Hasbro’s Beloved EASY-BAKE Brand Celebrates 50 Years of Baking Sweet Memories

  Hasbro’s Beloved EASY-BAKE Brand Celebrates 50 Years of Baking Sweet
  Memories

 Milestone Anniversary for the Classic Cooking Toy Brand Commemorated with a
              Fresh Take on the Popular EASY-BAKE Ultimate Oven

Business Wire

PAWTUCKET, R.I. -- February 4, 2013

This year, Hasbro, Inc. (NASDAQ: HAS) celebrates 50 years of classic kitchen
play with the iconic EASY-BAKE brand, stirring up culinary inspiration for
generations of young chefs everywhere. To commemorate this milestone
anniversary, the EASY-BAKE brand will ‘mix things up’ and unveil a new color
scheme for its popular EASY-BAKE Ultimate Oven: a sleek silver, blue, and
black model.

Easy-Bake Oven 50th Anniversary Special Edition (Photo: Business Wire)

Easy-Bake Oven 50th Anniversary Special Edition (Photo: Business Wire)

A pop culture staple since it first appeared in 1963 and one of Hasbro’s
top-selling items of today, EASY-BAKE ovens continue to be cherished favorites
for bakers-in-the-making. In 50 years, more than 30 million EASY-BAKE ovens
have been sold and more than 150 million mix refills used.

“For more than half a century, the EASY-BAKE brand has been synonymous with a
child’s first baking experience, widely recognized for encouraging cooking
confidence and creativity across multiple generations,” said Samantha Lomow,
Senior Vice President, Global Marketing, Hasbro, Inc. “We are proud that
baking in an EASY-BAKE oven is a childhood rite of passage, the brand has
stood the test of time and will continue to bring young bakers the joy of
creating something all their own.”

Kids will love to get creative in the kitchen with the EASY-BAKE Ultimate
Oven. Designed in a sleek black, silver and blue coloring, this oven has a
stylish look perfect for today’s tweens! Chefs-in-training will love to gather
with their friends to bake and decorate sweet and savory snacks in this oven
which features a heating element similar to a conventional oven and that does
not require a light bulb. Easy to use, the oven features a large baking
chamber and menu of trendy treats, including cakes, cookies, pretzels, cake
pops, whoopie pies, and chocolate truffles. Available for ages 8 and up (adult
supervision required), the EASY-BAKE Ultimate Oven will retail for
approximately $54.99 and will be available at most major toy retailers
nationwide and on HasbroToyShop.com.

America’s first working toy oven debuted as a turquoise range with a carrying
handle and pretend stovetop in 1963. Since then, the EASY-BAKE brand has had a
sweet history that spans five decades. Key moments and fun facts about the
brand include:

  *Twelve EASY-BAKE oven models have been released since 1963, each designed
    to reflect the colors and oven style of its time. The EASY-BAKE oven has
    appeared in a variety of colors, including avocado green, harvest gold,
    pink, purple, and aqua.
  *Past EASY-BAKE oven menu items included treats from popular food brands
    such as Betty Crocker, Kellogg’s Pop-Tarts®, M&M’s®, Dunkin’ Donuts® and
    OREO®. Not just cakes and cookies, savory EASY-BAKE snacks over time have
    included popcorn, TV dinners, potato chips, macaroni and cheese, pizza,
    French fries, and more.
  *In 2006, the EASY-BAKE oven was inducted into the National Toy Hall of
    Fame.
  *The EASY-BAKE Ultimate Oven retired the light bulb in 2011 and introduced
    a way for chefs-in-training to bake up tasty treats using a heating
    element similar to a conventional oven.
  *The EASY-BAKE brand has inspired a number of celebrity chefs and famous
    fans throughout the years.

EASY-BAKE fans can also add something sweet to their digital devices with the
EASY-BAKE Treats! app, available for free download in the iTunes store. Using
the app, bakers of all ages can create, decorate, and share virtual treats.

For more information about EASY-BAKE products and decorating tips, visit
EasyBake.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, digital gaming and a
comprehensive licensing program, Hasbro strives to delight its global
customers with innovative, 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 Company’s Hasbro Studios develops and produces
television programming for markets around the world. The Hub TV Network is
part of a multi-platform joint venture between Hasbro and Discovery
Communications (NASDAQ: DISCA, DISCB, DISCK), in the U.S. 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.

© 2013 Hasbro, Inc. All Rights Reserved.

HAS-G

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