SpongeBob SquarePants Unveils Line of Nickelodeon Product at Hasbro Games; Hasbro Games and Nickelodeon enter extensive licensing agreement

Business Wire, Feb 16, 2005

EAST LONGMEADOW, Mass. -- Well, East Longmeadow, Massachusetts is a long way from Bikini Bottom, but Nickelodeon characters SpongeBob SquarePants and his friend Patrick ventured to Hasbro Games in East Longmeadow today to offer a sneak peek at a new line of Nickelodeon games just in time for the 2005 International Toy Fair. The visit marked the licensing agreement commencement between Hasbro Games, division of Hasbro, Inc. (NYSE:HAS) manufacturer of the world's best-known games and puzzles, and Nickelodeon, the number-one entertainment brand for kids.

The agreement gives Hasbro Games the rights in the U.S. for all properties originating from Nickelodeon's TV properties and Nick Movies. In addition, it will allow Hasbro Games to co-brand some of its classic game properties with Nickelodeon characters.

"Hasbro Games' alliance with Nickelodeon represents an exciting milestone in providing entertainment for children," said Mark Blecher, Senior Vice President Marketing for Hasbro U.S. Games. "Hasbro is the number one game maker for children, and Nickelodeon is the number-one entertainment brand for kids. Together, we are going to produce products that kids and their parents will love."

"Hasbro has a long history of leadership and innovation in the games business," said Sherice Torres, Vice President, Hard Goods, Nickelodeon and Viacom Consumer Products. "The combination of kids' favorite Nick characters with classic, beloved games such as Candy Land, Trivial Pursuit and Ants in the Pants is a winning formula."

Initial offerings will include two games that feature SpongeBob SquarePants, from the highly rated Nickelodeon show. The ANTS IN THE SQUARE PANTS game and GAME OF LIFE IN BIKINI BOTTOM will hit store shelves in the Spring. In addition, there will be a special TRIVIAL PURSUIT edition for kids in which all game questions will be about Nickelodeon characters and properties, as well as a CANDY LAND game based on the popular Nickelodeon character, Dora the Explorer. These games and a line of puzzles will be released throughout 2005.

Nickelodeon, which is now in its 26th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon's U.S. television network is seen in 88 million households and has been the number-one-rated basic cable network for more than nine consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom International Inc.

Hasbro Games manufacturers and markets games and puzzles under the brand names MILTON BRADLEY and PARKER BROTHERS. Included in its product line are some of the world's best-known games and puzzles including: CANDY LAND, the MONOPOLY game, SCRABBLE Brand Crossword Game, YAHTZEE, TWISTER, GAME OF LIFE, TRIVIAL PURSUIT and BIG BEN Puzzles. The company also markets its games in three focused initiatives: MY FIRST GAMES (pre-school games), FAMILY GAME NIGHT (family games) and GET TOGETHER GAMES (adult games).

Hasbro is a worldwide leader in children's and family leisure time entertainment products and services, including the design, manufacture and marketing of games and toys ranging from traditional to high-tech. Both internationally and in the U.S., its PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, TIGER, and WIZARDS OF THE COAST brands and products provide the highest quality and most recognizable play experiences in the world.

HASBRO GAMES NICKELODEON LINE OF GAME PRODUCT

    --  Ants in the Square Pants(TM) SpongeBob SquarePants(TM) Edition
        (Ages 4 & up; 2-4 Players; Approximate Retail Price: $9.99;
        Available: April 2005)
        Players flip and bounce the ants into SpongeBob's britches as
        quickly as they can. The first player to get all of his or her
        ants in SpongeBob's pants wins the game. This edition brings
        the whimsical magic of SpongeBob SquarePants' underwater world
        to a beloved preschool game.

    --  The Game of Life(R) in Bikini Bottom SpongeBob SquarePants(TM)
        Edition (Ages 9 & up; 2-6 Players; Approximate Retail Price:
        $19.99; Available: March 2005)
        Players join SpongeBob and his friends on an adventure through
        Bikini Bottom. As players move along the game board, they can
        become a Fry Cook at the Krusty Krab, move into SpongeBob's
        Pineapple or adopt a Giant Clam as a pet. Kids can also be
        named "Champion Bubble Blower," become Plankton's friend for
        the day or win a year's supply of Krabby Patties. Just like
        the classic GAME OF LIFE, there are some unfortunate setbacks,
        such as getting stung by a jellyfish or going to the hospital
        with a bad case of the suds. In this underwater adventure, the
        player in the end with the most clams wins!

    --  Trivial Pursuit(R) for Kids Game Nickelodeon(R) Edition (Ages
        8 & up; 2-4 Players or Teams; Approximate Retail Price:
        $19.99; Available: June 2005)
        Kids will have loads of fun testing their Nick trivia skills
        with 1,200 cool multiple choice questions. This edition
        features questions from Nick shows and special movies,
        including SpongeBob SquarePants, the Fairies and Jimmy
        Neutron. The first player or team to collect all 6 color
        wedges, race to the center and correctly answer the final
        question wins the game!

    --  Candy Land(R) Dora the Explorer(TM) Edition (Ages 3 & up; 2-4
        Players; Approximate Retail Price: $9.99; Available: March
        2005)
        Kids will love to move along the rainbow journey with Dora and
        her friends. Sharing peppermints with Benny and lollipops with
        Isa is fun, but watch out. That pesky Swiper will try to slow
        players down. Be the first to reach the fiesta and win! No
        reading required to play.

    --  Memory(R) Game Dora the Explorer(TM) Edition (Ages 3 & up; 1
        or more Players; Approximate Retail Price: $8.99; Available:
        March 2005)
        Hola! It's the classic memory game featuring Dora the Explorer
        and her friends. Flip cards over 2 at a time to make a match,
        and make the most matching pairs to win the game. No reading
        required to play.

HASBRO GAMES NICKELODEON LINE OF PUZZLES

    --  Nickelodeon(R) 50-Piece Mini Assortment (Ages 5 & Up;
        24-pieces; Approximate Retail Price: $.99; Available: Spring
        2005)
        With six scenes from award-winning Nick shows, kids will love
        to piece together their favorite characters.

    --  Nickelodeon(R) SpongeBob SquarePants(TM) 24-Piece Puzzles
        (Ages 3 & Up; 24-pieces; Approximate Retail Price: $3.00;
        Available: Spring 2005)
        Fish fans and landlubbers alike will want to collect all the
        colorful scenes from Bikini Bottom. There will be plenty of
        preschool fun with SpongeBob and his buddies.

    --  Nickelodeon(R) SpongeBob SquarePants(TM) 70-Piece Sticker
        Puzzles (Ages 5 & up; 70-pieces; Approximate Retail Price:
        $3.99; Available: Spring 2005)
        Bikini bottom has never looked so cool! Kids can use
        re-positional stickers to enhance or create their own wild and
        wacky scenes. Available in four color scenes featuring
        SpongeBob in Bikini Bottom.

    --  5-Piece Lift and Look Puzzle Assortment Blues Clues(TM) and
        Dora the Explorer(TM) (Ages 11/2-3; 5-pieces; Approximate
        Retail Price: $4.99; Available: Spring 2005)
        Little ones will love to discover hidden surprises under
        colorful, cheery scenes from their favorite Nickelodeon shows.
        This is the perfect starter puzzle for curious kids.

    --  Nickelodeon(R) Dora the Explorer(TM) 9-Piece Woodboard Puzzles
        (Ages 2-4; 9-pieces; Approximate Retail Price: $4.99;
        Available: Spring 2005)
        Kids will love piecing together colorful scenes of Dora and
        her fabulous friends. The tough and rugged woodboard
        construction is perfect for little fingers.

    --  Nickelodeon(R) Dora the Explorer(TM) 20-Piece Inlay Puzzles
        (Ages 3-5; 20-pieces; Approximate Retail Price: $1.99;
        Available: Spring 2005)
        Kids will want to collect all four lively scenes that feature
        Dora and her friends. Large puzzle pieces are perfect for
        small hands!

    --  Nickelodeon(R) Dora the Explorer(TM) 24-Piece Puzzles (Ages 3
        & Up; 24-pieces; Approximate Retail Price: $3.00; Available:
        Spring 2005)
        Preschoolers love Dora and all her friends, so they will have
        an exciting adventure piecing together all the new Dora scenes
        based on the hit Nick show.

    --  Nickelodeon(R) Blues Clues(TM) 20-Piece Inlay Puzzles (Ages
        3-5; 20-pieces; Approximate Retail Price: $1.99; Available:
        Spring 2005)
        Featuring four fun scenes from the popular Nick program Blues
        Clues, this is the perfect preschool puzzle. Extra thick
        pieces make it easy for little ones to assemble.

    --  Nickelodeon(R) Blues Clues(TM) 24-Piece Puzzles (Ages 3 & Up;
        24-pieces; Approximate Retail Price: $3.00; Available: Spring
        2005)
        Kids will have a great adventure putting together two exciting
        puzzles that feature the inquisitive puppy and her friends.