In order to enhance the brand's gaming experiences, toy maker
) recently signed a licensing agreement with
Electronic Arts Inc.
) operating unit PopCap Games. Financial terms and conditions of
the deal have not been disclosed yet.
Under the terms of the agreement, Hasbro will launch a new
line of physical gaming products based on PopCap's popular
virtual game brands. Hasbro will be engaged in designing,
manufacturing and marketing of these analog games.
PopCap, a Seattle-based game developing company, is one of the
largest social gaming companies accredited with over 150 million
games that are played on various platforms of
). Electronic Arts bought PopCap Games for an estimated $1.3
billion in 2011.
The company's two physical gaming products, BEJEWELED and
BEJEWELED FRENZY will be available from spring 2013. These games
will be based on PopCap's renowned game series, Bejeweled. With
the purchase of BEJEWELED game, the online players will have the
access to download a virtual game named Bejeweled 3 for free.
Hasbro's management believes that this deal will enhance its
coverage in the analog gaming arena and restructure its portfolio
of gaming products.
Hasbro has been highly active on gaming deals. In 2012, it
launched a new line of gaming products in U.S., U.K., Australia
and Canada in association with the world's largest social game
Given Hasbro's strong product line up, including core brands
as well as key licensed brands and lucrative product
associations, the company remains well positioned for future
Hasbro, which competes with
JAKKS Pacific Inc.
), retains a Zacks Rank #3 (Hold). We currently have a long-term
Neutral recommendation for Hasbro.
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