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Hasbro Takes Wraps Off "LET'S ROCK ELMO" Giving Children the Chance to 'Play' with Beloved Friend Elmo...Like Never Before

PAWTUCKET, R.I. - (BUSINESS WIRE) - Children everywhere know that Elmo rocks. Soon, kids around the globe will get to rock with Elmo. Hasbro Inc.'s (NASDAQ: HAS) iconic PLAYSKOOL brand kicks off its partnership with Sesame Workshop, the nonprofit educational organization behind Sesame Street, with a dazzling line of all new toys and games featuring a fresh perspective on favorite Sesame Street characters including Cookie Monster, Abby Cadabby, and....Elmo!

Headlining this year's most exciting preschool collection and grabbing the toy industry spotlight is everyone's favorite loveable red monster, Elmo. Set to take the stage this fall, the LET'S ROCK ELMO interactive plush is ready to rock out as the most innovative and engaging Elmo toy yet, singing and making music with kids in true rock star form. Kids will enjoy six on board songs, including two new releases, and the three instruments included with the LET'S ROCK ELMO toy. Families will be amazed as Elmo recognizes which instrument he is playing, and little musicians can join in the jam session with a LET'S ROCK guitar, keyboard or microphone (each sold separately) and form their own rock band with Elmo!

"We are really excited to be able to bring Sesame Street's great cast of characters to life for a whole new generation of kids to enjoy," said Jerry Perez, General Manager of PLAYSKOOL. "Our goal with LET'S ROCK ELMO was to create the most interactive Elmo ever and take his special bond with kids to the next level of engagement."

Also ready to make their entrances, Cookie Monster, Elmo, Abby Cadabby, Big Bird, Ernie, and more bring their unique personalities to this colorful collection of innovative and engaging playthings. From cuddly plush pals and friendly learning companions to adorable mini figures and captivating infant and toddler toys, the playful portfolio of Sesame Street themed toys is sure to delight kids and parents alike.

"PLAYSKOOL has done a wonderful job bringing our characters to life in toys which both educate and entertain young children," said Sherrie Westin, Executive Vice President and Chief Marketing Officer of Sesame Workshop. "The new Sesame Street collection from PLAYSKOOL is a great expression of all that parents and young children love about Sesame Street."

The expansive product line up 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 product portfolio include:

LET'S ROCK ELMO
(PLAYSKOOL/Ages 18 months & up/Approx. Retail Price: $69.99/Available: Fall 11)
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 you 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: Fall 11)
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: Fall 11)
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: Fall 11)
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.

COUNT 'N CRUNCH COOKIE MONSTER
(PLAYSKOOL/Ages 18 months & up/Approx. Retail Price: $29.99/Available: Fall 11)
"One... Two... Three... Om nom nom!" 'Feed cookies' to this adorable plush Cookie Monster and watch as he counts out loud and happily gobbles them up. Retrieve the "cookies" from his backpack to start the fun all over again! COUNT 'N CRUNCH COOKIE MONSTER also likes to be tickled - press his foot repeatedly to make him giggle and squirm! Includes 3 cookies; requires four "AA" batteries, included. Available at most major toy retailers nationwide and on HasbroToyShop.com.

SESAME STREET PLAYSET
(PLAYSKOOL/Ages 18 months & up/Approx. Retail Price: $29.99/Available: Fall 11)
Get ready for a fun day of play with the SESAME STREET PLAYSET! This playset includes all of the major icons from the show including Hooper's Store, 123 Stoop, Big Bird's nest, Oscar's can and more! Included with the playset are cute, chunky Elmo and Cookie Monster figures and a fun "slidewalk" where characters can "walk" up and down the street. Watch out though as Oscar just might pop out of his can! The convenient set easily folds in half and has a carrying handle on top. Available at most major toy retailers nationwide and on HasbroToyShop.com.

SESAME STREET ELMO'S FIND & LEARN ALPHABET BLOCKS
(PLAYSKOOL/Ages 2 years & up/Approx. Retail Price: $29.99/Available: Fall 11)
Elmo makes learning about letters and the alphabet so much fun! Your child can place a block in Elmo's hand and watch as he comes to life - he'll be so excited to tell them about his favorite letters which are all on the blocks. For another great way to play and learn about the alphabet, push a button for question mode - Elmo loves to play find and seek - he'll ask your preschooler to locate a certain block through letter sounds and picture hints, and he'll be excited when they get it right or will give them extra hints if they get it wrong. Elmo's features over 175 fun questions, facts, and phrases which he loves to share, and he sings two songs that your child will enjoy singing along too! Includes 7 blocks with letters from A-Z. Blocks are compatible with BIG BIRD'S FIND & LEARN COLOR & SHAPE BLOCKS and COOKIE MONSTER'S FIND & LEARN NUMBER BLOCKS toys (each sold separately.) Includes four "AA" batteries. Available at most major toy retailers nationwide and HasbroToyShop.com.

OSCAR THE GROUCH SHAPE SORTER
(PLAYSKOOL/Ages 18 months & up/Approx. Retail Price: $14.99/Available: Fall 11)
Even a grouch needs to learn his shapes and colors! OSCAR THE GROUCH SHAPE SORTER comes with a variety of colorful different shapes to be sorted into Oscar's can. Lift Oscar up to make the shapes spill out and start the fun all over again. Available at most major toy retailers nationwide and on HasbroToyShop.com.

ABBY CADABBY'S COLOR WAND
(PLAYSKOOL/Ages 2 years & up/Approx. Retail Price: $14.99/Available: Fall 11)
Abby Cadabby loves to explore the magical world around her. Join her on an adventure with her light up, multi-color wand. Requires three "AAA" batteries, included. Available at most major toy retailers nationwide and on HasbroToyShop.com.

For more information on the PLAYSKOOL brand, please visit www.playskool.com

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. (c) 2010 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.

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Litzky Public Relations
Josslynne Welch/Catherine Hughes, 201-222-9118
jwelch@litzkypr.com
chughes@litzkypr.com
or
Hasbro, Inc.
Daniel Benkwitt, 401-727-5318
dbenkwitt@hasbro.com