Hasbro's All-Star Brands Showcased at Licensing 2003 International

Hasbro's All-Star Brands Showcased at Licensing 2003 International

Monday, June 9th, 2003 12:00am CDT

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    Hasbro's All-Star Brands Showcased at Licensing 2003 International

The Hasbro Properties Group comes to Licensing 2003 International in New York City on June 10-12 with powerhouse brands, including TRANSFORMERS, G.I. JOE, TONKA, MY LITTLE PONY and MAGIC: THE GATHERING.

Hasbro Properties Group (HPG) takes Hasbro, Inc.'s (NYSE:HAS) brands beyond the toy and game aisle into "lifestyle play" experiences for kids of all ages. From publishing and video to apparel and accessories, HPG has built the toys and games that have defined childhood for millions into world-class properties.

A key strategy for HPG has been to co-develop visual entertainment based Hasbro's core brands. Many of Hasbro's toy products, including MY LITTLE PONY, G.I. JOE and TONKA will feature in-pack videos. In addition, TRANSFORMERS will continue its successful run on Cartoon Network in 2004, where the program is enjoyed by more than 12 million viewers, and a new G.I. JOE animated movie will air on the network this fall.

"By building upon the very essence that made a toy and game a classic, we at Hasbro have created 'worlds' for properties that can be integrated into many areas of a child's life," said Jane Ritson-Parsons, President of the Hasbro Properties Group. "This year, many of our signature brands have become content for children's entertainment, which can truly bring a property to life and open the door for many merchandise categories. This is a trend that will be highlighted at this year's Licensing 2003 International and one we expect to continue in the future."

The following are some of the company's core brands that will be highlighted at the Hasbro gallery (booth #3417) in the Javits Center at this year's Licensing Show:


If it doesn't say TRANSFORMERS, then it's not ROBOTS IN DISGUISE! TRANSFORMERS is one of the hottest boys brands around the world and in 2004, Hasbro celebrates the brand's 20th anniversary with TRANSFORMERS ENERGON, the next installment of the legendary storyline of OPTIMUS PRIME and the AUTOBOTS versus MEGATRON and the DECEPTICONS. Hasbro will support TRANSFORMERS ENERGON with an integrated marketing program that will include an action figure line, television programming, publishing, and looks to sign licensees in a wide variety of categories. Hasbro will introduce TRANSFORMERS ENERGON to fans in early 2004 with 26 new episodes that will air on Cartoon Network and through Dreamwave's highly successful comic book line.

A European licensing program will be launched in the spring; products include storybooks, coloring and activity books, sticker collection, comic books, greeting cards and calendars, posters, bicycles/outdoor toys, apparel/footwear and melamine items.


The G.I. JOE brand launched the action figure category nearly forty years ago and has become an icon that signifies patriotism, honor and courage for kids and adults. The G.I. JOE brand is coming off another year of double-digit growth and HPG continues to build momentum for the brand with a wide variety of new products slated for 2003. While the classic animated television program is captivating a new generation of fans in late-night broadcast on Cartoon Network and through in-packed CD-ROMs, an all-new CGI movie is scheduled to be released on DVD this fall. "SPY TROOPS: THE MOVIE," the first G.I. JOE vs. COBRA animation in over a decade, will be sold exclusively in a special 2-pack of 12-inch figures called NINJA SHOWDOWN beginning in October, following a special televised premier on Cartoon Network.

The Hasbro Consumer Products group continues to sign numerous licenses with key companies such as Scholastic, Reader's Digest and Haddad, that build upon the brand's success in various categories, including publishing, food and beverage, apparel, footwear, accessories and home goods and sporting goods.


This year, Hasbro will introduce the MY LITTLE PONY line to a new generation of girls. Hasbro's MY LITTLE PONY product line, featuring the "Celebration" theme, will debut in July. The line, which includes new ponies, playsets and an assortment of puzzles, will be followed by a wide variety of licensed merchandise from leading companies such as Harper Collins, Atari and Springs Industries. Select MY LITTLE PONY toy products will include a special video that will really bring the world of MY LITTLE PONY to life for girls. The brand's interactive Web site, www.mylittlepony.com, will also offer little girls more information and activities that promote the MY LITTLE PONY world.


Hasbro's TONKA brand remains one of the strongest-selling toy vehicle brands in the United States. In its 56-year history, the TONKA brand has become synonymous with "rough and tough" vehicle play and HPG brings the "TONKA TOUGH" spirit of the timeless toy line into a wide range of consumer products including books, video games, apparel, back-to-school products, home goods, gifts & collectibles, party goods, juvenile products and promotions that little boys love.

Buckle up and join the TONKA brand's CHUCK THE DUMP TRUCK vehicle and his 4-wheel drive buddies, BOOMER THE TOW TRUCK, PATROL TRUCK PAT and HOOK 'N LADDER, in TONKA TOWN, an expandable truck-filled world loaded with activities, imaginative workstations and friendly and hard-working characters that allow little guys to play TONKA TOUGH. Complimenting Hasbro's TONKA TOWN toy line will be a new video in select TONKA TOWN toy packages and Scholastic books. Publications International and Reader's Digest Children's Books, as well as an interactive game from Atari, will also support TONKA TOWN.


Hasbro's unmatched portfolio of classic board games includes favorites such as MONOPOLY, SCRABBLE, CANDY LAND, THE GAME OF LIFE, BATTLESHIP, CHUTES AND LADDERS, SORRY! and CLUE. Hasbro Consumer Products, the licensing and promotions arm of the Hasbro Properties Group, has had numerous successes in expanding these properties into a wide range of lifestyle categories. In 2003, the Hasbro Consumer Products group looks to build upon these successes by leveraging even more of its portfolio in new and existing categories.

The MAGIC: THE GATHERING trading card game (TCG) made its debut in August 1993. Available in nine languages, the MAGIC: THE GATHERING TCG is sold in more than 52 countries worldwide. Today, more than six million players enjoy the challenge, strategy and dynamic play of the MAGIC: THE GATHERING game.

To celebrate the 10th anniversary of MAGIC: THE GATHERING, HCP has a very active licensing program for the MAGIC: THE GATHERING brand that include high end sporting goods such as K2, digital games from Atari, as well as stationary.

The Hasbro Properties Group develops and expands Hasbro's core brands, such as G.I. JOE, TRANSFORMERS, MY LITTLE PONY, MONOPOLY and CANDY LAND, into a wide variety of entertainment and consumer categories. Hasbro Consumer Products Worldwide is the licensing and promotions arm of the Hasbro Properties Group.

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