At the beginning of the decade, faced with $1.3 billion in debt, Hasbro began realigning itself and broadening the reach of its products.

“It is the big pendulum swing from being a manufacturer of toys to being an owner of entertainment properties,” said Brian Goldner, Hasbro’s chief operating officer.

Hasbro moved electronic-toy development into its Tiger product line, bought back its digital gaming licenses, struck deals for mobile-phone games, sold game licenses to slot-machine makers and created a theatrical production based on one of its toy lines, Littlest Pet Shop.

The most recent example of Hasbro's efforts is the upcoming Transformers movie, premiering June 28, the same day BotCon 2007 begins. BotCon 2007, a 4 day convention, brings together toy collectors dedicated to the Transformers.

Hasbro, represented by the William Morris agency, is looking at other movie projects, including a G.I. Joe movie. As many as half a dozen of these projects could start this summer.