Fourth Quarter Highlights

• Net revenues of $1.38 billion for the fourth quarter, an increase of $144.1 million or 12% compared to $1.23 billion a year ago; net revenues increased 7% excluding the positive $55.4 million impact of foreign exchange;
• Net earnings of $165.6 million, or $1.09 per diluted share, increased $72.0 million or 77%, compared to $93.6 million, or $0.62 per share in 2008;

• Net revenues of $4.07 billion, an increase of $46.4 million or 1% from a year ago; net revenues increased 3% excluding the negative $65.2 million impact of foreign exchange;
• U.S. and Canada segment net revenues grew 2%; International segment net revenues declined 3% but increased 2% absent the negative $64.5 million impact of foreign exchange; and Entertainment and Licensing segment net revenues increased 44% compared to 2008;
• Net earnings of $374.9 million, or $2.48 per diluted share, increased $68.1 million or 22%, compared to $306.8 million, or $2.00 per diluted share in 2008;
• Operating profit of $588.6 million or 14.5% of net revenues compared to $494.3 million or 12.3% of net revenues last year;
• Repurchased 3.2 million shares of common stock at a total cost of $91.0 million.

For the full year 2009, the Company reported revenues of $4.07 billion, an increase of $46.4 million or 1%, compared to $4.02 billion a year ago. 2009 revenues grew 3% excluding a $65.2 million negative impact of foreign exchange. Net earnings for the full year were $374.9 million, or $2.48 per diluted share, an increase of $68.1 million or 22% from $306.8 million or $2.00 per diluted share in 2008.

"We are extremely pleased with our fourth quarter and full-year results that demonstrate Hasbro�s strategy is working," said Brian Goldner, President and Chief Executive Officer. "The Hasbro teams around the globe performed at a high level in 2009, delivering innovation and strong marketing programs to our consumers and retailers. The result is our fifth consecutive year of revenue growth and ninth consecutive year of E.P.S. growth, achieved in a challenging global economy. Continued investments in our business, including the joint venture with Discovery Communications to form The Hub television network, the creation of Hasbro Studios, establishing a local presence in emerging geographies and securing long-term key licenses, position us not only for the success we had in 2009 but over the long term as we execute our branded play strategy globally."

"As we continue to execute our strategy to re-imagine, re-invent and re-ignite our global core brands, we believe we should be able to grow revenues and earnings per share for the full year 2010, including the dilution from our television investments and absent a deterioration in consumer spending, global economic conditions or the value of foreign currencies," concluded Goldner.

"Our strong financial results demonstrate our ability to grow our brands globally and invest in our business for future years," said Deborah Thomas, Chief Financial Officer. "In 2009, we grew revenues, improved profitability, grew earnings per share, including the dilution from our television investments, and invested in our business while returning cash to our shareholders. We ended the year with $636 million in cash and as a result did not utilize our accounts receivable securitization facility."

For the full year 2009, the Boys product category grew 9% to $1.47 billion; the Games and Puzzles category increased slightly to $1.34 billion; the Girls category declined 5% to $790.8 million; and the Preschool category was down 1% to $451.4 million.

U.S. and Canada segment net revenues were $2.45 billion, an increase of $41.2 million or 2%, compared to $2.41 billion in 2008. The results reflect a strong performance in the Boys and Preschool categories partially offset by declines in Girls and the Games and Puzzles categories. The U.S. and Canada segment reported an operating profit of $380.6 million compared to $283.2 million in 2008.

International segment net revenues were $1.46 billion, a decrease of $39.9 million or 3%, compared to $1.50 billion in 2008. Absent the negative $64.5 million impact of foreign exchange, International segment net revenues increased 2% from 2008. Revenue in the International segment reflects growth in the Boys category offset by declines in Preschool, Girls, as well as the Games and Puzzles categories. The International segment reported an operating profit of $162.2 million compared to $165.2 million in 2008.

Entertainment and Licensing segment net revenues were $155.0 million, an increase of $47.1 million or 44%, compared to $107.9 million in 2008. Revenue in the Entertainment and Licensing segment reflects growth in lifestyle licensing and digital gaming. The Entertainment and Licensing segment reported an operating profit of $65.6 million compared to $51.0 million in 2008.

The Company repurchased a total of 3.2 million shares of common stock during 2009 at a total cost of $91.0 million and an average price of $28.67 per share. At year end, $161.4 million remained available in the current share repurchase authorization. Since the inception of its buyback program in June 2005, the Company has repurchased 60.9 million shares at a total cost of $1.5 billion and an average price of $25.28 per share. In the fourth quarter 2009, the Company repurchased 2.1 million shares of common stock at a total cost of $60.8 million and an average price of $29.09 per share.

Hasbro, Inc. 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 www.hasbro.com. (C) 2010 Hasbro, Inc. All Rights Reserved.