Glu to Develop Transformers Mobile Content

The Hasbro Properties Group, the intellectual property development arm of Hasbro, Inc. today announced a global licensing deal with Glu Mobile, a leading creator and global publisher of mobile entertainment, that will unleash the popular Transformers brand and characters upon the fast-growing mobile gaming market.

“We are excited to work with Glu to deliver the popular ‘Transformers’ brand to the mobile phone, a platform that fits perfectly with the lifestyles of today’s consumers,” said Jane Ritson-Parsons, president of the Hasbro Properties Group. “Through Glu’s expertise and mobile gaming platform, we will be able to deliver entertainment in a way that is relevant and meaningful for fans of all ages and re-introduce consumers to the biggest ‘Transformers’ hero of all time–Optimus Prime.”

As part of the multi-year deal, Glu will create and distribute games and other content for mobile phones. The first wave of titles will be tied to the much-anticipated July 4, 2007 movie release of the live action Transformers film from DreamWorks and Paramount Pictures. The film will be directed by Michael Bay from screenwriters John Rogers and Alex Kurtzman and Roberto Orci. Lorenzo di Bonaventura, Tom DeSanto, Don Murphy, and Ian Bryce are producing the film, with Steven Spielberg and Hasbro’s Brian Goldner executive producing.

“The ‘Transformers’ property holds a special place in the hearts of many in the video game generation,” said Jill Braff, GM of the Americas and SVP of worldwide marketing for Glu Mobile. “We’re thrilled to be working with Hasbro, and believe that the legendary clashes between the Autobots and Decepticons will help spread the word that with the mobile phone, there really is ‘More than Meets the Eye.'”

The licensing agreement with Glu Mobile is the second Transformers deal Hasbro has announced in recent weeks. In February, Hasbro granted Activision, Inc., a leading publisher of interactive entertainment software products, the global rights, excluding Japan, to develop console, handheld and PC games based on this brand.

Both announcements, as well as two others last month, mark Hasbro’s expansion into the digital media category following the company’s reacquisition of its digital media rights from Infogrames Entertainment SA in June 2005.

Source: Hasbro, Inc.