Hasbro 2008 Annual Report Download - page 5

Also growing double digits in 2008, the Preschool category increased 11% to $481 million, with continued strength
from the PLAYSKOOL brand and IN THE NIGHT GARDEN.
The Tweens category benefi ted from a very strong year for NERF, which grew more than 50% in 2008 and nearly
threefold over the past three years, along with a solid revenue contribution from I-DOG. In total, the Tween category
increased 7% in 2008 to $270 million.
Celebrating its 40th year in 2009, NERF will join the Boys category with several exciting new initiatives, including
establishing Dart Tag as the next generation sport and introducing the new N-Force sword segment, as well as expanding
into new geographic territories.
Finally, our globally renowned board games business grew 2% in 2008 within the Games and Puzzles category,
which was fl at for the year at $1.3 billion. Games brands targeted for reinvention in 2008, including MONOPOLY and
SCRABBLE, produced several successful new product introductions; we launched PICTUREKA globally; and we re-launched
our Family Game Night marketing program – with an emphasis on bringing families together with great games at a great
value proposition. This campaign will continue in 2009, in a manner that encourages our consumers to play our games
in any form or format, anytime or anywhere, from digital to analog.
IMMERSIVE BRAND EXPERIENCES – ANYTIME, ANYWHERE
Expanding our brands into Digital Games is a key element of our strategy and our relationship with Electronic Arts (EA) is
off to an impressive start. The early success of this partnership supports our belief that Hasbro brands are a tremendous
fi t for the casual gaming market, in particular on the fast-growing Nintendo Wii and DS platforms.
In 2008, we launched nearly 30 games across console, handheld, mobile, iPod, iPhone and online platforms. LITTLEST
PET SHOP, NERF, MONOPOLY, SCRABBLE, SORRY, YAHTZEE and other great Hasbro brands found new life at the
fi ngertips of our consumers. In 2009, our partnership with EA is expected to deliver more games across more platforms
than in 2008, with new games based on Hasbro brands, including LITTLEST PET SHOP, SCRABBLE, TRIVIAL PURSUIT,
and CRANIUM.
EA will also bring to market an all new video game based on the movie release of G.I. Joe: The Rise of Cobra and
Activision will continue its successful TRANSFORMERS video game offerings with the launch of the Transformers: Revenge
of the Fallen video game.
When our consumers are not playing with Hasbro brands, they can still experience Hasbro via our lifestyle licensing and
publishing efforts. Through our robust global licensing program, Hasbro brands permeate our consumers’ day to day
lives in a number of categories including publishing, apparel, party goods, and back to school. So every child can go to
school with, celebrate with, and dress head to toe with their favorite Hasbro brands.
Developing immersive entertainment experiences based on Hasbro brands is the next core element of our strategy.
In 2008, we took this to a new level when we joined with Universal Pictures in a strategic partnership to develop and
deliver at least four motion pictures based on Hasbro brands by 2014. The fi rst movie is expected in either 2010 or
2011, and we have engaged a number of highly regarded producers, directors and screenwriters to develop several
possible projects based on Hasbro brands, including MONOPOLY, CANDY LAND, STRETCH ARMSTRONG, OUIJA, CLUE,
and BATTLESHIP.
For the MONOPOLY project, Ridley Scott has signed on as director and we are also excited that Pam Pettler is writing the
screenplay. Steve Oedekerk has come on to write STRETCH ARMSTRONG and Etan Cohen is writing CANDY LAND with
Kevin Lima directing. We are excited about the tremendous talent that is getting behind our Hasbro brands.