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Target to Showcase Activision’s Transformers: Revenge of the Fallen Game Exclusively in E3 Bullseye Lounge

Transformers: Revenge of the Fallen Game

Transformers™: Revenge of the Fallen Video Game Hands-On Experience, New Multiplayer Game Modes on Display for Show Attendees

MINNEAPOLIS --(Business Wire)-- May 28, 2009 Target and Activision Publishing, Inc. (Nasdaq: ATVI) have teamed up at this year’s Electronic Entertainment Expo, taking place at the Los Angeles Convention Center from June 2 - 4, to give show attendees a look at one of this year’s hottest video game properties, Transformers™: Revenge of the Fallen. Activision will be showcasing a playable version of the video game developed under license from Hasbro, Inc., exclusively in Target’s Bullseye Lounge, where show attendees can get hands-on time, jump into multiplayer matches and meet the developers of the highly-anticipated video game.

“We are extremely excited to partner with Target and offer attendees an exclusive hands-on experience with our Transformers: Revenge of the Fallen video game,” said Rob Kostich, head of marketing, global brand management, Activision Publishing, Inc. “Transformers fans have been clamoring for an opportunity to jump into multiplayer action – it’s a first for the franchise and a big reason to check out the game at E3.”

For the first time Target will be participating in one of the world’s most influential video game trade shows where the creativity and innovation of the interactive entertainment industry will come together under one roof. By partnering with key publishing partners to showcase upcoming titles, Target will provide show attendees a unique setting to experience highly anticipated titles like Transformers: Revenge of the Fallen.

Aside from previewing new 2009 video game titles, the Bullseye Lounge will offer attendees a place to recharge, relax and refresh with snacks from Archer Farms, Target’s premium food owned brand. The Bullseye Lounge will be centrally located in the mezzanine between the main halls of the Los Angeles Convention Center.

The Transformers: Revenge of the Fallen video game, based on the upcoming live-action feature film from DreamWorks Pictures and Paramount Pictures, in association with Hasbro, lets players take on the role of their favorite AUTOBOTS or DECEPTICONS, picking from the largest, most diverse range of playable Transformers – each with their own distinct abilities and weaponry. Set in unique environments across the globe such as Cairo and Shanghai, the game allows players to instantly switch between vehicle and robot modes as they drive, fly, fight and blast their way through intense, pressure-packed levels. After engaging in single player action, players for the first time ever will be able to go online and battle friends in all-new multiplayer modes.

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About Target
Minneapolis-based Target Corporation (NYSE:TGT) serves guests at 1,699 stores nationwide and at Target.com. Target is committed to providing a fun and convenient shopping experience with access to unique and highly differentiated products at affordable prices. Since 1946, the corporation has given 5 percent of its income through community grants and programs like Take Charge of Education. Today, that giving equals more than $3 million a week.

About Activision Publishing, Inc.
Headquartered in Santa Monica, California, Activision Publishing, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products.

Activision Publishing maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, the Netherlands and Australia. More information about Activision and its products can be found on the company’s website, www.activision.com.

About Hasbro
Hasbro, Inc. (NYSE:HAS) is a worldwide leader in children’s and family leisure time products and services with a rich portfolio of brands and entertainment properties that provides some of the highest quality and most recognizable play and recreational experiences in the world. As a brand-driven, consumer-focused global company, Hasbro brings to market a range of toys, games and licensed products, from traditional to high-tech and digital, under such powerful brand names as TRANSFORMERS, PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, CRANIUM and WIZARDS OF THE COAST. Come see how we inspire play through our brands at http://www.hasbro.com. (C) 2009 Hasbro, Inc. All Rights Reserved.

HASBRO and its logo, TRANSFORMERS and all related characters are trademarks of Hasbro and are used with permission. © 2009 Hasbro. All Rights Reserved. © 2009 DreamWorks, LLC and Paramount Pictures Corporation. Paramount and the Paramount logo are trademarks of Paramount. TM © 2009 Paramount. All Rights Reserved. Game © 2009 Activision Publishing, Inc. Activision is a registered trademark of Activision Publishing, Inc. All rights reserved.

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