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Hasbro, Inc. has purchased all the intellectual property rights related to the Trivial Pursuit brand from Horn Abbot Ltd. and Horn Abbot International Limited. Hasbro has developed, marketed and sold Trivial Pursuit under license from the Horn Abbot companies since 1983.

It paid the Horn Abbot companies $80 million for the intellectual property. Plans call for expanding the brand into other venues.

"Trivial Pursuit created the adult game category in 1982 and has always been one of the most recognized brands in the industry," said Brian Goldner, COO of Hasbro, based in Pawtucket, RI. "Now as a wholly owned and operated part of our deep and rich brand portfolio, we can build Trivial Pursuit beyond traditional venues and capitalize on new opportunities in entertainment, publishing, promotions and digital arenas."

Plans have already been made to extend the Trivial Pursuit brand into a new television game show this fall called, "Trivial Pursuit: America Plays." The show is being created in cooperation with Debmar-Mercury and Wheeler Sussman and is expected to debut in September.

"Hasbro has been a great partner of ours for many years and we know they are a global powerhouse that can take the Trivial Pursuit brand to the next level," said Jim Ware, President, Horn Abbot Ltd.

Hasbro is a worldwide provider of children's and family leisure time entertainment products and services, including the design, manufacture and marketing of games and toys ranging from traditional to high tech. Among its best known brands are Playskool, Tonka, Milton Bradley, Parker Brothers, Tiger and Wizards of the Coast.

Article ID: 610