Hasbro Continues to Build Global Lifestyle Brands Bringing Innovative Products to Market That Touch Every Aspect of Consumers' Lives
PAWTUCKET, R.I.--(BUSINESS WIRE)--June 19, 2007--HPG, the licensing division of Hasbro, Inc. (NYSE: HAS), comes to Licensing International Expo 2007 with more than 230 licensing deals worldwide for its TRANSFORMERS brand as consumers begin the final countdown to the highly anticipated live-action TRANSFORMERS movie release on July 3, 2007. Adding to the excitement of OPTIMUS PRIME invading the silver screen and retail shelves around the globe, HPG has also signed numerous significant agreements across other multiple toy and game properties, such as MY LITTLE PONY, LITTLEST PET SHOP, PLAYSKOOL, TONKA and MONOPOLY. HPG will spotlight several of its innovative licensed products in key categories at the show this week, ranging from publishing to digital media, apparel, accessories, home decor, food and beverage, and party goods.
"This is an incredibly exciting time for HPG and its licensees," said Jane Ritson-Parsons, president of HPG. "Thousands of highly innovative, hip, cool and fun TRANSFORMERS-licensed goods hit store shelves all over the world earlier this month offering something for fans of all ages. Looking back over the past year, we've reached new heights with many of our properties and are looking forward to the future."
TRANSFORMERS: COMING TO SCREENS OF ALL SIZES AROUND THE WORLD
The live-action TRANSFORMERS movie from DreamWorks Pictures and Paramount Pictures has propelled more than 230 deals across every category in over 70 countries resulting in a tremendous lineup of goods that truly embrace the "MORE THAN MEETS THE EYE" theme of the brand.
Global deals with Activision and Glu Mobile have brought the giant robots to life in the form of interactive games for current and next generation consoles, handheld platforms and mobile phones. Under a pending license, KidDesigns, Inc. would introduce cutting-edge electronics, such as educational products, clocks and flashlights. On the publishing front, HarperCollins unveiled more than a dozen items ranging from picture books to sticker books, coloring and activity books, junior and graphic novels, and IDW will be distributing over 4 million comics for the movie. Fans can also fill their closets and drawers with a wide array of apparel, from t-shirts to sweatshirts and swimwear from Kids Headquarters and Extreme Concepts, among many others. Rounding out the enormous TRANSFORMERS licensing lineup are items in a multitude of product categories including footwear, food and beverage, radio-controlled cars, paper products, domestics, automotive, health and beauty, and cards/stationery.
International licensees have also played a significant role in bringing TRANSFORMERS to the global masses. Highlights include deals with wheels for those who like to cruise such as Funtastic's line of bicycles, ride-ons, scooters and skateboards and Industrial Juguetera's electric vehicles.
"HPG has also been putting a great amount of energy behind other core properties such as LITTLEST PET SHOP, MY LITTLE PONY, PLAYSKOOL, TONKA and select board game brands like MONOPOLY and THE GAME OF LIFE with the intent of carving out a leadership position in categories that we predict will be major trend drivers," Ritson-Parsons continued. "Two of those key areas are direct-to-retail and apparel where we continue to make great strides in expanding our brand presence."
LITTLEST PET SHOP: BUILDING A TWEEN LIFESTYLE BRAND
HPG continues to expand its array of collectible pets with more than 90 new licenses supporting the LITTLEST PET SHOP brand. LITTLEST PET SHOP - with 60 million pets sold in the U.S. since its worldwide re-introduction in 2005 -- is the leading playset theme figurine and accessories brand in its category, with more than 300 unique pets available to collect and cherish.
Currently, LITTLEST PET SHOP t-shirts, backpacks, stationery, activity and game books are selling very well at mass merchant and specialty chains such as Claire's, Kohl's, Limited Too, Wal-Mart and Target. Building on this strong foundation, HPG will ensure that avid LITTLEST PET SHOP fans will find their beloved critters continuing to scamper, hop and crawl onto book pages, clothing and accessories, party goods, craft activity sets and posters with licensees such as Scholastic, Bendon Publishing, GiddyUp!, American Greetings, Trends International, Darice, Inc., FAB Starpoint, Egmont, Tennessee, The Cookie Company, K.E. Mathiasen and Cathasia, among others.
MY LITTLE PONY: 25 YEARS OF THINKING PINK AND CELEBRATING GIRLHOOD
In 2008, a new cast of MY LITTLE PONY characters will come skipping into little girls' lives, including PINKIE PIE, RAINBOW DASH, TOOLA-ROOLA, STARSONG, SWEETIE-BELLE, CHEERILEE and SCOOTALOO. Over the next year, as MY LITTLE PONY celebrates its 25th birthday, HPG will set the stage with this fresh cast ensuring that its portfolio of 175 licensees brings to market merchandise that will be highly reflective of the new circle of MY LITTLE PONY friends. Long-time licensees such as HarperCollins, American Greetings, General Mills, Hemma, Redan, Smith and Brooks and Carel are already onboard to roll out the pink carpet for the updated line.
PLAYSKOOL: INTRODUCING NEW FRIENDS & PLACES FOR YOUNGSTERS
HPG is rolling out the welcome mat for six new PLAYSKOOL core characters this year including, Digger, Tubby, Kitty Kandu, GoGo, Bounce 'N Go Inch-Along, and Surly. The program also introduces fun places like a playground, clubhouse, museum and learning center where the characters interact and play. In support of the new cast of characters and environments, under pending deals that are subject to the parties entering into a binding contract, Simon & Schuster would bring to market items such as children's books, while the existing CVS Baby Care program will also adopt the characters to reflect the new look. Other categories, currently under negotiation, are apparel and accessories.
TONKA: 60 YEARS AND GETTING YOUNGER
TONKA hits its 60-year mark this fall and shows no signs of running out of gas anytime soon. This year's licensing program efforts will focus on inking deals that support the TONKA baby and juvenile products by introducing the timeless line of bright yellow vehicles in new and innovative ways to young boys worldwide. Tapping the traditional TONKA line, HPG is currently working with a wide variety of licensees to create products that span a range of categories, from digital games by THQ to publishing with many leading publishers, apparel by Wilson Imports and home goods by Delta Enterprises, The Betesh Group, and Franco Manufacturing.
HASBRO GAMES: ROLLING, SCROLLING, SPINNING AND SCRATCHING TO WIN
Fresh versions of classics such as MONOPOLY HERE & NOW have spurred creative and innovative products, such as the enormously successful mobile version of the game created by Glu Mobile, as well as a national promotional campaign with McDonald's that leveraged the popularity of the new edition. For the collectors, The Franklin Mint will bring to market a premium MONOPOLY property trading game with a luxurious wood finish and exclusive accents, as well as an assortment of MONOPOLY-licensed goods such as watches, wall clocks, and jewelry charms.
HPG is also continuing to extend its reach into non-traditional channels through a global agreement with Scientific Games to bring 19 of Hasbro's brands to a wide range of lottery platforms, including instant and pull-tab tickets, on-line terminal generated games, mobile, Internet and interactive TV. Board game properties to be showcased as part of the agreement include MONOPOLY, BATTLESHIP, CLUE, YAHTZEE, SCRABBLE (U.S. and Canada only), and THE GAME OF LIFE, among others. In addition, HPG continues to fortify relationships with WMS Gaming and GTECH, both of which place Hasbro brands, such as MONOPOLY and THE GAME OF LIFE, respectively, in casino gaming environments.
On the digital media front, the DUNGEONS & DRAGONS-inspired and licensed NEVERWINTER NIGHTS 2 PC title from Atari Interactive received high praise from the media, opening the door for new generations of consumers to enter the rich fantasy world of heroes and monsters that has entertained fans for more than 30 years. For the casual gamer, HPG's alliance with RealNetworks has brought online versions of popular properties such as MONOPOLY and SCRABBLE (U.S and Canada only) to RealArcade with more on the way including YAHTZEE, CLUE and THE GAME OF LIFE as well as TRIVIAL PURSUIT in Europe.
DIRECT-TO-RETAIL: EXPANDING ON A WINNING FORMULA
Leading new alliances in the direct-to-retail category is a deal with Radio Shack that will roll out a line of radio-controlled vehicles later this year. HPG is also continuing its global reach into the apparel and accessories categories with international licensees including French Connection, Marks & Spencer, Pernambucanas and Kmart.
Earlier this year, HPG struck an agreement with Steve & Barry's University Sportswear to place 12 popular Hasbro properties on apparel such as t-shirts, hooded sweatshirts, casual bottoms and outerwear for all ages in the chain's 140 stores across the country. In 2006, HPG launched a PLAYSKOOL-branded baby care product line at CVS/pharmacy stores nationwide.
APPAREL: WEARING WHAT YOU PLAY
HPG has seen significant growth in the apparel category over the past year. Almost 20 brands in Hasbro's arsenal, including many favorite games, as well as TRANSFORMERS, LITTLEST PET SHOP and PLAYSKOOL, will appear on the heads, backs, chests, arms, legs, hands and feet of consumers of all ages in 2007. Fashion trends such as the booming popularity of graphic tees has landed deals with Fortune Fashions, Extreme Concepts, Steve & Barry's, Mighty Fine, Changes and Berkshire Fashions. Wearing what you play has never been more in style.
Accessories are also seeing an upswing in HPG's licensing lineup, including LITTLEST PET SHOP bags, backpacks, and watches from FAB Starpoint.
ABOUT HPG
HPG, the licensing division of Hasbro, Inc., (NYSE:HAS), 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.
CONTACT: Hasbro, Inc.
Audrey DeSimone, 401-727-5857
or
Darlene Masse, 401-727-5622
or
Foghorn PR
Shelly Eckenroth, 717-852-7060
seckenroth@foghornpr.com
or
Mary Leddy, 508-877-1235
mleddy@foghornpr.com
SOURCE: Hasbro, Inc.
