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JUN 2007

Hasbro banking on “Transformers” hitting it big

Film based on hit toys, �sort of opens another chapter for us,� executive says

MSNBC, June 18, 2007 — Hasbro hopes the upcoming release of "Transformers" — based on the company's "robots in disguise" toys introduced in the 1980s — will herald a new era for the company that in the past few years has remade itself from a toy maker to an entertainment company.

Category: Brand Strategy
Tags: Hasbro, Marvel, Transformers, entertainment, frame of reference
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