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Hasbro further expands into mobile games territory

PAWTUCKET, R.I. — Hasbro has acquired a majority stake in Backflip Studios, a company that develops mobile games such as DragonVale, NinJump and Paper Toss.

The mobile games studio was founded in 2009 by Julian Farrior, Dale Thoms and Tom Blind. Other titles in its portfolio include Ragdoll Blaster, Army of Darkness Defense and OutWorded. Backflip will continue to develop its own IP, as well as create mobile games featuring many of Hasbro’s brands. The company’s management team will also continue to run the company, which will remain in Boulder, Colo. Hasbro anticipates the transaction to be neutral to slightly accretive to its 2013 financial results.

“The acquisition of Backflip fits perfectly into our strategy of extending our brands into all forms and formats,” said Brian Goldner, president and CEO of Hasbro, Inc. “As mobile play continues its rapid growth, Backflip’s leadership position, great games and established network of users, makes Hasbro a more meaningful participant in digital gaming. Together with Julian, Dale and the talented team at Backflip, we will continue to take a leadership role in bringing great game play to the mobile environment.”

“We are thrilled to be partnering with Hasbro, whose games, toys and brands have deeply influenced generations of consumers including our own team,” said Farrior. “Backflip will continue its long held strategy of building a large network of satisfied users, though now with access to an even stronger brand catalog. Aligning our mobile games alongside such an influential portfolio and a company who has great game design baked into its DNA, positions us well for the future growth of mobile entertainment.”

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