Apr 3, 2013

Aurora World Inks Licensing Deal With Hasbro

Aurora World Inc. (http://www.auroragift.com) today announced a new licensing agreement with Hasbro, Inc. to launch a brand new line of soft and sparkly MY LITTLE PONY plush. Aurora’s ponies are based on the MY LITTLE PONY brand that has brought fun, friendship & joy to millions of kids of all ages around the globe. The “My Little Pony: Friendship is Magic”animated series is created by Hasbro Studios and is currently airing on The Hub TV Network in the United States, Treehouse Network in Canada and can be seen globally in over 170 countries. The relationship between Aurora and Hasbro expands as the companies teamed up in 2012 to introduce a new line of Raggedy Ann and Raggedy Andy dolls to the specialty market.

“We are thrilled to work with Hasbro again and just as excited to introduce our MY LITTLE PONY plush toys to multi-generational fans and collectors. The line is designed to appeal to all ages that embrace the MY LITTLE PONY brand,” says Michael Kessler, Aurora’s senior vice president of sales and marketing.

“Aurora is committed to making the MY LITTLE PONY brand relevant to today’s soft toy consumer,” says Lynda Connell, Director: Toy and Game Licensing. “Aurora’s new plush ponies make a great gift and companion. It’s a fun way for friends to show each other the magic of friendship and that they will always be there for each other.”

Aurora will initially release 18 MY LITTLE PONY styles with suggested retail prices ranging from $15-$20. Twelve small ponies each with a personalized carrying bag (Aurora’s popular Fancy Pals™ style; size: 6″) and six soft plush ponies (just over 10 inches in size) highlight the line. MY LITTLE PONY plush will be available for purchase in both the United States & Canada in Aurora’s retail channel of more than 25,000 specialty stores and gift shops as well as online athttp://shop.auroragift.com. For more information, visit www.auroragift.com, emailinfo@auroragift.com or call 888-287-6722.

About Aurora
Aurora World, Inc. is a leading manufacturer and supplier of high quality, competitively priced plush toys and gifts. Aurora’s name reflects its extensive product lines and growing influence in the worldwide marketplace, as well as its international manufacturing, R&D and distribution resources. Founded in 1981, the company has headquarters in Korea, United States, the United Kingdom and Hong Kong, and has ascended quickly to become a respected leader in the toy and gift industry. Aurora created the international plush toy phenomenon – YooHoo & Friends™ – and its corresponding free, interactive web site (www.yoohoofriends.com), appealing to young children and tweens alike. The company sells its products via a wide variety of retailers including major zoos, high-end toy stores such as Learning Express, top gift chains such as Hallmark and Claire’s as well as hospital gift shops, fine florists, candy stores and gift/stationery stores worldwide.

About Hasbro
Hasbro, Inc. (NASDAQ: HAS) is a branded play company dedicated to fulfilling the fundamental need for play for children and families through creative expression of the Company’s world class brand portfolio, including TRANSFORMERS, MONOPOLY, PLAY-DOH, MY LITTLE PONY, MAGIC: THE GATHERING, NERF, LITTLEST PET SHOP and G.I. JOE. From toys and games, to television programming, motion pictures, digital gaming and a comprehensive licensing program, Hasbro strives to delight its global customers with innovative play and entertainment experiences, in a variety of forms and formats, anytime and anywhere. The Company’s Hasbro Studios develops and produces television programming for more than 170 markets around the world, and for the U.S. on The Hub TV Network, part of a multi-platform joint venture between Hasbro and Discovery Communications (NASDAQ: DISCA, DISCB, DISCK). Through the company’s deep commitment to corporate social responsibility, including philanthropy, Hasbro is helping to build a safe and sustainable world for future generations and to positively impact the lives of millions of children and families every year. It has been recognized for its efforts by being named one of the “World’s Most Ethical Companies” and is ranked as one of Corporate Responsibility Magazine’s “100 Best Corporate Citizens.” Learn more at www.hasbro.com.