Feb 8, 2012

Aurora World Inks Licensing Deal with Hasbro to Create Raggedy Ann and Raggedy Andy Plush Doll Line

Aurora World Inc. (http://www.auroragift.com) today announced that it has signed a licensing agreement with Hasbro, Inc. to bring to market a new line of plush dolls based on the iconic RAGGEDY ANN and RAGGEDY ANDY brand. Targeting youngsters and collectors alike, Aurora will produce a range of RAGGEDY ANN and RAGGEDY ANDY dolls from eight to 25 inches. The company will debut the new RAGGEDY ANN and RAGGEDY ANDY plush line at Toy Fair, February 12-15, in New York City (Javits Center, Booth #1803).

“RAGGEDY ANN and RAGGEDY ANDY have been part of our play culture for decades and we are thrilled to work with Hasbro to bring a new generation of children into the fold of this classic and beloved brand with our new line of plush dolls which strikes the right balance of vintage and modern elements,” said Michael Kessler, Senior Vice President of Sales and Marketing at Aurora. “We think the dolls will hold nostalgic appeal for many adults and become a great addition to RAGGEDY ANN and RAGGEDY ANDY collections around the world.”

“Aurora is known for its commitment to re-igniting classic brands and the company has certainly accomplished that with this latest RAGGEDY ANN and RAGGEDY ANDY plush doll line,” said Joe Keane, Hasbro’s Vice President, Global Brand Licensing & Publishing. “They are taking a timeless classic and making it relevant to today’s consumer.”

The RAGGEDY ANN and RAGGEDY ANDY dolls are available this coming June through Aurora’s retail channel of more than 25,000 specialty stores and gift shops as well as online at http://shop.auroragift.com. Additional information about the company and the doll line can be found at http://auroragift.com or by contacting info@auroragift.com or 888-287-6722.

About Aurora:
Aurora World, Inc. (www.auroragift.com) 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 Korean company with headquarters also in the United States, United Kingdom and Hong Kong, has ascended quickly to become a respected leader in the world’s 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 – News) is a branded play company providing children and families around the world with a wide-range of immersive entertainment offerings based on the Company’s world class brand portfolio. From toys and games, to television programming, motion pictures, video games and a comprehensive licensing program, Hasbro strives to delight its customers through the strategic leveraging of well-known and beloved brands such as TRANSFORMERS, LITTLEST PET SHOP, NERF, PLAYSKOOL, MY LITTLE PONY, G.I. JOE, MAGIC: THE GATHERING and MONOPOLY. The Hub, Hasbro’s multi-platform joint venture with Discovery Communications (NASDAQ: DISCA, DISCB, DISCK) launched on October 10, 2010. The online home of The Hub is www.hubworld.com. The Hub logo and name are trademarks of Hub Television Networks, LLC. All rights reserved.