Jeremy Konrad is on the ground out there in Orlando at Star Wars Celebration and he managed to battle through the lines like a champ and get to the relative safety of the Hasbro booth (they're in the exhibitor hall at location 2744). They have revealed one exclusive so far: a Luke Skywalker 6" action figure (in his X-Wing pilot's costume).
Once again on Friday, there will be a special morning queue for those who want to receive a Hasbro Exclusive ticket in the morning (the tickets will be available starting at 8am). Even though the ticket is for the "Hasbro Exclusive," without the ticket, you can't purchase anything at the booth (exclusive or otherwise). So if you want to buy anything there, you'll need to get in line. Look for Queue 10 and the sign that says "Tickets to Purchase items from HasbroToyshop".
Reportedly the ticket is only for Friday, on Saturday and Sunday, tickets will not be required. That said, if attendee volumes remain as they are, expect that this could change.