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TheStreet Open House

Hasbro Teams With HTI To Re-Launch TONKA In Europe

Hasbro, Inc. (NASDAQ: HAS) today announced that it is teaming up with HTI, a top independent U.K. designer and manufacturer of children’s toys, to re-ignite the classic TONKA toy line across Europe in 2013. The company is re-imagining the beloved 65 year-old brand with a new segment called TONKA TOWN that incorporates modern vehicles, playsets and characters. The new line will expand beyond construction with emergency services themes that are perennial favorites for rough and tumble four to six year-old boys. Concurrently, the company will unveil TONKA CLASSIC, refreshing the globally heralded original line of steel trucks.

“We’re extremely excited about re-introducing TONKA in Europe with this fantastic new range,” said James Walker, Vice President of Brand Licensing Europe. “Boys everywhere dream of being a policeman or fireman, so we anticipate that the addition of emergency services to the traditional construction-inspired play will resonate in a big way with youngsters.”

TONKA TOWN includes an array of emergency and construction vehicles, playsets and characters with moveable features that are chunky and easy to handle. A few of the items in this durable range of products include a well-equipped TONKA TOWN Police Station that includes a jail, convict, police officer and police bike; a TONKA TOWN Fire Station with two firefighters and a fire ranger vehicle; and a rugged TONKA TOWN Dump Truck that includes its own boulders, construction worker and warning sign.

The new line is made even more appealing with its current accents that evoke real-life such as: police bikes with wide wheels; a break out wall on the side of the jail cell that sets off alarms and flashing lights when the convict escapes; and a fire training tower that lights up and emits crackling sounds of flames signaling firemen to practice snuffing out fires.

All of the TONKA TOWN and CLASSIC products will be available at retail in autumn/winter 2013.

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