NERF Brand Blasts Into Electronic Gear Market With New Sakar License

NEW YORK, Feb. 14, 2011 /PRNewswire/ -- Sakar Electronics, under license from Hasbro, Inc., (Nasdaq: HAS), today announced plans for a line of NERF-branded audio and video electronics and optics. The collection will offer products inspired by the iconic NERF brand and be available during the 2011 holiday season in the U.S. and Canada.

The initial product lineup will feature digital and video cameras and cases, MP3 players, walkie talkies, binoculars, flashlights and headlamps – all with creative designs and materials inspired by the NERF brand.

"Sakar will help expand the NERF brand's reach into the world of youth and consumer electronics," said Bryony Bouyer, SVP Franchise Development & Marketing, Hasbro. "It's a strategic brand extension that fits with our core demographic and leverages Sakar's expertise in licensed youth electronics."

"The NERF brand continues to be very popular more than four decades after its launch, and we're excited to build upon the NERF experience through our electronics," said Liza Abrams, Sakar Vice President of Licensing. "Sakar will fully embrace the ideal that it's NERF OR NOTHING."

Protoypes of Sakar's NERF-branded products can be seen at Booth #2445 at the Toy Fair 2011 show that opens today in New York.

About Sakar International

Sakar International Inc. designs and manufactures a wide range of technology, toy, and consumer electronic products. Founded in 1977, the company is the manufacturer of Vivitar camera equipment and accessories, a market leader in youth electronics, and a producer of licensed products for leading consumer brands. Products range from digital cameras and camcorders with related accessories to computer, iPod, GPS and gaming accessories, binoculars, MP3 players, clock radios, gift and toy electronics. The company is privately held and headquartered in Edison, N.J. For more information, visit www.sakar.com.

About Hasbro, Inc.

Hasbro, Inc. (NASDAQ: HAS) 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. Come see how we inspire play through our brands at http://www.hasbro.com. © 2011 Hasbro, Inc. All Rights Reserved.

SOURCE Sakar Electronics