The Hasbro / Discovery joint-venture known as The Hub, have issued the following press release regarding a five-day mini-series that will kick start Transformers: Prime.  

The Hub Presents Five-Day Original Mini-Series Event Showcasing Transformers: Prime

Fans of the enormously popular Transformers action-adventure entertainment franchise will revel in the upcoming television event on The Hub cable network – a five-part original mini-series, Monday-Friday, November 29 – December 3, showcasing “Transformers: Prime,” a new CGI-animated television series coming to the network. The Hub, a TV network for kids and their families, is a joint venture of Discovery Communications and Hasbro, Inc., and is available to 60 million U.S. cable and satellite households.

“Transformers: Prime” is produced for The Hub by Hasbro Studios. Alex Kurtzman, Robert Orci and Jeff Kline are executive producers. Kurtzman and Orci served as executive producers of the feature films “Transformers,” “Transformers: Revenge of the Fallen” and “Star Trek.” Kline was also executive producer of the animated series “Jackie Chan Adventures.”

Prior to the five-day mini-series event, The Hub will spotlight “Transformers: Prime” with a Thanksgiving holiday weekend sneak preview of the mini-series and an action-packed lineup of “Transformers: Prime”-related programming that begins Friday, November 26. Kicking off the Transformers schedule is a special episode of the original series “Hubworld,” a weekly, half-hour, pop culture magazine that will be dedicated to the Transformers phenomenon, Friday, November 26 (3 p.m. ET).

“Hubworld”’s special “Transformers: Prime” episode will be followed by a half-hour behind-the-special, “Hub Exclusive: “Transformers: Prime’” (3:30 p.m. ET), which culminates with the premiere of the first two half-hour episodes (at 4 p.m. and 4:30 p.m. ET) of the “Transformers: Prime” mini-series, in which arch rivals the Autobots and Decepticons once again face-off in their epic rivalry for control of Earth. The all-new mini-series will feature iconic characters of the franchise, including Autobots Optimus Prime and Bumblebee, and the ominous Decepticon Megatron, as well as introducing new human characters to the action series.

Following the “Transformers: Prime” Friday lineup of programming, The Hub will showcase the highly anticipated new series with the five-day mini-series event, Monday-Friday, November 29-December 3 (6:30 p.m. – 7 p.m. ET). The week-long run will include three additional new episodes of “Transformers Prime” on Wednesday, Thursday and Friday, December 1-3.

A full schedule of the “Transformers: Prime” and related programming follows. (All times ET).

“Hubworld” – Transformers-themed episode (Friday, November 26, 3 p.m. – 3:30 p.m.) “Hubworld” is a weekly, live-action pop culture magazine show that infuses what's happening in the life of everyday kids with what's happening on The Hub television network. Actor-magician Justin Willman will hosts.

“Hub Exclusive: ‘Transformers: Prime’” (premiere: Friday, November 26, 3:30 p.m. – 4 p.m. Encore presentations: Monday, November 29, 6 p.m. – 6:30 p.m.; Friday, December 3; 4:30 p.m. – 5 p.m.; and Saturday, December 4, 12 p.m. – 12:30 p.m.)

“Transformers: Prime” - Part 1 of “Darkness Rising” (premiere: Friday, November 26, 4 p.m. – 4:30 p.m. Encore presentations: 6 p.m. – 6:30 p.m. and 12 a.m. – 12:30 a.m.; Monday, November 29, 6:30 p.m. – 7 p.m.; Tuesday, November 30, 6 p.m. – 6:30 p.m.; Saturday, December 4, 1:30 p.m. – 2 p.m.)

“Transformers: Prime” - Part 2 of “Darkness Rising” (premiere: Friday, November 26, 4:30 p.m. - 5 p.m. Encore presentations: 6:30 p.m. – 7 p.m. and 12:30 a.m. – 1 a.m.; Tuesday, November 30, 6:30 p.m. – 7 p.m.; Wednesday, December 1, 6 p.m. – 6:30 p.m.; Saturday, December 4, 2 p.m. – 2:30 p.m.)

“Transformers: Prime” - Part 3 of “Darkness Rising” (premiere: Wednesday, December 1, 6:30 p.m. – 7 p.m. Encore presentations: Thursday, December 2, 6 p.m. – 6:30 p.m. Saturday, December 4, 2:30 p.m. – 3 p.m.)

“Transformers: Prime” - Part 4 of “Darkness Rising” (premiere: Thursday, December 2, 6:30 p.m. – 7 p.m. Encore presentations: Friday, December 3, 6 p.m. – 6:30 p.m.; Saturday, December 4, 3 p.m. – 3:30 p.m. and 12 a.m. – 12:30 a.m.)

“Transformers: Prime” - Part 5 of “Darkness Rising” (premiere: Friday, December 3, 6:30 p.m. – 7 p.m. Encore presentations: Saturday, December 4, 3:30 p.m. – 4 p.m. and 12:30 a.m. – 1 a.m.)

About The Hub:

The Hub is a multi-platform joint venture between Discovery Communications (NASDAQ:DISCA - News)(NASDAQ:DISCB - News)(NASDAQ:DISCK - News) and Hasbro, Inc., (NYSE:HAS - News) with a goal of entertaining, enlightening, empowering and educating children and their families. The cable and satellite television network features original programming as well as content from Discovery's library of award-winning children's educational programming; from Hasbro's rich portfolio of entertainment and educational properties built during the past 90 years; and from leading third-party producers worldwide. The Hub lineup includes animated and live-action series, specials and game shows, and the network extends its content through a robust and engaging online presence, www.hubworld.com. The Hub rebranded from Discovery Kids on October 10, 2010, and reaches approximately 60 million U.S. households. The Hub logo and name are trademarks of Hub Television Networks, LLC. All rights reserved.

You can download a high-resolution Transformers: Prime wallpaper below.

Don't forget that you can keep up with the latest Transformers: Prime announcements both at Transformers At The Moon and Transformers-Prime.com

Roll out with Optimus Prime, Bumblebee, Arcee, Ratchet, Bulkhead, and the rest of the heroic Autobots as they battle the evil Decepticons. Now that big bad Megatron has returned with a mysterious and dangerous element, Team Prime must prepare for an epic battle. But that's not so easy when they have to guard over Jack, Miko, and Raf -- three normal kids who’ve accidentally discovered the Autobots. As Team Prime works to defend Earth from destruction, the drama gets just as intense as the heavy metal action.
Tune In : November 2010 Rating : TV-Y7 (FV)"

Credit to HISS Tank.com

Well it didn't take long, the Hub officially launched on the 10th October and within three days its already causing problems in the US with campaign groups up in arms about the station just being an advert for Hasbro toys.  "The notion of a toy company owning a television channel for the sole purpose of promoting their toys is egregious practice," said Susan Linn, director of the Campaign for a Commercial-Free Childhood.

Not only that but legal groups are already preparing cases against the Hasbro / Discovery joint venture for unfair competition amongst other charges.

Stay with us at Transformers At The Moon and Transformers-Prime.com as we will keep you up-to-date with the latest on this story.

Since its official website launch yesterday Hasbro / Discovery have issues the following press releases via The Hub.

The Hub to Launch 10-10-10 with "Sneak Peek Sunday," Giving Viewers a First Look at the Network's Lineup for Kids and Their Families

Special Programming Lineup Will Offer Sampling of Original Series and U.S. Premieres

LOS ANGELES, Sep 28, 2010 (BUSINESS WIRE) -- On 10-10-10, U.S. audiences will get a first look at what The Hub, an all-new television network for kids and their families, has to offer. Debuting at 10 AM (ET), a special "Sneak Peek Sunday" will give viewers a preview of some of the new and entertaining programs they will see over the coming months. The Hub is a joint venture between Discovery Communications and Hasbro, Inc., and will be available to 60 million U.S. cable and satellite households upon launch.

During the network's first broadcast day, The Hub will give viewers a first look at the Hub Original Series "Family Game Night," "My Little Pony Friendship is Magic," and "Pound Puppies," as well as The Hub U.S. Premieres "Dennis and Gnasher," "The Twisted Whiskers Show," "Cosmic Quantum Ray," and "Deltora Quest." The schedule will be rounded out by a diverse slate of acquired animated and live-action programming.

"We're excited to give viewers a taste of what The Hub has to offer," said Margaret Loesch, President and CEO of The Hub. "With this lineup we hope to inspire, entertain, and engage kids, while also bringing families together. Sneak Peek Sunday offers a unique way to share a sampling of The Hub with our new viewers."

On October 4, viewers can log onto Hubworld.com (http://hubworld.com) to view The Hub's regular programming schedule which debuts Monday, October 11. During the network's launch rollout over the coming months, an ambitious slate of original series will debut on the network, including "Transformers Prime," "Dan Vs.," "G.I. Joe Renegades," "R.L. Stine's The Haunting Hour: The Series," "The Adventures of Chuck and Friends," and "Hubworld," among others.

The "Sneak Peek Sunday" schedule includes (all times Eastern):
10:00 AM: "The Twisted Whiskers Show"
10:30 AM: "Dennis And Gnasher"
11:00 AM: "Cosmic Quantum Ray"
11:30 AM: "Atomic Betty"
12:00 PM: Hub Family Movie: Garfield
2:00 PM: "Pound Puppies"
2:30 PM: "My Little Pony Friendship is Magic"
3:00 PM: "Strawberry Shortcake"
3:30 PM: "Fraggle Rock"
4:00 PM: "Cosmic Quantum Ray"
4:30 PM: "Deltora Quest"
5:00 PM: "Men In Black"
5:30 PM: "Batman Beyond"
6:00 PM: "Meerkat Manor"
6:30 PM: "The Twisted Whiskers Show"
7:00 PM: "Family Game Night"
8:00 PM: Hub Family Movie: Garfield
The Hub

The Hub, a multi-platform joint venture between Discovery Communications (NASDAQ: DISCA, DISCB, DISCK) and Hasbro, Inc. (NYSE: HAS), will entertain, enlighten, empower and educate children and their families. The cable and satellite television network will feature original programming as well as content from Discovery's library of award-winning children's educational programming; from Hasbro's rich portfolio of entertainment and educational properties built during the past 90 years; and from leading third-party producers worldwide. The Hub lineup will include animated and live-action series, specials and game shows, and the network will extend its content through a robust and engaging online presence. The Hub will launch October 10, 2010 (10-10-10), reaching approximately 60 million U.S. households on what is currently Discovery Kids channel. The online home of The Hub is http://www.hubworld.com. The Hub logo and name are trademarks of Hub Television Networks, LLC. All rights reserved. 

Hasbro Delivers Innovative Products and Brand Experiences This Holiday Season

PAWTUCKET, R.I., Sep 28, 2010 (BUSINESS WIRE) -- Hasbro, Inc. (NYSE: HAS) kicks off the holiday season with a wide range of innovative toys, games, and entertainment experiences based on the Company's unmatched brand portfolio. Hasbro is home to some of the world's most recognizable and iconic brand names - including MONOPOLY, NERF, TRANSFORMERS, SCRABBLE, WEEBLES, ALPHIE, and MY LITTLE PONY - that can be enjoyed through a variety of diverse and innovative entertainment experiences across multiple platforms, including toys, games, motion pictures, television, video games and strategic licensing.

"Hasbro will continue to provide kids and families around the world with immersive brand experiences that consumers can enjoy in many different forms and formats, which are easily accessible virtually anytime and anywhere," said John Frascotti, Global Chief Marketing Officer, Hasbro, Inc. "From toys and games, to video games, to new television programs and motion pictures, to digital comic books, to branded apparel, Hasbro will bring to life its extensive portfolio of brands for our consumers in unique and innovative ways that entertain and delight our consumers."

Highlights this holiday season in the games category include the innovative SCRABBLE FLASH, which takes the classic game off of the game board as players move, slide, and shuffle electronic letter tiles; two re-imagined versions of the world's most popular game, MONOPOLY, in celebration of the brand's 75th anniversary; and the introduction of Hasbro's U-BUILD line of customizable board games based on classic brands such as CONNECT 4 and BATTLESHIP.

Kids who are looking for active play will enjoy the new NERF N-STRIKE STAMPEDE ECS, the most impressive NERF N-STRIKE blaster yet and the first fully automatic NERF Clip System blaster to date; and CUPONK, a new ball and cup game where players are rewarded for trick shots.

For Hasbro's entertainment-based offerings, fans and kids can bring home the fantasy of IRON MAN 2, one of the summer's biggest hits at the box office, with new action figures, role play items, and vehicles, while STAR WARS fans can celebrate the 30th anniversary of THE EMPIRE STRIKES BACK with the colossal AT-AT vehicle, which stands more than two feet tall. And this fall, girls will have the opportunity to make some new friends with the introduction of new MY LITTLE PONY figures based on the original "My Little Pony Friendship is Magic" animated series, scheduled to debut on the "The Hub" television station on 10.10.10.

Highlights of Hasbro's new toy and game offerings for the 2010 holiday season include the following:

ALPHIE
(Ages 3 years & up/Approx. Retail Price: $39.99/Available: Now)
Now more lifelike than ever before, this learning pal boasts an LCD screen to depict facial expressions, a childlike friendly voice and a playful, inquisitive personality making the ALPHIE toy robot not just about learning, but a beloved companion. Along with an animated personality that children will adore, this modern ALPHIE pal from PLAYSKOOL features important educational activities that help develop early learning skills in preschoolers. With their playful ALPHIE learning pal leading the way, preschoolers can learn about the alphabet, rhyming, counting, color and shape recognition, matching, animal names, instrument sounds and much more! The ALPHIE learning pal has a sleek new look and convenient carrying handle and comes with thirty double-sided cards containing over 350 fun questions and challenges. Requires three "AA" batteries, included.

BABY ALIVE BOUNCIN' BABBLES
(Ages 3 years & up/Approx. Retail Price: $24.99/Available: Now)
With her big eyes and a loveable smile on her face, BABY ALIVE BOUNCIN' BABBLES doll can't wait to play with her "mommy!" Hold her hands and watch this adorable, energetic tot bounce up and down while giggling and making playful baby sounds. BABY ALIVE BOUNCIN' BABBLES will also "chuckle" and "coo" just like a "real" baby when "mommy" comes near. Requires 2 AA batteries, included.

BEYBLADE: METAL FUSION SUPER VORTEX BATTLE Set
(Ages 8 years & up/Approx. Retail Price: $24.99/Available: Now)
Hasbro's BEYBLADE: METAL FUSION battling-top toy line allows kids to collect, customize and compete like never before with a new, metal gear system and the introduction of an online virtual battle component. Battle right out of the box with the BEYBLADE: METAL FUSION SUPER VORTEX BATTLE set! Complete with two exclusive BEYBLADE: METAL FUSION tops, two ripcord launchers, an exclusive high-performance SUPER VORTEX BEYSTADIUM arena, official rule book, and tournament grid this set is ready to LET IT RIP! With a unique design, competitors will enjoy enhanced battles in the SUPER VORTEX BEYSTADIUM. Players can enter the included top codes at BeybladeBattles.com to compete against other Beybladers.

BOP IT! BOUNCE
(Ages 8 years & up/Approx. Retail Price: $19.99/Players: 1+/Available: Now)
Challenge your friends with BOP IT! BOUNCE to see who can bounce the fastest, highest, or most accurately as you bounce the included ball on the hand held game unit with the built in trampoline. With six different games to play, the action is non-stop and delivers out of your seat play. The electronic unit guides you through the different levels of play and keeps track of your score while encouraging you to do better. Can you master the bounce it skill and beat your friends?

CUPONK
(Ages 9 years & up/Approx. Retail Price: $14.99/Players: 1+/Available: Now)
Show your skill and show your style with CUPONK - a new ball and cup game where players are rewarded for making the wackiest trick shots possible. Choose the CUPONK cup that best represents your personality and start sinking obscure shots from off the rim, wall or even kitchen table to show off for your friends and earn bragging rights for weeks. Everyone will know that you landed the plastic ball in the cup when it lights up and lets out sounds.

EASY-BAKE DELUXE DELIGHTS Cake and Cookie Kit
(Ages 8 years & up/Approx. Retail Price: $29.99/Available: October 2010)
This fall, ordinary kitchens will transform into gourmet bake shops with the introduction of the EASY-BAKE DELUXE DELIGHTS Cake and Cookie Kit. Set to debut in October 2010, this deliciously new bake-set offers girls the opportunity to show off their creativity with edible works of EASY-BAKE art. With the included, exclusive EASY-BAKE tools, girls can decorate their EASY-BAKE mini cakes and cookies with colorful fondant just like a pro! The EASY-BAKE DELUXE DELIGHTS Cake and Cookie Kitcomes with a microwave container and lid for baking tasty sweets and loads of accessories that a pastry chef in training will need, including: rolling pin, measuring spoons, cake pan, four cookie cutters, fondant mold, fondant stamper, embossing plate and enough mixes to create six decorated cakes and seven cookies. Adult Participation Required.

FURREAL FRIENDS GOGO, MY WALKIN' PUP
(Ages 4 years & up/Approx. Retail Price: $59.99/Available: Now)
Girls can em-"bark" on their very own adventures this fall with the FURREAL FRIENDS GOGO, MY WALKIN' PUP pet. Attach GOGO's leash and this perky puppy knows you're ready to walk her! She'll wag her tail, pant, and bark just like a real pup to let you know she is excited to get moving. Girls are in charge as they control GOGO's hot pink leash to make her walk left, right or straight ahead - GOGO can even walk in circles or figure eights! Gently stroke GOGO's right and left side or the top of her head and she'll playfully bark to let you know just how delighted she is to be your friend. Requires four "C" batteries, included.

FURRY FRENZIES SCOOT & SCURRY CITY featuring TIZZY TUMBLES
(Ages 4 years & up/Approx. Retail Price: $29.99/Available: Now)
Perfect for a day full of exploring and shopping, pets can enjoy a day "out on the town" racing around the "busy streets" and "country roads" in the FURRY FRENZIES SCOOT & SCURRY CITY playset. Just through the mountains in the center of town, FURRY FRENZIES pets will arrive at the Pet Boutique, where they can scope the latest in fashion. Last but not least, watch as they head out to the Ball Park for some playful fun and games! Be careful not to leave a gate open or a FURRY FRENZIE pet just might sneak out! The FURRY FRENZIES SCOOT & SCURRY playset comes with a special edition TIZZY TUMBLES pet. Additional pets sold separately. Requires two "AAA" batteries, not included.

IRON MAN 2 RC WALKING IRON MAN
(Ages 4 years & up/Approx. Retail Price: $49.99/Available: Now)
An IRON MAN action figure so technologically advanced that even STARK INDUSTRIES is jealous! The IRON MAN 2 RC WALKING IRON MAN figure is nearly as mobile and action-packed as his on-screen counterpart. Operated with a handheld remote control, this figure easily navigates forward across the floor or tabletop and is loaded with electronic lights, movie sounds, and projectiles that shoot from the figure's arms and shoulder rockets!

LITTLEST PET SHOP ONLINE (LPSO) DANCING PET
(Ages 8 years & up/Approx. Retail Price: $24.99/ Available: Now)
Girls will find themselves bopping and grooving alongside the latest offering from LITTLEST PET SHOP - an LPSO Dancing Pet. The dancing dog, Harmony Groovemore, plugs into most MP3 players or computers so girls can listen to their favorite music and dance along with this adorable friend. The Dancing Pet also comes with a code for virtual rewards and access to LITTLEST PET SHOP ONLINE (LPSO.com), a fun, dynamic virtual world where players can design their own pets, chat with friends, go on adventures with Harmony, explore new neighborhoods, and so much more! (MP3 player not included)

MONOPOLY: REVOLUTION EDITION
(Ages 8 years & up/Approx. Retail Price: $34.99/Players: 2-6/Available: Now)
It is the MONOPOLY game of the future! In 2010, MONOPOLY is 75 years young and in celebration of the game's anniversary, Hasbro is "amping up" the traditional game play experience by revolutionizing elements of the classic game. MONOPOLY: Revolution Edition is made up of a modern, round game board and an electronic game pod that features exciting song clips and sound effects. So now if you hear the sound of the jail door closing, you know what to do! It also includes a great mix of hit songs from the past five decades that bring the game to life!

MY LITTLE PONYFRIENDSHIP IS MAGIC GIFT SET
(Ages 3 years & up/Approx. Retail Price: $19.99/Available: October 2010)
This fall, girls will have the opportunity to make some new friends with the introduction of MY LITTLE PONY FRIENDSHIP IS MAGIC Gift Set. Based on the original MY LITTLE PONY entertainment, scheduled to debut on the "The Hub" television station in Fall 2010, this set welcomes back some familiar faces and introduces exciting new friends to the brand. The MY LITTLE PONY FRIENDSHIP IS MAGIC Gift Set includes PINKIE PIE, TWILIGHT SPARKLE, PRINCESS CELESTIA, APPLE JACK and SPIKE THE DRAGON figures in addition to a storybook that reveals the fun-filled story behind these wonderful pony friendships.

NERF N-STRIKE STAMPEDE ECS Blaster
(Ages 8 years & up/Approx. Retail Price: $49.99/Available: Now)
First there was the NERF N-STRIKE VULCAN EBF-25 blaster, 25-dart, belt-fed, and fully automatic. Then the NERF N-STRIKE RAIDER RAPID FIRE CS-35 blaster hit the scene with its interchangeable drum magazine able to hold 35 darts. Now, continuing the incredible evolution in NERF blaster technology, the brand has created the most impressive NERF N-STRIKE blaster yet: The NERF N-STRIKE STAMPEDE ECS blaster. The first fully automatic NERF Clip System blaster to date, the N-STRIKE STAMPEDE ECS blaster features a new pop-out bipod, which doubles as a handle, and a removable shield allowing players to transition to Attack Mode. The NERF N-STRIKE STAMPEDE ECS blaster also comes complete with one six dart Clip and three extended Clips which hold 18 darts each, offering the highest Clip capacity from NERF yet. The NERF N-STRIKE ECS blaster is one of the most awesome and exciting N-STRIKE developments released in over 40 years of NERF brand history. Includes 60 Clip System darts. Requires six "D" batteries; not included.

PLAY-DOH MEGA FUN FACTORY
(Ages 3 years & up/Approx. Retail Price: $29.99/Available: Now)
Fifty years after the launch of the original FUN FACTORY toy, the brand new MEGA FUN FACTORY set takes classic extruding play to a whole new level! A motorized conveyor belt provides nonstop action as kids crank out favorite toys and "treats" in this lively FUN FACTORY world. To start, children push down the purple handle to extrude the colored PLAY-DOH compound of their choice. As the conveyor belt moves the PLAY-DOH compound along, kids select and stamp out a "candy" or toy mold and then push down the "chopper" at the end of the belt to cut their creation loose. To complete the fantastical FUN FACTORY experience, kids can display and "sell" their creations on a colorful playmat featuring a toy shop theme on one side and a candy store theme on the other side. Set includes six 2-ounce cans of PLAY-DOH compound. Requires two "AA" batteries, not included.

PLAY-DOH SHAPE & SPIN ELMO PLAYSET
(Ages 3 years & up/Approx. Retail Price: $19.99/Available: Now)
This educational electronic PLAY-DOH playset brings the loveable monster to life as the real Elmo's voice encourages kids to learn about counting and shape recognition. In the Count Shapes mode, tots spin a dial to select one of six shapes, Elmo announces the name of the shape and counts out the number of shapes the child has made. In the Find A Shape mode, Elmo asks kids to select and mold a specific shape or a shape with a certain number of sides, and the playful monster rewards correct matches with a giggle or positive phrase. Set includes three 3-ounce cans of colorful PLAY-DOH compound. Requires two "AAA" batteries, included.

SCRABBLE FLASH
(Ages 8 years & up/Approx. Retail Price: $29.99/Players: 1+/Available: Now)
How many words can you find in a flash? SCRABBLE FLASH provides a fast, frantic game play experience as players slide, move and shuffle electronic letter tiles in a race to create new words in 60 seconds. Played without a game board, SCRABBLE FLASH letter tiles contain 'Wonder-Link Technology' which recognizes formed words when the tiles are placed side by side, and keeps score of correctly spelled words. SCRABBLE FLASH is amazingly addictive - you won't want to put it down!

SPEED STARS TRANSFORMERS STEALTH FORCE OPTIMUS PRIME Vehicle
(Ages 4 years & up/Approx. Retail Price: $24.99/Available: Now)
Featuring electronic lights and sounds, motorized conversions and firing projectiles, kids can "bring to life" the epic TRANSFORMERS battle with this new vehicle from the SPEED STARS TRANSFORMERS line. For covert combat, watch as select parts of this OPTIMUS PRIME semi-truck vehicle convert with the touch of a button to reveal stealth mode weaponry hidden inside to battle the evil DECEPTICONS like no other vehicle available.

STAR WARS AT-AT
(Ages 5 years & up/Approx. Retail Price: $99.99/Available: Now)
In space, size does matter, and Hasbro certainly kept that in mind when creating its all-new, highly detailed STAR WARSAT-AT. The AT-AT (All Terrain Armored Transport) played a significant role in the Empire's military assault in THE EMPIRE STRIKES BACK, and it will play an equally important role in every fan's toy collection this year! Measuring more than 24 inches tall, nearly 28 inches long, and 12 inches wide, this colossal vehicle holds up to 20 STAR WARS figures (figures sold separately) - 6 of which can fit in its head alone! - and includes so many play and electronic features true to its on-screen counterpart that it's hard to believe! From the zip-line in its body and articulated legs for superb poseability, to its LED lights and authentic movie sounds and phrases, this is a great addition for STAR WARS fans of all ages. Includes one 3 ¾ inch AT-AT driver action figure and a pop-out speeder bike.

STRAWBERRY SHORTCAKE CORE FASHION DOLL Assortment
(Ages 3 years & up/Approx. Retail Price: $9.99/Available: Now)
Little girls can style STRAWBERRY SHORTCAKE and her berry best friends in fun, new ways with the STRAWBERRY SHORTCAKE CORE FASHION DOLL assortment. These fruit-scented, articulated dolls are each wearing gorgeous, removable fabric fashions for mix and match fun. Each adorable doll has "real" hair and comes complete with two hairclips, a brush and a handbag. Girls can choose from four friends, each sold separately: STRAWBERRY SHORTCAKE, LEMON MERINGUE, RASPBERRY TORTE and PLUM PUDDING.

TONKA CHUCK & FRIENDS CHUCK'S STUNT PARK PLAYSET
(Ages 3 years & up/Approx. Retail Price: $39.99/Available: Now)
For the first time ever, the popular TONKA CHUCK & FRIENDS product line introduces the POWER PLAYARD Stunt System of motorized playsets to further entertain and engage active preschoolers who will be delighted to see the loveable CHUCK THE DUMP TRUCK vehicle and his friends flip and zoom through the fun filled motorized stunt tracks. Preschoolers will be thrilled to accompany their adventuresome friend CHUCK THE DUMP TRUCK as he zips, zooms and flips through this interactive, hands-on stunt set featuring lights, sounds, moveable track pieces and a hand-crank elevator. The easy-to-assemble track lets kids build and rearrange the set however they like to create a variety of cool tricks and tracks. This set is a part of the POWER PLAYARD Stunt System and includes a motorized CHUCK THE DUMP TRUCK vehicle and an all new TONKA CHUCK & FRIENDS storybook. Requires four "AA" batteries, two "AA" included. Additional sets sold separately.

TONKA GARAGE RICOCHET RC Vehicle
(Ages 8 years & up/Approx. Retail Price: $79.99/Available: Now)
This double-sided TONKA stunt vehicle can tackle virtually any terrain! The resilient RC can flip and keep on going, offering a driving style that allows kids to execute exciting stunts. Push a button to engage the machine's Monsterlift Suspension Technology and lift the vehicle into awesome monster truck mode. The RC vehicle comes with a three channel remote for great steering control and a 9.6V battery charger. Requires one 9.6-volt battery, included, and one 9-volt battery, included.

TRANSFORMERS BATTLE OPS BUMBLEBEE Action Figure
(Ages 5 years & up/Approx. Retail Price: $59.99/Available: Now)
The all-new TRANSFOMERS BATTLE OPS BUMBLEBEE action figure is ready for battle! This large-scale figure truly shows fans the AUTOBOT hero's personality, both as a protector of Earth and a warrior against the evil DECEPTICONS. With two distinct modes - Battle and Guardian - BATTLE OPS BUMBLEBEE features a variety of electronic sounds and lights, accompanied by a converting plasma cannon.

TRANSFORMERS POWER CORE COMBINERS
(Ages 5 years & up/Approx. Retail Price: $19.99 for 5-Pack, $9.99 for 2-Pack/Available: Now)
The TRANSFORMERS POWER CORE COMBINERS product line introduces fans to an all-new assortment of figures that expand on the classic play pattern of the popular "ROBOTS IN DISGUISE." This new expression of figures combine with one another, in dozens of variations, to create a wide variety of larger POWER CORE COMBINER robots, with each figure serving as various body parts and weapons. Available in 2-packs and 5-packs. Each sold separately.

TRIVIAL PURSUIT: BET YOU KNOW IT EDITION
(Age Adult/Approx. Retail Price: $29.99/Players: 2 or more/Availability: Now)
Hasbro's TRIVIAL PURSUIT: BetYou Know It Edition introduces a brand new way to play the classic trivia game. Bet You Know It is the most inclusive TRIVIAL PURSUIT game yet and wedges can be earned on each of your turns. At the start of each round players bet on whether or not the person answering a question will get the question right. If the players are correct, they double the number of chips 'bet'. With 1,800 fascinating new questions with a new editorial style, and the chance to buy your wedges instead of being stumped with your least favorite category, players can experience TRIVIAL PURSUIT like never before.

U-BUILD CONNECT 4
(Ages 6 years & up/Approx. Retail Price: $19.99/Players: 2/Available: Now)
At the start of the game, players set up the U-BUILD CONNECT 4 game unit, adding brick-based pieces that act as checker bumpers and blockers during the game. Position these pieces in any formation. The bumper 'arms' can rotate on the game board for more strategic moves. Or place an orange blocker brick on the game grid to change the direction of the bumper arm. Take turns dropping a checker into one of the top slots. See if you've set the bumpers in a way that helps your checker land in the row that you'd intended. Connect four in a row to win!

U-BUILD MONOPOLY
(Ages 8 years & up/Approx. Retail Price: $19.99/Players: 2-6/Available: Now)
MONOPOLY is giving players the chance to choose how long they want to enjoy a game with U-BUILD MONOPOLY, a new concept in MONOPOLY game play. Using hexagonal property spaces that snap together, players build a game track that creates a custom game board and determines the length of play. Decide to use the Starter Track for a 30-minute game before dinner, or try the Classic Track for a 60-minute game during family game night for longer-lasting fun. Once you've perfected these tracks, move onto the Pro or Freestyle Tracks for the ultimate gaming challenge. In U-BUILD MONOPOLY, you choose, you build, you play!

WEEBLES MUSICAL TREEHOUSE PLAYSET
(Ages 18 months & up/Approx. Retail Price: $29.99/Available: Now)
WEEBLES WOBBLE, BUT THEY DON'T FALL DOWN! The WEEBLES figures are back in their original egg-shaped, wobbly form. WEEBLES pals can wobble, climb, slide, hide, and dance in and around this captivating MUSICAL TREEHOUSE playset from PLAYSKOOL. Turn the handle on the colorful escalator to bring WEEBLES figures to the top of the slide and send them spiraling down. When the WEEBLES characters land, they are rewarded with fun music and sounds before wobbling off for another ride. Open the door to reveal a secret space inside the tree to hide a playful WEEBLES figure. Have a dance party on the wobbly tree house deck or take a spin on top of the lookout post. The set comes complete with a convenient carrying handle and two exclusive WEEBLES figures. Requires three "AA" batteries, not included.

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About Hasbro, Inc.

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://cts.businesswire.com/ct/CT?id...2df13d23560cba. © 2010 Hasbro, Inc. All Rights Reserved.

Hasbro, Inc.
Nicole Lopreato, 401-727-5857
Nicole.lopreato@hasbro.com

Optimus Prime
The Autobots' leader is the biggest, strongest, and smartest. Optimus Prime makes the plans and protects the humans in the war with the Decepticons. He's awesome in big-rig mode and even more amazing as his true red-and-blue-armored self. You wouldn't call Optimus Prime cuddly, but he does care. He's just seen a lot of battle ... and he knows there's more to come.

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Bumblebee
He's a hot muscle car, and also the Autobot who's been on Earth the longest. So he knows humans best, which helps explains why he's so serious about looking after Raf. Bumblebee's voicebox was damaged on Cybertron, so he "talks" in bleeps and blurts. He may make mistakes, but he's eager to please Optimus Prime.

Bulkhead
This giant ATV is the muscle of the Autobots. But Bulkhead's actually kind of sensitive -- as Miko learns when she bonds with him. At first he was a little afraid of hurting his tiny partner, but Miko helped him get over that. Now she even pushes him to do things that sometimes get him into trouble. But when Miko's in danger, Bulkhead's there to protect her. 

Arcee
This is one awesome motorcycle -- sleek, fast, and powerful. Arcee is also the Autobots' best soldier. She has a special bond with Optimus Prime and is his "go-to" girl. As the least "flawed" of the Autobots, she's the one they can always count on. She wasn't too thrilled to get the job of looking after Jack, but she slowly comes to respect him as a partner.

Ratchet
This hybrid emergency medical truck is the Autobots' medic. Ratchet fixes limbs and gears, and he works to make do with less and less Energon. He knows Optimus Prime best, but he doesn't want the Autobots risking their necks to protect humans, or bringing them into the secret base. Deep down, though, Ratchet admires what the humans bring to the fight.

Megatron
The head of the Decepticons is just as big as Optimus Prime -- and just as bad as the Autobots' leader is good. Whether in alien fighter jet form or robot mode, Megatron's the most evil and deadly of all the Transformers. He hates how much Optimus Prime cares about Earth, and won't stop until he defeats the Autobots and makes this planet his own.

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Starscream
This military fighter jet is Megatron's right-hand man. Starscream would rather sneak up on his victims than face them head-on, which makes him extra-dangerous. He's an expert planner, and that's one reason Megatron keeps him around. Starscream always shows respect to his general, but he's really just waiting for a chance to take command of the Decepticons himself.

Soundwave
A stealth drone and the Decepticons' spy master, Soundwave has no face and doesn't say much. He just quietly finds information to use against the Autobots. He can tap into any transmission anywhere, except at the Autobots' secret base. Soundwave's far-reaching tentacles can snap through concrete, but his main tools are the tiny Deployers in his chest.

Jackson Darby
At 16, he was just a hard-working kid slinging burgers to save up for his first motorcycle. Then Jackson "Jack" Darby met Arcee, his guardian Autobot, and scored a killer bike AND a big sister all in one. With pals Miko and Raf, he helps the Autobots fight the Decepticons. Jack's usually a smart guy and responsible leader ... except when he wants to impress a girl.
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Miko Nakadai
She's 15 and from Japan -- but you might not guess that, since she's so into American pop culture. Miko Nakadai loves speed metal and wild punk outfits, and her fearlessness makes her the perfect match for the massive Bulkhead. Her thing for thrills can cause trouble for fellow Teens Jack and Raf. But Miko means well, and she always looks out for her pals.

Rafael Esquivel
He's quiet, shy, and usually the Teen most freaked by danger. But when Rafael "Raf" Esquivel sees any kind of software-based tech, he goes right into "the zone." That's handy at Autobot Central Command, since Ratchet doesn't know much about human tech. Raf's know-how has saved both humans and Autobots.

Cliff Jumper

Eradicon

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Hasbro US has annouced that it will feature an online Transformers Prime game on its' website, availabel from the 27th September 2010.

No details have been given regarding the game, which will probably be a flash based game.

TFW2005.com and TFormers.com have both received a press release containing details on the story and voice actors for Transformers Prime.  TFormers sister site ENewsInternational actually received the full list of credits which includes Dwayne "The Rock" Johnson as Cliffjumper.

MAIN CHARACTERS

AUTOBOTS

Optimus Prime - Peter Cullen
Arcee - Sumalee Montano
Bulkhead - Kevin Michael Richardson
Ratchet - Jeffrey Combs
Bumblebee - Rumored as Josh Keaton
Cliffjumper - Dwayne "The Rock" Johnson (More Info)

DECEPTICONS
Megatron - Frank Welker
Breakdown - Adam Baldwin
Knockout - Daran Norris
Starscream - Steve Blum

HUMANS
Jack - Josh Keaton
Miko - Tania Gunadi
Raf - Andy Pessoa
June - Markie Post
Agent Flower - Ernie Hudson 

THE SHOW

The Transformer saga continues as Optimus Prime and the Autobots battle the evil Decepticons, led by Megatron. With the future of the human race hanging in the balance, three young teenagers become critical in helping the Autobots prevent the Decepticon Army from conquering Earth. Prepare to experience the world of Transformers like never before.

The Transformer franchise sees the triumphant return of the Autobots characters to television in cutting edge computer-generated animation. The series both deepens the epic mythology of Autobots and Decepticons, while starting fresh for a new generation of viewers and future Transformers fans. With a bold and modern new look, Optimus Prime, Bumblebee and others are back to roll out against Megatron’s latest plots to conquer Earth. The Autobots may be few against the Decepticons menace, but they find increased strength here on their home away from home via bonds they've forged with three human teenagers. Make no mistake, the Transformers series will deliver heavy metal action and nail-biting suspense

Produced by Hasbro Studios

PRODUCTION CREDITS

Developed for Television By:
Alex Kurtzman
Roberto Orci
Duane Capizzi
Jeff Kline

Executive Producers:
Alex Kurtzman
Roberto Orci
Jeff Kline

Supervising Producer: Duane Capizzi

Supervising Animation Producer: Therese Trujillo

Producers:
Steven Puri
Mandy Safavi

Staff Writers:
Nicole Dubuc
Marsha Griffin
Joseph Kuhr
Steven Melching
Supervising Director: Dave Hartman

Music By: Brian Tyler

Main Title Theme By: Brian Tyler

­­­Thanks to images published on Amazon the world has its' first look at some of the Transformers Prime characters, via an IDW Comic.  The designs are sure to get tongues wagging, with the micture of Animated and Transformers Movie confirmed.

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­­The characters include

• Bumblebee
• Cliffjumper
• Arcee
• Starscream
• Megatron
• Ratchet
• Bulkhead
• Optimus Prime
• Cybertron

The Hub has been updated showing off a new image of Transformers Prime Ratchet (robot mode) and Transformers Prime Decepticon Drone (car mod­e).

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Thanks to Seibertron.com for the original report on the update.

Thanks to Seibertron.com for reporting this rather shocking news but it turns out that a gunman called James Lee has taken the Discovery Channels headquarters hostage.  Its been reported that he has taken hostages it armed and has an explosive device.  Discovery are of course part of the joint-venture with Hasbro Inc on the new TV channel called The Hub that will be taking over from Discovery Kids next month within the United States.  You can read more on this story at the following news sites

CNN: Officials: Suspect holding hostages at Discovery Channel
SyFy: Gunman takes one hostage in US
Washington Post: Suspect was barred from Discovery Bldg.
Entertainment Weekly: Armed man holding a hostage at Discovery Channel's headquarters
Crepinc.com: Gunman's list of demands
Google News: Discovery in Google News

Ken Christiansen has updated his blog with some designed of Transformers Bumblebee, Jazz and Inferno which are alternative ideas from Transformers Prime,

Mr Christiansen is working as a concept artist on Transformers Primeand has previously worked on Activisions Transformers: The Game and Transformers: Revenge of the Fallen computer games.

"Yes I did work on Transformers : Prime. No, these images (Click on the Title Bar to see) are NOT from that work. You have to wait until October to see those...

But, now that some of those images are starting to come out, I wanted to try to do some studies to match the official style. Just really rough at this point, trying to find some of the basics.

Obviously, TFP Bumblebee is based on the movie Camaro, so I wanted to try a pass with him as the Beetle, and how that old vehicle form could break up in new ways. Then I took a crack at Jazz (I don't know if there's any TF/Prime images of him out, and I honestly don't know if he's in the lineup for the show - I didn't work on him, in any case) and based him on more of the TF:Animated styling. And then for fun, I just picked a random Autobot, and did Inferno. He was the last one I did, and I think I started to capture some of the TFP looks...

Tomorrow, some Decepts..."