Hasbro and Boston Children’s Hospital Announce Collaboration to Evaluate Play

#MorePlayToday will evaluate how different types of play best
serve the developmental well-being of children and meet the needs of
parents

PAWTUCKET, R.I.–(BUSINESS WIRE)–Hasbro,
Inc.
(NASDAQ: HAS) and Boston
Children’s Hospital’s
Center
on Media and Child Health
(CMCH) today announced a strategic
collaboration to undertake a multi-phase research initiative to
investigate and understand how different types of play affect the
developmental outcomes of children and meet the needs of today’s parents.

“The Digital Revolution has changed the way that children spend their
free time,” said Michael Rich, MD, MPH, Founder and Director of the
Boston Children’s Center on Media and Child Health (CMCH), Associate
Professor of Pediatrics at Harvard Medical School and Associate
Professor of Social and Behavioral Sciences at the Harvard T. H. Chan
School of Public Health. “Access to interactive screen media has
transformed how children learn, communicate, interact and play. #MorePlayToday
will allow us to observe play in all of its forms, moving seamlessly
between traditional and digital play, the physical and the imaginary,
and to follow those children as they grow. We are happy to collaborate
with a team that values positive play and look forward to bridging the
gap between science and business to benefit children and families
globally.”

CMCH will commence with an exhaustive global review of all existing
studies of play. Once the literature search is underway, #MorePlayToday
will observe the flow of children’s play in a variety of settings
throughout their day. Participating parents will complete reports on
their child’s social development, creativity, positive and negative
behaviors, language skills and physical health.

At the conclusion of this multi-year study, the team will be able to
advise parents on which types of play should be encouraged in order to
best serve the developmental well-being of children. The team will be
able to share the characteristics of play that increase critical
developmental outcomes and recommend which environments are most
conducive to different types of play.

“As a Company, deeply understanding our consumers is a core guiding
principle and key to the execution of our strategic brand blueprint.
During the past 2 years alone, we’ve interacted with more than 100,000
parents, kids and caregivers across 14 countries,” said John Frascotti,
President Hasbro Brands, Hasbro Inc. “During these many interactions it
became clear that parents are eager for information about which play
experiences promote positive life skills. We look forward to working
with this world-renowned team to gain significant insights on navigating
play in the digital age and sharing these insights broadly to help
inspire healthier, happier and more resilient kids.”

This collaboration supports Hasbro’s mission of Creating the World’s
Best Play Experiences
; it reinforces CMCH’s mission to educate and
empower children and those who care for them to create and consume media
in ways that optimize children’s health and development; and it will
provide parents with accurate information to benefit children and
families around the world. Follow the progress of the #MorePlayToday
project on Twitter @Hasbro
and @cmch_boston
using the hashtag #MorePlayToday, and ask your questions about
media and child health at askthemediatrician.org.

HAS-PR

About Hasbro

Hasbro (NASDAQ: HAS) is a global company committed to Creating the
World’s Best Play Experiences, by leveraging its beloved brands,
including LITTLEST PET SHOP, MAGIC: THE GATHERING, MONOPOLY, MY LITTLE
PONY, NERF, PLAY-DOH and TRANSFORMERS, and premier partner brands. From
toys and games, television programming, motion pictures, digital gaming
and lifestyle licensing, Hasbro fulfills the fundamental need for play
and connection with children and families around the world. The
Company’s Hasbro Studios and its film label, ALLSPARK PICTURES, create
entertainment brand-driven storytelling across mediums, including
television, film, digital and more. Through the company’s commitment to
corporate social responsibility, including philanthropy, Hasbro is
helping to build a safe and sustainable world and to positively impact
the lives of millions of children and families. Learn more at www.hasbro.com,
and follow us on Twitter (@Hasbro & @HasbroNews) and Instagram (@Hasbro).

About Boston Children’s Hospital

Boston Children’s Hospital is home to the world’s largest research
enterprise based at a pediatric medical center, where its discoveries
have benefited both children and adults since 1869. More than 1,100
scientists, including seven members of the National Academy of
Sciences, 11 members of the Institute of Medicine and 10 members of the
Howard Hughes Medical Institute comprise Boston Children’s research
community. Founded as a 20-bed hospital for children, Boston Children’s
today is a 397-bed comprehensive center for pediatric and adolescent
health care. Boston Children’s is also the pediatric teaching affiliate
of Harvard Medical School. For more, visit our Vector
and Thriving
blogs and follow us on our social media channels: @BostonChildrens,
@BCH_Innovation,
Facebook
and YouTube.

About the Center on Media and Child Health

The Center on Media and Child Health (CMCH) at Boston Children’s
Hospital (BCH) is an academic research center whose mission is to
educate and empower children and those who care for them to create and
consumer media in ways that optimize children’s health and development.

© 2015 Hasbro, Inc. All Rights Reserved.

Contacts

Boston Children’s Hospital Press Contact:
Erin C. Tornatore,
617-919-3110
Erin.Tornatore@childrens.harvard.edu
or
Center
for Media and Child Health Contact:
Kristelle Lavallee, 617-355-8371
kristelle.Lavallee@childrens.harvard.edu
or
Hasbro,
Inc. Press Contact:
Alexia Taxiarchos, 401-727-5603
alexia.taxiarchos@hasbro.com