Sounds like a rather innovative idea!

I was wondering though, is it really necessary to have Hasbro's other toy lines "promoted" through the website? Wouldn't it be enough for Hasbro that the website will generate further interest in their TF toyline if they get involved? I mean, my impression is that TF's arn't doing that great in Australia compared to other toys (from other companies), so for Hasbro to increase sales in TF's alone wouldn't that be incentive enough? And for their other toys, I would have thought Hasbro would much rather invest money into websites that specialise in individual toylines of theirs rather then a website that covers all their toylines? Or have I got it completely wrong? I must admit, I don't know the complete history of this website so correct me if my thoughts are off.