Hasbro Expands JOY FOR ALL Brand with “Companion Pet Pup”

Global Company Builds on Successful Brand Launch with New,
Lifelike Pup; Designed to Bring Joy and Companionship to Older Adults

(NASDAQ: HAS) is growing the JOY FOR ALL brand with the launch
of a new, realistic “pet” designed to bring joy, companionship, and
happiness to aging loved ones: the JOY FOR ALL Companion Pet Pup.

The JOY FOR ALL brand launched in November 2015, was Hasbro’s first
foray into products designed specifically for seniors. The brand was
inspired by consumer feedback surrounding the appeal of certain Hasbro
toys and games for seniors, and was built upon extensive consumer
research with older adults and caregivers nationwide. Following launch,
the brand quickly gained traction with seniors, caregivers and senior
living solutions providers, recently earning the 2016 Caregiver Friendly
Award from Today’s Caregiver Magazine.

“Aging loved ones and their caregivers have been thrilled with the
Companion Pet Cats, and we are inspired by their positive feedback and
personal stories,” said Ted Fischer, vice president of business
development at Hasbro. “The Cat delivers a unique way for all
generations to connect deeply through interaction and play, but dog
lovers continually asked when we planned to add a dog to the line. We
are truly excited for the new JOY FOR ALL product – the Companion Pet
Pup – to bring even more lighthearted fun and laughter to seniors and
their families.”

With BarkBackTM technology and a soft, built-in heartbeat,
the JOY FOR ALL Companion Pet Pup is a lifelike pet alternative. It
looks, sounds, and feels like a real dog; when the pup’s “owner” speaks,
it looks toward him/her and reacts with realistic puppy sounds. The
Companion Pet Pup will be available starting October 3 exclusively on QVC.com
and JoyForAll.com.

The JOY FOR ALL brand is dedicated to making a positive impact on the
health and happiness of seniors, and has collaborated with leading
organizations to help further this mission. In July 2016, Hasbro joined
forces with Meals on Wheels America to fight senior isolation and
loneliness, which affects one in four seniors across the country. Hasbro
will donate $100,000 to Meals on Wheels America and provide JOY FOR ALL
Companion Pets to local Meals on Wheels programs across the country in
order to provide comfort and companionship to the nation’s most
vulnerable citizens.

The JOY FOR ALL brand was also a leading sponsor at the Hilarity for
Charity NYC Show in June 2016. Hilarity for Charity is a movement led by
Seth Rogen and Lauren Miller Rogen to inspire change and raise awareness
of Alzheimer’s among the millennial generation, and, similar to Meals on
Wheels, is a natural fit for the JOY FOR ALL brand.

“Raising awareness through high-profile events and meaningful
collaborations, the JOY FOR ALL brand is gaining recognition for its
important work supporting seniors,” Fischer said. “The new Companion Pet
Pup will help us grow our reach and continue the brand’s momentum this
year and into the future.”

To learn more about the JOY FOR ALL brand, visit www.JoyForAll.com
and follow the brand on Twitter @JoyForAll
and Instagram @HasbroJoyForAll.

About Hasbro
Hasbro (NASDAQ:
HAS) is a global play and entertainment company committed to Creating
the World’s Best Play Experiences.
 From toys and games to
television, movies, digital gaming and consumer products, Hasbro offers
a variety of ways for audiences to experience its iconic brands,
LITTLEST PET SHOP and MAGIC: THE GATHERING, as well as premier partner
brands. The Company’s Hasbro Studios and its film label, Allspark
Pictures, are building its brands globally through great storytelling
and content on all screens. Through its commitment to corporate social
responsibility and philanthropy, Hasbro is helping to make the world a
better place for children and their families. Learn more at www.hasbro.com,
and follow us on Twitter (@Hasbro & @HasbroNews)
and Instagram (@Hasbro).



Litzky Public Relations
Christie Damato, 201-222-9118
Sallustio, 201-222-9118