The 2011 Toy Fair is upon us and the biggest name brands are ready to show the public they’re serious about playtime. One big player is Hasbro who is especially eager to show off their new line. In an effort to further demonstrate their continued transformation into a branded play company, they are dedicated to providing children and families with a wide range of entertainment options that can be enjoyed anytime, anywhere. The 2011 Toy Fair provides Hasbro with the opportunity to showcase unmatched creativity and innovation as the company continually re-invents, re-imagines and re-ignites its brands.

“Hasbro is incredibly fortunate to own and have access to what we believe is the deepest and most beloved brand portfolio in children’s and family entertainment,” said John Frascotti, Hasbro’s Global Chief Marketing Officer. “As we make our final preparations for Toy Fair, everyone at Hasbro remains very focused on delivering innovation and magical experiences in toys and games, while also extending our brands into many different forms of entertainment. We want to ensure that a wider audience has greater access to our brands where ever and whenever they please.”

Highlights for Hasbro in 2011 include the launch of KRE-O, offering the unique opportunity to enjoy popular Hasbro brands, like Transformers, in a construction play pattern; an extensive array of toys and games featuring a fresh perspective on favorite Sesame Street characters; a deep and innovative product line that captures the excitement of “Transformers: Dark of the Moon”; and the introduction of LIVE, a new interactive and immersive gaming platform designed to bring classic board games to life in unexpected and unique ways.

This fall Hasbro will bring action and adventure to the construction aisle with the introduction of the KRE-O brand. The KRE-O brand provides builders ages 6 and up with the unique opportunity to enjoy popular Hasbro brands, like TRANSFORMERS, in a construction play pattern. From favorite characters and high quality materials to unique accessories and collectible mini figures, the KRE-O collection will excite builders of all ages. At launch, the KRE-O brand will offer twelve building sets featuring popular Transformers characters including Optimus Prime, Bumblebee, Starscream and more.

The Transformers brand has consistently delivered “more than meets the eye” fun to legions of kids around the world for more than 25 years with action figures that convert from robot to vehicle and back again. As one of the hottest global entertainment properties, the Transformers brand launches a deep and innovative product line in 2011 that captures the excitement of “Transformers: Dark of the Moon,” the new Paramount Pictures live-action movie from director Michael Bay, and executive producer Steven Spielberg, while introducing new play patterns and experiences to the brand for kids and fans alike. Highlights in 2011 include the new Mechtech and Cyberverse action figure segments, Speed Stars Stealth Force vehicles and the new CINE-MASK 3D role-play masks featuring built in RealD 3D lenses that can be worn to RealD 3D theater showings. Transformers: Dark of the Moon — which will be the first-ever Transformers film in 3D — opens worldwide on July 1, 2011. Fans can also look forward to action figures based on the popular Transformers Prime animated series currently airing on The HUB television network. Additionally, Hasbro will continue to expand its global Transformers licensing portfolio in 2011 bringing to market an unprecedented lineup of innovative goods across every major licensing category from publishing to digital games and apparel for men, women and children.

LIVE is a new interactive and immersive gaming platform designed to bring classic board games to life in unexpected and unique ways. The centerpiece of LIVE gaming, literally and figuratively, is Motion Vision Play technology, which brings games to life through an electronic tower in the middle of a specially designed game board. The first two games to come to life with spy planes, stock rallies and horse races are Monopoly Live and Battleship Live as the tower and board work together to react to hand and pawn movements as the game is played. No dice or bank notes are needed, as players wave their hands over various sensors on the board to direct all game play activity. Like video games, players do not need to read rules or instructions as the LIVE tower will guide play and remind players of rules along the way, as well as add unexpected twists. For example, a typhoon could suddenly occur in Battleship and change a ship’s trajectory, or a sought after property could be put up for bid in a surprise auction in Monopoly.

Here are just some of the highlighted toy brands you’ll see at the 2011 Toy Fair!

(Approx. Retail Price: $29.99; Ages 8 & up; Available: Fall 2011)
Challenge your competitors with controlled BEYBLADE top moves with the BEYBLADE EXTREME TOP SYSTEM IR SPIN CONTROL assortment. Players can move their BEYBLADE IR tops left, right, or even give them a “power boost” of more speed during battles. Enter the code found in each specially marked BEYBLADE EXTREME TOP SYSTEM package at for online competition against other Beybladers. Each sold separately.

(Approx. Retail Price: $19.99; Ages: 5 & up; Available: Spring 2011)
This July, CAPTAIN AMERICA: THE FIRST AVENGER storms theatres nationwide. Hasbro’s accompanying toy line stars the CAPTAIN AMERICA DISC LAUNCHING SHIELD, the premiere role-play item for every CAPTAIN AMERICA fan. Loaded with lights and electronic battle sounds, it also fires miniature foam disks to defend against combatants! The shield has a diameter of 15 inches and comes with five foam discs. Requires four “AA” batteries, not included.

(Approx. Retail Price: $34.99; Ages 4 & up; Available: August 2011)
Arriving from a galaxy far, far away in summer 2011: the all-new ULTIMATE FX LIGHTSABER will provide one of the most authentic JEDI experiences ever for kids! The toy features a progressive light-up blade with vibrant LED lighting, allowing kids to experience the FORCE in a whole new way. Available in ANAKIN SKYWALKER and DARTH VADER models; each sold separately.

(Approximate Retail Price: $19.99; Ages: 5 & up; Available: Spring 2011)
MARVEL STUDIOS brings action and excitement to the theater this spring with THOR and Hasbro brings the adventure, energy, and emotion from the film “to life” with a full array of toys. Kids can pretend to be their favorite Asgardian and summon the power of THOR with Hasbro’s THOR LIGHTNING HAMMER. The replica of THOR’s signature weapon delivers a great role-play experience, allowing fans to recreate the on-screen action of the upcoming film. The hammer is fully equipped with electronic battle sounds and a launching projectile.

Through a strategic licensing alliance with Electronic Arts Inc. (NASDAQ: ERTS), 22 Hasbro toy and game brands have been brought to 21 major digital gaming platforms. Most recently, EA launched MONOPOLY Millionaires on Facebook as well as BOP IT! on the iPhone and iPod touch. These early 2011 releases come on the heels of several 2010 highlights, including SCRABBLE landing on 10 gaming platforms. SCRABBLE consistently ranked as a Top 10 Paid App on iPad, and was the No. 1 paid item on Amazon’s Kindle at launch and during the holidays. Additionally, the MONOPOLY and HASBRO FAMILY GAME NIGHT digital franchises maintain global popularity across all console platforms and LITTLEST PET SHOP continues to be a top performing Nintendo handheld franchise within EA.

For more information on the 2011 Toy Fair, visit