Hasbro and the Jim Henson Company Team to Introduce Wide Range of Toys and Games Based on Sid the Science Kid

The Jim Henson Company today announced that it has appointed Hasbro, Inc. (NYSE:HAS) the master toy and game licensee for its SID THE SCIENCE KID™ property. SID THE SCIENCE KID is an educational animated television series airing daily on PBS KIDS® which uses comedy to promote exploration, discovery, and science readiness among preschoolers.

The four-year license grants Hasbro the rights to introduce an array of SID THE SCIENCE KID products starting January 1, 2009. Hasbro's line of SID THE SCIENCE KID toys and games is slated to debut at retail Fall 2009.

“We are already seeing a demand for innovative and engaging product for SID THE SCIENCE KID from parents and kids who have embraced this exciting new show,” said Melissa Segal, Sr. Vice President of Global Consumer Products for The Jim Henson Company. “We are confident that Hasbro’s PLAYSKOOL brand will bring toys to our audience in a creative and meaningful way that will celebrate and expand SID’s world.”

"The SID THE SCIENCE KID property is a natural fit for our PLAYSKOOL brand," said Sharon John, general manager, PLAYSKOOL brands. "Similar to SID's quest to discover and learn about the world around him, our PLAYSKOOL toys are inspired by children's natural curiosity and encourage them to play and explore."