Question-and-Answer Session
Operator
(Operator Instructions) We’ll have our first question from Margaret Whitfield with Stern Agee.
Margaret Whitfield - Stern Agee
Good morning, everyone. I guess first for Deb -- could you give us more information on the amortization, which you said would be lessened for a greater period of time? That’s my first question, and then I have a few others for Brain.
Deborah Thomas
Certainly, Margaret, good morning. The amortization in the joint venture is expected to be less in the joint venture itself because as we had our final valuations done for the assets, not all of the assets that were in the joint venture are amortizable. There was some good will that arose in the joint venture.
In addition to that, we found as we got deeper into industry practices that the lives associated with these assets were longer than what we had estimated when we calculated our original models and that made us have a longer life over a lower asset base, which in turn reduced the amortization expense.
Margaret Whitfield - Stern Agee
So what period are we talking about now? Not the ten years that you discussed, something longer?
Deborah Thomas
Yes.
Margaret Whitfield - Stern Agee
Fifteen year, 20 years -- can you give us some ballpark number on both a dollar amount and a time frame?
Deborah Thomas
I think what we have found is that on average when we did the valuations that some of the intangible assets for this industry are amortized over a 20 to 30 year period.
Margaret Whitfield - Stern Agee
Okay. And the amount involved in total is?
Deborah Thomas
The amount, I don’t think we’ve discussed -- that’s part of the joint venture. That’s not part of Hasbro's results.
Margaret Whitfield - Stern Agee
Okay. And for Brian, I wondered if you could break out the contribution of Transformers and G.I. Joe to sales in Q2?
Brian Goldner
We’re not going to give -- good morning, Margaret. We’re not going to give specific numbers on that. They are pretty consistent in percentage terms to 2007 on Transformers and again, we’ve said that our biggest quarters in Transformers were our Q3 and Q4, so we are really on track for our expectation in Transformers.
On G.I. Joe, we began shipping in time for the July 11th on-shelf date, so there were some shipments of G.I. Joe but certainly again, for both G.I. Joe and Transformers, not the kinds of total year numbers that we would expect.
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