Hasbro hires toy transformer

Hasbro has employed a veteran studio executive to turn more of its toy lines into movie ideas.
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The move comes after the Transformers movie generated more than $700 million in worldwide ticket sales.

The firm has named 20th Century Fox executive Lisa Licht to the newly created position of general manager, Entertainment and Licensing.

Licht, who oversaw Fox's promotional campaign for The Simpsons Movie will develop movies, TV shows and video games based on the firm’s toys and family products such as Monopoly and My Little Pony.

Licht said: "Hasbro has a plethora of brands and intellectual properties. We want to see how we can capitalise on those with the right entertainment outlet for that brand."

Brian Goldner, chief operating officer said the success of the films has boosted toy sales around the world.

"We looked at 'Transformers' as a way to contemporize the brand. The great thing about a good story and a good movie is that it travels all over the world,” he said.

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