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Kids Turn Toy News

PDP And Hasbro Sign Multi-Year, Multi-Brand Licensing Deal

PDP and Hasbro will continue their successful partnership that has already produced several NERF products. (Photo: Business Wire)

New Accessory Products for Gaming, iPods, Cell Phones

Performance Designed Products, LLC (“PDP”) and Hasbro (NYSE:HAS) have agreed to a multi-year, international license agreement that will allow for the creation of a new line of video gaming accessories and products for popular gaming devices, iPods and cell phones.

This new license agreement broadens the already successful business collaboration between PDP, the top gaming accessory provider, and Hasbro, a leader in games, toys, and entertainment products and services. The agreement includes international rights across many of Hasbro’s well-known brands.

“We are thrilled to enter into this agreement with PDP,” said Mark Blecher, senior vice president and general manager of digital media and gaming at Hasbro. “Hasbro’s goal as a brand-driven company is to selectively align ourselves with the best possible licensee partners. We have had a very successful relationship with PDP over the last three years and are looking to expand that success with this new deal.”

Upcoming projects for the year include video gaming accessories for the Nintendo DS, Wii, Xbox 360, and PlayStation 2 and 3 systems. These projects will include a new line of products for the NERF and LITTLEST PET SHOP brands, as well as products supporting the highly-anticipated movie and video game launches of “Transformers: Revenge of the Fallen” and “G.I. Joe: The Rise of Cobra.”

This international license agreement also expands the number of licensed accessory products for cell phones and Apple iPods and iPhones.

“We are always looking at ways to take PDP products to the next level,” said John Moore, vice president of marketing for PDP. “Hasbro is a strong company, and we are thrilled to be collaborating with them to bring great products to market this year.

“We have enjoyed working with Hasbro and are excited for the potential growth we will see in 2009 with this multi-brand license and the new product offerings,” added Moore.

PDP enjoyed a big year in 2008, with increased sales year over year compared with 2007. A significant part of that growth came from the successful launches of accessories using the NERF and LITTLEST PET SHOP brands.


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About PDP
Performance Designed Products is an industry leader in designing and manufacturing products for all major video game platforms including the Sony PS2, PS3, PSP, Nintendo Wii, GameCube, Nintendo DS, Microsoft XBOX and XBOX 360. The company has been supplying video game accessories to the U.S. market for more than a decade. PDP sells products under a variety of brands, with sales in the U.S., Canada, Mexico, and throughout Europe. For more information on PDP and its products, visit www.pdp.com.

Patriarch Partners LLC, is a private equity investment firm with offices in New York, Charlotte, North Carolina and Dallas, Texas. Funds affiliated with Patriarch manage assets in excess of $6 billion and include majority and minority ownership positions in more than 70 companies. Founded by Tilton in 2000, Patriarch provides innovative financial solutions, strategic direction and operational expertise to its portfolio companies.

About Hasbro
Hasbro, Inc. (NYSE:HAS) is a worldwide leader in children’s and family leisure time products and services with a rich portfolio of brands and entertainment properties that provides some of the highest quality and most recognizable play and recreational experiences in the world. As a brand-driven, consumer-focused global company, Hasbro brings to market a range of toys, games and licensed products, from traditional to high-tech and digital, under such powerful brand names as TRANSFORMERS, PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, CRANIUM and WIZARDS OF THE COAST. Come see how we inspire play through our brands at http://www.hasbro.com.