Inaugural KRE-O Building Set Collection Features Popular TRANSFORMERS Characters

PAWTUCKET, R.I. – February 11, 2010 – This fall Hasbro, Inc. (NASDAQ: HAS) will bring action and adventure to the construction aisle with the introduction of the KRE-O brand. The KRE-O brand provides builders ages 6 and up with the unique opportunity to enjoy popular Hasbro brands, like TRANSFORMERS, in a construction play pattern. Similarly, KRE-O will allow Hasbro fans to build and create with their favorite brands like never before.

From favorite characters and high quality materials to unique accessories and collectible mini figures, the KRE-O collection will excite builders of all ages. At launch the KRE-O brand will offer twelve building sets featuring popular TRANSFORMERS characters.

“Consumers have been asking for something new in the construction category. With our introduction of the KRE-O brand and KRE-O TRANSFORMERS, we are delivering terrific innovation and creativity,” said John Frascotti, chief marketing officer, Hasbro, Inc. “With KRE-O TRANSFORMERS, we are giving TRANSFORMERS fans the unique opportunity to build and interact with iconic characters like OPTIMUS PRIME and BUMBLEBEE and several other TRANSFORMERS robots and vehicles as never before.”

The KRE-O brand brings quality and innovation to the construction aisle. Each KRE-O TRANSFORMERS set is ‘MORE THAN MEETS THE EYE,’ with two types of builds: create a robot and then disassemble to build a vehicle, disassemble the vehicle to build a robot. Packed with play, most sets come complete with themed accessories and a poseable KREON mini figure in robot or human form.

The KRE-O TRANSFORMERS collection will feature classic characters and include a variety of offerings from basic sets priced at approximately $7.99 to deluxe sets priced at approximately $59.99. KRE-O bricks are compatible with most other brick based construction sets on the market. The KRE-O TRANSFORMERS building sets will ‘roll out’ in fall 2011. Highlights from the KRE-O collection include:

KRE-O TRANSFORMERS OPTIMUS PRIME Set
(Ages 8 years & up /Approx. Retail Price: $59.99/Available: Fall 2011)
‘Roll out’ and get hands on with the biggest building set in the KRE-O line up: the KRE-O TRANSFORMERS OPTIMUS PRIME set. Complete with more than 500 pieces, the largest amount featured in any of the 2011 KRE-O sets, builders can assemble the popular OPTIMUS PRIME character in ‘vehicle’ mode as the notable semi-hauler or in ‘robot’ mode to create the leader of the AUTOBOTS. When in ‘vehicle’ mode, the truck’s removable cab converts into a mini-command station and the trailer opens to fit the two motorcycles and four unique KREON mini figures included with the set. The trailer can also be disassembled and built into a command center playset for the KREON mini figures. When in ‘robot’ mode, builders can blast into action with a projectile launching brick! The KRE-O TRANSFORMERS OPTIMUS PRIME set includes orange traffic cones and cool decorative decals. Available at most major retailers nationwide and HasbroToyShop.com.

KRE-O TRANSFORMERS BUMBLEBEE Set
(Ages 7 years & up /Approx. Retail Price: $24.99/Available: Fall 2011)
Bring the popular BUMBLEBEE character to life like never before! The 2-in-1 KRE-O TRANSFORMERS BUMBLEBEE set allows fans to create and recreate their favorite AUTOBOT character in ‘robot’ mode or in ‘vehicle’ mode. In ‘robot’ mode, builders can convert the wings on BUMBLEBEE into a glider for KREON mini figures to balance on. In ‘vehicle’ mode, open up the driver’s door and take up to two KREON mini figures for a spin. Set includes two KREON mini figures and more than 300 pieces. Available at most major retailers nationwide and HasbroToyShop.com.

KRE-O TRANSFORMERS STARSCREAM Set
(Ages 7 years & up /Approx. Retail Price: $29.99/Available: Fall 2011)
Take your construction skills to new heights! Builders can construct the KRE-O TRANSFORMERS STARSCREAM set to form the STARSCREAM character in one of two modes: ‘vehicle’ or ‘robot.’ In ‘vehicle’ mode, builders can open this DECEPTICON ‘jet’s’ canopy to fit a KREON mini figure into the cockpit, blast off removable ‘rockets’ and ‘turbo thrusters,’ or use the retractable wheels to pretend they’re taking off the runway. Comes complete with more than 300 pieces and two KREON mini figures. Available at most major retailers nationwide and HasbroToyShop.com.

About Hasbro
Hasbro, Inc. (NASDAQ: HAS) is a branded play company providing children and families around the world with a wide-range of immersive entertainment offerings based on the Company’s world class brand portfolio. From toys and games, to television programming, motion pictures, video games and a comprehensive licensing program, Hasbro strives to delight its customers through the strategic leveraging of well-known and beloved brands such as TRANSFORMERS, LITTLEST PET SHOP, NERF, PLAYSKOOL, MY LITTLE PONY, G.I. JOE, MAGIC: THE GATHERING and MONOPOLY. The Hub, Hasbro’s multi-platform joint venture with Discovery Communications (NASDAQ: DISCA, DISCB, DISCK) launched on October 10, 2010. The online home of The Hub is www.hubworld.com. The Hub logo and name are trademarks of Hub Television Networks, LLC. All rights reserved.

© 2010 Hasbro, Inc. All Rights Reserved.