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PETER CULLEN AND FRANK WELKER REPRISE ROLES OF OPTIMUS PRIME AND MEGATRON IN TRANSFORMERS: THE GAME

Santa Monica, CA - April 6, 2007 - Legendary voice actors Peter Cullen
> and Frank Welker, the original voices of OPTIMUS PRIME and MEGATRON from
> the first TRANSFORMERS animated series, are set to star as the lead
> characters in TRANSFORMERS: The Game, from Activision, Inc. (Nasdaq:
> ATVI), developed under license from HPG, the licensing division of
> Hasbro, Inc. (NYSE:HAS).
>
>
>
> "As TRANSFORMERS fans, we knew the importance of having the well-known
> voices of OPTIMUS PRIME and MEGATRON in the game," said Laird Malamed,
> head of production, Activision, Inc. "Peter and Frank's signature
> voices bring the characters to life and will immerse a whole new
> generation of enthusiasts in the epic battle between the AUTOBOTS and
> DECEPTICONS."
>
>
>
> Based on "TRANSFORMERS," the upcoming live-action feature film due out
> on July 4th from DreamWorks Pictures and Paramount Pictures, in
> association with Hasbro, TRANSFORMERS: The Game lets players choose to
> protect the Earth as AUTOBOTS or destroy it as DECEPTICONS. Playing as
> OPTIMUS PRIME, BUMBLEBEE, MEGATRON, BARRICADE and others, gamers will
> experience the unstoppable power and massive scale of their favorite
> ROBOTS IN DISGUISE as they battle for Earth.
>
>
>
> TRANSFORMERS: The Game is in development by Traveller's Tales for Xbox
> 360(tm) video game and entertainment systems from Microsoft,
> PLAYSTATION(r)3 computer entertainment system, Wii(tm), PlayStation(r)2
> computer entertainment system and PC, and is rated "T" (Teen - Violence)
> by the ESRB. A PSP(r) (PlayStation(r)Portable) system version is being
> developed by Savage Entertainment and is currently rated RP (Rating
> Pending) by the ESRB. Two unique games for Nintendo DS(tm),
> TRANSFORMERS: AUTOBOTS and TRANSFORMERS: DECEPTICONS, are being
> developed by Vicarious Visions, and are rated "E 10+" (Everyone 10 and
> older - Violence) by the ESRB. For more information, visit
> http://www.transformersgame.com/.
>
>
>
> ABOUT HPG
>
> HPG, the licensing division of Hasbro, Inc. (NYSE:HAS), translates one
> of the industry's richest portfolios of brands into a world of fun and
> excitement for children and adults globally. Through a host of
> publishing, digital media, lifestyle and entertainment platforms, HPG is
> able to surround fans worldwide with consumer products that expand
> Hasbro's core brands, such as TRANSFORMERS, LITTLEST PET SHOP, MY LITTLE
> PONY, MONOPOLY, G.I. JOE, TONKA and PLAYSKOOL.
>
>
>
> About HASBRO
>
> Hasbro (NYSE: HAS) is a worldwide leader in children's and family
> leisure time entertainment products and services, including the design,
> manufacture and marketing of games and toys ranging from traditional to
> high-tech. Both internationally and in the U.S., its PLAYSKOOL, TONKA,
> MILTON BRADLEY, PARKER BROTHERS, TIGER and WIZARDS OF THE COAST brands
> and products provide the highest quality and most recognizable play
> experiences in the world.
>
>
>
> About Activision, Inc.
>
> Headquartered in Santa Monica, California, Activision, Inc. is a leading
> worldwide developer, publisher and distributor of interactive
> entertainment and leisure products. Founded in 1979, Activision posted
> net revenues of $1.47 billion for the fiscal year ended March 31, 2006.
>
>
>
> Activision maintains operations in the U.S., Canada, the United Kingdom,
> France, Germany, Italy, Japan, Australia, Scandinavia, Spain, the
> Netherlands and South Korea. More information about Activision and its
> products can be found on the company's World Wide Web site, which is
> located at www.activision.com .
>
> Cautionary Notes Regarding Forward-Looking Statements: The statements
> made in this press release that are not historical facts are
> "forward-looking statements." These forward-looking statements are
> based on current expectations and assumptions that are subject to risks
> and uncertainties. The company cautions readers of this press release
> that a number of important factors could cause Activision's actual
> future results to differ materially from those expressed in any such
> forward-looking statements. Such factors include, without limitation,
> the findings of the special sub-committee, the effect of the special
> sub-committee's review and conclusions on, and other developments in,
> the informal inquiry opened by the SEC in July 2006 and the derivative
> litigation filed in July 2006 against certain current and former
> directors and officers of the company, the possibility that additional
> claims and proceedings will be commenced, including additional
> stockholder litigation, employee litigation, and additional actions by
> the SEC and/or other regulatory agencies, and direct and indirect
> expenses and diversion of management time resulting from or relating to
> the special sub-committee review and related regulatory proceedings and
> litigation, the company's ability to timely file required reports with
> the SEC, and the possibility that the company will be subject to
> delisting from The Nasdaq Stock Market due to its inability to timely
> file periodic reports under the Securities Exchange Act of 1934 or
> failure to satisfy other requirements for continued listing. Other
> factors that could cause Activision's actual future results to differ
> materially from those expressed in the forward-looking statements set
> forth in this release include, without limitation, other litigation
> (unrelated to stock option granting practices), sales of the company's
> titles, shifts consumer spending trends, the seasonal and cyclical
> nature of the interactive game market, the company'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 the company's
> products, adoption rate of new hardware and related software, industry
> competition, rapid changes in technology and industry standards,
> protection of proprietary rights, maintenance of relationships with key
> personnel, vendors and third-party developers, international economic
> and political conditions, natural disasters, integration of recently
> acquired subsidiaries, and identification of suitable future acquisition
> opportunities. These important factors and other factors that
> potentially could cause actual future results to differ materially from
> current expectations are described in our filings with the SEC,
> including the company's most recent annual report on Form 10-K,
> quarterly report on Form 10-Q and current reports on Form 8-K. Readers
> of this press release are referred to such filings. The forward-looking
> statements in this press release are based upon information available to
> the company as of the date of the release, and the company assumes no
> obligations to update any such forward-looking statement. The company
> may change its intention, belief or expectation, at any time and without
> notice, based upon any changes in the enumerated factors or in the
> company's assumptions, or otherwise, and forward-looking statements
> believed to be true when made may ultimately prove to be incorrect.
> These statements are not guarantees of future performance and are
> subject to risks, uncertainties and other factors, some of which are
> beyond the company's control and may cause our actual results to differ
> materially from our current expectations.

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