NYTF09: Hasbro: Transformers Universe

Universe was also neglected in the showroom, but the line will continue through 2009 while the focus is on the Movie toy lines. Not much to say of here, just look at the press photos and read the press gobbeldygook.

And now, the canned Press Release, with commentary…

Hasbro, Inc. (NYSE: HAS) revolutionized the action figure category 25 years ago with the launch of the MORE THAN MEETS THE EYE toys known as TRANSFORMERS. And while the TRANSFORMERS brand 25th anniversary celebration reaches its zenith on June 26, 2009 with the release of the action-packed movie TRANSFORMERS: REVENGE OF THE FALLEN, the brand has even more excitement to offer fans beyond the new film, including its TRANSFORMERS UNIVERSE and TRANSFORMERS ANIMATED toy lines.

In honor of the 25th anniversary of the ROBOTS IN DISGUISE, Hasbro is “rolling out” dozens of TRANSFORMERS UNIVERSE toys that showcase the innovation and depth that have been synonymous with the toy line since its inception. Featuring numerous styles and varying levels of complexity, Hasbro’s 2009 TRANSFORMERS UNIVERSE toy line will appeal to a growing fan base that – after 25 years – spans multiple generations. While the toy line will include popular characters kids will recognize from current and recent entertainment, the line also pays homage to the brand’s roots with many classic ‘bots from its extensive stories and unique mythology.

Of course, much of TRANSFORMERS’ popularity remains rooted in its origin: over-the-top animation that shows the ongoing feud between the AUTOBOTS and the DECEPTICONS.

First introduced in 1984 by Hasbro and Takara as a toy line, TRANSFORMERS has become a global entertainment property inspiring comic books, video games, animated series, a blockbuster movie and even a convention dedicated to TRANSFORMERS collectors. Yet its popularity remains rooted in its original premise – toys that change from robots into every imaginable kind of vehicle.

TRANSFORMERS: 25th Anniversary products available in Spring 2009

TRANSFORMERS UNIVERSE 25th ANNIVERSARY FIGURES – DELUXE AND VOYAGER
(Approximate Retail price: DELUXE scale $12.99; VOYAGER scale $22.99; Ages 5 & up; Available: First waves in January 2009, with additional waves released throughout spring)

The TRANSFORMERS UNIVERSE 25th Anniversary line features DELUXE and VOYAGER assortments with new versions of incredibly detailed, realistically styled, but classic versions of familiar characters from the past 25 years. There will be ten new DELUXE figures including DINOBOT from the BEAST WARS series and four new VOYAGER figures including OVERLOAD from the CYBERTRON series.