Hasbro to Create Branded Cable Channel through a joint venture with Discovery Communications, to launch in late 2010.

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"Today's announcement speaks once again to the power of Hasbro's brands and affirms the company's strategy of providing innovative and immersive entertainment experiences for consumers of all ages in any form or format where and when they want it," he said. "We recognized that if we were going to reach our potential both in terms of satisfying interest in our brands and enhancing shareholder value, we knew we needed to extend our value beyond our games."

Hasbro CEO Brian Goldner