THE FIRST TRANSFORMERS movie performance exceeded all expectations in 2007 (over $707 millions at the box-office) and was successful around the world regardless of varying degrees of history in the markets. The DVD release was also a major hit with more than 20 million copies sold worldwide. In June 2009, Transformers return to the wide screen with a new live-action motion picture that will continue the compelling saga of the sentient robotic beings, able to disguise themselves as cars, planes and otherwise seemingly ordinary electronic equipment. Picking up the story a few years later, a new battle is underway...

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Transformers is the premier boy's lifestyle brand that is "more than meets the eye". The brand story centers on the ultimate intergalactic battle of good and evil between two factions of sentient robotic beings known as Transformers. Their clash has spanned galaxies over 10 million years and has now finally come to Earth. The heroic Autobots, led by Optimus Prime, fight to protect and preserve the universe against the evil Decepticons, led by the formidable Megatron, whose only goal is to conquer and rule. When the battle between these two races of robotic aliens comes to Earth, all that stands between the evil Decepticons and ultimate power is a clue held by young Sam Witwicky. Sam and his friend Mikaela find themselves in a tug of war between the Autobots and Decepticons.

Distributed by Paramount and DreamWorks Pictures in association with Hasbro, directed by Michael Bay and with Steven Spielberg as executive producer, Transformers: Revenge of the Fallen is set for worldwide release in June 2009. The core cast returns, including Shia LaBeouf as Sam Witwicky, Megan Fox as Mikaela Banes and John Turturro as Agent Simmons.

Transformers has been a globally popular franchise since 1984, with billions of dollars in retail sales. The compelling and innovative ”More than meets the eye” brand essence has created an immense fan base throughout the world. The main target group for the Transformers movie consumer products is boys 7-11.

Hasbro won "Film Licence of the Year" for the first Transformers movie at the Toy Retailers Association 2007 Toy Awards and over 250 licensees worldwide delivered innovative ”More than meets the eye” product to support the first film – producing over 4000 SKUs in 17 categories in over 70 countries. International partners for Transformers: Revenge of the Fallen so far include Activision for digital gaming and IDW for a publishing program.