Michelle R Smith
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/ 19 June 2007

Toy maker hopes for Transformers movie boost

Hasbro struggled when the toy company tied its fortunes too closely to toys based on movies. But a movie based on its toys? That could be a different story. Hasbro is banking that the release of Transformers — based on Hasbro’s ”robots in disguise” toys introduced in the 1980s — will herald a new era for the company.