CONVENTION: 18th annual Transformers convention kicks off this weekend

by

Press Release

Thousands of TRANSFORMERS fans from around the world will celebrate the iconic brand from Hasbro, Inc. (NASDAQ: HAS) in Dallas as the TRANSFORMERS fan convention known as “BOTCON” serves up a Texas-sized helping of AUTOBOTS and DECEPTICONS from April 27-29. Hasbro and the TRANSFORMERS Collectors’ Club, will be offering opportunities to engage in and learn about the TRANSFORMERS brand that can only be experienced at BOTCON.

In 2012, the TRANSFORMERS brand continues to deliver innovative and world class entertainment experiences based on its characters and compelling storyline.  In addition to the second season of the award winning animated series Transformers Prime, the brand welcomes Transformers Rescue Bots, an animated series for a younger audience.  Both series are produced by Hasbro Studios and currently air on The Hub television network in the U.S.  For an entirely new immersive TRANSFORMERS  experience the brand sees its colossal characters “brought to life” with the introduction of  Universal Studios Hollywood’sSM epic new thrill ride, “Transformers™: The Ride—3D” opening this May. Working in collaboration with Michael Bay, who served as the ride’s Creative Consultant, the visionary special effects team at Industrial Light & Magic (ILM), and the innovative minds at Universal Creative, Universal Studios Hollywood’s new breakthrough mega-attraction will propel guests into the action-packed robotic world of TRANSFORMERS.  As the theme park’s most ambitious ride ever built, this immersive experience is a technologically advanced motion-based, flight simulator thrill ride designed to catapult guests into an entirely new awe-inspiring 3D-HD TRANSFORMERS reality where they will be propelled along 2,000 feet of ride track and enveloped in 14 gigantic screens, many of which tower to heights of 60 feet tall.

Hasbro will also be celebrating two new major upcoming video games including the much buzzed about Transformers: Fall of Cybertron title launching August 28th from Activision and High Moon Studios with live game demos on the show floor, as well as the Transformers: Universe MMO from Jagex Studios. The brand also celebrates the continued popularity and new stories featured in TRANSFORMERS comics from the publishing team at IDW.  Attendees at this year’s BOTCON will be able to experience the wide breadth of TRANSFORMERS offerings from these licensees and Hasbro including interactive exhibits, informative panels and hands-on interaction with toy designers as well experts and creators behind video games, publishing and animation based on the brand.

Attendees will be able to preview new and yet-to-be seen TRANSFORMERS toys from Hasbro’s 2012 product line including new TRANSFORMERS BOT SHOTS toys, figures based on the popular Transformers Prime animated series as well as figures based on the Transformers: Fall of Cybertron videogame. Hasbro’s KRE-O building set brand will also be featured at BOTCON for attendees to see and play with.  KRE-O TRANSFORMERS products launching this fall will focus on a new theme called the QUEST FOR ENERGON, pitting the AUTOBOTS against the DECEPTICONS on a mission to keep the ultimate ENERGON weapon from falling into the wrong hands. Each new 2012 KRE-O TRANSFORMERS set is a 2-in-1 build featuring favorite TRANSFORMERS characters in vehicle and robot modes and includes several KREON figures and exclusive ENERGON bricks.  BOTCON will also feature panel discussions and interactive workshops led by TRANSFORMERS experts and fan-favorite voice actors, as well as many dealer booths where fans can purchase official TRANSFORMERS toys and merchandise.

Additionally, Hasbro will host its third annual TRANSFORMERS Hall of Fame induction ceremony, celebrating both the humans and the characters that have helped to garner world renown for the brand. The ceremony will take place during BOTCON and will honor fan-favorite TRANSFORMERS comic book author Simon Furman and the legendary voice actor Chris Latta, the original voice of STARSCREAM, who will become the first person posthumously inducted into the TRANSFORMERS Hall of Fame. Both Furman and members of the Latta family will be on hand at the ceremony to accept the honor.

“TRANSFORMERS is one of the most iconic entertainment brands in the world”,” said Jerry Jivoin, global TRANSFORMERS brand director , Hasbro, Inc.  “We look forward to bringing a world-class celebration of the TRANSFORMERS brand to Dallas and sharing the excitement of the brand with its biggest fans. With Transformers Prime burning up the airwaves, a remarkable new thrill ride, new comics from IDW and several new videogames based on the brand, it’s a great time for TRANSFORMERS fans, both new and old.”

BOTCON is North America’s largest annual official gathering of TRANSFORMERS fans and is open to both diehard and casual fans alike, as well as families and children who enjoy the iconic “ROBOTS IN DISGUISE”. The convention travels to different cities in the U.S. each year and this year will be held at the Hyatt Regency Dallas, located at 300 Reunion Boulevard in Dallas, Texas.  BOTCON will be open to the public on April 28 – 29. Special activities are planned on April 27 for attendees who purchase multi-day packages.

BOTCON general admission sessions will be held on Saturday and Sunday, April 28 and 29. (On Saturday, doors are open from 10 a.m. to 5 p.m.; on Sunday, doors are open from 9:30 a.m. to 3:30 p.m.). Special multi-day packages and exclusive TRANSFORMERS products are available on a limited basis. General admission for adults (13 & up) is $20 and for children (12 & under) is $10. Children ages 4 and under will be admitted for free. Additional information can be found at www.BotCon.com or by calling 817-448-9863.

Fans can find the TRANSFORMERS brand on Facebook at www.Transformers.com/Facebook and on Youtube at www.Youtube.com/Transformers.