Baby Alive

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Contact:
Marni Bahniuk/Kaylie Nelson
Litzky Public Relations
201.222.9118
mbahniuk@litzkypr.com
knelson@litzkypr.com

PAWTUCKET, RI – February 13, 2009 – The stork has landed at Hasbro, Inc. (NYSE: HAS), bringing three lovable bundles of joy to the growing BABY ALIVE family. Each playful new doll in the BABY ALIVE line highlights different stages in a child's development, delivering realistic baby moments in ways that allow little girls to engage in ”real” nurturing play.
This spring, moms-in-the-making can care for their little one in a whole new way with the BABY ALIVE BETTER NOW BABY doll. Girls will love playing ”Dr. Mom” by making sure their doll ”takes” her medicine and rests up until she's a happy, healthy baby.
This fall, girls can experience the brand's classic feeding and diapering play with the BABY ALIVE WHOOPSIE DOO doll. This "hungry" baby loves her “juice”, and when she's all done eating she's sure to let mommy know it's time for a diaper change! Also this fall, the original BABY ALIVE doll returns to delight a whole new generation of mommies-to-be. This year she's more realistic than ever as she speaks more than 25 phrases and makes life-like facial expressions.

The 2009 BABY ALIVE family includes:
BABY ALIVE BETTER NOW BABY
(Age 3 years & up/Approx. Retail Price: $19.99 /Available: Spring 09)
The BABY ALIVE BETTER NOW BABY doll isn't feeling well and she needs 'mommy' to make her all better! Little girls can play 'Dr. Mom' and with a little love and care, the BABY ALIVE BETTER NOW BABY doll will be back to health in no time. Use the aspirator to clear her nose, make sure she drinks plenty of fluid from her sippy cup, and don't forget to change her diaper! The BABY ALIVE BETTER NOW BABY doll will take the 'medicine' from her 'magic' spoon. Check the teddy bear thermometer, when BABY ALIVE BETTER NOW BABY feels better, its teddy bear face will turn from a sad face into a smile. No batteries required. Available at most major toy retailers nationwide and on HasbroToyShop.com.

BABY ALIVE WHOOPSIE DOO
(Age 3 years & up/Approx. Retail Price: $34.99 /Available: Fall 09)
BABY ALIVE WHOOPSIE DOO doll features all the drinking and diapering excitement of the BABY ALIVE brand. This adorable little one loves to "drink" “juice” from her bottle and, when she's all done "eating," BABY ALIVE WHOOPSIE DOO "pees" and "poops" just like a real baby! When it's time to go, she'll cry out and wriggle her arms and legs to let you know it's time to change her diaper. After she's all clean, BABY ALIVE WHOOPSIE DOO is ready to play with her pretty pink rattle and will make realistic happy cooing sounds like a real baby. Requires 4 "AA" batteries, included. Available at most major toy retailers nationwide and on HasbroToyShop.com.
 

BABY ALIVE
(Age 3 years & up/ Approx. Retail Price: $42.99/Available: Fall 09)
Thirty-six years since her first diaper change, the original doll that eats and poops, the BABY ALIVE doll, is back. A new generation of moms-in-the-making will love to nurture the BABY ALIVE doll. She speaks over 25 phrases and sounds and has facial expressions and eye movements, along with other life-like actions. BABY ALIVE is the doll that “eats” and “poops” just like a real baby. Girls can feed her special doll "food," give her a bottle and then get ready to change her messy diaper. She’s ready to play, laugh and talk…and girls will love taking care of her. Requires 4 "AA" batteries, included. Available at most major toy retailers nationwide and on HasbroToyShop.com.

All BABY ALIVE dolls are available in Caucasian, African-American and Hispanic versions, and each is sold separately.

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. (C) 2009 Hasbro, Inc. All Rights Reserved.