New LITTLEST PET SHOP ONLINE Toys and Debut of LPSO.com Virtual
Pet Collectability Program Further Blend Real-World and Online Fun for
Millions of Girls
PAWTUCKET, R.I. & REDWOOD CITY, Calif., Sep 14, 2010 (BUSINESS WIRE) -- Hasbro (NYSE:HAS) and Electronic Arts (NASDAQ:ERTS) today announced that
big things are just around the corner for the millions of LITTLEST PET
SHOP fans this fall. Hasbro will release an expanded LITTLEST PET
SHOP ONLINE (LPSO) toy line-up to retail this month.
In addition, EA is set to launch a new virtual pet collection program
within LPSO.com. Together, the growing LITTLEST PET SHOP ONLINE
experience will offer a blend of real-world and online play designed to
capture the essence of the globally popular tween girl brand --
collectability.
Building on the success of LITTLEST PET SHOP ONLINE (www.LPSO.com),
an immersive online world launched by EA in September 2009, Hasbro has
added two new LITTLEST PET SHOP ONLINE toys to its fall line-up
that will allow girls to extend their real-world LITTLEST PET SHOP
collections while also giving them special LPSO.com virtual
benefits when they enter special codes included with toy purchases.
Landing on retail shelves this month, the LPSO Dancing Dog and the LPSO
Starter Pack toys further integrate the two play styles and enable girls
to collect their favorite LITTLEST PET SHOP pets, connect online with
friends, play games, and embark on fun adventures. Additionally, EA's
upcoming LPSO.com collection program, "Collect- a-Pet", will
broaden the online play experience with a series of in-game activities
and challenges that girls must complete to unlock new adorable "Reward"
pets that can be added to their growing virtual collections.
The LPSO Dancing Dog is an interactive pet that plugs into the computer
or an MP3 player and boogies to the music on girls' digital playlists.
It also functions as a speaker and lights up and flashes to the beat
creating instant LITTLEST PET SHOP fun. In addition, the LPSO Dancing
Dog comes with a secret code to LPSO.com that unlocks special
virtual in-game gifts. The LPSO Dancing Dog will carry an approximate
retail price of $24.99.
Also on retail shelves this month will be the LPSO Starter Pack, which
will allow girls to collect toy versions of their beloved LPSO.com star
characters. Girls can assemble up to six of their favorite in-game
characters such as FELINA MURCHENT, the fashion-forward kitty who purrs
with style and sass and WOOLMA O'CHIC, the charismatic artiste who
creates the trendiest designs available in LPSO fashion. Each
LPSO Starter Pack pet will also come with a unique LPSO.com code
to unlock a 30-day Premium Membership subscription as well as virtual
gifts for a girl's in-game pet. The LPSO Starter Pack will carry an
approximate retail price of $9.99 for each of the six characters
including a one-month Premium Membership for each pet purchased.
"Hasbro and EA have created an integrated suite of LITTLEST PET SHOP
ONLINE products that takes girls' affinity for collection,
meaningful play and social engagement to a new level," said Valerie
Jurries, Global Senior Vice President of Marketing at Hasbro. "Whether
listening to music, spending time on the Internet or just hanging out,
these latest LPSO offerings have been designed to allow girls to have
their LITTLEST PET SHOP pets tag along right beside them."
Adding to the fun and excitement of Hasbro's new LPSO toys, EA
will roll out major enhancements in LPSO.com this month,
including the new "Collect-a-Pet" feature which will allow girls to
unlock "Reward Pets" when they complete certain in-game activities such
as performing multiplayer pet tricks, starting dance parties, or
completing a challenging level in one of the many games. The LPSO.com
"Reward Pets" will be a very special stand-out addition to girls' online
pet collections as many are inspired by their adorable on-shelf toy
counterparts. The LPSO.com "Collect-a-Pet" feature will debut
with four "Reward Pets" that will be accessible to all LPSO.com
players like the Spotted Dalmatian, inspired by the Dalmatian that comes
with the LITTLEST PET SHOP RESCUE TAILS CENTER playset, also arriving at
retail this fall. Additionally, 15 special edition pets such as a
Strawberry Hamster and a Candy Zebra will be available exclusively to
Premium Members.
"We anticipate the 'Collect-a-Pet' feature to be a big hit with our
LITTLEST PET SHOP ONLINE players as it really speaks to the core
play pattern of the brand, which is all about building a delightful
collection of wonderful pets," said Chip Lange, Senior Vice President
and General Manager of the Hasbro Division at Electronic Arts. "With
collection as a main pillar of gameplay within LPSO.com, girls
will now have the opportunity to add to their virtual LITTLEST PET SHOP
family, just as they have enjoyed doing with their toy collection over
the years."
LITTLEST PET SHOP fans can create an LPSO.com account and play
for free under Basic Membership or purchase a Premium Membership
subscription with exclusive features and benefits for $5.95 per month.
For more information, about LPSO.com and membership options,
including multiple month discounts, go to: www.lpso.com.
About LITTLEST PET SHOP
The LITTLEST PET SHOP brand began as a line of collectible mini-dolls
aimed at tween girls, age 7-9, and their zeal for nurturing and
collecting and is currently one of the fastest selling girls' toy
brands. With more than 180 pets available to collect and cherish, girls
simply can't get enough of these quirky, edgy and cute pals and the
accompanying LITTLEST PET SHOP playsets and accessories that make the
experience complete. Since its re-launch in 2005, the LITTLEST PET SHOP
brand has sold more than 325 million pets globally. It is also one of
the hottest licensed lifestyle properties among young girls. The brand's
global licensing program has more than 210 licensees across 20 major
categories from apparel and accessories to publishing, digital gaming,
electronics, and room décor.
About Hasbro
Hasbro, Inc. (NYSE:HAS) is a worldwide leader in children's and family
leisure time products and services with a rich portfolio of brands and
entertainment properties that provides some of the highest quality and
most recognizable play and recreational experiences in the world. As a
brand-driven, consumer-focused global company, Hasbro brings to market a
range of toys, games and licensed products, from traditional to
high-tech and digital, under such powerful brand names as TRANSFORMERS,
PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, CRANIUM and WIZARDS
OF THE COAST. Come see how we inspire play through our brands at http://www.hasbro.com.
© 2010 Hasbro, Inc. All Rights Reserved.
About Electronic Arts
Electronic Arts Inc. (EA), headquartered in Redwood City, California, is
a leading global interactive entertainment software company. Founded in
1982, the Company develops, publishes, and distributes interactive
software worldwide for video game systems, personal computers, wireless
devices and the Internet. Electronic Arts markets its products under
four brand names: EATM, EA SPORTS(TM), EA Mobile(TM) and POGO(TM). In
fiscal 2009, EA posted GAAP net revenue of $4.2 billion and had 31
titles that sold more than one million copies. EA's homepage and online
game site is www.ea.com.
More information about EA's products and full text of press releases can
be found on the Internet at http://info.ea.com.
LITTLEST PET SHOP, LPSO Dancing Dog, LPSO Starter Pack and LITTLEST PET
SHOP RESCUE TAILS CENTER playset are trademarks of Hasbro. All other
trademarks are the property of their respective owners.
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6425466&lang=en
SOURCE: Electronic Arts Inc.
EA
Lauren Svensson, 650-628-3138
lsvensson@ea.com
or
Foghorn PR
Shelly Eckenroth, 717-852-7060
seckenroth@foghornpr.com
or
Hasbro
Pat Jarret, 401-727-5896
pjarret@hasbro.com
Copyright Business Wire 2010