New “Generations” Toys Based On the Iconic Brand’s 30-Year History and the New Film TRANSFORMERS AGE OF EXTINCTION Make 2014 a Memorable Year for Fans

announced details of the 30th Anniversary celebration of its iconic TRANSFORMERS brand today at The American International Toy Fair in New York. 2014 will be “More Than Meets The Eye” for the beloved franchise, as OPTIMUS PRIME and the AUTOBOTS return to theaters in the new movie TRANSFORMERS: AGE OF EXTINCTION this June from Paramount Pictures and director Michael Bay. Hasbro will also celebrate the 30th Anniversary with a variety of new brand experiences including digital gaming, KRE-O construction sets and more.

”TRANSFORMERS is one of the biggest brands in the world, and we’re thrilled to be celebrating its 30th Anniversary with a year of tremendous innovation and excitement from our entertainment, our toys and our partners,” said Eric Nyman, Senior Vice President of Global Marketing, Hasbro, Inc. “With the most exciting big-screen installment yet, great programs from our publishing and digital partners and fantastic toys for TRANSFORMERS fans of every generation, we’re looking forward to the next 30 years of our favorite AUTOBOTS and DECEPTICONS.”

TRANSFORMERS: AGE OF EXTINCTION, hitting theaters in the U.S. on June 27th of this year, marks the fourth big-screen TRANSFORMERS film from director Michael Bay and Paramount Pictures. The new film introduces a new cast of human characters, including Mark Wahlberg as Cade Yeager, and unites a cast of new and returning TRANSFORMERS robot characters, including classic characters OPTIMUS PRIME and BUMBLEBEE and eagerly awaited new additions like GRIMLOCK and the DINOBOTS!

In honor of the year-long celebration, Hasbro is releasing a record 73 fan-targeted TRANSFORMERS GENERATIONS figures, featuring classic conversions and the most detailed and accurate action figures of characters from TRANSFORMERS: AGE OF EXTINCTION and throughout the brand’s history. Additionally, in celebration of The 30th Anniversary, a non-movie TRANSFORMERS GENERATIONS line features the launch of a new scale, GENERATIONS LEADER CLASS, with the release of an incredible new JETFIRE figure. And the TRANSFORMERS GENERATIONS DELUXE scale line will include the “Fan Built Bot” WINDBLADE, a new character who was designed with the help of TRANSFORMERS fans around the world! WINDBLADE will be the 30th figure in the “THRILLING 30” program, which features 30 limited-edition TRANSFORMERS figures in celebration of the 30th Anniversary.

Hasbro and its partners will also be celebrating the TRANSFORMERS brand’s 30th Anniversary with a “THRILLING 30” program across Hasbro’s toys and programs in publishing and digital gaming from Hasbro’s partners, including the “DARK CYBERTRON” transmedia event! Based on the epic crossover storyline occurring in IDW Publishing’s flagship TRANSFORMERS titles, “DARK CYBERTRON” comics issues are also available packed in with Hasbro’s TRANSFORMERS GENERATIONS Deluxe toy line, and the characters are featured in a special event in the “TRANSFORMERS LEGENDS” mobile game from DeNA Co., Ltd. The next chapter in Activision’s blockbuster TRANSFORMERS console game series will also be released in 2014—TRANSFORMERS:  RISE OF THE DARK SPARK, which unites characters from the TRANSFORMERS film universe and the universe from Activision’s popular TRANSFORMERS: FALL OF CYBERTRON game for the first time!