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Limited Edition PLAY-DOH Fragrance

play doh perfume

PAWTUCKET, R.I. -- May 1, 2006 -- For the first time, Hasbro, Inc. has bottled that fresh, just-out-of-the-can, "eau de PLAY-DOH" aroma into a limited-edition fragrance as part of a year-long celebration of the beloved modeling compound's 50th birthday. Out in time for Mother's Day, the 1-ounce, spray bottle fragrance is meant for 'highly-creative people, who seek a whimsical scent reminiscent of their childhood.'

"One of PLAY-DOH compound's most notable characteristics is its scent," said Leigh Anne Cappello, vice president of marketing for the PLAY-DOH brand. "When you open a can of PLAY-DOH compound, you are instantly transported back to childhood. What better way to celebrate the 50th birthday than by bottling the scent for adults everywhere to enjoy as a reminder of their youth."

Hasbro turned to Demeter Fragrance Library, a company known for cutting-edge fragrances like Dirt, Thunderstorm and Tomato, to create and distribute the new scent. The PLAY-DOH fragrance is now available at www.demeterfragrance.com and is expected to be available this summer at www.sephora.com and at ULTA cosmetics retail stores. The PLAY-DOH fragrance retails for approximately $19.

The fragrance joins other special products and events meant to celebrate the PLAY-DOH brand's big year. The festivities kicked-off in January with an instant-win promotion, where consumers were given the chance to win one $50,000 grand prize, one of 10, $2,500 first-prize awards and one of 500 gift cards valued at $50 to hasbrotoyshop.com. Then, in February, at the American International Toy Fair in New York City, Warren Brown, host of the Food Network show Sugar Rush, "baked" a larger-than-life celebratory birthday cake, with more than 40 pounds of PLAY-DOH compound as the main ingredient. More PLAY-DOH surprises will be announced later this year.

Young PLAY-DOH "artists" can have a party any day of the year with new PLAY-DOH birthday product. The PLAY-DOH BIRTHDAY BUCKET helps youngsters create the ultimate tools for a celebration, while the PLAY-DOH 50 COLORS PACK gives children an endless number of creative options with 50 cans of different-colored compound. The birthday products will have an approximate retail value of $9.99 and $12.99, respectively. In addition, Hasbro is introducing the FUZZY PUMPER® CRAZY CUTS, an updated version of the wildly popular FUZZY PUMPER BARBER & BEAUTY SHOP playset introduced in 1977. The new FUZZY PUMPER® CRAZY CUTS allows kids to "grow," cut and style PLAY-DOH compound "hair" and accessorize the FUZZY PUMPER character, using molds to make beards, sideburns, moustaches, hats and hair bows. The toy is available for the approximate retail price of $9.99.

Kids, parents and teachers can turn any birthday into a PLAY-DOH birthday experience with birthday-themed ideas at www.playdoh.com.

PLAY-DOH Through the Years

PLAY-DOH® brand modeling compound was invented in 1956 at Rainbow Crafts, a Cincinnati-based cleaning company. Scientists there were trying to develop wallpaper cleaner when they discovered the now iconic children's toy. Realizing the compound's play potential, the company introduced it at the American International Toy Fair in New York City in 1956. PLAY-DOH compound was first available only in one color and size, an off-white, 1.5 pound can. Now, a half a century later, kids can explore their imaginations and express their creativity with up to 50 colors. The formula for PLAY-DOH compound still remains a closely-guarded secret. The weight of PLAY-DOH compound manufactured since 1956 is more than 900 million pounds.

About Hasbro, Inc.

Hasbro (NYSE:HAS) is a worldwide leader in children's and family leisure time entertainment products and services, including the design, manufacture and marketing of games and toys ranging from traditional to high-tech. Both internationally and in the United States, its PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, TIGER and WIZARDS OF THE COAST brands and products provide the highest quality and most recognizable play experiences in the world.

About Demeter

It is more than mere coincidence that the Demeter Fragrance Library takes its name from the Greek goddess of agriculture. Well known for its cutting-edge fragrances, the fragrance house stands out by bottling down-to-earth scents that evoke pleasant memories and the experiences of everyday life.

Demeter has made familiar and comfortable scents, ranging from woods, greens and grasses, to fruits, vegetables and florals. But there are more, including those that capture aromas that don't come straight from the earth, like foods or even the weather.

Demeter's creativity has received the highest honors in the beauty industry, including the inclusion of its founder Christopher Gable in the Smithsonian Institution's 2003 National Design Triennial. Celebrity fans of Demeter's scents include Jennifer Aniston, Drew Barrymore and Clint Eastwood.

Demeter's mission is to make the pleasure and luxury of fine fragrance fun and easy to afford. The more than 160 single-note Demeter scents are available in Sephora, Anthropologie, ULTA and Pure Beauty stores, online at DemeterFragrance.com or by calling 1-800-482-0422.

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