, are primed to deliver exclusive fashion collections including Benetton, Fila (Korea), Honey Barn (Philippines) and Baleno (China). 

Fans can also expect Transformers: Age of Extinction-inspired merchandise across all major categories, including apparel, digital gaming, publishing, footwear and bedding, to be front-and-center at their favorite mass, department store, specialty and online retailers.

Hasbro also launched a global Cybertron Monday online sales event for the first time, which showcased all of the new action figure and licensed products based on the Transformers: Age of Extinction feature film with participating online retailers, including Amazon, Target, Toys “R” Us, Walmart, K-mart, Tesco, Argos, Ripley, Tmall.com and Toys “R” Us Asia, as well as HasbroToyShop.com.

With digital entertainment, Hasbro partnered with game publishers including Activision Publishing, Inc., which will launch Transformers: Rise of the Dark Spark in June to coincide with the release of the movie.  Additionally, DeNA will release Transformers: Age of Extinction – The Official Mobile Game. Later this year Jagex Games Studio will roll out Transformers Universe, a free-to-play Massively Online Tactical game.

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