Toy Fair 2011: Hasbro Showroom, Boy Toys

Along with many of my blogging and media colleagues, Toy Fair affords us an opportunity to take a glimpse into toy manufacturers’ lineup of new products for 2011.  A few big brands opened their doors for informational tours of booths and showrooms, including #2 toy maker, Hasbro.

I already mentioned a few notables from our tour of Hasbro’s Toy Fair showroom, but Hasbro continues to underscore their success in existing toys and licenses, which includes many of the familiar products that have shows on the new family channel, the Hub, a joint venture with Discovery Communications.

I’m finding it quite difficult to organize everything I saw over the past few weeks, so I’ll try to post them in good-sized chunks to avoid bombarding too much information at once.

Here are just a few of the many new toys for boys from Hasbro:

Hasbro’s new Boys Toys didn’t disappoint. Marvel Super Heroes, once again, have a big presence in Hasbro’s lineup of new toys.  With Thor and Captain America hitting the big screen later this year, Hasbro has several new toys, including role play sets, that will have launches coinciding with movie releases.

(above) The Lightning Hammer is a replica of Thor’s signature weapon, and is fully equipped with electronic battle sounds and a launching projectile.

The Captain America Disc Launching Shield fires miniature foam disks and has a diameter of 15 inches.

Because I have a smaller super hero fan, I love the Super Hero Squad 3-Packs.  In addition to other popular super heroes, Hasbro will have Thor and Captain America 3-Packs as well. I’m excited to see this segment of Super Heroes go on to expand with more accessories and playsets

Aside from the Marvel Super Heroes, Rescue Bots (Transformers) and Star Wars are joining this chunkier line up for smaller hands.

For bigger Star Wars fans, the new toy lineup boasts new and improved lightsabers.  The Ultimate FX Lightsaber features a more progressive light-up blade, which is available in Anakin Skywalker and Darth Vader Models.


The Star Wars Transformers Class III is described as a figure that converts into four unique modes. The figure can convert into both Anakin and his future incarnation Darth Vader, but also into two vehicles, the Republic Attack Cruiser or a Star Destroyer. This guy looked like a mash-up of a Star Wars figure and a Transformer, but interesting nonetheless.


Speaking of Transformers, with Transformers: Dark of the Moon, the next installment in this mega movie franchise hitting the screens this summer, the toys are mirroring the Autobots and Decpticons’ upcoming battle.  Of all the new Transformers, it sounds like the  MechTech Ultimate Optimus Prime will epitomize “more than meets the eye.”


This figure includes the Autobot leader’s classic trailer that doubles as a weapons arsenal.  It features three modes of conversion – vehicle, robot, and robot with “mech suit.” –The trailer, which serves as a weapons depot and command center, also converts into a “mech suit.”  The techiest Optimus Prime to date, this reincarnation boasts lights, launching projectiles, electronic battle sounds and familiar phrases.

And just for kicks, here’s a pic of me with Optimus Prime that was parked in front of the Hasbro Showroom.

Want to see my photos from Toy Fair?  Be sure to check up my Flickr photos that I’m continually updating.

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