Hasbro and Rovio Enter into Expanded Angry Birds Licensing Agreement

  Hasbro and Rovio Enter into Expanded Angry Birds Licensing Agreement

The New, Expanded Agreement Makes Hasbro the Premier Toy and Game Licensee for
      Rovio and the Angry Birds Brand Including the Upcoming Angry Birds
                                 Go!Property

Business Wire

PAWTUCKET, R.I. & HELSINKI -- June 17, 2013

Hasbro, Inc. (NASDAQ: HAS) and Rovio Entertainment today announced an expanded
licensing agreement for Hasbro to develop toys and physical games based on the
globally popular Angry Birds brand. The new agreement makes Hasbro the premier
toy licensee for Angry Birds, including the upcoming game Angry Birds Go!
(http://go.angrybirds.com) set to be released this year. In addition, Hasbro
will continue to develop and expand their already highly successful
collaboration with Angry Birds Star Wars from Rovio Entertainment and
LucasFilm.

“We are delighted to have Hasbro onboard as a key licensee,” said Teemu Suila,
COO, Rovio Entertainment. Commenting on the announcement, Naz Cuevas, SVP,
Global Consumer Products Licensing said, “We have exciting projects lined up
for 2013 and beyond, and Hasbro is the ideal preferred licensee to anchor the
program, expand our retail reach and delight our fans.”

Angry Birds is one of the world’s biggest entertainment brands. The original
mobile game was launched in 2009 and remains the number one paid app of all
time. Angry Birds has expanded rapidly into consumer products, publishing, and
animation. In March Rovio released Angry Birds Toons, a weekly animated
cartoon series distributed through Angry Birds games, TV broadcasters and
on-demand networks. A full-length animated Angry Birds movie opening is also
slated on July 1, 2016.

“Angry Birds is one of the most recognizable entertainment franchises in the
world and we’re thrilled Rovio has chosen Hasbro as its premier toy and game
licensee,” said John Frascotti, Chief Marketing Officer, Hasbro. “With the new
Angry Birds Go! property and additional upcoming collaborations between the
companies, Hasbro looks forward to delivering more innovative Angry Birds toys
and games to kids and families across the globe.”

The terms of the agreement give Hasbro licensing rights worldwide. New toys
and games are planned for fall 2013 based on the upcoming Angry Birds Go!
property and Angry Birds Star Wars. More details will be released later in the
year.

About Hasbro, Inc.

Hasbro, Inc. (NASDAQ: HAS) is a branded play company dedicated to fulfilling
the fundamental need for play for children and families through the creative
expression of the Company’s world class brand portfolio, including
TRANSFORMERS, MONOPOLY, PLAY-DOH, MY LITTLE PONY, MAGIC: THE GATHERING, NERF
and LITTLEST PET SHOP. 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 Hub 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 www.hasbro.com.

About Rovio Entertainment

Rovio Entertainment Ltd is an industry-changing entertainment media company
headquartered in Finland, and the creator of the globally successful Angry
Birds™ characters franchise. Angry Birds, a casual puzzle game, became an
international phenomenon within a few months of its release. Angry Birds has
expanded rapidly into multifaceted entertainment, publishing, and licensing to
become a beloved international brand. Rovio's animated Angry Birds feature
film is slated for July 1, 2016.
www.rovio.com

HAS-B

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Contact:

Hasbro, Inc.
Daniel Benkwitt, 401-727-5318
dbenkwitt@hasbro.com
or
Rovio Entertainment
media@rovio.com
 
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