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Toy Fair 2010 - The Hasbro Overview

Posted by Nick | February 13, 2010 at 08:11 PM ET

Hasbro presented their line for late 2010 on a cold, February day in New York City. The scene? The Times Center at the New York Times building. And in the spirit of the Times' motto "All the news that's fit to print" we're going be breaking down Hasbro's presentation in depth.

In the aftermath of a rough year at retail Hasbro has committed themselves to a more focused line for 2010. And with 2010 being the 30th anniversary of the theatrical release of THE EMPIRE STRIKES BACK, Hasbro will be focusing most of their live action line on characters and vehicles from STAR WARS Episode V. With that focus comes the reintroduction of the modern vintage line with an emphasis on EMPIRE, but on a much grander scale than has previously been seen. The VINTAGE COLLECTION will feature characters from across all 6 theatrical releases, including Prequel Trilogy characters for the first time in the classic Kenner style packaging.

The Clone Wars line continues to surge ahead as it appeals to mass audiences. And this year Clone Wars will share a common line look. The new vision for the line was first revealed at The Official Site last month. The name behind this look is SHADOW OF THE DARK SIDE, and it will bring together the Clone Wars animated line, the realistic Saga Legends line, Battle Packs, multipacks and the vehicle line.

One of the short terms casualties appears to be the Expanded Universe. After a tremendous run from 2008 onward, Hasbro will be scaling back on the expanded universe. There will continue to be select exclusive items from the EU. However, Hasbro cautions that we will not see significant Expanded Universe offerings until 2011. One such offering that has already been announced is the winner of the 2009 Fan Choice Figure Poll, Bastila Shan.

Toy Fair is the first of several events in 2010 at which Hasbro will be revealing new products. They are also poised to make the annual journey to San Diego for San Diego Comic Con. And Hasbro has also announced that a number of new products are set to be announced at Star Wars Celebration 5 in Orlando, FL.

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