Hasbro Showcases its Iconic Brands at San Diego Comic-Con

Hasbro, Inc. (NYSE: HAS) returns to San Diego Comic-Con in 2010 as a leader in branded play with an emphasis on a wide range of entertainment that people around the world can enjoy any time, any where. From toys and games to motion pictures, video games and television programming, Hasbro is constantly re-imagining its world-class portfolio of iconic brands that continue to entertain new generations of fans everywhere. Some of Hasbro’s top brands, such as TRANSFORMERS, NERF, G.I. JOE, MY LITTLE PONY and LITTLEST PET SHOP will be on display in the Hasbro booth (#3213) along with its popular licensed toy lines based on characters from the MARVEL and STAR WARS^TM universes. In addition, Hasbro will be hosting autograph sessions in its booth with Sgt. Slaughter on behalf of the G.I. JOE brand, Marvel’s Stan Lee, and Transformers: Exodus author Alex Irvine. (For additional details, please see below in the brand highlights.)

"Comic-Con provides Hasbro with a unique opportunity to showcase the breadth, versatility, and popularity of our brands,” said John Frascotti, Hasbro’s Global Chief Marketing Officer. "We look forward to once again providing fans of our brands with several special edition products, access to our creative talent, and an overall memorable experience at this year’s Comic-Con.”

Following are the highlights of Hasbro’s Comic-Con showcase:

G.I. JOE
In 2010, Hasbro is launching a new line of G.I. JOE toys that captures the passion and exhilaration that have been a signature part of the brand for more than 45 years. The new THE PURSUIT OF COBRA line finds the heroic G.I. JOE team on the heels of the evil and menacing COBRA organization. The G.I. JOE brand will embark on THE PURSUIT OF COBRA mission in four new battlegrounds: Desert, City, Jungle and Arctic. The new convoy of toys includes covert and technologically advanced 3.75-inch action figures and vehicles themed to these new assignments. The vehicle line includes an updated version of the H.I.S.S. Tank, the iconic vehicle from the 1980s G.I. JOE vs. COBRA saga. THE PURSUIT OF COBRA line will also feature a new packaging look that blends classic elements from the brand’s iconic 1980’s era with a modern, high-tech aesthetic that embodies the near-future global fantasy. The brand is also looking forward to the launch of the new, original "G.I. Joe Renegades” animated series coming to The Hub cable television network this fall and will be welcoming Sgt. Slaughter, the man behind this year’s G.I. JOE 3.75-inch SGT. SLAUGHTER Special Edition Figure, to sign autographs at the Hasbro booth on Friday, July 23 starting at 11:00am.

MARVEL
Whether it’s IRON MAN confronting powerful new enemies, SPIDER-MAN saving neighborhoods one web at a time, or the SUPER HERO SQUAD united in the fight against the dastardly DOCTOR DOOM, Marvel’s Super Heroes continue to be wildly popular around the globe. Hasbro’s IRON MAN 2 toy line recreates all of the exhilarating action from this spring’s blockbuster movie, with new action figures, vehicles and role play items. Hasbro’s 2010 Marvel line also includes the first-ever SPIDER-MAN 3 ¾ action figure line, a new network of villains from the SUPER HERO SQUAD, and MARVEL UNIVERSE TRANSFORMERS CROSSOVERS. In addition to six Comic-Con special edition figures from the Marvel line, Hasbro is also delighted to offer fans a one-hour autograph signing session with Stan Lee on Thursday, July 22 from 11am – 12pm.

STAR WARS
The Force remains strong at Hasbro which continues to bring all the action, battles and fantasy of STAR WARS to life with a full array of toys and games. In 2010, STAR WARS fans can celebrate the launch of the third season of the highly-rated STAR WARS: THE CLONE WARS^TM animated series with toys that replicate the battles between the Galactic Republic and the Separatists. This year, Hasbro also commemorates the 30^th anniversary of fan-favorite Star Wars: Episode V The Empire Strikes Back with toys, special packaging and promotions that recreate the excitement fans experienced when the film debuted in theaters "a long time ago.”

TRANSFORMERS
On the heels of launching one of 2009’s largest grossing movies and in anticipation of the next installment in 2011, the TRANSFORMERS brand from Hasbro, Inc. continues the excitement in 2010 with new product and entertainment offerings that build on the energy and excitement from the brand’s history and blockbuster film franchise. Featuring over-the-top action figures, such as BATTLE OPS BUMBLEBEE and innovative twists on the TRANSFORMERS brand signature play pattern, such as the new POWER CORE COMBINERS line, the 2010 toy lineup offers dozens of toys to satisfy and excite the brand’s ever-expanding fan base. The brand is looking forward to the debut of the new, original "Transformers Prime” animated series coming to The Hub cable television network this fall and is also celebrating the launch of the global HUNT FOR THE DECEPTICONS promotion and recent release of the Transformers: War for Cybertron video game from Activision. Additionally, the TRANSFORMERS brand is welcoming Alex Irvine, author of the new novel, Transformers: Exodus, to the Hasbro booth for a one hour autograph signing session starting at 11:00am on Saturday, July 24.

LITTLEST PET SHOP
The pets within the Hasbro’s LITTLEST PET SHOP brand had so much fun at their first San Diego Comic-Con in 2009, they had to come back! Representing the massively collectible brand that has been embraced by kids all over the globe is a special edition LITTLEST PET SHOP Hippopotamus figure decorated with metallic rainbow and star graphics.

MY LITTLE PONY
Hasbro’s MY LITTLE PONY brand is back at Comic-Con and ready to make new friends in San Diego! In 2010, the iconic Hasbro brand loved by girls around the world for over 25 years is looking forward to the new animated series, "My Little Pony Friendship is Magic,” premiering on The Hub cable television network this fall. This new series, the first episodic MY LITTLE PONY animation since the original series in the 1980’s, is being developed by Hasbro Studios and is helmed by cartoon creating legend, Lauren Faust. Pony fans can visit the Hasbro booth for a sneak peek at new figures based on the animation coming out this fall as well as the 2010 MY LITTLE PONY special edition figure made just for Comic-Con!

NERF
The NERF brand is preparing for the release of its most epic dart blaster to date: the NERF N-STRIKE STAMPEDE ECS. In anticipation of the release of this new blaster hitting shelves on 9.9.10, Hasbro is "clearing the way” and delivering four of the NERF brand’s most popular N-STRIKE blasters in clear deco styling. NERF NATION should stop by the Hasbro booth to be some of the first people to get a look at these special edition clear blasters as well as the new NERF N-STRIKE STAMPEDE ECS blaster and prepare to "clear the way” for the "stampede!”

STRAWBERRY SHORTCAKE
2010 marks the 30^th Anniversary of STRAWBERRY SHORTCAKE, the berry sweet, spirited, optimistic girl and pop culture icon. This year also marks the very first time STRAWBERRY SHORTCAKE makes an appearance at the Hasbro Comic-Con booth. Fans of the doll with the famous scent can come to the Hasbro booth to see an original STRAWBERRY SHORTCAKE doll from 1980 and compare it to its contemporary 2010 San Diego Comic-Con special edition figure, also on display.

And of course Hasbro will offer several exclusives at San Diego Comic-Con. Available at the HasbroToyShop booth (#3329) will be the following:

G.I. JOE 3.75-INCH SGT. SLAUGHTER Special Edition Figure
(Ages: 5 & up; Approximate Retail Price: $12.99 each)
Sgt. Slaughter returns to the G.I. JOE universe at Comic-Con in two different styles! The primary figure is styled with a USA tank top, whistle, non-removable hat, championship belt, baton and a microphone. The variant figure (sold separately), in the Triple-T styling, comes with a whistle, non-removable hat, machine gun, and a revolver. In addition to being available at Comic-Con, a limited number will be available on HasbroToyShop.com after the convention.

LITTLEST PET SHOP 2010 Collectors Special Edition Pet
(Ages 4 and up; Approximate Retail Price $8.99)
Inspired by 1970’s mod, this LITTLEST PET SHOP hippo pet is ready to make its debut at San Diego Comic-Con in 2010. The vibrant pet features vintage metallic rainbow and star graphics. Complete with colorful packaging, this happy hippo is sure to be the shining star in any LITTLEST PET SHOP pet collection. This HasbroToyShop.com exclusive launches at San Diego Comic-Con 2010! In addition to being available at Comic-Con, a limited number will be available on HasbroToyShop.com after the convention.

MARVEL UNIVERSE IRON MAN 2 MIGHTY MUGG Special Edition
(Ages 6 and up; Approximate Retail Price $15.99)
Hasbro worked closely with TONY STARK and STARK INDUSTRIES to create the ultra-hip vinyl collectible MARVEL UNIVERSE IRON MAN 2 MIGHTY MUGG figure. Styled after IRON MAN’s Mark VI armored suit, the figure features a retractable visor on its helmet and is highlighted in premium commemorative foil packaging. In addition to being available at Comic-Con, a limited number will be available on HasbroToyShop.com after the convention.

MARVEL SUPER HERO SQUAD 3-PACK Special Edition
(Ages 3 and up; Approximate Retail Price $12.99)
Marvel Comics fans have enjoyed collecting Hasbro’s hundreds of fun, uniquely styled MARVEL SUPER HERO SQUAD figures since the line’s introduction in 2007. At this year’s Comic-Con, the MARVEL SUPER HERO SQUAD makes its San Diego debut with a special edition 3-pack from Hasbro that includes IRON MAN, the MAYOR OF SUPERHERO CITY, and DR. DOOM – in his bathrobe, slippers and holding a mug! In addition to being available at Comic-Con, a limited number will be available on HasbroToyShop.com after the convention.

MARVEL UNIVERSE 19-INCH GALACTUS FIGURE Special Edition
(Ages 4 and up; Approximate Retail Price $59.99)
Fans at Comic-Con will be introduced to the massive MARVEL UNIVERSE 19-inch GALACTUS FIGURE packaged on a 27-inch blister card! Both the blister card and its special edition outer box are adorned with one-of-a-kind artwork by Joe Quesada, Marvel Comics’ editor-in-chief. The figure features a variety of lights and sounds and is Hasbro’s largest single-carded figure ever! In addition to being available at Comic-Con, a limited number will be available on HasbroToyShop.com after the convention.

MARVEL UNIVERSE 3.75-INCH CAPTAIN AMERICA FIGURE Special Edition
(Ages 4 and up; Approximate Retail Price $9.99)
Hasbro is excited to introduce fans at San Diego Comic-Con to its special edition MARVEL UNIVERSE 3.75-INCH CAPTAIN AMERICA FIGURE! This classic CAPTAIN AMERICA figure is styled in the character’s World War II gear, complete with a removable helmet and triangular, badge-shaped shield. The figure’s packaging features artwork by Joe Quesada, Marvel Comics’ editor-in-chief. In addition to being available at Comic-Con, a limited number will be available on HasbroToyShop.com after the convention.

MARVEL UNIVERSE 3.75-INCH SPIDER-MAN FIGURE Special Edition
(Ages 4 and up; Approximate Retail Price $9.99)
Hasbro is offering its special edition MARVEL UNIVERSE 3.75-INCH SPIDER-MAN FIGURE to fans at San Diego Comic-Con! This is the first time the Spider-Man movie franchise styling will be featured in the 3.75-inch scale. In addition to being available at Comic-Con, a limited number will be available on HasbroToyShop.com after the convention.

MARVEL UNIVERSE 3.75-INCH THOR FIGURE Special Edition
(Ages 4 and up; Approximate Retail Price $9.99)
Hasbro is offering fans at San Diego Comic-Con the opportunity to purchase its special edition MARVEL UNIVERSE 3.75-INCH THOR FIGURE, which is designed in the styling of Marvel’s highly popular Thor: Ages of Thunder comics series. The figure includes THOR’S legendary hammer and features special edition packaging adorned with artwork by Joe Quesada, Marvel Comics’ editor-in-chief. In addition to being available at Comic-Con, a limited number will be available on HasbroToyShop.com after the convention.

MY LITTLE PONY 2010 Special Edition Pony
(Ages 3 and up; Approximate Retail Price $14.99)
The popular special edition MY LITTLE PONY figure, available each year at San Diego Comic-Con, will have fans kicking it old "skool” in 2010. The exclusive pony features funky graffiti graphics, in addition to colorful "Pony Power” and "Pony Life” tags. This vibrant pony is housed in a unique package with two clear "peek-a-boo” MY LITTLE PONY silhouettes on either side of the box. This HasbroToyShop.com exclusive launches at San Diego Comic-Con 2010! In addition to being available at Comic-Con, a limited number will be available on HasbroToyShop.com after the convention.

STAR WARS DARTH MAUL & OWEN LARS COMIC 2-PACK Special Edition
(Ages 4 and up; Approximate Retail Price $14.99)
Hasbro is offering STAR WARS fans the STAR WARS DARTH MAUL & OWEN LARS COMIC 2-PACK at this year’s convention. The item includes a reprint of the "STAR WARS: Visionaries” comic book and two 3.75-inch figures – DARTH MAUL and OWEN LARS – and will feature a special, limited edition outer package. In addition to being available at Comic-Con, a limited number will be available on HasbroToyShop.com after the convention.

STRAWBERRY SHORTCAKE Special Edition Doll
(Ages 3 and up; Approximate Retail Price $17.99)
Dressed for her debut in a funky pink hat inspired by her cat CUSTARD, STRAWBERRY SHORTCAKE is making her first HasbroToyShop.com appearance at San Diego Comic-Con in 2010. The special edition doll comes with colorful removable fashions and chic accessories. This stylish STRAWBERRY SHORTCAKE doll marks the re-introduction of the original 5-inch scale. The STRAWBERRY SHORTCAKE doll and her cat CUSTARD are housed in a specially designed package that opens to display them for all to see! This HasbroToyShop.com exclusive launches at San Diego Comic-Con 2010! In addition to being available at Comic-Con, a limited number will be available on HasbroToyShop.com after the convention.

TRANSFORMERS AUTOBOT PROWL MIGHTY MUGGS Special Edition Figure
(Ages: 6 & up; Approximate Retail Price: $15.99)
The TRANSFORMERS Universe and ultra-hip vinyl collectibles collide at San Diego Comic-Con when Hasbro introduces AUTOBOT PROWL as a MIGHTY MUGGS figure for the very first time. Designed in the character’s classic Generation 1 style – and equipped with his signature blaster – this product is highlighted in premium commemorative foil packaging. In addition to being available at Comic-Con, a limited number will be available on HasbroToyShop.com after the convention.

TRANSFORMERS AUTOBOT BLASTER Special Edition Figure
(Ages: 5 & up; Approximate Retail Price: $49.99)
You may want to look again, because what you thought was just a retro boombox is actually a "ROBOT IN DISGUISE!” Hasbro is excited to offer San Diego attendees its TRANSFORMERS AUTOBOT BLASTER Special Edition figure. Designed in the character’s classic 1984 styling, this special AUTOBOT BLASTER figure includes its three cassette tapes/battle companions: STEELJAW, RAMHORN and EJECT. In addition to being available at Comic-Con, a limited number will be available on HasbroToyShop.com after the convention.

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.

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