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Attention Entertainment/News Editors:

HASBRO'S NEW BEAST WARS TRANSFORMERS REINVENTS ITSELF -- TRANSFORMS ENTIRE BOYS' ACTION FIGURE CATEGORY

    TORONTO, Nov. 6 /CNW/ - In the '80s, Transformers became the toy
industry's biggest success story selling an unprecedented $55 million at
retail in a single year in Canada alone. And now these figures are rearing
their powerful heads again with BEAST WARS --  a new Transformer line that has
toy and department store buyers very excited about the Christmas season.
    ``It's as close to a guaranteed hot seller that you'll see for this
Christmas,'' says Chris Beardall, the Boys' Action Toy Buyer for Walmart. ``In
fact, it's really one of the only `can't miss' categories on the market for
the holidays.''
    Scott Urie, the Toy Divisional Merchandise manager for Zellers, agrees:
``It's already selling extremely well.''
    According to Donna Welch, the Toys R Us spokesperson, Toys R Us have also
seen sales of BEAST WARS TRANSFORMERS steadily climb since its introduction in
March. ``BEAST WARS are currently one of our top boys action figure
licensees.''
    Although these new, fiercely popular action toys were only introduced a
few months ago, BEAST WARS has already inspired a top-rated television series
and comic books. Of particular note is the home-grown talent -- Alliance
Communications and Mainframe Entertainment -- that is behind the top-rated
BEAST WARS TV Series, known as BEASTIES in Canada.
    As pioneers of 3D computer generated imagery (CGI), these two Canadian
companies created and produced the world's first 100 percent CGI animated
series. As a result of this spectacular animation, BEASTIES already enjoys
very impressive ratings in both Canada and the U.S. ``It's like cotton candy
for the eyes'', says parenting reporter Louise Brown in Starweek's Fall
Preview special.
    ``BEAST WARS TRANSFORMERS are Hot! Hot! Hot! and this is just the
beginning of the explosion of Transformer toys that we're creating now for
'97'', says Sandy Sinclair, Director of Marketing for Hasbro Canada. ``Judging
from sales to date, we know BEAST WARS will be on every kid's wish list this
season.''
    The world of BEAST WARS is one of stealth, surprise, suspense, action,
adventure, and good vs. evil. The heroic Maximals fight the evil Predacons for
control of a uniquely powerful energy source called ``energon''. All these
mighty Transformers use bio-genetic engineering to disguise themselves as
ferocious animals and frightening insects and, when ready for battle, they
transform into such robot warriors as Megatron (crocodile), Razorbeast (boar),
and Blackarachnia (black widow).
    According to toy experts, there are three reasons why Transformers
continue to charm and endure. First, each Transformer character is part of a
complex story line that pits a team of heroic good guys against a group of
determined adversaries. And, as a result, Transformers offers children
futuristic fantasy, adventure, excitement, and an element of surprise.
Secondly, Transformers help kids develop better manual dexterity since a
significant amount of coordination and thinking is required. And finally,
Transformers are inventive and interesting because of their ``transforming''
abilities.
    Hasbro Canada is headquartered in Longueuil, Quebec, and is the country's
leading toy and games manufacturer. It is a subsidiary of Hasbro Inc.,
headquartered in Pawtucket, Rhode Island, the world's largest manufacturer and
marketer of toys, games, puzzles and infant care products. Hasbro Canada
divisions include Hasbro Toys, Milton Bradley, Parker Brothers, Tonka, and
Playskool.