Playskool Named Official Preschool Toy Brand for My Gym Children’s Fitness Center

PLAYSKOOL, the preschool brand of Hasbro, Inc. (NYSE:HAS), has entered into an arrangement with My Gym Children’s Fitness Center, a worldwide leader in children’s fitness, whereby PLAYSKOOL toys and products will be integrated into the 160 My Gym locations nationwide.

My Gym – the country’s #1 children’s fitness program (Entrepreneur Magazine 2005 and 2006) – creates programs and services that empower youngsters ages three months – 13 years by helping them acquire the skills, confidence and positive self-image needed to become healthier young adults. Since its inception in 1983, My Gym Children’s Fitness Center has been at the cutting edge of the children’s fitness industry. The PLAYSKOOL alliance will launch this month and will roll out through the course of the year. Channel M, the largest non-traditional media company in the world, played an integral role in creating this comprehensive program, bringing My Gym and PLAYSKOOL together.

“We are thrilled to join with PLAYSKOOL in bringing the best in quality products to our member kids and families,” said Matt Hendison, executive vice president, marketing and entertainment for My Gym. “Our association with PLAYSKOOL will result in opportunities that will enhance the My Gym experience, and we are especially excited about some of the very unique program elements that were designed together with Channel M and Playskool.”

David Teichner, Chief Executive Officer, Channel M stated, “This agreement is part of a growing trend of major retailers partnering up with major manufactures. This is an important marriage between the three companies and we are thrilled to be a part of a program which encourages incorporating exercise and healthy activities into the daily lives of children through the integration of fun and exciting products.”

PLAYSKOOL, a leader in the preschool toy category, brings fun and learning to young children. With new, developmentally sound and entertaining toys, PLAYSKOOL gives young children the opportunity to develop through play. PLAYSKOOL updates classic products and offers young children smaller versions of “big kids” toys.