PAWTUCKET, R.I. -- May 14, 2008 -- Hasbro, Inc. today announced that it has reacquired the worldwide distribution rights to the Sunbow Library of Hasbro Classics programming from TV-Loonland, which held the rights to license the content.

Under the terms of the deal, Hasbro has regained ownership of nearly 1,000 episodes of classic programming featuring some of the Company's most established and well regarded brands, including G.I. JOE, TRANSFORMERS, MY LITTLE PONY and LITTLEST PET SHOP, as well as timeless properties like MR. POTATO HEAD and CONNECT FOUR. This acquisition increases Hasbro's content library to nearly 2,000 episodes of programming covering over 30 brands.

"As we deliver new immersive entertainment experiences to audiences worldwide, it was extremely important that we had the rights to fully control the usage of our intellectual properties," said Brian Goldner, Hasbro's Chief Operating Officer. "Entertainment is becoming increasingly important in helping us to strengthen and build our brands globally, and this will enable us to engage consumers in new and exciting ways."

"We are very pleased with this deal, which is mutually beneficial for both Hasbro and TV-Loonland," said Simon Flamank, CEO of TV-Loonland. "It allows us to repay the majority of our outstanding debt and invest in new strategic opportunities, while providing Hasbro with the ability to bring its world-class brands to diverse audiences in new and entertaining ways."

Hasbro (NYSE:HAS) is a worldwide leader in children's and family leisure time entertainment products and services, including the design, manufacture and marketing of games and toys ranging from traditional to high-tech. Both internationally and in the U.S., its PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, TIGER, CRANIUM and WIZARDS OF THE COAST brands and products provide the highest quality and most recognizable play experiences in the world. ©2008 Hasbro, Inc. All Rights Reserved.

TV-Loonland is a brand management company primarily in the children's and youth market focusing on high-quality content which it develops and produces in house as well as co-produces with third party producers and partners. With offices in key locations throughout Europe (Paris, Munich and London) and in the USA (Miami), TV-Loonland is ideally positioned to identify, produce and market top quality brands across all media including TV, Home Entertainment, Licensing & Merchandising as well as digital media.