Aurora World Inks Licensing Deal with Hasbro

  Aurora World Inks Licensing Deal with Hasbro

      MY LITTLE PONY Plush Line Incorporates Original and New Characters

Business Wire

PICO RIVERA, Calif. -- April 03, 2013

Aurora World Inc. ( today announced a new licensing
agreement with Hasbro, Inc. to launch a brand new line of soft and sparkly MY
LITTLE PONY plush. Aurora’s ponies are based on the MY LITTLE PONY brand that
has brought fun, friendship & joy to millions of kids of all ages around the
globe.The “My Little Pony: Friendship is Magic” animated series is created by
Hasbro Studios and is currently airing on The Hub TV Network in the United
States, Treehouse Network in Canada and can be seen globally in over 170
countries.The relationship between Aurora and Hasbro expands as the companies
teamed up in 2012 to introduce a new line of Raggedy Ann and Raggedy Andy
dolls to the specialty market.

Twelve of the 18 styles in Aurora's MY LITTLE PONY collection include a
personalized carrying bag (R ...

Twelve of the 18 styles in Aurora's MY LITTLE PONY collection include a
personalized carrying bag (Rainbow Dash; pictured). Six soft plush ponies
complete the line. (Photo: Business Wire)

“We are thrilled to work with Hasbro again and just as excited to introduce
our MY LITTLE PONY plush toys to multi-generational fans and collectors. The
line is designed to appeal to all ages that embrace the MY LITTLE PONY brand,”
says Michael Kessler, Aurora’s senior vice president of sales and marketing.

“Aurora is committed to making the MY LITTLE PONY brand relevant to today’s
soft toy consumer,” says Lynda Connell, Director: Toy and Game Licensing.
“Aurora’s new plush ponies make a great gift and companion. It’s a fun way for
friends to show each other the magic of friendship and that they will always
be there for each other.”

Aurora will initially release 18 MY LITTLE PONY styles with suggested retail
prices ranging from $15-$20. Twelve small ponies each with a personalized
carrying bag (Aurora’s popular Fancy Pals™ style; size: 6”) and six soft plush
ponies (just over 10 inches in size) highlight the line. MY LITTLE PONY plush
will be available for purchase in both the United States & Canada in Aurora’s
retail channel of more than 25,000 specialty stores and gift shops as well as
online at For more information, visit, email or call 888-287-6722.

About Aurora

Aurora World, Inc. ( is a leading manufacturer and supplier
of high quality, competitively priced plush toys and gifts. Aurora’s name
reflects its extensive product lines and growing influence in the worldwide
marketplace, as well as its international manufacturing, R&D and distribution
resources. Founded in 1981, the company has headquarters in Korea, United
States, the United Kingdom and Hong Kong, and has ascended quickly to become a
respected leader in the toy and gift industry. Aurora created the
international plush toy phenomenon - YooHoo & Friends™ - and its corresponding
free, interactive web site (, appealing to young
children and tweens alike. The company sells its products via a wide variety
of retailers including major zoos, high-end toy stores such as Learning
Express, top gift chains such as Hallmark and Claire’s as well as hospital
gift shops, fine florists, candy stores and gift/stationery stores worldwide.

About Hasbro:

Hasbro, Inc. (NASDAQ: HAS) is a branded play company dedicated to fulfilling
the fundamental need for play for children and families through creative
expression of the Company’s world class brand portfolio, including
LITTLEST PET SHOP and G.I. JOE. 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 play
and entertainment experiences, in a variety of forms and formats, anytime and
anywhere. The Company's Hasbro Studios develops and produces television
programming for more than 170 markets around the world, and for the U.S. on
The Hub TV Network, part of a multi-platform joint venture between Hasbro and
Discovery Communications (NASDAQ: DISCA, DISCB, DISCK). 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

© 2013 Hasbro, Inc. All Rights Reserved.

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Tellem Grody PR
Dan Grody, 310-313-3444 x3
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