Callaway Digital Arts Partners with Hasbro on MR. POTATO HEAD Create & Play App for iPhone, iPad & iPod Touch

SAN FRANCISCO --(Business Wire)--

Callaway Digital Arts, Inc. (www.callaway.com), the leading developer of interactive mobile applications for children and families, in collaboration with Hasbro, Inc. (NASDAQ: HAS), has launched a new interactive children's app, MR. POTATO HEAD Create & Play, for iPad, iPhone (News - Alert) and iPod Touch. The first official MR. POTATO HEAD app, MR. POTATO HEAD Create & Play is a touch-based mobile app that brings the lovable character to life like never before.

"For 60 years, kids have enjoyed playing with the MR. POTATO HEAD toy and have been able to express their creativity by customizing his appearance however they choose," said Callaway Digital Arts CEO Rex Ishibashi. "MR. POTATO HEAD is a toy that takes on new life as an app, and we are honored to collaborate with one of the most iconic children's brands to develop MR. POTATO HEAD Create & Play so that a new generation of children and their families can experience the fun of this classic character in a new way."

Featuring a fully 3D character, customization options, and user-controlled animations, MR. POTATO HEAD Create & Play lets players embark on silly adventures that are full of surprises and capture and save delightful moments as photos. Young players can enjoy dressing up MR. POTATO HEAD with dozens of parts and outfits.

"Callaway's team has done a great job in bringing the cherished MR. POTATO HEAD character to the app-medium," said Mark Blecher, Senior Vice President of Digital Media and Marketing at Hasbro. "With MR. POTATO HEAD Create & Play, preschoolers can enjoy this classic toy that has been transformed into an nnovative and imaginative digital experience."

Features include:

MR. POTATO HEAD is fully customizable, with a wide variety of combinations of parts and outfits to choose from
Silly fun in fantastic places that delight and surprise young players
User-controlled animations to keep preschoolers entertained; children can use the camera to capture and share special moments
100 percent touch sensitive characters and environment, providing interactivity and fun

The MR. POTATO HEAD Create & Play App is available for FREE (with some additional items available for purchase in-app) from the App Store on iPhone, iPad and iPod touch or at www.itunes.com/appstore.

Every app in the Callaway Digital Arts portfolio has reached the number one position in its category in the Apple (News - Alert) App Store. Previous chart-topping, award-winning apps include The Monster at the End of This Book, winner of the 2011 CYBILS Award, and its sequel Another Monster at the End of This Book, winner of the 2012 APPY Award and the Parents' Choice Gold Award.

About Callaway Digital Arts

Callaway Digital Arts, Inc. (CDA) publishes innovative mobile applications for children and families. Funded in August 2010 with an investment from Silicon Valley's Kleiner Perkins Caufield & Byers, CDA creates meaningful digital experiences that transform the way families connect with media and with each other. Every CDA app has reached the number one position in its category in the Apple App Store. In addition, CDA apps have been featured as App of the Week and among Apple's Best Interactive Story Apps. For more information on Callaway Digital Arts, visit www.callaway.com.

About Hasbro

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, digital gaming and a comprehensive licensing program, Hasbro strives to delight its global customers with innovative, 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 Company's Hasbro Studios develops and produces television programming for markets around the world. The Hub TV Network is part of a multi-platform joint venture between Hasbro and Discovery Communications (NASDAQ: DISCA, DISCB, DISCK), in the U.S. 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.