Licensing Expo Showcases All New TRANSFORMERS Brand

LAS VEGAS--(BUSINESS WIRE)-- Hasbro, Inc. (NASDAQ: HAS), brought its TRANSFORMERS brand to the International Licensing Expo in Las Vegas geared up and ready to go for the highly anticipated movie release of Michael Bay's TRANSFORMERS: AGE OF EXTINCTION from Paramount Pictures, hitting theaters June 27, 2014. The TRANSFORMERS franchise has agreed to more than 300 licensing agreements and promotional relationships worldwide supporting the brand.

"The TRANSFORMERS: AGE OF EXTINCTION licensed lineup is reinvented across every major category delivering ‘MORE THAN MEETS THE EYE' style and innovation," said Simon Waters, Senior Vice President, Global Brand Licensing and Publishing at Hasbro. "With every new TRANSFORMERS film release, we challenge ourselves as well as our partners to outdo what we previously delivered to fans worldwide as part of our commitment to create the most epic, memorable and immersive TRANSFORMERS brand experience to date."

Hasbro's iconic TRANSFORMERS brand and Paramount have teamed up with multiple promotional companies around the world to bring great TRANSFORMERS: AGE OF EXTINCTION experiences to consumers, including:

• Promotions: Oreo's global promotion was supported by a custom :30 TV spot, which was shot and produced by Michael Bay; Chevrolet continues their franchise collaboration with a global marketing campaign; Frito-Lay showed on pack and premium support on 70 mm Cheetos Crisp packs in Turkey and 26 mm in Russia; Duracell offered a gift with purchase promotion in Taiwan, Hong Kong and Macau.
  
  Retail: Hasbro struck deals to create nearly 20 new retail initiatives in key regions such as North America, Europe, Latin America and Asia. These programs build on a strong, existing global retail foundation anchored by retailers such as Walmart, Tesco, Carrefour and Toys "R" Us. Eight of the new agreements are direct-to-retail programs with retailers including Ripley (Chile), Walmart (Mexico), C&A Brazil and Mark Fairwhale (China). Several of those agreements, as well as others, are primed to deliver exclusive fashion collections including Benetton, Fila (Korea), Honey Barn (Philippines) and Baleno (China).
  
  Fans can also expect TRANSFORMERS: AGE OF EXTINCTION-inspired merchandise across all major categories, including apparel, digital gaming, publishing, footwear and bedding, to be front-and-center at their favorite mass, department store, specialty and online retailers.
  
  Hasbro also launched a global Cybertron Monday online sales event for the first time, which showcased all of the new action figure and licensed products based on the TRANSFORMERS: AGE OF EXTINCTION feature film with participating online retailers, including Amazon, Target, Toys "R" Us, Walmart, K-mart, Tesco, Argos, Ripley, Tmall.com and Toys "R" Us Asia, as well as HasbroToyShop.com. Fans can visit www.CybertronMonday.com for more information on where products will be available.
  
  Digital: Digital entertainment by game publishers including Activision Publishing, Inc. will launch TRANSFORMERS: RISE OF THE DARK SPARK in June to coincide with the release of the summer blockbuster movie from Paramount Pictures. Additionally, DeNA will release TRANSFORMERS: AGE OF EXTINCTION - The Official Mobile Game and later this year Jagex Games Studio will roll out TRANSFORMERS UNIVERSE, the much anticipated, free-to-play Massively Online Tactical game.
  
  Hasbro marketing initiatives, including in-cinema advertising, web and app integration, will also entertain fans across all screen sizes with exclusive movie content from cast interviews to augmented reality features, photos and videos leading up to the film's release.

"TRANSFORMERS: AGE OF EXTINCTION," the fourth film in director Michael Bay's global blockbuster franchise, starring Mark Wahlberg, Stanley Tucci, Kelsey Grammer, Nicola Peltz, Jack Reynor, Sophia Myles, Li Bingbing, Titus Welliver and T. J. Miller. Produced By Lorenzo Di Bonaventura, Tom DeSanto & Don Murphy, and Ian Bryce. Based on Hasbro's TRANSFORMERS Action Figures. Written By Ehren Kruger. Directed By Michael Bay.

About Hasbro, Inc.

Hasbro, Inc. (NASDAQ: HAS) is a branded play company dedicated to fulfilling the fundamental need for play for children and families through the creative expression of the Company's world class brand portfolio, including TRANSFORMERS, MONOPOLY, PLAY-DOH, MY LITTLE PONY, MAGIC: THE GATHERING, NERF and LITTLEST PET SHOP. From toys and games, to television programming, motion pictures, digital gaming and a comprehensive licensing program, Hasbro strives to delight its global customers with innovative play and entertainment experiences, in a variety of forms and formats, anytime and anywhere. The Company's Hasbro Studios develops and produces television programming for more than 180 territories around the world, and for the U.S. on Hub Network, part of a multi-platform joint venture between Hasbro and Discovery Communications (NASDAQ: DISCA, DISCB, DISCK). Through the company's deep commitment to corporate social responsibility, including philanthropy, Hasbro is helping to build a safe and sustainable world for future generations and to positively impact the lives of millions of children and families every year. It has been recognized for its efforts by being named one of the "World's Most Ethical Companies" and is ranked as one of Corporate Responsibility Magazine's "100 Best Corporate Citizens." Learn more at www.hasbro.com.

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Media Contacts:
Hasbro
Pat Jarret, 401-727-5896
pat.jarret@hasbro.com
or
Foghorn PR
Shelly Eckenroth, 717-852-7060
seckenroth@foghornpr.com
or
Mary Leddy, 508-872-3369
mleddy@foghornpr.com

Source: Hasbro, Inc.

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