Interactive "HUNT FOR THE DECEPTICONS" Experience and Many More Activities Await Fans and Families at 16th Annual Event

ORLANDO, FL - June 23, 2010 - Fans of AUTOBOTS and DECEPTICONS will "ROLL OUT" and head to Orlando for the 16th annual TRANSFORMERS Collectors' Convention, hosted by the TRANSFORMERS Collectors' Club and Hasbro, Inc.. Thousands of TRANSFORMERS fans from around the world will converge at the Walt Disney World Dolphin Resort on June 26th and 27th to celebrate more than 25 years of "MORE THAN MEETS THE EYE" action and excitement at what is widely known as "BOTCON."

At this year's BOTCON, Hasbro is launching the TRANSFORMERS Hall of Fame to honor those influential in creating and building this iconic entertainment brand as well as actual "ROBOTS IN DISGUISE."

"The TRANSFORMERS Hall of Fame celebrates Hasbro's global entertainment property that has sparked the imagination of millions of kids over the past 26 years and remains one of the world's most iconic brands," said Greg Lombardo, senior global marketing director for TRANSFORMERS. "We are excited to induct the first TRANSFORMERS Hall of Fame class during the convention's visit to Orlando."

In addition to TRANSFORMERS influentials Bob Budiansky, Peter Cullen, Hideaki Yoke and Kohjin Ohno being inducted, favorite robot characters OPTIMUS PRIME, BUMBLEBEE, MEGATRON and STARSCREAM are members of the inaugural class. Hasbro will also announce and induct the "fan's choice" robot character, voted on by the TRANSFORMERS fan community, at a special TRANSFORMERS Hall of Fame induction ceremony event at BOTCON on Saturday, June 26 in the evening.

This year's convention will feature, for the first time ever, an interactive experience celebrating the launch of the global "HUNT FOR THE DECEPTICONS" online gaming promotion. In this experience, convention attendees can help the heroic AUTOBOTS locate and thwart the evil DECEPTICONS. BOTCON 2010 is the only place fans can partake in this physical interpretation of the online gaming experience.

BotCon will also feature appearances by iconic voice actors from the recent TRANSFORMERS global blockbuster movies and animated television series, as well as the Hasbro TRANSFORMERS brand team members and other industry guests. Guests will also have the opportunity to buy and sell merchandise, check out the new TRANSFORMERS: War for Cybertron video game, attend panel discussions led by TRANSFORMERS experts, view the fan-created diorama and customized figure contest, and win hourly door prizes.

The convention is being held at the Walt Disney World Dolphin Resort located at 1500 Epcot Resort Boulevard, Buena Vista, Florida. General admission tickets are available at the door, $18 for adults and $10 for children ages 6-12. As always, admission is free for those 5 years old and under. General Admission tickets are available day of visit and provide access to the showroom on Saturday, June 26th from 10 a.m. to 5 p.m., or on Sunday, June 27th from 9:30 a.m. to 3:30 p.m. Additional details and pre-registration information can be found at botcon.com, or by calling (817) 448-9863.

About HASBRO
Hasbro, Inc. (NYSE:HAS) is a worldwide leader in children's and family leisure time products and services with a rich portfolio of brands and entertainment properties that provides some of the highest quality and most recognizable play and recreational experiences in the world. As a brand-driven, consumer-focused global company, Hasbro brings to market a range of toys, games and licensed products, from traditional to high-tech and digital, under such powerful brand names as TRANSFORMERS, PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, CRANIUM and WIZARDS OF THE COAST. Come see how we inspire play through our brands at http://www.hasbro.com. © 2010 Hasbro, Inc. All Rights Reserved.