The TRANSFORMERS Franchise Unveils New Brand Expression Across Expansive Range
                         of Entertainment Experiences


Business Wire

NEW YORK -- February 12, 2013

In 2013 Hasbro, Inc. (NASDAQ: HAS) heralds a new era for its globally popular
TRANSFORMERS brand with the introduction of BEAST HUNTERS, an expansive
multi-platform brand experience. The new evolution in the TRANSFORMERS
franchise launches at the 110^th American International Toy Fair in New York
City where new entertainment, digital entertainment experiences, action
figures and more will be showcased.

Hasbro launches the TRANSFORMERS BEAST HUNTERS multiplatform brand experience
at the 110th American ...

Hasbro launches the TRANSFORMERS BEAST HUNTERS multiplatform brand experience
at the 110th American International Toy Fair. The new dragon-like PREDAKING
character seen here is featured in the upcoming season of the TRANSFORMERS
PRIME animated series produced by Hasbro Studios. (Photo: Business Wire)

When a fearsome new faction, the PREDACONS, emerge on Earth, OPTIMUS PRIME and
the AUTOBOTS adapt with never before seen BEAST HUNTERS abilities to battle
this all new enemy. TRANSFORMERS BEAST HUNTERS finds the AUTOBOTS facing off
against both the DECEPTICONS and the dragon-like PREDACONS, an unprecedented
new foe led by the spectacular PREDAKING character. BEAST HUNTERS is the
touchstone for the TRANSFORMERS brand across all platforms in 2013 driven by
the award winning “Transformers Prime” animated series which is produced by
Hasbro Studios, airs on The HUB television network in the U.S. and is seen by
kids and fans in 182 countries.

“BEAST HUNTERS invigorates the trendsetting TRANSFORMERS brand with a
compelling new enemy for the AUTOBOTS in the PREDACON faction featuring
incredible new beast-themed characters like PREDAKING,” said John Frascotti,
Chief Marketing Officer, Hasbro. “BEAST HUNTERS will be a major focus
introducing innovative new entertainment and branded play experiences,
delivering an exciting new era for millions of TRANSFORMERS fans around the

Hasbro will deliver the BEAST HUNTERS experience across the TRANSFORMERS
franchise in the following ways:

  *Entertainment: Kids and fans can look forward to a beast filled season of
    “Transformers Prime” BEAST HUNTERS as well as exclusive content in the
    “Predacons Rising” DVD launching in October and a TV movie event airing
    later in the year on The Hub.
  *Online Story & Character Experiences: Witness the inception of the
    PREDACON faction and explore a mysterious incident in DECEPTICON
    SHOCKWAVE’s laboratory on www.TRANSFORMERS.com. The complete BEAST HUNTERS
    takeover of the website will also feature insightful character biographies
    and a host of digital shorts for kids to learn all about the new PREDACON
  *Digital Entertainment and Gaming: The  TRANSFORMERS: LEGENDS mobile
    trading card game from DeNA, currently available for free on Android^TM
    platforms and coming soon for iOS, will introduce new PREDACON character
  *Licensed Merchandise: Kids and  fans will be able to express their
    TRANSFORMERS BEAST HUNTERS style with a variety of licensed apparel and
  *Publishing: IDW Publishing will introduce a series of TRANSFORMERS comic
    books featuring BEAST HUNTERS characters and stories.
  *Innovative Toys and Action Figures: Hasbro’s TRANSFORMERS product line
    will be based on the BEAST HUNTERS story and will feature many of the
    PREDACON characters as well as new designs for favorite characters
    including OPTIMUS PRIME, BUMBLEBEE and more. Kids will have the
    opportunity to play out the new BEAST HUNTERS story across the
    TRANSFORMERS PRIME action figure line, BOT SHOTS battling figures, KRE-O
    TRANSFORMERS building sets and new CONSTRUCT-BOTS customizable action
    figures. Each TRANSFORMERS CONSTRUCT- BOTS figure includes a robot frame
    and lots of armor, weapons and accessory parts to let kids build and
    customize and build their dream TRANSFORMERS robot action figure. To
    enhance the TRANSFORMERS play experience, each CONSTRUCT- BOTS figure can
    quickly convert from robot to vehicle and back without taking it apart.
    All parts are interchangeable between all TRANSFORMERS CONSTRUCT- BOTS
    figures, so there’s almost no limit to what kids can create.

For more TRANSFORMERS news, fans can keep up with the latest brand and product
information on the official TRANSFORMERS brand Facebook page at
www.Facebook.com/TRANSFORMERS and official TRANSFORMERS Youtube channel at

About Hasbro

Hasbro, Inc. (NASDAQ: HAS) is a branded play company dedicated to fulfilling
the fundamental need for play for children and families through creative
expression of the Company’s world class brand portfolio, including
LITTLEST PET SHOP and G.I. JOE. 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
The Hub TV 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


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Press Contact:
Hasbro, Inc.
Daniel Benkwitt, 401-727-5318
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