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Play Date for G4, Hasbro

1/11/2006 7:06 AM Eastern

G4 and Hasbro Inc. announced a strategic partnership Wednesday.

Under terms of the agreement, Hasbro brands will be featured in G4 entertainment programming.

The first component of the alliance will be a joint project featuring a one hour live-action and animation block called “Action Blast!,” the two parties said. The block will feature series based on Hasbro action brands including “Transformers,” “G.I. Joe,” “Beastwars” and “B-Daman.”

The two companies are also collaborating to develop entertainment for G4's late-night block, which airs every weeknight at midnight.

“G4 is the perfect television destination for Hasbro to reach the young-male audience, and this partnership enables G4 to bring our viewers a retro-cool block of gamer-friendly programming," G4 chief operating officer Dale Hopkins said in a prepared statement. “With the Transformers feature film due out next summer, there is clearly a high demand for Hasbro entertainment.”

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