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This Jan. 26, 2011 photo shows Hasbro's 2-in-1 Kre-O Transformers StarScream set, which also includes two Kreon mini figures and comes with two sets of instructions so the same bricks build the Decepticon jet or robot version of the Transformer. Kre-O, la Mark Lennihan, Associated Press
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This Jan. 26, 2011 photo shows Hasbro's 2-in-1 Kre-O Transformers Bumblebee set, which comes with two sets of instructions so the same bricks build the vehicle version of the Transformer as well as the robot version. Kre-O, launching in the fall, is inten Mark Lennihan, Associated Press
View 2 more
This Jan. 26, 2011 photo shows Hasbro's 2-in-1 Kre-O Transformers StarScream set, which also includes two Kreon mini figures and comes with two sets of instructions so the same bricks build the Decepticon jet or robot version of the Transformer. Kre-O, la Mark Lennihan, Associated Press
By Associated Press

NEW YORK — Transformers fought for world domination in "Revenge of the Fallen." Now they're taking aim at Lego.

Hasbro Inc., the No. 2 U.S. toy maker, is joining the building-block fray with a new line called Kre-O that's compatible with Lego blocks. The first products feature popular Transformers characters like Optimus Prime and Bumblebee.

Kre-O launches this fall. It is intended to grab part of the booming construction set business that Lego dominates. Building blocks are selling better than most types of toys.

Kre-O will launch with 12 Transformers sets. Hasbro plans to expand Kre-Os to its other brands.

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Kre-Os are one of thousands of new toys on display at the American International Toy Fair trade show in New York. It starts Sunday.

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