Exclusive Collection Designed by New Era, Oakley*, Zazzle*
And Red Monkey Designs to Launch at Retail This Month
PAWTUCKET, R.I.--(BUSINESS WIRE)--
Hasbro,
Inc. (NASDAQ: HAS) today announced the launch of the TF3 CREW
Series, a "behind-the-scenes" apparel and accessories collection
designed for TRANSFORMERS fans and inspired by the gear worn on the set
of the Transformers: Dark of the Moon movie. The exclusive
collection, created by New Era, Oakley, Zazzle and Red Monkey Designs,
will be showcased in New Era's flagship SoHo store on Monday, June 27,
2011.
"Our CREW series offers consumers a chance to feel like a member of the
TRANSFORMERS production team, with hip and edgy product inspired by
film as well as the movie makers' on-set gear," said Simon Waters, SVP,
Global Brand Licensing and Publishing, Hasbro. "New Era is a premium
lifestyle brand and we're thrilled to be able to launch the TF3 CREW
Series at their SoHo store."
About TF3 CREW Series
As part of the TF3 CREW Series, New
Era will offer exclusive caps, inspired by those worn on set. The
collection is designed to appeal to fans of both the New Era and
TRANSFORMERS brands. The caps will be sold exclusively at New Era retail
locations and will be available to purchase for the first time at the
June 27 event.
For those seeking a balance of fashion and function, Hasbro and Oakley
are in the process of entering a license under which Oakley will to
bring to market TF3 CREW Series 3-D sunglasses mirroring the technical
eyewear worn by the editors and crew who developed Transformers: Dark
of the Moon 3-D special effects. The "More Than Meets the Eye" 3-D
shades will be available at Oakley retail stores, www.Oakley.com
and through additional authorized Oakley dealers.
Further rounding out the TF3 CREW Series, Red
Monkey Designs is set to unveil an edgy line which includes cuffs,
belt buckles and watches based on the film's remarkable imagery — from
early renderings and blueprints to set designs and locations. Using
elements like brushed metal, wood inlay and embossed leather, Red Monkey
Designs pays tribute to the art of film-making. Items will be available
in specialty and Red Monkey Design's online boutique.
Hasbro and Zazzle, Inc. are in the process of entering a license under
which Zazzle
will bring to market products featuring one of two signature graphics
from pop culture artist, and TRANSFORMERS fan, Les Schettkoe. Saluting
OPTIMUS PRIME and BUMBLEBEE, Schettkoe drew his inspiration from concept
art and brand iconography. Consumers can customize tees, iPod® and iPad™
cases — and even skateboards, with Schettkoe's film-inspired renderings.
The TF3 CREW Series carries an approximate retail price of $25 to $250
and includes nearly 30 items.
About the event
On Monday, June 27 from 6-8 p.m., Hasbro will launch its CREW
Series at New Era's SoHo store (9 East 4th Street, NY, NY)
with music, give-aways, special guests and the chance to win an ultimate
prize pack…two tickets to the New York premier of the new Paramount
Pictures film Transformers: Dark of the Moon taking place in New
York on June 28.
In addition to fun give-aways and prize packs, the first 100 guests will
receive AMC movie passes redeemable for Transformers: Dark of the
Moon movie tickets.
Visit http://www.neweracap.com/TF3legal
for the Official Rules.
About "Transformers: Dark of the Moon"
When a mysterious event from Earth's past erupts into the present day it
threatens to bring a war to Earth so big that the Transformers
alone will not be able to save us. The movie stars Shia LaBeouf, Josh
Duhamel, John Turturro, Tyrese Gibson, Rosie Huntington-Whiteley,
Patrick Dempsey, Kevin Dunn, Julie White with John Malkovich and Frances
McDormand. "Transformers: Dark of the Moon" is directed by
Michael Bay, written by Ehren Kruger and produced by Don Murphy & Tom
DeSanto, Lorenzo di Bonaventura and Ian Bryce. The executive producers
are Steven Spielberg, Michael Bay, Brian Goldner and Mark Vahradian. It
opens worldwide beginning June 29th.
About Paramount Pictures Corporation
Paramount Pictures Corporation (PPC), a global producer and distributor
of filmed entertainment, is a unit of Viacom (NYSE: VIA, VIA.B), a
leading content company with prominent and respected film, television
and digital entertainment brands. The company's labels include Paramount
Pictures, Paramount Vantage, Paramount Classics, Insurge Pictures, MTV
Films and Nickelodeon Movies. PPC operations also include Paramount
Digital Entertainment, Paramount Famous Productions, Paramount Home
Entertainment, Paramount Pictures International, Paramount Licensing
Inc., Paramount Studio Group and Paramount Television & Digital
Distribution.
© 2011 Paramount Pictures Corporation. All rights reserved.
HASBRO, TRANSFORMERS and all related characters are trademarks of Hasbro.
© 2011 Hasbro. All Rights Reserved.
About Hasbro
Hasbro, Inc. (NASDAQ:HAS) is a branded play company providing children
and families around the world with a wide-range of immersive
entertainment offerings based on the Company's world class brand
portfolio. From toys and games, to television programming, motion
pictures, video games and a comprehensive licensing program, Hasbro
strives to delight its customers through the strategic leveraging of
well-known and beloved brands such as TRANSFORMERS, LITTLEST PET SHOP,
NERF, PLAYSKOOL, MY LITTLE PONY, G.I. JOE, MAGIC: THE GATHERING and
MONOPOLY. Come see how we inspire play through our brands at http://www.hasbro.com.
© 2011 Hasbro, Inc. All Rights Reserved.
*Editors' Note: Deals noted with an asterisk are agreements
reached in principle, with binding written agreements to be negotiated.
Hasbro, Inc.
Kristina Peterson, 401-347-3646
kristina.peterson@hasbro.com
or
Foghorn
PR
Shelly Eckenroth, 717-852-7060
seckenroth@foghornpr.com
Source: Hasbro, Inc.
News Provided by Acquire Media
