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Littlest Pet Shop Online

Opens a UK branch in September.

GUILDFORD, U.K., September 1, 2010 – The Play Label of Electronic Arts Inc. (NASDAQ: ERTS) today announced that it has expanded its North American virtual world, LITTLEST PET SHOP ONLINE (LPSO), to the UK this September. LITTLEST PET SHOP ONLINE (LPSO) is an innovative, beautifully designed, online entertainment and community destination for girls based on Hasbro’s (NYSE: HAS) globally popular LITTLEST PET SHOP brand.

The web-based LITTLEST PET SHOP ONLINE is a world of adorable islands filled with fun and exciting online games and activities. There are tools for girls to create, customise and play with their favourite LITTLEST PET SHOP pets, connect with friends and make new ones too.

LITTLEST PET SHOP ONLINE embraces its essence of collectability with the Collect-a-Pet feature; enabling girls to unlock unique special edition “Reward Pets” through the completion of fun in-game activities to grow their virtual pet collection

“LITTLEST PET SHOP ONLINE is all about providing girls with a place to bring their favourite LPS pets to life online,” said Stuart Lang, UK Marketing Director. “We’re excited LITTLEST PET SHOP fans have embraced and enjoy the game in North America, and are delighted to offer fans in the UK a new and exciting way to connect online with friends through their favourite pets too.”

Excitement and adventure unfold at every turn when girls explore LITTLEST PET SHOP ONLINE’s islands of Waggington and Kittywood as they customise their virtual pet collection, decorate their pets’ home, play mini-games, discover hidden objects, and connect with friends both old and new. Players earn Kibble Coins, the game’s virtual currency along the way, which they can spend at boutiques like “Wooly Couture,” run by Woolma O’Chic, the most fashionable lamb in town. Players can take a ride between islands on Guppy the whale and meet featured pets, like Harmony Groovemore, the dancing dog who can Cha cha cha and owner of the Sassy Steps Dance Studio.

For girls who want to join the online fun while also expanding their growing offline LITTLEST PET SHOP collection Hasbro is launching an LPSO toy line in Europe this autumn. LPSO toys include LPSO PETS, which are cuddly plush, and the LPSO Dancing Dog, the groovy pet who dances to your music when plugged into your computer or MP3 player. Each toy comes with a code which unlocks virtual gifts.

Anyone can play by creating an account in just two easy steps, and enjoy many LITTLEST PET SHOP ONLINE features. Premium Members have access to special features including extensive pet customization, ability to unlock all “Reward Pets” in Collect-a-Pet, games, spending Kibble Coins on exclusive clothes, food, and accessories, and much more

LITTLEST PET SHOP ONLINE is developed by Electronic Arts Inc. with Frima Studios ( www.frimastudio.com), a leading developer of virtual world games based in Quebec City, Canada.

Visit www.LPSO.com for more details and to sign up for the LITTLEST PET SHOP ONLINE newsletter. For game artwork, visit www.electronicarts.co.uk/press

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Hasbro’s LITTLEST PET SHOP brand is a line of collectible mini-dolls aimed at tween girls and their zeal for nurturing and collecting. Since its launch in 2005, LITTLEST PET SHOP has quickly become one of the fastest growing girl brands in the toy industry. More than 200 million pets have been sold. Additionally, www.littlestpetshop.com has become one of Hasbro’s top-performing brand Web sites with more than 1.8 million girls creating and tracking online pet collections. The LITTLEST PET SHOP brand is also one of the hottest licensed lifestyle properties among young girls. More than 200 licensees bring LITTLEST PET SHOP-branded goods to market around the world in every major category from apparel and accessories to publishing, paper/stationery, and room décor.

About Hasbro

Hasbro, Inc. 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.

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: EA SPORTS TM , EA TM , EA Mobile TM and POGO TM . In fiscal 2010, EA posted GAAP net revenue of $3.7 billion and had 27 titles that sold more than one million units. 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.

EA, EA SPORTS, EA Mobile and POGO are trademarks of Electronic Arts IncLITTLEST PET SHOP is a trademark of Hasbro and is used with permission. All other trademarks are the property of their respective owners.

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