MUSIC INDUSTRY TASTEMAKER RANDY JACKSON JOINS HASBRO’S PLAYSKOOL BRAND TO CELEBRATE THE LAUNCH OF LET’S ROCK! ELMO

Most Interactive Elmo Toy Yet Invites Kids to Make Music in Rock Star Fashion

PAWTUCKET, RI — SEPTEMBER 20, 2011 /PRNewswire/ — Are you ready to rock? It’s show time as Hasbro Inc.’s (NASDAQ: HAS) iconic PLAYSKOOL brand introduces the LET’S ROCK! ELMO
interactive plush, the most innovative Elmo toy yet. Joined by music
industry veteran and Grammy Award-winning producer Randy Jackson, LET’S ROCK! ELMO
made his official debut at a private event yesterday at the Empire
Hotel in New York, NY. Known for his ability to guide the next
generation of music superstars into the spotlight, Jackson was on hand
to offer advice as LET’S ROCK! ELMO takes the stage at retail this fall. The truly interactive LET’S ROCK! ELMO plush character sings, plays instruments, and invites little musicians to rock out with him!

Children can sing along with their favorite red furry rocker
to six on-board songs, including the popular “Elmo’s World”, “What Elmo
Likes About You” and original “Elmo Likes to Rock & Roll,” while the
LET’S ROCK! ELMO toy jams along. When children hand LET’S ROCK! ELMO
the included drums, tambourine or microphone, he recognizes which
instrument he is playing! Little musicians can join in with a LET’S ROCK! guitar, keyboard or microphone (each sold separately) to form their own rock band with the LET’S ROCK! ELMO toy. Elmo will wirelessly recognize these instruments too and play and sing along.

“I’m always on the lookout for the next big thing and I’d say that this holiday season LET’S ROCK! ELMO is in it to win it!” said Randy Jackson, American Idol judge and Executive Producer of the MTV hit series America’s Best Dance Crew. “Singing and dancing come naturally to children and I’m a big fan of toys like LET’S ROCK! ELMO that help nurture that innate love for music.”

“LET’S ROCK! ELMO
combines one of children’s favorite characters, Elmo, with music in an
engaging and interactive way that will have every child rocking this
holiday season,” said Jerry Perez, Senior Vice President and Global
Brand Leader, PLAYSKOOL. “This is the first
time that children can play with an Elmo toy that recognizes which
accessory they are playing with and then interacts accordingly with
them. We’re excited to take the musical play experience to the next
level.”

“LET’S ROCK! ELMO
brings Elmo to life in a more interactive way than ever before,” said
Sherrie Westin, Executive Vice President and Chief Marketing Officer of
Sesame Workshop. “By enabling young children to play musical instruments
alongside the lovable Elmo, the toy fosters their creativity and
encourages a love of music.”

LET’S ROCK! ELMO headlines a variety of all new toys and games from the PLAYSKOOL
brand in partnership with Sesame Workshop, the nonprofit educational
organization behind Sesame Street. The expansive product lineup
features seven different segments including a variety of plush
characters, learning toys, figures and playsets, developmental products,
bath time fun, role play toys, and an assortment of engaging games.
Highlights from the 2011 LET’S ROCK! product line include:

LET’S ROCK! ELMO

(PLAYSKOOL/Ages 18 months & up/Approx. Retail Price: $69.99/Available: Now)
It’s music time! Rock out with the new LET’S ROCK! ELMO!
Dressed in a concert style tee, Elmo takes the stage singing and making
music- and preschoolers can too! Elmo comes with his very own
microphone and two instruments – a tambourine and a drum set.
Preschoolers can choose which instrument Elmo plays, and he magically
recognizes which one they give him. Kids can also play along on Elmo’s
instruments- they’re perfectly sized for little hands! For even more
rockin’ fun, Elmo also interacts with other LET’S ROCK! instruments (each sold separately); he knows when you’re playing the LET’S ROCK! Guitar, Keyboard or Microphone and plays along with you! The LET’S ROCK! ELMO
toy sings six rockin’ songs, so grab an instrument and join Elmo’s
band! Requires six “AA” batteries, included. Available at most major toy
retailers nationwide and on HasbroToyShop.com

LET’S ROCK! COOKIE MONSTER KEYBOARD

(PLAYSKOOL/Ages 18 months & up/Approx. Retail Price: $19.99/Available: Now)
Get ready to rock with the LET’S ROCK! COOKIE MONSTER KEYBOARD!
Packed with fun features, the Keyboard includes three preschool tunes,
three modes of play, and bright, light up keys. For even more rockin’
fun, the Cookie Monster Keyboard also interacts with the LET’S ROCK! ELMO character (sold separately) who magically knows when you have the Cookie Monster Keyboard and plays along with you to the “ABC Song!” Requires three “AA” batteries, included. Available at most major retailers and nationwide on HasbroToyShop.com

LET’S ROCK! ELMO GUITAR

(PLAYSKOOL/Ages 18 months & up/Approx. Retail Price: $19.99/Available: Now)
Preschoolers can put on a rockin’ performance with the
Elmo Guitar! Packed with fun features, the Guitar includes three
preschool tunes, three modes of play, light up keys and a fun whammy
bar! For even more rockin’ fun, the Elmo Guitar also interacts with the LET’S ROCK! ELMO
character (sold separately) who magically knows when you have the Elmo
Guitar and plays along with you to the “Elmo’s World” song! Requires
three “AA” batteries, included. Available at most major retailers and
nationwide on HasbroToyShop.com

LET’S ROCK! GROVER MICROPHONE

(PLAYSKOOL/Ages 18 months & up/Approx. Retail Price: $14.99/Available: Now)
Sing out and sing loud on the LET’S ROCK! GROVER MICROPHONE!
Packed with fun features, the Grover Microphone includes three
preschool songs and a button to amplify your voice- just like a real
working microphone! For even more rockin’ fun, the Grover Microphone
also interacts with the LET’S ROCK! ELMO character (sold separately) who magically knows when you have the Grover microphone and sings along with you! Requires three “AAA” batteries, included. Available at most major toy retailers nationwide and on HasbroToyShop.com

For more information on LET’S ROCK! ELMO, the PLAYSKOOL brand, and additional toys and games in the PLAYSKOOL SESAME STREET collection, please visit playskool.com. Make friends with PLAYSKOOL online at Facebook.com/PLAYSKOOL and Twitter.com/PLAYSKOOL!

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, video games and a comprehensive
licensing program, Hasbro strives to delight its customers through the
strategic leveraging of 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 Hub, Hasbro’s multi-platform joint venture with Discovery Communications (NASDAQ: DISCA, DISCB, DISCK) launched on October 10, 2010. The online home of The Hub is www.hubworld.com. The Hub logo and name are trademarks of Hub Television Networks, LLC. All rights reserved.

Come see how we inspire play through our brands at http://www.hasbro.com. © 2011 Hasbro, Inc. All Rights Reserved.

About Sesame Workshop
Sesame Workshop is the nonprofit educational organization that revolutionized children’s television programming with the landmark Sesame Street. The Workshop produces local Sesame Street programs, seen in over 140 countries, and other acclaimed shows to help bridge the literacy gap including The Electric Company.
Beyond television, the Workshop produces content for multiple media
platforms on a wide range of issues including literacy, health and
military deployment. Initiatives meet specific needs to help young
children and families develop critical skills, acquire healthy habits
and build emotional strength to prepare them for lifelong learning.
Learn more at www.sesameworkshop.org.