April 24, 2008

SAN FRANCISCO (April 23, 2008) – SEGA® of America, Inc. announced it is working with renowned toy designer and manufacturer, Hasbro, Inc., to produce a line of toys based on THE INCREDIBLE HULK video game. Targeting the core fans of Marvel’s renowned green goliath THE INCREDIBLE HULK, Hasbro’s licensed toy line will include four action figures based on characters seen in the official video game from SEGA, including Bi-Beast and The Gray Hulk. The remaining two toys will be announced at Comic Con in San Diego, CA in July 2008. The figures will be available for an approximate retail price of $9.99 each and are recommended for ages 4 and up.

"We are extremely excited about teaming up with Hasbro," said Sean Ratcliffe, Vice President of Marketing at SEGA of America, Inc. "The Hulk franchise is the most recognized brand in the Marvel Universe and the anticipation surrounding the release of INCREDIBLE HULK movie, video game and Hasbro’s toy lineup are a winning combination."

Based on the blockbuster Marvel® franchise and comic book saga, THE INCREDIBLE HULK video game is an intensely realistic third-person action title that will be available on all major video game platforms in June 2008. With the upcoming release of THE INCREDIBLE HULK video game, the new toy line from HASBRO is a must-have product for any HULK fan.

“Hasbro is thrilled to be working with SEGA to bring HULK fans four very special action figures based on several Marvel characters appearing in the video game,” said Eric Nyman, Vice President of Boys Marketing at Hasbro, Inc. “The action figures and video game are two great ways for kids and fans to experience THE INCREDIBLE HULK and expand their HULK collections.”

In the fast-paced, action-packed video game, players take the role of Bruce Banner who scours the planet trying to find the antidote to cure him of his involuntary rage brought on by exposure to deadly gamma rays. As one of Marvel®’s most powerful Super Heroes, players can demolish anything in their path, including lamp posts, passing cars and even buildings. The fury-fueled game also features key moments from the film, as well as additional plotlines and characters from THE INCREDIBLE HULK universe. Players crash through New York City, battling gigantic enemies amidst soaring skyscrapers in a massive open world where anything and everything can be used as a weapon.  

Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on,,, Boing-Boing,, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
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