US: Hasbro readies key licences for Toy Fair

GI Joe and Transformers: Revenge of the Fallen to be highlights of firm's New York presence next week.
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Toy giant Hasbro is heading to the New York Toy Fair next week armed with a bevy of high profile licences, including the toy line for potential summer movie blockbuster, Transformers: Revenge of the Fallen.

GI Joe, created by Hasbro back in 1964 and widely considered to be the kick start for the action figure category, has been given a makeover for GI Joe: The Rise of the Cobra, which will hit cinemas in the summer.

The accompanying product line will focus on action figures, vehicles based on the film and the Snake Eyes role play set.

Meanwhile, Transformers: Revenge of the Fallen arrives in June, with the toy range including new action figures in various scales, a Bumblebee Movie Voice Mixer Helmet, mini vehicles and a new line of miniature, non-converting themed vehicles.

In addition, Hasbro will continue to refresh its Star Wars: The Clone Wars line - following its phenomenal success last year, as reported on here - with the Clone Turbo Tank.

A Wolverine line, to tie in with the new film, will also be on show in New York.

"Hasbro enters 2009 with an incredible array of entertainment and products for consumers of all ages," said John Frascotti, Hasbro's chief marketing officer. "In challenging economic times, people often turn to brands and experiences that they know and trust.

"We are confident that many of our new and re-imagined brand offerings this year will resonate well with consumers around the world as we continue to inject creativity and innovation into some of the world's most classic and popular brands."


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