The OPTIMUS PRIME KREON Figure Is One Of Many TRANSFORMERS Characters Available In Various KRE-O TRANSFORMERS Construction Sets. The Inaugural KRE-O Brand Products From Hasbro Hit Shelves Nationwide On July 1, 2011. (Photo: Business Wire)

Hasbro, Inc. (NASDAQ: HAS) brings action and adventure to the construction aisle in July with the introduction of the KRE-O brand. The KRE-O brand allows builders and Hasbro fans ages 6 and up to enjoy and create with popular Hasbro brands, like the TRANSFORMERS brand beginning in 2011 and many other Hasbro brands planned for the future, in a construction play pattern like never before. With the debut of the Transformers: Dark of the Moon movie from Paramount Pictures this week and the animated series Transformers Prime currently airing on The Hub television network, KRE-O TRANSFORMERS sets are another exciting new way for kids and fans to experience the iconic TRANSFORMERS brand this year.

The KRE-O TRANSFORMERS BUMBLEBEE set comes complete with more than 300 KRE-O brand bricks to build the popular TRANSFORMERS character in its robot or vehicle form. The inaugural KRE-O brand products from Hasbro hit shelves nationwide on July 1, 2011. (Photo: Business Wire)

From favorite characters and high quality materials to unique accessories and collectible KREON figures, KRE-O construction sets will excite builders of all ages and bring iconic Hasbro properties to the construction aisle. Twelve KRE-O TRANSFORMERS construction sets featuring popular AUTOBOT and DECEPTICON characters from over 25 years of TRANSFORMERS lore will ‘roll out’ onto U.S. retail shelves this summer. KRE-O TRANSFORMERS sets will become available at retail for fans around the world in the coming months.

“Consumers have been asking for something new in the construction category. With our introduction of the KRE-O brand and KRE-O TRANSFORMERS, we are delivering terrific innovation,” said John Frascotti, chief marketing officer, Hasbro, Inc. “With KRE-O TRANSFORMERS, we are giving TRANSFORMERS fans the opportunity to build and interact with iconic characters like OPTIMUS PRIME and BUMBLEBEE and several other TRANSFORMERS robots and vehicles like never before.”