Hasbro's entrance into the popular construction toy segment comes with the launch of KRE-O, which means "Create It."

The KRE-O line will feature 12 Transformers construction sets, at two builds per set. Think robots and vehicles as options. The new Sesame Street line will also be available in KRE-O.

Available this fall in the U.S. and worldwide in 2012, the sets will cost between $6.99 (for a set of 65-70 bricks) and $59.99 (for a set of more than 500 bricks plus accessory pieces.)

"We believe Hasbro will offer more bricks per set than the equivalent Lego set," Whitfield said. Better yet, the bricks will be compatible with Lego sets.

Whitfield pointed out that construction toy sales grew 23% in 2009 and another 13% in 2010, compared with industry growth of just 2%, so the category is clearly expected to be a winner again this year.

Next ... Barbie and Ken

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