PAWTUCKET, R.I.--(BUSINESS WIRE)--March 21, 2006--The Hasbro Properties Group, the intellectual property development arm of Hasbro, Inc. (NYSE: HAS - News) today announced a global licensing deal with Glu Mobile, a leading creator and global publisher of mobile entertainment, that will unleash the popular TRANSFORMERS brand and characters upon the fast-growing mobile gaming market."We are excited to work with Glu to deliver the popular TRANSFORMERS brand to the mobile phone, a platform that fits perfectly with the lifestyles of today's consumers," said Jane Ritson-Parsons, president of the Hasbro Properties Group. "Through Glu's expertise and mobile gaming platform, we will be able to deliver entertainment in a way that is relevant and meaningful for fans of all ages and re-introduce consumers to the biggest TRANSFORMERS hero of all time--OPTIMUS PRIME."

As part of the multi-year deal, Glu will create and distribute games and other content for mobile phones. The first wave of titles will be tied to the much-anticipated July 4, 2007 movie release of the live action TRANSFORMERS film from DreamWorks and Paramount Pictures. The film will be directed by Michael Bay from screenwriters John Rogers and Alex Kurtzman and Roberto Orci. Lorenzo di Bonaventura, Tom DeSanto, Don Murphy, and Ian Bryce are producing the film, with Steven Spielberg and Hasbro's Brian Goldner executive producing.

"The TRANSFORMERS property holds a special place in the hearts of many in the video game generation," said Jill Braff, GM of the Americas and SVP of worldwide marketing for Glu Mobile. "We're thrilled to be working with Hasbro, and believe that the legendary clashes between the AUTOBOTS and DECEPTICONS will help spread the word that with the mobile phone, there really is 'More than Meets the Eye.'"

"As a fan since childhood, I've been waiting for the TRANSFORMERS characters to make their way to the mobile scene," said Levi Buchanan, IGN.com. "Considering Glu's history, I'm looking forward to seeing how they adapt the license for mobile."

The licensing agreement with Glu Mobile is the second TRANSFORMERS deal Hasbro has announced in recent weeks. In February, Hasbro granted Activision, Inc. (NASDAQ: ATVI - News), a leading publisher of interactive entertainment software products, the global rights, excluding Japan, to develop console, handheld and PC games based on this brand.

Both announcements, as well as two others last month, mark Hasbro's expansion into the digital media category following the company's reacquisition of its digital media rights from Infogrames Entertainment SA in June 2005.

About Glu Mobile

Glu Mobile (formerly Sorrent, Inc. and Macrospace Ltd.) is a leading developer and global publisher of mobile entertainment. Glu's portfolio of games, ringtones, wallpapers and information applications include both original titles and entertainment based on major brands including Atari, Cartoon Network, FOX Sports Interactive, PopCap Games, Twentieth Century Fox and Celador International. Based in San Mateo, California with offices in London and Hong Kong, Glu is funded by top venture firms NEA, BA Venture Partners, Granite Global Ventures, Sienna Ventures and Globespan Capital Partners, and by Time Warner Investments.

Consumers can find fresh entertainment created exclusively for their mobile phones wherever they see the 'g' character logo or at www.glu.com.

GLU MOBILE, GLU, and the 'g' character logo are trademarks of Glu Mobile. All other trademarks are the property of their respective owners.

About the HASBRO PROPERTIES GROUP

The Hasbro Properties Group (HPG), the intellectual property development arm of Hasbro, Inc., (NYSE:HAS - News), translates one of the industry's richest portfolios of brands into a world of fun and excitement for children and adults globally. Through a host of publishing, digital media, lifestyle and entertainment platforms, HPG is able to surround fans worldwide with consumer products that expand Hasbro's core brands, such as TRANSFORMERS, LITTLEST PET SHOP, MY LITTLE PONY, MONOPOLY, G.I. JOE, TONKA and PLAYSKOOL.

About HASBRO

Hasbro (NYSE: HAS - News) is a worldwide leader in children's and family leisure time entertainment products and services, including the design, manufacture and marketing of games and toys ranging from traditional to high-tech. Both internationally and in the U.S., its PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, TIGER and WIZARDS OF THE COAST brands and products provide the highest quality and most recognizable play experiences in the world.

Contact:

Hasbro, Inc.
Gail Carvelli, 401-727-5318
or
MS&L PR for Hasbro
Courtney Curzi, 617-937-2552
courtney.curzi@mslpr.com
or
Alta Public Relations for Glu
Chris Clark, 415-503-3925
chris@altapr.com

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Source: Hasbro, Inc.