For anyone interested, the annual report for 2010 for Hasbro is online, but the brief bits relating to TFs can be found here.

- Overall revenue was down in 2010 when compared to 2009, BUT operating profit was up, mostly due to lower taxes and depreciation.
- Sales for Transformers and GI Joe products decreased, but this loss in revenue was offset by an increase in Nerf and Marvel sales, in particular Iron Man 2.
Keep in mind that 2010 was a non-movie year for their biggest property (Transformers), so sales were expected to dip last year... and naturally will go through the roof this year - which was also mentioned for their 2011 forecast.