EAST LONGMEADOW, Mass., Jul 12, 2010 (BUSINESS WIRE) -- MONOPOLY City Streets, the exciting 'try before you buy' online version of the successful Hasbro board game MONOPOLY City is picking up coveted awards around the world for concept and innovation. The category leading initiative was considered such a runaway success that it is currently in development with EA Games to be rolled out as a multi-platform digital experience MONOPOLY STREETS, to be released October 2010.

Most recently winning Best Consumer Products and Services, Best Use of Web and the Grand Prix at the New Media Age Effectiveness Awards, MONOPOLY City Streets has also picked up a Cannes Cyber Lions Gold for best Digital Interactive Solutions and nominated for a prestigious Webby to name but a few.

Global Brand Leader for MONOPOLY, Jane Ritson-Parsons comments: "MONOPOLY proves time and time again why it's the category leader. Our consumers embrace new technology and are always excited to find new ways to engage with the world's favorite family game.

"We're thrilled that the online execution is receiving the accolades it deserves and are truly excited to see how consumers react to the new digital platforms borne from MONOPOLY City Streets."

The limited-time online game, which launched in 2009, allowed players to 'buy' real streets based on Google Maps and compete against participants all over the world. Making global headlines at launch, the game was featured in over 300 news sites, achieved 17 million site visits, 1.4 million active registered players and just under 1 billion page views.

Executed for Hasbro by TribalDDB, when in play, MONOPOLY City Streets was ranked within the top 20 game sites in the U.S.

FULL LIST OF AWARDS

New Media Age - Best Consumer Products and Services
New Media Age - Best Use of Web
New Media Age - Grand Prix
Cannes Cyber Lions Gold - Digital Interactive Solutions, Games
IAB Creative Showcase - Grand Prix, Best Creative Work of 2009
Clio - Gold, Interactive/Online Games
Creative Review, The Annual - Best in Book
NY Festival of International Advertising, Digital & Interactive - Gold, Recreational
NY Festival of Innovative Advertising - Gold, Advergame
NY Festival of International Advertising - Gold, Entertainment Promotion
OneShow Interactive - Silver, Consumer Goods
OneShow Interactive - Gold, Branded Games
Webby - Nomination, Games

About HASBRO
Hasbro, Inc. (NYSE: HAS) 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. Come see how we inspire play through our brands at http://www.hasbro.com. © 2010 Hasbro, Inc. All Rights Reserved. The MONOPOLY name and logo, the distinctive design of the game board, the four corner squares, the MR. MONOPOLY name and the character, as well as each of the distinctive elements of the board and playing pieces are trademarks of Hasbro for its property trading game and game equipment. © 2010 Hasbro, All Rights Reserved.

ABOUT MONOPOLY
Since 1935, more than 250 million copies of MONOPOLY have been sold in 111 countries and 43 languages. More than 200 different editions of the game have been published, but the most popular continues to be the classic "Number Nine." Affectionately known by its original product number, "Number Nine" is based on the streets of Atlantic City and is nearly identical to Charles Darrow's original submission to Parker Brothers. The MONOPOLY name and logo, the distinctive design of the game board, the four corner squares, the MR. MONOPOLY name and the character, as well as each of the distinctive elements of the board and playing pieces are trademarks of Hasbro for its property trading game and game equipment. © 2010 Hasbro, All Rights Reserved.

SOURCE: Hasbro, Inc.