Hasbro Taps Activision to Publish Range of Video Games Based on the TRANSFORMERS Franchise

The Hasbro Properties Group and Activision announced a license that grants Activision the global rights, excluding Japan, to develop console, handheld and PC games based on Hasbro's renowned TRANSFORMERS brand. The first game will be tied to the much-anticipated July 4, 2007 movie release of the live action TRANSFORMERS film from DreamWorks Pictures and Paramount Pictures.

"We are thrilled to work with Activision to bring the widely popular TRANSFORMERS brand to the world of digital entertainment and introduce millions of consumers to our best-known TRANSFORMER and biggest hero of all time-OPTIMUS PRIME," said Jane Ritson-Parsons, president of the Hasbro Properties Group. "As the leading developer of video games, Activision shares our passion and excitement for the TRANSFORMERS story line. We know this world-class and creative team will bring TRANSFORMERS to life in powerful and exciting ways as we immerse a broad audience in this pop-culture phenomenon."

"TRANSFORMERS has all of the elements necessary to translate incredibly well into video games," said Mike Griffith, president and CEO, Activision Publishing. "We look forward to bringing the TRANSFORMERS robots to life with the latest interactive technology and graphics."

"Video gaming is a natural next step for our classic properties as children and adults alike live more of their lives around technology," said Ritson-Parsons. "We see the digital arena as a great complement to the lifestyle experiences that we're providing to consumers in a variety of categories."

In addition to console, handheld and PC-based games, Hasbro plans to expand the TRANSFORMERS brand's reach through ring tones, mobile gaming and a host of other products for gaming fans of all ages.