Hasbro issue press release on expansion of global branding

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Hasbro Continues to Expand Its Immersive Global Brand Experiences
Through Entertainment and Lifestyle Licensing




LAS VEGAS, Jun 07, 2010 (BUSINESS WIRE) --The Entertainment &
Licensing (E&L) division of Hasbro, Inc. (NYSE: HAS) will arrive at
the International Licensing Expo in Las Vegas on June 8, 2010, with new
and innovative licensing programs supporting global powerhouse brands
such as TRANSFORMERS, NERF, LITTLEST PET SHOP, MY LITTLE PONY, MONOPOLY
and PLAYSKOOL. The company will showcase major entertainment and
lifestyle licensing initiatives underway in the areas of television,
movies, digital gaming, performance sports, and apparel as well as
programs that are driving increased market traction in key international
territories, including France, Mexico and China.




On the entertainment front, the upcoming new children's and family
television network, The Hub, recently announced its first wave of
television programming for its launch on October 10, 2010 (10-10-10).
HASBRO STUDIOS is producing several Hasbro-inspired animated and
live-action series including: "My Little Pony Friendship is Magic,"
"Transformers Prime," "G.I. JOE Renegades," "Pound Puppies," "The
Adventures of Chuck and Friends," and"Family Game Night," featuring a
variety of classic and enduring Hasbro games. The Hasbro and Discovery
Communications joint venture cable television network will feature
original programming as well as content from Discovery's library of
award-winning children's educational programming, and from leading
third-party producers worldwide. At launch, The Hub will reach
approximately 60 million U.S. households. Additionally, HASBRO STUDIOS
will extend the global reach of Hasbro-branded programming to other
international broadcast markets in 2010 and beyond.




Hasbro, in association with its movie studio partners, also has several
motion pictures underway for 2011 and 2012 theater releases.
"Transformers 3" from DreamWorks Pictures and Paramount Pictures, is set
to debut on July 1, 2011 and Universal Pictures will bring iconic super
hero STRETCH ARMSTRONG and an epic BATTLESHIP film to the big screen in
summer 2012.




"Hasbro continues to deliver on the company's commitment to create
innovative and immersive global brand experiences that resonate with
consumers around the world," said John Frascotti, Global Chief Marketing
Officer at Hasbro. "We've re-invented our brands and put them at
consumers' fingertips for anytime, anywhere entertainment."




In addition to the exciting entertainment-driven lineup, E&L is also
expanding Hasbro brands worldwide in key lifestyle licensing
categories. Below are highlights:



TRANSFORMERS: THE ONGOING
EXPANSION OF A MEGA ENTERTAINMENT UNIVERSE




As one of Hasbro's anchor entertainment properties, the popularity and
appeal of the TRANSFORMERS franchise continues to grow on a global scale
with its collective portfolio of more than 300 licensees.




On the heels of last year's box office smash, "Transformers: Revenge of
the Fallen," and in anticipation of next summer's third installment,
"Transformers 3," licensees around the world are on track to bring an
unprecedented lineup of innovative MORE THAN MEETS THE EYE-inspired
goods to an ever-widening circle of fans next year. In addition, the
licensing program is poised to leverage the debut of "TransformersPrime"
on The Hub, which will bring action-packed adventures featuring
well-known AUTOBOT and DECEPTICON characters to kids' TV screens this
fall.




Other key TRANSFORMERS licensing highlights include: comic books from
IDW (U.S.); digital games from Activision (Worldwide); apparel from
Union Kids (Mexico); t-shirts from Supervalu (Singapore, Hong Kong,
Indonesia); footwear from Deportivos con Estilo (Mexico); and social
expressions from American Greetings (U.S.).




NERF: 40+ YEARS OF INTENSITY, PERFORMANCE AND INNOVATION




As a leading sports action brand for tweens and teens 8-16, NERF has
been providing fans with the ultimate in exciting, high-action gear for
competitive play for more than 40 years. Hasbro and The Sports Licensed
Division of the adidas Group have reached an agreement in principle to
create an innovative NERF-inspired action sports lifestyle apparel and
footwear line. The deal is still subject to the companies negotiating
and signing a binding license agreement. Under the proposed deal, the
collection targeted toward young adult males would blend the edgy and
competitive NERF brand look-and-feel with performance benefits to
deliver a premier line of products that would include training and
street footwear, t-shirts, sleeveless mesh tops, polo shirts, shorts,
pants, hooded sweatshirts, and headwear.




Additionally, as a dominant player in all aspects of alternative
adventure, the NERF brand will return as a sponsor of The Dew Tour's
award-winning Festival Village in 2010, presenting consumers around the
U.S. with the second NERF DART TAG World Championship tournament.




Key NERF licensing highlights include: digital gaming from Electronic
Arts (Worldwide); electronics from SDI Technologies (U.S.); footwear
from Elan Polo (U.S., Canada); and digital gaming hardware accessories
from Performance Design Products (Worldwide).




MY LITTLE PONY: ADVENTURES FULL OF FRIENDSHIP AND FUN




The magical MY LITTLE PONY franchise continues to be a worldwide
favorite with over 135 licensees onboard creating MY LITTLE PONY-branded
products that will delight little girls around the globe. In 2010,
PINKIE PIE and friends will also unveil a new look as part of their
star-studded arrival on The Hub this fall. The animated TV series,
called "My Little Pony Friendship is Magic," will feature 26 half-hour
episodes and will see MY LITTLE PONY characters embark on wonderful
adventures while learning what it means to be a true friend.




Other key MY LITTLE PONY licensing highlights include: apparel from
Cookie Company (Benelux, Germany); sleepwear from TMI (Australia, NZ);
juvenile domestics and home décor from Franco Manufacturing (U.S.); a
variety of book formats from Bendon (U.S.), Five Mile Press (Australia,
NZ) and Egmont (Nordic); health and beauty aids from Church & Dwight
(U.S.) and BDF (Mexico); food and beverage from General Mills (U.S.);
stationery and social expressions from American Greetings (U.S.) and
Tilibra (Brazil); and fabric from Springs Creative (U.S.).




LITTLEST PET SHOP: LIFESTYLE LICENSING GROWS FOR HASBRO'S NO. 1 BRAND
FOR GIRLS




Ranked as one of the top brands for girls in the toy industry as well as
one of the hottest lifestyle properties, the demand for the LITTLEST
PET SHOP brand remains robust in 2010 for the property's 210 licensees.
Further, the brand's popularity continues to soar in France where it has
been the No. 1 licensing property for the past two years. Girls also
can't get enough of the LITTLEST PET SHOP brand in Mexico, where a
strong licensing program has quickly gained traction with support from
major retailers, such as Liverpool, giving LITTLEST PET SHOP-branded
products premier in-store placement and appeal throughout the region.




In 2010, the LITTLEST PET SHOP licensing program will further expand
with the introduction of BLYTHE LOVES LITTLEST PET SHOP, allowing
licensees to become even more creative in bringing trendy and
fashionable LITTLEST PET SHOP-licensed products to the global market
across all major categories.




Other key LITTLEST PET SHOP licensing highlights include: footwear from
Adventure Diffusion (Austria, France, Germany, Portugal, Switzerland,
Spain); a variety of book and calendar formats from Scholastic (U.S.),
Hachette (Europe), and Trends International (U.S.); digital games from
Electronic Arts, Inc. (Worldwide); back-to-school items from Accessory
Innovation (U.S.) and Ruz (Mexico); health care products from Johnson
& Johnson (U.S.); and confectionary items from Hot Shots (Australia,
NZ).




CHUCK & FRIENDS: LICENSEES "GET TO WORK" ON PRESCHOOL BRAND FOR BOYS




"The Adventures of Chuck and Friends" will roll onto the scene and into
preschoolers' hearts in a big way this fall on The Hub. Hasbro is
already on its way to building a strong CHUCK & FRIENDS licensing
program across key categories such as apparel and footwear, publishing,
and seasonal that will feature a "truckload" of fun and engaging goods
for young boys at retail in 2011.




PLAYSKOOL: PLAY + LEARNING




The time-tested and Mom-trusted PLAYSKOOL brand embodies the philosophy
that play is nature's classroom where fun is learning for young
children. The licensing program builds on the PLAYSKOOL More Than Play
inspiration, bringing engaging and quality products from apparel to
books to the global market.




In 2010, PLAYSKOOL's spokespud, MR. POTATO HEAD, will embark on a jam
packed entertainment schedule. In summer he starts strong with his
return to the silver screen in the Disney-Pixar release of Toy Story 3.
Following that, music fans will see a special limited edition MR. POTATO
HEAD ELVIS PRESLEY figure arrive at U.S. specialty retail stores to
celebrate the year-long Elvis 75th anniversary. To wrap this
star-spudded year, families worldwide will welcome back MR. POTATO HEAD
as the host of Electronic Arts, Inc.'s 'HASBRO FAMILY GAME NIGHT 3 video
game this fall.




Additional key PLAYSKOOL licensing highlights include: a variety of book
formats from both Leap Year Publishing (U.S.) and Simon & Schuster
(U.S.); confectionary items from Bakery Crafts (U.S.); Halloween
costumes from Disguise (U.S.); t-shirts from Fortune Fashions, Freeze
and Mad Engine (U.S.); indoor play environment from Moose Mountain
Toymakers (U.S.); and a major QSR program (U.S.).




MONOPOLY:MAKING LIFE RICHER FOR 75 YEARS




For 75 years, Hasbro has continued to innovate and provide new ways to
play the iconic MONOPOLY game. Published in 111 countries and 43
languages, the MONOPOLY game has been played by more than 1 billion
people since it was first introduced in 1935. Recognizing the brand's
globally rich heritage, more than 70 licensees have signed on to develop
MONOPOLY-branded products supporting the world's favorite family game
as it continues to evolve, grow, and deliver amazing new and inventive
play experiences.




Other key MONOPOLY licensing highlights include: digital games from
Electronic Arts, Inc. (Worldwide); apparel from Mac Group (Australia)
and Briefly Stated (U.S.); affinity games from USAopoly (U.S.) and
Winning Moves (Europe); t-shirts from Jem Sportswear (U.S.) and Mad
Engine (U.S.); and seasonal items from International Greetings (UK).




HASBRO GAMES:INSPIRING FAMILY TRADITIONS AND FUN FOR DECADES




With more than 60 well-known game brands in the Hasbro portfolio, the
collective licensing program boasts 180 licensees and continues to
expand worldwide. Fueled by Hasbro's highly successful FAMILY GAME NIGHT
marketing campaign, which encourages families to set aside time to play
games on a regular basis, the increased interest and appeal of popular
properties such as SCRABBLE, MONOPOLY, TWISTER, OPERATION and CANDY LAND
have created a market opportunity for fun, quality and relevant
licensed products that define fans' love for playing games.




This fall, The Hub will deliver two live-action original game shows
produced by Hasbro Studios - "Family Game Night" and "Pictureka".
In"Family Game Night," kids and adults play as teams for points and
prizes. Within each hour-long episode, families will play a variety of
classic and enduring Hasbro games including CRANIUM, BOP-IT! and CONNECT
4, challenging both contestants and viewers with strategy, creativity
and pure luck. Time is of the essence in "Pictureka!" as both
contestants and their families take on the challenge of finding specific
objects disguised within a host of elaborately drawn facades. It takes a
sharp eye and masterful collaboration to tackle the challenges and win
points and prizes.




On the bigger screen, Hasbro is collaborating with Universal Pictures on
a live-action BATTLESHIP movie slated for summer 2012 and has also
signed on to produce films based on other Hasbro Game brands, including
MONOPOLY, CANDY LAND, and OUIJA. Theater release dates have not yet been
announced for the future movies.




Other key Hasbro Games licensing highlights include: digital games from
Electronic Arts, Inc. (Worldwide); confectionary items from
Gamesformotion (Europe); t-shirts from Fortune Fashions (U.S.) and
C-Life (U.S.); Official SCRABBLE Dictionary from Merriam Webster (U.S.)
and Briefly Stated (U.S.); and seasonal items from International
Greetings (UK).




About Hasbro




Hasbro, Inc. (NYSE:HAS) 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 Hasbro Toys, Games, Action
Figures and More... © 2010 Hasbro, Inc. All Rights Reserved.




SOURCE: Hasbro, Inc.




Hasbro


Paula Walsh, 401-727-5669

pjwalsh@hasbro.com


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Foghorn PR


Shelly Eckenroth, 717-852-7060

seckenroth@foghornpr.com


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Foghorn PR


Mary Leddy, 508-872-3369

mleddy@foghornpr.com