Girls to Join “The Cuddliest Pets on the Net” for the Ultimate LITTLEST PET SHOP Pop-Up Store Experience

Hasbro, Inc. (NYSE: HAS), will open the doors of a LITTLEST PET SHOP VIPs Boutique in New York City for eight days beginning on October 18, 2007. The “pop-up” store experience will celebrate Hasbro’s newly-launched LITTLEST PET SHOP VIPs (Virtual Interactive Pets), a line of adorable plush pets that each have a unique code to unlock a rich online virtual world for girls to explore and “live” in with their VIPs pets. The LITTLEST PET SHOP VIPs Boutique will send girls on an immersive journey that blends real and virtual world activities from playing games and winning cool prizes to exploring the environment and meeting other LITTLEST PET SHOP fans. The LITTLEST PET SHOP VIPs Boutique will be located at 587 Fifth Avenue and will be open to the public from October 18-21 and October 25-28.

Since its re-launch in 2005, LITTLEST PET SHOP has become the fastest growing brand in the toy industry among girls*, with more than 60 million pets sold. The LITTLEST PET SHOP VIPs Boutique is a brick-and-mortar reflection of the VIPs virtual world and designed to celebrate the brand’s fan base which boasts millions of girls who simply can’t get enough of the quirky, edgy and cute collectible pets.

”The LITTLEST PET SHOP VIPs Boutique will be a dream come true for LITTLEST PET SHOP fanatics,” said Valerie Jurries, vice president of marketing for Hasbro’s girls brands. “Pop-up stores are all about creating the unexpected and that is exactly what we’re doing for the avid and loyal LITTLEST PET SHOP girls. The experience will mark the first time that girls can actually step into the LITTLEST PET SHOP world and see it unfold through the eyes of their pets. It’s going to be an unforgettable event.”

Like its online counterpart, the LITTLEST PET SHOP VIPs Boutique will allow girls to venture through the VIPs world participating in various events and collecting or winning “Kibble” currency which can be redeemed in the store for special prizes. The look and feel of the pop-up boutique environment will also mimic the online world by surrounding girls with vivid colors and sassy elements germane to the LITTLEST PET SHOP brand adding bursts of whimsy and fun to the overall experience. The LITTLEST PET SHOP VIPs Boutique will also include Internet kiosks where girls can get hands-on play time with the digital plush pets. The LITTLEST PET SHOP VIPs along with select licensed goods will also be available to purchase at the venue. The boutique’s hours are October 18-20 and October 25-27 from 9:00 a.m. – 9:00 p.m. and October 21 and October 28 from 9:00 a.m. – 7:00 p.m.

*In dollar growth through 2006. Source: NPD Group