Activision Signs Talent From Upcoming Feature Film And Original TV Series For Transformers: The Game

Santa Monica, CA – May 18, 2007 – TRANSFORMERS: The Game, from Activision, Inc. (Nasdaq: ATVI), developed under license from HPG the licensing division of Hasbro, Inc. (NYSE:HAS), is bridging the gap from “G1” (Generation One) to the present day TRANSFORMERS by casting the upcoming live-action film leads Shia LaBeouf and Megan Fox alongside legendary voice actors Peter Cullen and Frank Welker, the original voices of OPTIMUS PRIME and MEGATRON. Based on “TRANSFORMERS,” the highly anticipated live-action feature film from DreamWorks Pictures and Paramount Pictures, in association with Hasbro, the game allows players to relive their favorite movie moments and go beyond in a movie-inspired storyline penned with the help of Flint Dille, best known as the writer of the acclaimed “TRANSFORMERS” animated series.

“TRANSFORMERS is an incredible franchise with huge global appeal and our goal is to present a game that speaks to fans of the upcoming movie as well as to G1 fans,” said Laird Malamed, head of production, Activision, Inc. “We have a fantastic line-up that includes original talent from the animated TV series and the upcoming film, bringing together the best of both worlds.”

In TRANSFORMERS: The Game, players choose to protect the Earth as AUTOBOTS or destroy it as DECEPTICONS. Playing as OPTIMUS PRIME, BUMBLEBEE, MEGATRON, BARRICADE and other characters, 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 the Xbox 360™ video game and entertainment system from Microsoft, PLAYSTATION®3 computer entertainment system, Wii™ video game console, PlayStation®2 computer entertainment system and PC, and is rated “T” (Teen) by the ESRB. A PSP® (PlayStation®Portable) system version is being developed by Savage Entertainment and is currently rated “E 10+” (Everyone 10 and older – Violence) by the ESRB. Two unique games for Nintendo DS™, 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 about the game, 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.

TRANSFORMERS and all related characters are trademarks of Hasbro and are used with permission. © 2007 Hasbro. All Rights Reserved.