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For Hasbro, the last few years since Michael Bay’s first Transformers have been something of a slow-motion rebrand, in which the toy maker has decided to be an intellectual property company, not merely a toy company.
Unfortunately, Hasbro-the-IP-company has taken its lumps in 2012. Post-Transformers, the company looked briefly like the second coming of Marvel Comics, until embarrassments like the low domestic gross for Battleship and G.I. Joe: Retaliation, which was pulled from the theaters before its summer opening after abysmal test audience results (and movie toys were already on shelves).
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