CVS/pharmacy and PLAYSKOOL Introduce Exclusive Line of Baby Care Products

Thursday, March 1, 2007

Woonsocket, RI, March 1, 2007-- Moms can now get more for their money – more innovative product features, more information and more value — thanks to the new PLAYSKOOL™ Baby Care complete product line developed by CVS/pharmacy, America’s largest retail pharmacy, in partnership with PLAYSKOOL, a division of Hasbro, one of the country’s leading toy manufacturers. This marks the first time that CVS/pharmacy has partnered with an outside brand to introduce an infant category exclusively available at CVS/pharmacy.

The CVS/pharmacy PLAYSKOOL Baby Care Line comprises a complete assortment of diapers, wipes and feeding and grooming accessories. It offers parents the quality widely associated with both the CVS/pharmacy and PLAYSKOOL names, along with features equal to or significantly better than those available from other national baby care brands, for a comparable price. Beyond that, on all packaging, the PLAYSKOOL Baby Care Line provides helpful, age-appropriate parenting advice called Ages & Stages, developed by child psychologist Dr. Larry Cohen. Based on the theory that, to understand children, you need to know how they develop and grow, Ages & Stages not only presents basic ideas but also specific tips to change everyday situations – such as diapering, feeding and grooming – into fun opportunities for parent and child bonding.

With more than 40 years in business and 6,200 stores, CVS/pharmacy is known for being the easiest pharmacy retailer for customers to use. “Introducing the PLAYSKOOL Baby Care Line makes shopping especially easy for busy parents, who can now pick up the latest innovation in baby care products while purchasing other items or picking up a prescription at CVS/pharmacy,” said Eileen Howard-Dunn, Vice President at CVS/pharmacy, and herself a mother of five children. “We’ve made the PLAYSKOOL Baby Care Line extensive and complete so that mothers can conveniently purchase everything they need at the same time, all in one place.”

The colorful collection consists of 44 different products, including diapers for sizes newborn to six, ultra-thick, tear-resistant wipes and a practical yet attractive array of bottles, cups, bowls, teethers and other accessories.

Like the 78-year-old PLAYSKOOL toy line, the new baby care products keep the focus on providing solutions that aid in childhood development. This is PLAYSKOOL’s first venture beyond toys and the company prides itself on creating products that are both trustworthy and innovative. “We’re delighted to begin a new chapter in PLAYSKOOL history with CVS/pharmacy, a company that also is known for earning consumers’ trust and providing them with innovative products and services,” said Bryony Bouyer, senior vice president, Hasbro Properties Group.

CVS/pharmacy is making sure its customers take note of the new line: In the near future, more than 600 CVS/pharmacy locations, primarily in California and Chicago, will have
“PLAYSKOOL–branded environments,” product areas distinguished by floor tiles, shelf strips, aisle banners and more in the signature PLAYSKOOL red, with additional stores being converted on an ongoing basis throughout the country.

For more information about the PLAYSKOOL Baby Care Line, please visit CVS/pharmacy at

About HPG
HPG, the licensing arm of Hasbro, Inc. (NYSE: HAS), translates one of the industry’s richest portfolios of brands into a world of fun and excitement for children and adults globally. Through a host of publishing, digital media, lifestyle and entertainment platforms, HPG is able to surround consumers of all ages worldwide with consumer products that expand Hasbro’s core brands, such as TRANSFORMERS, LITTLEST PET SHOP, MY LITTLE PONY, MONOPOLY, G.I. JOE, TONKA and PLAYSKOOL