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Hasbro Adds Two New Dreamworks Licenses

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DreamWorks Animation Teams with Hasbro for Two Tentpole Franchise Properties

Leading Branded Play Powerhouse Comes Aboard for B.O.O.: Bureau of Otherworldly Operations and Trolls

GLENDALE, Calif. & PAWTUCKET, R.I. -- July 31, 2013 -- In a powerful ghost and troll combo pack, Hasbro, Inc., a leading branded play company, and DreamWorks Animation have entered into an agreement to create toys and games inspired by DreamWorks Animation's B.O.O.: Bureau of Otherworldly Operations and Trolls properties. Through this deal, Hasbro will unveil franchise-inspired product lines across major toy categories, with theatrical releases supporting B.O.O. and Trolls arriving in theaters in 2015 and 2016, respectively.

"B.O.O. and Trolls are incredible properties and we are thrilled to be collaborating with DreamWorks at the very early stages of these great franchises," said Samantha Lomow, Senior Vice President of Global Brand Strategy and Marketing at Hasbro. "Both properties offer rich and expansive play patterns and we cannot wait to get started."

"This dual franchise agreement reflects our excitement for these two amazing brands, and the opportunity to join forces with Hasbro is truly huge," said Michael Connolly, head of global consumer products for DreamWorks Animation. "These franchises lend themselves to endless possibilities at retail, and kids will be lining up see what Hasbro has in store for the coming years."

B.O.O.: Bureau of Otherworldly Operations is the super classified agency you've never heard of and certainly never seen. Dedicated to protecting the Universe from evil hauntings, the agents of B.O.O. have a secret weapon: they are ghosts themselves! When B.O.O. faces its biggest threat yet — an uber-villain who has a ghastly plan up his ghostly sleeve -- top agent Jackson Moss (Seth Rogen) and his wacky partner Watts (Melissa McCarthy) team up for the job. Now, this duo must use every trick in their arsenal to defeat Drake's powerful ghost army and save their home from becoming a literal ghost town.

DreamWorks Animation also recently announced the acquisition of the Trolls franchise. The Troll doll phenomenon was born in 1959 when Danish fisherman and woodcutter Thomas Dam, too poor to afford a Christmas present for his young daughter Lajla, carved a doll for her based on the legendary Scandinavian troll. This modern-day Geppetto couldn't have imagined that the Troll dolls would soon become one of the biggest toy crazes of the 1960s. The Trolls experienced a resurgence in the 1990s, and in 2003, the Toy Industry of America named Trolls on its list of One Hundred of the Century's Most Treasured Toys. Their uniquely endearing faces and shocks of colorful hair continue to capture the hearts and imaginations of fans with rare Troll dolls still being coveted by collectors around the globe.

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 170 markets 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.

About DreamWorks Animation

DreamWorks Animation creates high-quality entertainment, including CG animated feature films, television specials and series and live entertainment properties, meant for audiences around the world. The Company has world-class creative talent, a strong and experienced management team and advanced filmmaking technology and techniques. DreamWorks Animation has been named one of the "100 Best Companies to Work For" by FORTUNE® Magazine for five consecutive years. In 2013, DreamWorks Animation ranks #12 on the list. All of DreamWorks Animation's feature films are produced in 3D. The Company has theatrically released a total of 27 animated feature films, including the franchise properties of Shrek, Madagascar, Kung Fu Panda, How to Train Your Dragon, Puss In Boots, and The Croods.

Submitted by News on Thu, 2013-08-01 15:16

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