Analyst Says 'Transformers' Should Boost Hasbro

NEW YORK (AP) — An analyst said Friday that products tied to the upcoming movie "Transformers: Revenge of the Fallen" could contribute $550 million to Hasbro Inc.'s sales this year.

Stifel Nicolaus analyst Drew Crum noted his estimate tops the $482 million Hasbro made in 2007 when the first "Transformers" movie hit the theaters.

Crum's estimate includes $510 million from Hasbro toys and $40 million from licensing programs. He noted that there are three times as many robots in the film compared with the 2007 film and added the toys are "getting great placement at retail ahead of this release."

In addition to toys, Hasbro is supporting the film with video games by Activision, an expected DVD holiday release and licensing programs, said Crum. He rates the company "Hold."

"Transformers: Revenge of the Fallen" debuts in U.S. theaters on June 24.

Hasbro shares rose 37 cents to $25.14 during midday trading Friday.