Hasbro Incwas incorporated in Rhode Island on January 8, 1926. The Company provides children's and family leisure time and entertainment products and services, including the design, manufacture and marketing of games and toys. The Company is organized into three segments namely, U.S. and Canada, International, Entertainment and Licensing. The U.S. and Canada segment includes the marketing and selling of boys' action figures, vehicles and playsets, girls' toys, electronic toys and games, plush products, preschool toys and infant products, electronic interactive products, toy-related specialty products, traditional board games and puzzles, DVD-based games and trading card and role-playing games within the United States and Canada. Within the International segment, the Company markets and sells both toy and certain game products in markets outside of the U.S. and Canada, mainly the European, Asia Pacific, and Latin and South American regions. The Entertainment and Licensing segment includes its lifestyle licensing, digital gaming, movie, television and online entertainment operations. The Company's Other segment licenses out the rights to certain of its toy and game properties in connection with the sale of non-competing toys and games and non-toy products, as well as consumer promotions. The Company's franchise brands are LITTLEST PET SHOP, MAGIC: THE GATHERING, MONOPOLY, MY LITTLE PONY, NERF, PLAY-DOH and TRANSFORMERS, while challenger brands include BABY ALIVE, DUEL MASTERS, FURBY, FURREAL FRIENDS and PLAYSKOOL. The Company's gaming mega brands are BOP IT!, CONNECT 4, ELEFUN & FRIENDS, JENGA, LIFE, OPERATION and TWISTER. Its partner brands include BEYBLADE, MARVEL characters including SPIDER-MAN and THE AVENGERS, ROVIO, SESAME STREET and STAR WARS product offerings. Both MARVEL and STAR WARS are owned by the Walt Disney Company. Its offerings include a variety of games, including traditional board, card, hand-held electronic, trading card, role-playing and DVD games, as well as electronic learning aids and puzzles. Toy offerings include boys' action figures, vehicles and playsets, girls' toys, electronic toys, plush products, preschool toys and infant products, electronic interactive products, creative play and toy related specialty products. In addition, the Company licenses certain of its trademarks, characters and other property rights to third parties for use in connection with digital gaming, consumer promotions, and for the sale of non-competing toys and games and non-toy products. Its products are manufactured from basic raw materials such as plastic, paper and cardboard, although certain products also make use of electronic components. The Company competes with several toy and game companies in its product categories, as well as many smaller United States and international toy and game designers, manufacturers and marketers. Competition is based mainly on meeting consumer entertainment preferences and on the quality and play value of its products to a lesser extent is also based on product pricing. Its toy and game products sold in the United States are subject to the provisions of The Consumer Product Safety Act.