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Hasbro to Showcase Its Innovative Brand Portfolio at Toy Fair 2011

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					Hasbro to Showcase Its Innovative Brand Portfolio
at Toy Fair 2011
American International Toy Fair 2011
February 11, 2011 01:35 PM Eastern Time  

PAWTUCKET, R.I.--(EON: Enhanced Online News)--Hasbro’s 2011 Toy Fair offerings – with a focus on
leveraging the Company’s powerful portfolio of brands and several innovative new products featuring advanced 
technologies – will further demonstrate Hasbro’s continued transformation into a branded play company, providing
children and families with a wide range of entertainment options that can be enjoyed anytime, anywhere.

From toys and games, to motion pictures, video games, television programming, and a comprehensive and strategic
licensing program, Toy Fair provides Hasbro with the opportunity to showcase unmatched creativity and 
innovation as the Company continually re-invents, re-imagines and re-ignites its brands, along with a range of new 
products and initiatives sure to delight and entertain on a global basis.

“Hasbro is incredibly fortunate to own and have access to what we believe is the deepest and most beloved brand
portfolio in children’s and family entertainment,” said John Frascotti, Hasbro’s Global Chief Marketing Officer. “As
we make our final preparations for Toy Fair, everyone at Hasbro remains very focused on delivering innovation and
magical experiences in toys and games, while also extending our brands into many different forms of entertainment.
We want to ensure that a wider audience has greater access to our brands where ever and whenever they please.” 

Highlights for Hasbro in 2011 include the launch of KRE-O, offering the unique opportunity to enjoy popular Hasbro
brands, like TRANSFORMERS, in a construction play pattern; an extensive array of toys and games featuring a
fresh perspective on favorite SESAME STREET characters; a deep and innovative product line that captures the
excitement of TRANSFORMERS: DARK OF THE MOON; and the introduction of LIVE, a new interactive and
immersive gaming platform designed to bring classic board games to life in unexpected and unique ways.

KRE-O

This fall Hasbro will bring action and adventure to the construction aisle with the introduction of the KRE-O brand.
The KRE-O brand provides builders ages 6 and up with the unique opportunity to enjoy popular Hasbro brands,
like TRANSFORMERS, in a construction play pattern. From favorite characters and high quality materials to unique
accessories and collectible mini figures, the KRE-O collection will excite builders of all ages. At launch, the KRE-O
brand will offer twelve building sets featuring popular TRANSFORMERS characters including OPTIMUS PRIME,
BUMBLEBEE, STARSCREAM and more.

TRANSFORMERS

The TRANSFORMERS brand has delivered “MORE THAN MEETS THE EYE” fun to legions of kids around the
world for more than 25 years with action figures that convert from robot to vehicle and back again. As one of the
hottest global entertainment properties, the TRANSFORMERS brand launches a deep and innovative product line
in 2011 that captures the excitement of TRANSFORMERS: DARK OF THE MOON, the new Paramount Pictures
live-action movie from director Michael Bay, and executive producer Steven Spielberg, while introducing new play
patterns and experiences to the brand for kids and fans alike. Highlights in 2011 include the new MECHTECH and
CYBERVERSE action figure segments, SPEED STARS STEALTH FORCE vehicles and the new CINE-MASK
3D role-play masks featuring built in RealD 3D lenses that can be worn to RealD 3D theater showings.
TRANSFORMERS: DARK OF THE MOON — which will be the first-ever TRANSFORMERS film in 3D —
opens worldwide on July 1, 2011. Fans can also look forward to action figures based on the popular
TRANSFORMERS PRIME animated series currently airing on The HUB television network. Additionally, Hasbro
will continue to expand its global TRANSFORMERS licensing portfolio in 2011 bringing to market an
unprecedented lineup of innovative “MORE THAN MEETS THE EYE”-inspired goods across every major
licensing category from publishing to digital games and apparel for men, women and children.

SESAME STREET

Hasbro’s iconic PLAYSKOOL brand kicks off its partnership with Sesame Workshop, the nonprofit educational
organization behind Sesame Street, this year with an extensive array of toys and games featuring a fresh perspective
on favorite Sesame Street characters including Cookie Monster, Abby Cadabby, and Elmo. Headlining this year’s
most exciting preschool collection and grabbing the toy industry spotlight is everyone’s favorite loveable red monster,
Elmo. Set to take the stage this fall, the LET’S ROCK ELMO interactive plush is ready to rock out as the most
innovative and engaging Elmo toy yet, singing and making music with kids in true rock star form. Kids will enjoy six
on board songs, including two new releases, and the three instruments included with the LET’S ROCK ELMO toy.
Families will be amazed as Elmo recognizes which instrument he is playing, and little musicians can join in the jam
session with a LET’S ROCK guitar, keyboard or microphone (each sold separately) and form their own rock band
with Elmo! Also ready to make their entrances, Cookie Monster, Elmo, Abby Cadabby, Big Bird, Ernie, and more
bring their unique personalities to this colorful collection of innovative and engaging playthings. From cuddly plush
pals and friendly learning companions to adorable mini figures and captivating infant and toddler toys, the playful
portfolio of Sesame Street themed toys is sure to delight kids and parents alike.

LIVE

LIVE is a new interactive and immersive gaming platform designed to bring classic board games to life in unexpected
and unique ways. The centerpiece of LIVE gaming, literally and figuratively, is Motion Vision Play technology, which
brings games to life through an electronic tower in the middle of a specially designed game board. The first two
games to come to life with spy planes, stock rallies and horse races are MONOPOLY LIVE and BATTLESHIP
LIVE as the tower and board work together to react to hand and pawn movements as the game is played. No dice
or bank notes are needed, as players wave their hands over various sensors on the board to direct all game play
activity. Like video games, players do not need to read rules or instructions as the LIVE tower will guide play and
remind players of rules along the way, as well as add unexpected twists. For example, a typhoon could suddenly
occur in Battleship and change a ship's trajectory, or a sought after property could be put up for bid in a surprise
auction in Monopoly.

HIGHLIGHTED TOY BRANDS

BEYBLADE EXTREME TOP SYSTEM IR SPIN CONTROL Assortment

(Approx. Retail Price: $29.99; Ages 8 & up; Available: Fall 2011)

Challenge your competitors with controlled BEYBLADE top moves with the BEYBLADE EXTREME TOP
SYSTEM IR SPIN CONTROL assortment. Players can move their BEYBLADE IR tops left, right, or even give
them a “power boost” of more speed during battles. Enter the code found in each specially marked BEYBLADE
EXTREME TOP SYSTEM package at BeybladeBattles.com for online competition against other Beybladers. Each
sold separately.

CAPTAIN AMERICA DISC LAUNCHING SHIELD

(Approx. Retail Price: $19.99; Ages: 5 & up; Available: Spring 2011)

This July, CAPTAIN AMERICA: THE FIRST AVENGER storms theatres nationwide. Hasbro’s accompanying toy
line stars the CAPTAIN AMERICA DISC LAUNCHING SHIELD, the premiere role-play item for every
CAPTAIN AMERICA fan. Loaded with lights and electronic battle sounds, it also fires miniature foam disks to
defend against combatants! The shield has a diameter of 15 inches and comes with five foam discs. Requires four
“AA” batteries, not included.

FURREAL FRIENDSCOOKIE, MY PLAYFUL PUP
(Approx. Retail Price: $59.99; Ages 4 years & up; Available: Fall 2011)

Puppy love is in the air this fall with the introduction of COOKIE, MY PLAYFUL PUP pet the newest, softest,
most huggable dog to join the FURREAL FRIENDS family. Kids will love to interact with the adorable pint-sized
golden retriever – through voice recognition technology, this loveable pup will respond when spoken to by moving
her head, blinking, and barking, just like a “real” dog! The loveable pup will also respond to touch; kids simply pet
their new best friend on the sensors located on her head and cheeks and their new pal will make happy puppy
sounds to show her delight. Additionally, COOKIE, MY PLAYFUL PUP loves to play with her squeaky toy, she
will track it with her eyes and head as it’s moved in front of her. The FURREAL FRIENDS COOKIE, MY
PLAYFUL PUP pet comes complete with her very own collar and dog “bone.” Requires four “C” batteries,
included.

LITTLEST PET SHOP MAGIC MOTION Pets Assortment

(Approx. Retail Price $7.99; Ages 4 & up; Available: Fall 2011)

Add some motion to any LITTLEST PET SHOP collection with the MAGIC MOTION Pets Assortment! These
quirky pets are full of spunk and ready to get up and go. At the touch of a button these pets get moving, “walking” 
across any smooth surface. Girls can collect up to 12 LITTLEST PET SHOP MAGIC MOTION Pets including a
dog, seal, snail, fish, cat, spider and more. Each sold separately.

NERF

In 2011, the NERF brand will continue its high-energy evolution with exciting advancements in its SUPER
SOAKER and DART TAG lines, as well as a reveal of the new, top secret NERF VORTEX blaster collection. This
year the NERF SUPER SOAKER line takes the water blaster world to a new level of power and performance with
battery-powered blasters, including the new NERF SUPER SOAKER THUNDERSTORM water blaster, and easy
to use CLIP SYSTEM refills giving fans the faster reloads and edge they need to become ultimate water warriors. In
2011, the popular DART TAG World Championship will celebrate its third consecutive year with revamped
recruitment and game play. To celebrate the evolution of NERF DART TAG, four new DART TAG blasters will be
released this spring including the NERF DART TAG SWARMFIRE blaster as well as NERF DART TAG official
competition jerseys and new NERF DART TAG VISION GEAR. And, to round out a full year of new
introductions, the NERF brand is inviting fans to “Gear Up for 9.10.11” when it will introduce the NERF VORTEX
collection, a completely new and innovative blaster experience. NERF fans, known as NERF NATION, will also be
able to step up their game in 2011 as the property continues to break out at mass retail and become a global mega
lifestyle licensing brand with cutting edge products ranging from footwear to graphic tees, electronics and digital
gaming. For more updates and information on each of the NERF brand’s five existing N-STRIKE, NERF SUPER
SOAKER, DART TAG, SPORTS, and N-FORCE lines, visit www.YouTube.com/Nerf,
www.Twitter.com/NerfNation, or www.Facebook.com/NerfNation and become a part of NERF NATION.

STAR WARS ULTIMATE FX LIGHTSABERS

(Approx. Retail Price: $34.99; Ages 4 & up; Available: August 2011)

Arriving from a galaxy far, far away in summer 2011: the all-new ULTIMATE FX LIGHTSABER will provide one
of the most authentic JEDI experiences ever for kids! The toy features a progressive light-up blade with vibrant LED
lighting, allowing kids to experience the FORCE in a whole new way. Available in ANAKIN SKYWALKER and
DARTH VADER models; each sold separately.

THOR LIGHTNING HAMMER

(Approximate Retail Price: $19.99; Ages: 5 & up; Available: Spring 2011)

MARVEL STUDIOS brings action and excitement to the theater this spring with THOR and Hasbro brings the
adventure, energy, and emotion from the film “to life” with a full array of toys. Kids can pretend to be their favorite
Asgardian and summon the power of THOR with Hasbro’s THOR LIGHTNING HAMMER. The replica of
THOR’s signature weapon delivers a great role-play experience, allowing fans to recreate the on-screen action of
the upcoming film. The hammer is fully equipped with electronic battle sounds and a launching projectile. Requires
three “AAA” batteries, included.
HIGHLIGHTED GAMES BRANDS

BOP-IT! XT

(Approximate Retail Price: $24.99; Recommended Age: 8 & up; Available: Fall 2011; Players: 1 or more)

As a follow up to the global phenomenon of BOP-IT!, this active, think-fast on-your-feet game is back and better
than ever for Fall 2011. BOP-IT! XT is BOP-IT! to the max with six commands including “Shake it,” “Bop it,” 
“Spin it,” “Flick it,” “Pull it,” and “Twist it.” The game features play modes including Single Player, Pass It, and
Party, and four levels of play for ranging abilities. A headphone jack is also included in the BOP-IT! XT unit to allow
kids to fine tune their skills quietly, or hook up to speakers for group play. Secure the highest score and become the
envy of all your friends at school.

CONNECT 4: LAUNCHERS EDITION

(Approximate Retail Price: $19.99; Recommended Age: 5 & up; Available: Fall 2011; Players: 2 to 4)

This classic game of four-in-a-row takes on a frenetic pace in the new CONNECT 4: Launchers Edition. Players
take part in head-to-head action as they try to aim, launch and connect their way to victory with a new, horizontal
game unit that catches the launched checkers.

JI GA ZO

(Approximate Retail Price: $24.99; Recommended Age: 8 & up; Available: Now; Players: 1 or more)

JI GA ZO is a 300-piece puzzle that can be rearranged to create millions of face combinations including images of
yourself, your friends, your family or even your pets. JI GA ZO’s pieces have varying levels of Sepia-colored
gradations on one side and distinguishing symbols on the other. When the pieces are locked together, any face can
be created. The key to this puzzle is the advanced JI GA ZO software, which produces a unique symbol map that
shows where each of the pieces should be placed on the assembly grid. Since Ji GA Zo creates a unique symbol
map for each image, the pieces can be continuously reshuffled and put back together to create a brand new face,
again and again!

MONOPOLY: CARS 2 EDITION

(Approximate Retail Price: $19.99; Recommended Age: 5 & up; Available: Spring 2011; Players: 2 to 8)

MONOPOLY: Cars 2 Edition is new and unlike any MONOPOLY game seen yet! The game board has been
made into a round racetrack that also serves as the game dice in this exciting take on the classic game. This child-
friendly Cars 2 edition of MONOPOLY gives the younger real estate moguls in training a chance to face off and
race to the finish line by outsmarting and out-bidding opponents.

SCRABBLE ALPHABET SCOOP

(Approximate Retail Price: $19.99; Recommended Age: 6 & up; Available: Fall 2011; Players: 2 to 4)

SCRABBLE ALPHABET SCOOP is a game for the whole family to play as kids and adults compete as equals in
an exciting, letter scooping, and free-for-all race to be the first to match the words on their game card. Kids use
spoons to scoop up tiled letters out of the ALPHABET SCOOP bowl and spell the words listed on Challenge
cards. With five game play levels and an even playing field, SCRABBLE ALPHABET SCOOP fills the gap for fun-
playing word games for kids as young as six.

SIMON FLASH

(Approximate Retail Price: $29.99; Recommended Age: 8 & up; Available: Fall 2011; Players: 1 or more)

The electronic memory skill game of SIMON made popular in the ‘80s has been brought back in FLASH form in
SIMON FLASH! The fast, frantic and intuitive play known to the Hasbro FLASH line continues with this cool new
edition as players swap and switch the four electronic, colored tiles to match the SIMON color sequence order
called out by the game. Can you conquer the SIMON FLASH colors and show off in front of friends? SIMON
FLASH features four games that challenge memory and logic, extending beyond the traditional SIMON memory
game. Enjoy solo SIMON FLASH play while traveling or bring to Family Game Night to play with friends and
family with the storage case included in the game for on-the-go play.

HIGHLIGHTED DIGITAL GAMES

Through a strategic licensing alliance with Electronic Arts Inc. (NASDAQ: ERTS), 22 Hasbro toy and game brands
have been brought to 21 major digital gaming platforms. Most recently, EA launched MONOPOLYMillionaires on
Facebook as well as BOP IT! on the iPhone and iPod touch. These early 2011 releases come on the heels of several
2010 highlights, including SCRABBLE landing on 10 gaming platforms. SCRABBLE consistently ranked as a Top 10
Paid App on iPad, and was the No. 1 paid item onAmazon’s Kindle at launchand during the holidays. Additionally,
the MONOPOLY and HASBRO FAMILY GAME NIGHT digital franchises maintain global popularity across all
console platforms and LITTLEST PET SHOP continues to be a top performing Nintendo handheld franchise within
EA.

Hasbro, Inc. (NASDAQ: HAS) is a branded play company providing children and families around the world with a
wide-range of immersive entertainment offerings based on the Company’s world class brand portfolio. From toys
and games, to television programming, motion pictures, video games and a comprehensive licensing program,
Hasbro strives to delight its customers through the strategic leveraging of well-known and beloved brands such as
TRANSFORMERS, LITTLEST PET SHOP, NERF, PLAYSKOOL, MY LITTLE PONY, G.I. JOE, MAGIC:
THE GATHERING and MONOPOLY. The Hub, Hasbro’s multi-platform joint venture with Discovery
Communications (NASDAQ: DISCA, DISCB, DISCK) launched on October 10, 2010. The online home of The
Hub is www.hubworld.com. The Hub logo and name are trademarks of Hub Television Networks, LLC. All rights
reserved. Come see how we inspire play through our brands at http://www.hasbro.com

Contacts
Media:
Hasbro, Inc.
Daniel Benkwitt, 401-727-5318
dbenkwitt@hasbro.com
or
Investor Relations:
Hasbro, Inc.
Debbie Hancock, 401-727-5983

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Description: PAWTUCKET, R.I.--(EON: Enhanced Online News)--Hasbro’s 2011 Toy Fair offerings – with a focus on leveraging the Company’s powerful portfolio of brands and several innovative new products featuring advanced technologies – will further demonstrate Hasbro’s continued transformation into a branded play company, providing children and families with a wide range of entertainment options that can be enjoyed anytime, anywhere. From toys and games, to motion pictures, video games, television programming, a style=
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