PAWTUCKET, R.I.--(BUSINESS WIRE)--Jun. 2, 2009-- The Entertainment & Licensing Division of Hasbro, Inc. (NYSE: HAS) today announced that it will arrive at the International Licensing Expo in Las Vegas on June 2, 2009, to showcase global powerhouse brands such as TRANSFORMERS, G.I. JOE, MONOPOLY, LITTLEST PET SHOP, NERF, MY LITTLE PONY, TONKA and PLAYSKOOL. The company has more than 1,200 deals worldwide bringing immersive entertainment experiences as well as innovative and trendsetting licensed products to market.

On the entertainment front, Hasbro and Discovery Communications recently entered into a joint venture that will launch Hasbro into the television business. Under the agreement, the current Discovery Kids Channel will be re-branded and will feature a wide range of Hasbro and Discovery content beginning in fall 2010.

“Fueled by our rich portfolio of intellectual property, Hasbro continues to evolve itself from a traditional toy and game company to an entertainment powerhouse within the areas of film and television,” said Lisa Licht, General Manager of Entertainment & Licensing at Hasbro. “We’re working with the most talented, creative stewards in the industry to re-invent, re-imagine and re-ignite our globally appealing brands in ways that will deliver incredibly entertaining and immersive Hasbro-inspired experiences to today’s consumer.”

The summer will heat up with two live-action movies landing in theaters, leading with TRANSFORMERS: REVENGE OF THE FALLEN on June 24, 2009

from DreamWorks Pictures and Paramount Pictures, followed by G.I. JOE: THE RISE OF COBRA on August 7, 2009 by Paramount Pictures and Spyglass Entertainment. Both films are being produced in association with Hasbro. Additionally, through an agreement with Universal Pictures, at least four motion pictures will be produced based on well-known Hasbro brands, including MONOPOLY, CANDY LAND, CLUE, OUIJA, BATTLESHIP, and STRETCH ARMSTRONG. The first movie will be released in 2011.

In addition, Hasbro continues to drive forward its core licensing business with an array of international deals based on its leading properties. “It promises to be a thrilling year for Hasbro and its licensees as we unleash a massive, worldwide multi-category licensing program supporting the theatrical releases of TRANSFORMERS: REVENGE OF THE FALLEN and G.I. JOE: THE RISE OF COBRA,” said Bryony Bouyer, Senior Vice President of Licensing, the Americas at Hasbro. “We’re also very excited about our ongoing expansion into emerging markets such as Latin America where brands such as LITTLEST PET SHOP hold great appeal. From apparel to video games and publishing, Hasbro’s global licensing efforts will deliver amazing opportunities for consumers of all ages to engage with our time-tested brands in fun, contemporary and meaningful ways.”

Following are highlights across various categories, several of which will be on display at the show in Hasbro booth #1825:

TRANSFORMERS: BLOCKBUSTER ACTION AND ADVENTURE

Hasbro has inked more than 250 licensing deals worldwide for the TRANSFORMERS brand across multiple categories as momentum continues to roll toward the release of TRANSFORMERS: REVENGE OF THE FALLEN. Key licensing highlights include: video games from Activision (Worldwide); social expressions from American Greetings* (U.S., Mexico); wheeled goods from Franklin Sports (U.S., Canada) and Street Flyers (U.S.); a variety of book formats from HarperCollins (U.S., Canada); apparel from Comercial Eccsa/Ripley (Chile) and Jay Jays (Australia); youth electronics from KIDdesigns* (U.S., Europe); school supplies from MeadWestvaco (U.S.); accessories from New Era (U.S., Europe); and school supplies from Tilibra S.A.* (Brazil).

G.I. JOE: A CLASSIC BRAND HEATS UP THIS SUMMER

The energy continues to build leading up to the highly anticipated G.I. JOE: THE RISE OF COBRA movie. As the classic brand steps onto the worldwide stage, more than 100 licensees are signed on to deliver G.I. JOE-branded goods across core licensing categories. Key licensing highlights include: social expressions from American Greetings* (U.S., Mexico); footwear from Brown Shoe Company (U.S., Canada); apparel from C-Life Corporation (U.S.); video games from Electronic Arts (Worldwide); youth electronics from KIDdesigns* (U.S., Europe); accessories from La Polar S.A.* (Chile); and a variety of book formats from Simon & Schuster

Children’s Publishing (U.S., Canada).

LITTLEST PET SHOP: LITTLE PETS, BIG DEMAND

More than 200 licensees have lined up to champion the LITTLEST PET SHOP brand with an array of lifestyle-focused products allowing tween girls to immerse themselves in everything LITTLEST PET SHOP. Key licensing highlights include: apparel from Carel S.A. (France, Belgium), Cooneen Textiles (U.K., Ireland), Handcraft USA (U.S.) and Ripley* (Chile); video games from Electronic Arts (Worldwide); arts & crafts from GiddyUp! (U.S., Canada); baked goods from Grupo Bimbo S.A.* (Mexico); adhesive bandages from Johnson & Johnson (U.S., Canada); and a variety of book formats from Scholastic (U.S., Canada).

NERF: THE ULTIMATE PERFORMANCE SPORTS BRAND

Hasbro continues to expand the lineup of licensed products around NERF, tagged as the ultimate performance sports brand. The lineup continues to build as more licensees step up to the challenge of creating innovative, performance-driven products in categories such as video games, accessories, footwear, electronics and sporting goods designed to support the essence of the 40-year old iconic pop-culture property. Key licensing highlights include: footwear from Elan Polo (U.S., Canada, Australia); video games from Electronic Arts (Worldwide); and game accessories from Performance Design Products (Worldwide).

MY LITTLE PONY: GIRLS’ FRIENDS FOR LIFE

Licensees globally continue to put their support behind the MY LITTLE PONY brand. Not only is MY LITTLE PONY earmarked to be one of the many Hasbro brands to arrive on U.S. television as a result of the Hasbro and Discovery Communications joint venture, almost 150 licensees are on board to bring new products to market in 2009 focusing on the core cast of seven pony friends – SWEETIE BELLE, CHEERILEE, PINKIE PIE, RAINBOW DASH, SCOOTALOO, STARSONG, and TOOLA-ROOLA -- and their new look. Key licensing highlights include: apparel from CTC Canal (France) and Kids Headquarters (U.S.); fruit snacks from General Mills (U.S.); sticker and activity books from HarperCollins (U.S., Canada); youth electronics from KIDdesigns (U.S., Europe); home DVDs from Shout! Factory (U.S.); and school supplies from Tilibra S.A.* (Brazil).

PLAYSKOOL: TIME-TESTED, MOM APPROVED

For the youngest consumer, the PLAYSKOOL brand remains a consistent favorite and is poised to offer a bundle of licensed goods that parents will find both useful and fun in 2009. In addition to Simon & Schuster creating a comprehensive publishing program in the U.S. and Canada, other worldwide licensees are lining up to develop products surrounding three key focus areas within the brand including GLOWORLD for infants, PLAY & GROW for toddlers, and MR. POTATO HEAD, the beloved spud that appeals to kids of all ages.

TONKA: MORE THAN 60 YEARS OF DURABILITY

Hasbro will continue to expand its rugged and durable TONKA licensing program with more than 60 licensees ready to dig in and bring products to market that appeal to young boys. Key licensing highlights include: social expressions from American Greetings* (U.S., Canada); fruit snacks from General Mills (U.S.); and apparel from Jay Jays (Australia) and Mad Engine (U.S., Europe).

HASBRO GAMES: CLASSIC, REFRESHED AND NEW

The perennial appeal of Hasbro game brands remains strong with nearly 190 licensees around the globe planning to bring product to market this year and beyond. On the entertainment front, Universal Pictures will produce at least four movies based on popular Hasbro brands, including MONOPOLY, CANDY LAND, CLUE, OUIJA and BATTLESHIP. The first movie is to be released in 2011.

In addition, MONOPOLY continues to attract alliances across a wide array of categories and territories. Key licensing highlights include: video games from Electronic Arts (Worldwide); apparel from Mad Engine (U.S., Canada); a longstanding and highly successful quick service restaurant promotion from McDonald’s (U.S., Europe); casino and lottery gaming from WMS Gaming, Inc. (Worldwide) and Scientific Games (U.K., Ireland); and specialty board game editions from USAopoly (U.S.).

Other long-time favorites such as SCRABBLE remain steadfast in the Hasbro Games lineup as well. Key SCRABBLE licensing highlights include: video games from Electronic Arts (U.S.); snack foods from Kellogg Company (U.S.); apparel from Mad Engine (U.S.); and a quick service restaurant promotion from Subway (U.S.).

New and ongoing licensing programs are also in place to support Hasbro’s extended games portfolio such as special edition game boards for CLUE and THE GAME OF LIFE from USAopoly* (U.S.); OPERATION-branded fruit snacks from Kellogg Company (U.S.); TWISTER-licensed social expressions from American Greetings (U.S., Canada); CANDY LAND-inspired paper goods from MeadWestvaco (U.S., Canada); among many others.

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 http://www.hasbro.com. © 2009 Hasbro, Inc. All Rights Reserved.

Editors’ Note: Deals noted with an asterisk are agreements reached in principle, with formal written agreements to be negotiated.

Source: Hasbro, Inc.

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