Hasbro Toy Fair 2010: Highly Creative Product and Entertainment Portfolio Designed to Deliver Immersive Brand Experiences

Range Will Feature Mix of Classic Products and Brands That Have Been Re-imagined and Re-invented, Together with All New and Innovative Introductions

PAWTUCKET, R.I.--(BUSINESS WIRE)--Hasbro, Inc. (NYSE: HAS) comes to Toy Fair 2010 with a wide range of innovative offerings -- from twists to the most classic board games and toys, to entertainment-based products, and everything in-between. The Company’s diverse and highly creative 2010 product line is packed with entertainment value that can be enjoyed by children and families any time, any where.

“We continue to emphasize innovation at every turn as we re-imagine and re-invent several of our core brands while also creating new brands and experiences that children and families will enjoy again and again.”

Highlights include the launch of the BEYBLADE: METAL FUSION line of battling tops; re-imagined versions of the world’s most popular board game, MONOPOLY, as part of the brand’s 75^th anniversary celebration; SCRABBLE FLASH CUBES, an innovative new way to play the classic crossword game without a game board as players slide, move and shuffle electronic cubed letter tiles in a race to create new words in 60 seconds; products based on the highly anticipated IRON MAN 2 movie releasing this spring; and the continuation of the Company’s highly successful FAMILY GAME NIGHT initiative, which encourages families to set aside one night per week to play a game together.

“Hasbro remains focused in 2010 on providing our consumers with great value and quality and delivering immersive brand experiences based on our incredible brand portfolio,” said John Frascotti, Hasbro’s Global Chief Marketing Officer. “We continue to emphasize innovation at every turn as we re-imagine and re-invent several of our core brands while also creating new brands and experiences that children and families will enjoy again and again.”

Highlights of Hasbro’s 2010 product line include:

ALPHIE
(Ages 3 years & up/Approx. Retail Price: $39.99/Available: Fall 2010)
Now more lifelike than ever before, this learning pal boasts an LCD screen to depict facial expressions, a childlike friendly voice and a playful, inquisitive personality making ALPHIE robot not just a learning toy, but a beloved companion. Along with an animated personality that children will adore, this modern ALPHIE pal from PLAYSKOOL features important educational activities that help develop early learning skills in preschoolers. With their playful ALPHIE learning pal leading the way, preschoolers can learn the alphabet, rhyming, counting, color and shape recognition, matching, animal names, instrument sounds and much more! The ALPHIE learning pal has a sleek new look and convenient carrying handle and comes with thirty double-sided cards containing over 350 fun questions and challenges. Requires three "AA" batteries, included

BABY ALIVE BOUNCIN' BABBLES
(Ages 3 years & up/Approx. Retail Price: $24.99 /Available: Fall 2010)
With her big eyes open wide and a loveable smile on her face, BABY ALIVE BOUNCIN' BABBLES doll can't wait to play with her "mommy!" Hold her hands and watch this adorable, energetic tot bounce up and down while giggling and making playful baby sounds. BABY ALIVE BOUNCIN' BABBLES will also "chuckle" and "coo" just like a "real" baby when "mommy" comes near. Requires 2 AA batteries, included.

BEYBLADE: METAL FUSION BATTLE TOP Assortment
(Ages 8 years & up/Approx. Retail Price: $7.99/Available: Fall 2010)
Collect, customize, and compete with the BEYBLADE: METAL FUSION BATTLE TOP assortment! Complete with cast metal fusion wheel, ripcord launcher, and assembly tool you can build your top to suit your battle. Whether you choose to build a defense, attack, balance or stamina top type you can enter competition confident that you will reign supreme. To take your battle to new heights, enter the unique code found in each BEYBLADE: METAL FUSION BATTLE TOP package at BeybladeBattles.com to compete against other Beybladers!

BOP-IT! BOUNCE
(Approximate Retail Price: $19.99/Recommended Age: 8 and up/Available: Fall 2010/ Players: 1 or more)
With BOP-IT! BOUNCE, an impact sensitive trampoline game unit calls the shots and knows your bounces. Players must bounce the foam ball as fast and high as the game instructs, keeping up with the commands to unlock levels to earn the highest score. With five games in one, BOP-IT! BOUNCE will provide non-stop action and entertainment for players of all ages.

CRANIUM SCRIBBLISH
(Approximate Retail Price:$19.99/Ages 8 and up/ Available: Fall 2010/ Players: 4 to 6)
Scribble your way to win in CRANIUM’s hilarious new game SCRIBBLISH, a game that combines drawing with “telephone.” During the game, players are invited to draw their best sketch that represents the phrase on the game card. The first player starts by drawing what they read on a statement and passes it to the next player who has to write a statement describing the drawing. The next person turns those words into images. The scrolled-story continues to be passed around the room until all players have a chance to draw. Players read the story created out loud to find out how “this” became “that”!

EASY-BAKE DELUXE DELIGHTS Cake and Cookie Kit
(Ages 8 years & up/Approx. Retail Price: $29.99/Available: Fall 2010)
This fall, ordinary kitchens will transform into gourmet bake shops with the introduction of the EASY-BAKE DELUXE DELIGHTS Cake and Cookie Kit. Set to debut in October 2010, this deliciously new bake-set offers girls the opportunity to show off their creativity with edible works of EASY-BAKE art. Using the special EASY BAKE DELUXE DELIGHTS dish girls can bake tasty EASY-BAKE treats in the microwave in just thirty seconds. The DELUXE DELIGHTS dish features a heating and cooling sensor so bakers know when it's safe to touch. With the included, exclusive EASY-BAKE tools, girls can decorate their EASY-BAKE mini cakes and cookies with colorful fondant just like a pro! Tween chefs can add intricate designs to their favorite dessert with the fondant mold and stamper or label their tasty treat using the alphabet embosser. Add bakery caliber finishing touches with the special embossing plate. The EASY-BAKE DELUXE DELIGHTS Cake and Cookie Kit comes with a microwave container and lid for baking tasty sweets and loads of accessories that a pastry chef in training will need, including: rolling pin, measuring spoons, cake pan, four cookie cutters, fondant mold, fondant stamper, embossing plate and enough mixes to create six decorated cakes and seven cookies. Adult Participation Required.

FURREAL FRIENDS GOGO, MY WALKIN' PUP
(Ages 4 years & up/Approx. Retail Price: $59.99/Available: Fall 2010)
Girls can em-“bark" on their very own adventures this fall with the FURREAL FRIENDS GOGO, MY WALKIN' PUP pet. Attach GOGO's leash and this perky puppy knows you're ready to walk her! She'll wag her tail, pant, and bark just like a real pup to let you know she is excited to get moving. Girls are in charge as they control GOGO's hot pink leash to make her walk left, right or straight ahead - GOGO can even walk in circles or figure eights! GOGO loves to be petted and will respond to your touch. Gently stroke GOGO's right and left side or the top of her head and she'll playfully bark to let you know just how delighted she is to be your friend. Requires four “C” batteries, included.

IRON MAN 2 RC WALKING IRON MAN
(Approximate Retail Price: $49.99/Ages 4 & up/Available: Fall 2010)
An IRON MAN action figure so technologically advanced that even STARK INDUSTRIES is jealous! The IRON MAN 2 RC WALKING IRON MAN figure is nearly as mobile and action-packed as his on-screen counterpart. Operated with a handheld remote control, this figure easily navigates forward across the floor or tabletop and is loaded with electronic lights, movie sounds, and projectiles that shoot from the figure’s arms and shoulder rockets!

LITTLEST PET SHOP ONLINE (LPSO) DANCING PET
(Ages 8 & up/Approximate Retail Price: $24.99/ Available: Fall 2010)
Girls will find themselves bopping and grooving alongside the latest offering from LITTLEST PET SHOP – an LPSO Dancing Pet. The dancing dog, Harmony Groovemore, plugs into most MP3 players or computers so girls can listen to their favorite music and dance along with this adorable friend. The Dancing Pet also comes with a code for virtual rewards and access to LITTLEST PET SHOP ONLINE (LPSO.com), a fun, dynamic virtual world where players can design their own pets, chat with friends, go on adventures with Harmony, explore new neighborhoods, and so much more!

MONOPOLY: REVOLUTION EDITION
(Ages: 8 and up/Approximate Price: $34.99/Available: Fall 2010/Players: 2 to 6)
It is the MONOPOLY game of the future! In 2010, MONOPOLY is 75 years young and in celebration of the game’s anniversary, Hasbro is “amping up” the traditional game play experience by revolutionizing elements of the classic game. MONOPOLY: REVOLUTION Edition is made up of a modern, round game board and an electronic game unit that keeps track of your location on the game board and features exciting song clips and sound effects, including “Celebration” by Kool & The Gang and “Drive My Car” by The Beatles, throughout the game to mark your progress.

MONOPOLY U-BUILD
(Approximate Retail Price: $19.99/Recommended Age: 8 & up/Available: Fall 2010/ Players: 2 to 6)
MONOPOLY is giving players the chance to choose how long they want to enjoy a game with MONOPOLY U-BUILD, a new concept in MONOPOLY game play. Using hexagonal property spaces that snap together, players build a game track that creates a custom game board and determines the length of play. Decide to use the Starter Track for a 30-minute game before dinner, or try the Classic Track for a 60-minute game during family game night for longer-lasting fun. Once you’ve perfected these tracks, move onto the Pro or Freestyle Tracks for the ultimate gaming challenge. In MONOPOLY U-BUILD you choose, you build, you play!

MY LITTLE PONY MERMAID CASTLE Playset
(Ages 4 years & up/Approx. Retail Price: $39.99/Available: Fall 2010)
In fall 2010 the MY LITTLE PONY world will expand to include an underwater oasis with the introduction of the MY LITTLE PONY MERMAID PONIES collection. The MERMAID PONIES will receive royal treatment at the MY LITTLE PONY MERMAID CASTLE playset. Located in the heart of the sea, this magical castle is an underwater dream come true for the MERMAID PONIES. Each pony will love to explore this nautical treasure with lights and sounds . Discover PINKIE PIE'S secret shell bedroom that really opens and closes or take a pony for a ride on the "magical" seashells that allow her to "swim" around the castle. The MERMAID ponies will love to “splish and splash” on the waterslide or hang ten on the "real" waves with the tubular surf boards. The MY LITTLE PONY MERMAID CASTLE comes complete with a MERMAID PONY PINKIE PIE figure and numerous accessories including "picnic basket," "treasure chest" and underwater friends.

NAB-IT! From the makers of SCRABBLE
(Ages 8 & up/Approximate Price: $19.99/Availability: Fall 2010/Players: 2 or more)
NAB-IT! is the family game of stolen words. Any surface can become a board game in this fun word game that up to four people can play together. Create words using colored letter tiles in a crossword fashion and then stack tiles on top of each other to form new words. The casual and competitive gamer are on equal footing with NAB-IT because every word is worth just one point. The player with the highest letter built on each word wins the point. Stack wisely!

NERF: “CLEAR THE WAY FOR 9.9.10”
(Ages 8 years & up /Available: September 9, 2010)
Clear the Way for the newest N-STRIKE blaster coming on 9.9.10! First there was the NERF N-STRIKE VULCAN EBF-25 blaster, 25-dart, belt-fed, and fully automatic. Then the NERF N-STRIKE RAIDER RAPID FIRE CS-35 blaster hit the scene with its new, interchangeable drum magazine able to hold 35 darts. Now, continuing the incredible evolution of NERF blaster technology, the brand has created the most impressive NERF N-STRIKE blaster yet. NERF fans around the world will have to wait until 9.9.10 to see the unveiling of one of the most awesome and exciting blasters released in the NERF brand’s 40 year history! Available at most major retailers nationwide and HasbroToyShop.com beginning 9.9.10.

NERF SUPER SOAKER SHOT BLAST Water Blaster
(Ages 6 years & up/Approximate Retail Price: $19.99/ Available: Spring 2010)
For the first time ever, the hydro-powered excitement of Hasbro’s SUPER SOAKER brand and the peak performance and innovation of the company’s NERF brand will come together to form the ultimate in water blaster advancements with the new NERF branded SUPER SOAKER line. The biggest and baddest blaster in the new collection, the NERF SUPER SOAKER SHOT BLAST water blaster can drench your opponents from up to 25 feet away. All you need is a single pump to unleash a huge blast of water and soak them all! The customizable NERF SUPER SOAKER SHOT BLAST water blaster is compatible with the Tactical Rail System accessories and features adjustable and removable shoulder stock for maximum customization. Available in red or blue, each sold separately.

PLAY-DOH MEGA FUN FACTORY
(Ages 3 years & up/Approx. Retail Price: $29.99/Available: Fall 2010)
Fifty years after the launch of the original FUN FACTORY toy, the brand new MEGA FUN FACTORY set takes classic extruding play to a whole new level! A motorized conveyor belt provides nonstop action as kids crank out favorite toys and "treats" in this lively FUN FACTORY world. To start, children push down the purple handle to extrude the colored PLAY-DOH compound of their choice. As the conveyor belt moves the PLAY-DOH compound along, kids select and stamp out a “candy” or toy mold and then push down the "chopper" at the end of the belt to cut their creation loose. To complete the fantastical FUN FACTORY experience, kids can display and "sell" their creations on a colorful playmat featuring a toy shop theme on one side and a candy store theme on the other side. Set includes six 2-ounce cans of PLAY-DOH compound. Requires two "AA" batteries, not included.

POP GOES FROGGIO
(Approximate Retail Price: $16.99/Recommended Age: 3 and up; Available: Fall 2010; Players: 2 to 4)
Hasbro is adding a friend named Froggio to the Elefun and Friends line. This fun-loving character comes to life in the POP GOES FROGGIO game, which takes picture finding to new heights. In this active matching game, preschoolers spread lily pads of Elefun and his friends around the room, spin the spinner and try to find the matching picture. The first preschooler to match the Elefun and Friends character to the right lily pad gets to stomp on the big green lily pad launcher and send Froggio for a triumphant leap!

SCRABBLE FLASH CUBES
(Ages: 8 and up; Approximate Price: $29.99; Availability: Fall 2010; Players: 1)
How many words can you find in a flash? SCRABBLE FLASH CUBES is an innovative new way to play the classic crossword game without a game board as players slide, move and shuffle electronic cubed letter tiles in a race to create new words in 60 seconds. Providing a fast, frantic and addictive play experience, the five SCRABBLE FLASH CUBES letter tiles contain ‘Smart Tile Technology’ which recognizes formed words when the tiles are placed side by side, and keeps score of correctly spelled words. SCRABBLE FLASH CUBES provide an amazingly addictive play experience that you won’t want to put down!

SORRY! SPIN
(Ages: 6 and up; Approximate Price: $24.99; Availability: Fall 2010; Players: 2 to 4)
This Fall, SORRY! fans can experience the exhilarating game of sweet revenge with a wicked spin by sending opponents back to “START” with a quick turn of the SORRY! SPIN wheel. SORRY! SPIN, a new take on the classic game of SORRY!, features an innovative rotating game board that makes getting “HOME” more complicated and unpredictable than ever before. The unique dynamics involved in the game of SORRY! SPIN engage players on every move and make it anyone’s game to win.

STAR WARS AT-AT
(Approximate Retail Value: $99.99; Ages: 5 & up; Available: August 1, 2010)
In space, size does matter, and Hasbro certainly kept that in mind when creating its all-new, highly detailed STAR WARS AT-AT. The AT-AT (All Terrain Armored Transport) played a significant role in the Empire’s military assault in THE EMPIRE STRIKES BACK, and it will play an equally important role in every fan’s toy collection this year! Measuring more than 24 inches tall, nearly 28 inches long, and 12 inches wide, this colossal vehicle holds up to 20 STAR WARS figures – 6 of which can fit in its head alone! – and includes so many play and electronic features true to its on-screen counterpart that it’s hard to believe! From the zip-line in its body and articulated legs for superb poseability, to its LED lights and authentic movie sounds and phrases, this is the must-have addition for STAR WARS fans of all ages. Includes a 3 ¾ inch AT-AT driver action figure and a pop-out speeder bike.

STRAWBERRY SHORTCAKE BERRY SWEET STYLES Playset
(Ages 3 years & up/Approximate Retail Price: $19.99/Available: Fall 2010)
Future fashionistas will love picking out fancy clothes and sparkly accessories inside the STRAWBERRY SHORTCAKE BERRY SWEET STYLES playset! Girls can mix and match party dresses, playful skirts, stylish shirts and more to create any of 40 different possible outfits for their STRAWBERRY SHORTCAKE doll. No look is complete without a trendy hairdo, and girls can style STRAWBERRY SHORTCAKE's hair with butterfly clips and additional accessories. One final look in the wardrobe mirror, and then STRAWBERRY SHORTCAKE is ready for a night on the town! Available at most major toy retailers nationwide and on HasbroToyShop.com.

TONKA CHUCK & FRIENDS CHUCK'S STUNT PARK
(Ages 3 years & up/Approx. Retail Price: $39.99/Available: Fall 2010)
For the first time ever, the popular TONKA CHUCK & FRIENDS product line introduces the POWER PLAYARD Stunt System of motorized playsets to further entertain and engage active preschoolers who will be delighted to see the loveable CHUCK THE DUMP TRUCK vehicle and his friends flip and zoom through the fun filled motorized stunt tracks. The exciting motorized individual sets can be combined to create a customizable hands-on interactive stunt-track system sure to please preschoolers. Preschoolers will be thrilled to accompany their adventuresome friend CHUCK THE DUMP TRUCK as he zips, zooms and flips through this interactive, hands-on stunt set featuring lights, sounds, moveable track pieces and a hand-crank elevator. The easy-to-assemble track lets kids build and rearrange the set however they like to create a variety of cool tricks and tracks. This set is a part of the POWER PLAYARD Stunt System and includes a motorized CHUCK THE DUMP TRUCK vehicle and an all new TONKA CHUCK & FRIENDS storybook. Requires four "AA" batteries, two "AA" included.

TONKA GARAGE RICOCHET RC Vehicle
(Ages 8 years & up/Approx. Retail Price: $79.99/Available: Fall 2010)
This double-sided stunt vehicle can tackle virtually any terrain! The resilient RC can flip and keep on going, offering an unstoppable driving style that allows kids to execute exciting stunts. Push a button to engage the machine's Monsterlift Suspension Technology and lift the vehicle into awesome monster truck mode. The RC vehicle comes with a three channel remote for great steering control and a 9.6V battery charger. Requires one 9.6-volt battery, included, and one 9-volt battery, included.

TRANSFORMERS BATTLE OPS BUMBLEBEE Action Figure
(Approximate retail price: $59.99/Ages 5 & up/Available: Fall 2010)
The all-new BATTLE OPS BUMBLEBEE action figure is ready for battle! This large-scale figure truly shows fans the AUTOBOT hero’s personality, both as a protector of Earth and a warrior against the evil DECEPTICONS. With two distinct modes – Battle and Guardian – BATTLE OPS BUMBLEBEE features a variety of electronic sounds and lights, accompanied by a converting plasma cannon.

TRIVIAL PURSUIT: BET YOU KNOW IT EDITION
(Ages: Adult/Approximate Price: $29.99/Availability: Fall 2010/Players: 2 or more)
In Fall 2010, Hasbro’s TRIVIAL PURSUIT: Bet You Know It Edition introduces a brand new way to play the classic trivia game. Bet You Know It is the most inclusive TRIVIAL PURSUIT game yet and wedges can be earned on each of your turns. TRIVIAL PURSUIT knows we all have categories that we’re not so hot on, so with Bet You Know It if you have earned enough chips you can buy that elusive wedge instead of answering a question! Earning chips depends on how well you know your friends! At the start of each round players bet on whether or not the person answering a question will get the question right. If the players are correct they double the number of chips ‘bet’. With 1,800 fascinating new questions with a new editorial style, and the chance to buy your wedges instead of being stumped with your least favorite category, players can experience TRIVIAL PURSUIT like never before.

TWISTER HOOPLA
(Approximate Retail Price: $19.99/Recommended Age: 6 and up/Available: Fall 2010/ Players: 2 to 4)
This Fall, the classic game that ties players up in knots gets a wacky new twist with Hasbro’s TWISTER HOOPLA. Players become the TWISTER mat in this game, as the iconic TWISTER dots are turned into rings that players use to connect body parts with other players to score points – taking TWISTER to a new level. Score points to win any of the five unique games included in TWISTER HOOPLA and prepare to closely interact with other players in this exciting interpretation of TWISTER.

U-BUILD
With the new line of U-BUILD games, you build the game and then play how you want. U-BUILD games allow kids to customize some of their favorite games, creating a unique experience each time they are played. Based on popular Hasbro games, including BATTLESHIP, CONNECT 4, MOUSE TRAP and SORRY!, players control the action during the game by moving brick-based pieces to different locations around the game board. Kids will have hours of fun constructing, knocking down and rebuilding these ever-changing games.

WEEBLES MUSICAL TREEHOUSE
(Ages 18 months & up/Approx. Retail Price: $29.99/Available: Fall 2010)
WEEBLES WOBBLE, BUT THEY DON'T FALL DOWN! The WEEBLES figures are back in their original egg-shaped, wobbly form. WEEBLES pals can wobble, climb, slide, hide, and dance in and around this captivating MUSICAL TREEHOUSE playset from PLAYSKOOL. Turn the handle on the colorful escalator to bring WEEBLES figures to the top of the slide and send them spiraling down. When the WEEBLES characters land, they are rewarded with fun music and sounds before wobbling off for another ride. Open the door to reveal a secret space inside the tree to hide a playful WEEBLES figure. Have a dance party on the wobbly tree house deck or take a spin on top of the lookout post. The set comes complete with a convenient carrying handle and two exclusive WEEBLES figures. Requires three "AA" batteries, not included.

About Hasbro, Inc.

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. © 2010 Hasbro, Inc. All Rights Reserved.