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GeneralsJoes was sent a Press Release regarding the licensing behind the Transformers and G.I. Joe brands in 2009.  Check out the full press release below!



Thousands of TRANSFORMERS and G.I. JOE Licensed Products to Land on Retail Shelves Around the World as Highly Anticipated Movies Hit Theaters

PAWTUCKET, R.I. – June 2, 2009 – The Entertainment & Licensing Division of Hasbro, Inc. (NYSE: HAS) today announced that the combined licensing programs supporting the movie releases of TRANSFORMERS: REVENGE OF THE FALLEN and G.I. JOE: THE RISE OF COBRA has surpassed Hasbro’s licensing milestones based on the number of deals signed, variety of products spanning major licensing categories, and retail distribution of the goods worldwide. Hasbro will arrive at the Licensing International Expo in Las Vegas on June 2, 2009, with more than 350 licensees on board to bring TRANSFORMERS and G.I. JOE movie-related products to market this summer and beyond.

In association with Hasbro, the new DreamWorks Pictures and Paramount Pictures live-action movie, TRANSFORMERS: REVENGE OF THE FALLEN, will debut on June 24, 2009 followed by G.I. JOE: THE RISE OF COBRA from Paramount Pictures and Spyglass Entertainment on August 7, 2009.

“Two back-to-back releases of live-action films based on Hasbro’s powerhouse boys action brands has created the perfect global storm from a licensing perspective,” said Bryony Bouyer, Senior Vice President of Licensing, the Americas at Hasbro. “The combination of these time-tested, proven brands supported by major theatrical premieres presents a rare opportunity for licensees to confidently drive new and innovative products into the worldwide market.”

The TRANSFORMERS and G.I. JOE movie-related licensing agreements will offer products that appeal to consumers worldwide from men to women and children with something to fit every budget across all major categories from sporting goods to electronics; apparel, accessories, domestics and footwear; publishing, social expressions and school supplies; and video games. A wide variety of these Hasbro-licensed items will be showcased at the Licensing International Expo in Hasbro Booth #1825.


For 25 years, legions of boys around the world grew up imagining fantastic MORE THAN MEETS THE EYE adventures and battles. The brand’s popularity reached new heights with the release of the first TRANSFORMERS movie in 2007, supported by a massive global licensing program. Later this month, when the DECEPTICONS and AUTOBOTS once again storm the silver screen, with the second film in the TRANSFORMERS franchise, TRANSFORMERS: REVENGE OF THE FALLEN, the brand and affiliated licensing program will further tighten its grip as one of the most influential pop culture properties in the world.

Key TRANSFORMERS licensing deal highlights include:

Apparel/Accessories/Footwear: Casco Blu* (Australia); CIE DND, S.A. (France); Cooneen Textiles* (U.K.); Li & Fung USA (U.S.); Marks Manufacturing (Philippines); Mercury Brands (Australia); Onlen Star (China); Shanghai Metersbonwe (China); Smith & Brooks (U.K.); and Supervalu (China)

Video Games: Activision (Worldwide) and Glu Mobile (Worldwide)

Domestics: Caprice (Australia, New Zealand); Franco Manufacturing (U.S., Canada); Guangzhou ACG* (China); J-Tez (China); Zap Ltd. (U.K.); and Zak Designs (Europe)

Electronics: KIDdesigns* (U.S., Canada)

Food/Beverage: Frito-Lay* (Turkey); Grupo Bimbo* (Mexico, Colombia); Kellogg Company* (Mexico, Latin America, Asia); M&M’s (Asia); and The Creative Cake Company (U.K.)

Publishing: Editions Hemma (France, Belgium, China); HarperCollins (U.S., Canada, U.K., Ireland); Ice Water Press (Australia, New Zealand); Panini Publishing (Europe); Pelican Publishing* (Singapore, Malaysia, China); Random House (U.S., Canada); and Reader’s Digest (U.S., Canada)

Social Expressions/Paper Goods/School Supplies: American Greetings (U.S., Canada, Mexico); Danilo Promotions (U.K.); GB Eye (Europe); Hallmark (Australia, New Zealand); and Huizhou Fit Colour (China)

Sporting Goods: Street Flyers (U.S.); Stamp (Europe); H. Grossman (U.K., Scandinavia); Hunter Leisure (Australia, New Zealand); MV Sports (U.K., Ireland); and Sambro (U.K., Ireland)


For more than four decades, G.I. JOE has become one of the premiere brands in the history of toys for boys. Inventing the term “action figure” in 1964, Hasbro’s G.I. JOE brand ushered in a new play pattern that forever changed the scope of the toy industry. The G.I. JOE brand made another revolutionary introduction in 1982 with the release of the G.I. JOE vs. COBRA toy line, which introduced a new generation of boys to the heroic G.I. JOE forces and their epic struggle to defeat the evil COBRA organization. In August 2009, Hasbro will open a new chapter of re-invention anchored by the live-action film G.I. JOE: THE RISE OF COBRA and inventive licensed goods across all major categories such as publishing and video games.

Key G.I. JOE licensing deal highlights include:

Apparel/Accessories/Footwear: Brown Shoe (U.S., Canada, Latin America), C-Life Corporation (U.S.); Falcon Trading (Philippines); La Polar S.A.* (Mexico); TDP/Aykroyd (U.K.); and Wilson Imports (U.K., Ireland)

Video Games: Electronic Arts (Worldwide)

Domestics: Franco Manufacturing (U.S., Canada); Zap Ltd. (U.K., Ireland); and Up Sky (Hong Kong)

Electronics: KIDdesigns* (U.S., Canada, Europe)

Publishing: IDW (U.S., Canada); Panini Publishing* (U.K. Ireland); Random House* (U.S., Canada); and Simon & Schuster Children’s Publishing (U.S., Canada)

Social Expressions/Paper Goods/School Supplies: American Greetings* (U.S., Canada, Mexico); ATM Accessories (Belgium, France); MeadWestvaco (U.S., Canada); and Plenitude Commercio (Brazil)

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 © 2009 Hasbro, Inc. All Rights Reserved.