TEAM UP WITH THE AUTOBOTS TO SAVE THE EARTH IN TRANSFORMERS ANIMATED: THE GAME AVAILABLE AT RETAIL STORES TODAY

London, UK– 24th October, 2008– Activision Publishing, Inc. (Nasdaq: ATVI) announced today that TRANSFORMERS Animated: The Game, developed under license from Hasbro, Inc. (NYSE: HAS), is now available in retail stores nationwide. Based on Hasbro and Cartoon Network’s animated television series, TRANSFORMERS Animated: The Game delivers an exciting action-adventure experience, allowing players to take control of their favorite AUTOBOT characters as they work together to reclaim lost fragments of the ALLSPARK, the source of all Transformers life.

“TRANSFORMERS Animated: The Game adds to the mystique and success of the Cartoon Network’s animated television series, by extending the TRANSFORMERS universe onto Nintendo DS™,” said Kim Salzer, vice president of global brand management, Activision, Inc.“We are thrilled to continue our incredible collaboration with Hasbro, and bring yet another innovative, interactive experience to fans of this highly-successful TRANSFORMERS franchise.”

Providing an experience that extends beyond the animated series, TRANSFORMERS Animated: The Game thrusts fans into the action with gameplay elements that include platforming, blasting through DECEPTICON-controlled hoverbots, solving side-scrolling puzzles and slot-car racing-inspired driving challenges. Players instantly switch between AUTOBOT team members to work out a number of teamwork-based puzzles in up to 20 different levels. They’ll race through a fictitious 22nd century Detroit, dodging on-coming traffic while seamlessly converting between robot and vehicle-form, utilising the special abilities of OPTIMUS PRIME, BUMBLEBEE, BULKHEAD and PROWL. Working as a team and combining the abilities of each character is the key to reaching the ultimate goal– intercepting the missing pieces of the ALLSPARK before the DECEPTICONS.

TRANSFORMERS Animated: The Game was developed by Artificial Mind and Movement exclusively for Nintendo DS™ and is rated 7+ by PEGI.

For assets and more information about the game visit the Activision Press Centre at http://www.activision.com/index.html#presscenter|en_US or visit the official game site at www.transformersanimatedgame.com.

About HASBRO

Hasbro, Inc. (NYSE:HAS) is a worldwide leader in children’s and family leisure time products and services with a rich portfolio of brands and entertainment properties that provides some of the highest quality and most recognizable play and recreational experiences in the world. As a brand-driven, consumer-focused global company, Hasbro brings to market a range of toys, games and licensed products, from traditional to high-tech and digital, under such powerful brand names as TRANSFORMERS, PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, TIGER, CRANIUM and WIZARDS OF THE COAST. Come see how we inspire play through our brands at www.hasbro.com.© 2008 Hasbro, Inc. All Rights Reserved.

About Activision, Inc.

Headquartered in Santa Monica, California, Activision Publishing, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products.

Activision Publishing maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, the Netherlands, Australia, Japan and South Korea. More information about Activision Publishing and its products can be found on the company's website, www.activision.com.

Cautionary Note Regarding Forward-looking Statements: Information in this press release that involves Activision Publishing’s expectations, plans, intentions or strategies regarding the future are forward-looking statements that are not facts and involve a number of risks and uncertainties. Activision Publishing generally uses words such as“outlook”,“will,”“could,”“would,”“might,”“remains,”“to be,”“plans,”“believes”,“may”,“expects,”“intends,”“anticipates,”“estimate,” future,”“plan,”“positioned,”“potential,”“project,”“remain,”“scheduled,”“set to,”“subject to,”“upcoming” and similar expressions to help identify forward-looking statements. Factors that could cause Activision Publishing’s actual future results to differ materially from those expressed in the forward-looking statements set forth in this release include, but are not limited to, sales of Activision Publishing’s titles, shifts in consumer spending trends, the seasonal and cyclical nature of the interactive game market, Activision Publishing’s ability to predict consumer preferences among competing hardware platforms (including next-generation hardware), declines in software pricing, product returns and price protection, product delays, retail acceptance of Activision Publishing’s products, adoption rate and availability of new hardware and related software, industry competition, rapid changes in technology and industry standards, protection of proprietary rights, litigation against Activision Publishing, maintenance of relationships with key personnel, customers, vendors and third-party developers, domestic and international economic, financial and political conditions and policies, foreign exchange rates, integration of recent acquisitions and the identification of suitable future acquisition opportunities, Activision Blizzard’s success in integrating the operations of Activision Publishing and Vivendi Games in a timely manner, or at all, and the combined company’s ability to realize the anticipated benefits and synergies of the transaction to the extent, or in the timeframe, anticipated. Other such factors include additional risk factors identified in Activision Blizzard’s most recent annual report on Form 10-K and any subsequent quarterly reports on Form 10-Q. The forward-looking statements in this release are based upon information available to Activision Publishing and Activision Blizzard as of the date of this release, and neither Activision Publishing nor Activision Blizzard assumes any obligation to update any such forward-looking statements. Forward-looking statements believed to be true when made may ultimately prove to be incorrect. These statements are not guarantees of the future performance of Activision Publishing or Activision Blizzard and are subject to risks, uncertainties and other factors, some of which are beyond its control and may cause actual results to differ materially from current expectations.

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HASBRO and its logo, TRANSFORMERS and all related characters are trademarks of Hasbro and are used with permission.© 2008 Hasbro. All Rights Reserved. Game© 2008 Activision Publishing, Inc. Activision is a registered trademark of Activision Publishing, Inc. All rights reserved

 


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