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Hasbro Strengthens Mobile Gaming Expertise with Purchase of Majority Interest in Backflip Studios

  Hasbro Strengthens Mobile Gaming Expertise with Purchase of Majority
  Interest in Backflip Studios

Business Wire

PAWTUCKET, R.I. -- July 8, 2013

Global branded play company and owner of some of the world’s most popular
brands, Hasbro, Inc. [NASDAQ:HAS] today announced the acquisition of a
majority stake in Backflip Studios. The Boulder, Colorado based company
develops some of the mobile industry’s most popular games including
DragonVale, NinJump and Paper Toss. Hasbro paid $112 million in an all cash
transaction for 70% of the company.

Founded in 2009 by Julian Farrior, Dale Thoms and Tom Blind, Backflip Studios
has become one of the fastest growing and most profitable mobile game studios
with more than 300 million downloads of its popular games. Other titles in
their portfolio include, Ragdoll Blaster, Army of Darkness Defense and
OutWorded. Backflip will continue to develop its own IP, as well as create
mobile games featuring many of Hasbro’s best known brands. As part of the
transaction, Backflip’s management team will continue to run the company,
which will remain in Boulder. Hasbro anticipates the transaction to be neutral
to slightly accretive to its 2013 financial results.

“The acquisition of Backflip fits perfectly into our strategy of extending our
brands into all forms and formats,” said Brian Goldner, President and CEO of
Hasbro, Inc. “As mobile play continues its rapid growth, Backflip’s leadership
position, great games and established network of users, makes Hasbro a more
meaningful participant in digital gaming. Together with Julian, Dale and the
talented team at Backflip, we will continue to take a leadership role in
bringing great game play to the mobile environment.”

“We are thrilled to be partnering with Hasbro, whose games, toys and brands
have deeply influenced generations of consumers including our own team,” said
Julian Farrior, CEO of Backflip Studios. “Backflip will continue its long held
strategy of building a large network of satisfied users, though now with
access to an even stronger brand catalog. Aligning our mobile games alongside
such an influential portfolio and a company who has great game design baked
into its DNA, positions us well for the future growth of mobile
entertainment.”

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.

© 2013 Hasbro, Inc. All Rights Reserved.

HAS-IR

About Backflip Studios

Backflip Studios develops and publishes absurdly fun mobile games for iOS and
Android devices. Backflip's portfolio of top ranked games, which include hit
franchises such as PAPER TOSS, DRAGONVALE, NINJUMP, RAGDOLL BLASTER, and ARMY
OF DARKNESS DEFENSE, have been downloaded over 300 million times and are
played by more than 30 million active users per month. The Company's
DragonVale game was the #1 Top Grossing iPad app and the #4 Top Grossing
iPhone app of 2012. Backflip Studios is hiring for several positions in
Boulder, Colorado, where the Company is based.

Caution Concerning Forward-Looking Statements

Certain statements in this press release may constitute "forward-looking
statements" within the meaning of the Private Securities Litigation Reform Act
of 1995. These statements are made on the basis of Hasbro’s and Backflip
Studios’ current expectations regarding future events, including future
performance, and the parties’ ability to achieve their financial and business
goals and objectives. These statements are subject to significant risks and
uncertainty, and actual actions or results may differ. Factors that might
cause actual results to differ materially from the anticipated results or
other expectations expressed in these forward-looking statements, include
consumer interest in and acceptance of Backflip Studios’ products, changes in
marketing and business plans and strategies, and other risks and uncertainties
as may be detailed from time to time in Hasbro’s public announcements and
Securities and Exchange Commission filings, including Hasbro’s most recent
annual report on Form 10-K and its most recent quarterly reports on Form 10-Q.
Hasbro undertakes no obligation to make any revisions to the forward-looking
statements contained in this release or to update them to reflect events or
circumstances occurring after the date of this release.

Contact:

Hasbro, Inc.
Wayne Charness, 401-727-5983
(News Media)
or
Debbie Hancock, 401-727-5401
(Investor Relations)
or
Backflip Studios
press@backflipstudios.com