Robots Headed to 7-Eleven

7-Eleven®`s Superhero Summer Continues with Tie-in to Much-Awaited TRANSFORMERS
Movie Sequel

DALLAS--(Business Wire)--
It`s summertime, which means it`s superhero time - on the big screen and at
7-Eleven stores. This month, 7-Eleven celebrates the much anticipated next
installment of the TRANSFORMERS movie franchise by rolling out the new BUMBLEBEE
Blast Slurpee flavor, collectible 3D cups and a refillable mug, character-straws
and an online sweepstakes. The film "Transformers: Revenge of the Fallen" from
DreamWorks Pictures and Paramount Pictures, in association with Hasbro, Inc.,
debuts in theaters June 24.

"The first TRANSFORMERS movie broke attendance records when it opened in 2007,
and `Transformers: Revenge of the Fallen` has fans eagerly anticipating this
movie`s opening," said Jay Wilkins, 7-Eleven brand manager for cold beverages.
"We know Slurpee enthusiasts are going to have fun with the TRANSFORMERS brand
this summer at 7-Eleven stores. The movie is, at its heart, a story about a kid
and his car. What better vehicle for Slurpee than that!"

In honor of one of the movie`s main robot hero characters, 7-Eleven`s iconic
Slurpee beverage will be available in an appropriately colored orange-yellow
mango-passion fruit flavor called BUMBLEBEE Blast. The new, fruity flavor was
named after the popular BUMBLEBEE AUTOBOT character, the mechanical sidekick and
protector of Sam Witwicky (played by Shia LaBeouf). The flavor was among the top
vote-getters in nationwide taste tests 7-Eleven held last summer.

"7-Eleven continues to be an incredible place for us to reach movie audiences in
creative ways to interact with elements from our movie even prior to its release
in theaters," commented LeeAnne Stables, executive vice president of worldwide
marketing partnerships for Paramount Pictures. "This program helps us build on
the fun and excitement that the new film will deliver to millions of
TRANSFORMERS fans."

Lenticular Slurpee cups feature four of the TRANSFORMERS characters from the
film - two AUTOBOTS, BUMBLEBEE and OPTIMUS PRIME, along with two of the
DECEPTICONS, MEGATRON and RAVAGE.

Straws with removable TRANSFORMERS characters - BUMBLEBEE, OPTIMUS PRIME,
MEGATRON and THE FALLEN - "climbing" up the side are merchandised alongside the
Slurpee machine with a suggested retail price of $1.99.

In addition to the four plastic 3D cups, 7-Eleven has created a blue refillable
Slurpee mug, shaped like the head of OPTIMUS PRIME, and a 12-ounce plastic cup
with exciting movie background art and removable TRANSFORMERS decals, which can
adhere to the cup to recreate multiple film scenes.

Two paper Slurpee cups will also feature movie graphics along with Slurpee
Nation reward codes which can be used to enter an online instant-win sweepstakes
at www.slurpee.com. For this month only, UPC codes on limited-edition
"Transformers: Revenge of the Fallen" Mars Snackfood US, M&M`S Brand Chocolate
Candies and SNICKERS Nougabot Bars packaging can be redeemed for rewards points.
Each TRANSFORMERS-themed paper cup and Mars Snackfood US UPC code earns two
rewards points, enough for one entry into the sweepstakes.

Hundreds of prizes will be awarded in the month-long sweepstakes including LG
surround systems, LG Blu-ray Disc Players, Xbox 360 Entertainment Systems, DVDs,
movie tickets, copies of the "Transformers: Revenge of the Fallen" video game
for the Xbox 360 video game and entertainment system from Microsoft, and
7-Eleven and Xbox LIVE Gold subscriptions.

Those with TRANSFORMERS fever can also stock up on collectibles like character
bobbleheads, key chains, flashlight keychain and - currently exclusive to
7-Eleven - the first TRANSFORMERS movie DVD with a molded-plastic case that,
when unfolded, becomes DECEPTICON MEGATRON. Retailing for $22.99, the DVD,
special video features and case will be available at participating stores while
supplies last.

7-Eleven partnered with Mars Snackfood US on the marketing campaign supporting
the month-long promotion with an online sweepstakes, local radio promotions in
select markets and prize-pack and movie ticket give-aways. Working with 7-Eleven
in developing the partnerships and promotions for the "Transformers: Revenge of
the Fallen" program is FreshWorks, a consortium of Omnicom companies serving as
7-Eleven, Inc.`s advertising and marketing agency.

About 7-Eleven, Inc.

7-Eleven, Inc. is the premier name and largest chain in the convenience
retailing industry. Based in Dallas, Texas, 7-Eleven operates, franchises or
licenses approximately 7,800 7-Eleven stores in North America. Globally,
7-Eleven operates, franchises or licenses more than 36,000 stores in 15
countries. During 2008, 7-Eleven stores worldwide generated total sales of more
than $53.7 billion. For 15 consecutive years 7-Eleven has been listed among
Hispanic Magazine`s Hispanic Corporate Top 100 Companies that provide the most
opportunities to Hispanics. 7-Eleven is franchising its stores in the U.S., and
is expanding through organic growth, acquisitions, and its Business Conversion
Program. Find out more online at www.7-Eleven.com.

About "Transformers: Revenge of the Fallen"

In the highly-anticipated "Transformers: Revenge of the Fallen," debuting June
24, 2009, Sam Witwicky (Shia LaBeouf) again joins with the Autobots against
their sworn enemies, the Decepticons. Michael Bay directs from a screenplay by
Ehren Kruger & Roberto Orci & Alex Kurtzman.

"Transformers" was the highest grossing original film and bestselling DVD of
2007. The film also received three Oscar nominations and won "Best Movie" at the
MTV Movie Awards.

TRANSFORMERS is a brand of Hasbro, Inc. (NYSE:HAS). Hasbro is a worldwide leader
in children`s and family leisure time products and services with a rich
portfolio of brands and entertainment properties that provides some of the
highest quality and most recognizable play and recreational experiences in the
world. As a brand-driven, consumer-focused global company, Hasbro brings to
market a range of toys, games and licensed products, from traditional to
high-tech and digital, under such powerful brand names as TRANSFORMERS,
PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, CRANIUM and WIZARDS OF THE
COAST. Come see how we inspire play through our brands at http://www.hasbro.com
(C) 2009 Hasbro, Inc. All Rights Reserved.

DreamWorks Pictures and Paramount Pictures Present In Association with Hasbro A
di Bonaventura Pictures Production A Tom DeSanto/Don Murphy Production A Michael
Bay Film "Transformers: Revenge of the Fallen" starring Shia LaBeouf, Megan Fox,
Josh Duhamel, Tyrese Gibson, Kevin Dunn, Julie White, John Benjamin Hickey,
Ramon Rodriguez, Isabel Lucas, Glenn Morshower and John Turturro. The film is
directed by Michael Bay. Written by Ehren Kruger & Roberto Orci & Alex Kurtzman.
Based on Hasbro`s Transformers Action Figures. Produced by Don Murphy & Tom
DeSanto, Lorenzo di Bonaventura and Ian Bryce. Executive producers are Steven
Spielberg, Michael Bay, Brian Goldner and Mark Vahradian. This film has been
rated PG-13 for intense sequences of sci-fi action violence, language, some
crude and sexual material, and brief drug material.

About Mars Snackfood US

Mars Snackfood US is the United States snack operations of Mars, Incorporated.
Mars, Incorporated is a private, family-owned company founded in 1911 and
employing 70,000 associates at 250 sites, including 151 factories, in 67
countries worldwide. Headquartered in McLean, Virginia, U.S.A., Mars,
Incorporated is one of the world`s largest food companies, generating global
revenues of more than $30 billion annually and operating in six business
segments: Chocolate, Petcare, Wrigley, Food, Drinks, and Symbioscience. These
segments produce some of the world`s leading brands: Chocolate - M&M`S,
SNICKERS, DOVE, GALAXY, MARS, MILKY WAY and TWIX; Petcare - PEDIGREE, WHISKAS,
SHEBA, CESAR and ROYAL CANIN; Wrigley - ORBIT, EXTRA, STARBURST, DOUBLEMINT and
SKITTLES; Food - UNCLE BEN`S, DOLMIO, EBLY, MASTERFOODS and SEEDS OF CHANGE;
Drinks - KLIX and FLAVIA; Symbioscience - WISDOM PANELTM MX, SERAMIS, and
COCOAPROTM. For more information, please visit www.mars.com.

About Activision Publishing, Inc.

Headquartered in Santa Monica, California, Activision Publishing, Inc. is a
leading worldwide developer, publisher and distributor of interactive
entertainment and leisure products. Activision Publishing maintains operations
in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy,
Sweden, Spain, the Netherlands and Australia. More information about Activision
and its products can be found on the company`s website, www.activision.com.

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7-Eleven, Inc.
Margaret Chabris, 972-828-7285
margaret.chabris@7-11.com

Copyright Business Wire 2009