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Hasbro Has Kids Hopping

Yes, video games rule. But by updating its board classics, Hasbro is seeing sales surge

Three years ago, Trivial Pursuit seemed headed for the corporate garage sale. The onetime best-seller had plummeted to $15 million in sales, 98% below the peak in 1984. And the audience that relished its MENSA-type questions -- "What tennis term is said to come from the French word for egg?" (answer: love from l'oeuf) -- had shrunk to those who do crossword puzzles in ink. But rather than scrap the 1980s classic, Hasbro Inc. (HAS ) reinvented the game around pop culture to grab a new generation.

It paid off. Hasbro sold 2.4 million Trivial Pursuit games last year, up from 500,000 in 2001. The best news: New customers include lots of 18-to-34-year-olds drawn to the 11 new versions, including a '90s edition and a pop culture DVD version. Instead of having to know who said "veni, vidi, vici" (Julius Caesar), players are asked: "What rock star declared on his 1995 album Circus, 'Rock 'n' roll is dead'?" (Lenny Kravitz.)