Video: How Sweet It Is!

Video: How Sweet It Is!

Date:8/20/2009 4:30:00 AM

SAN FRANCISCO, Aug. 19 // -- CANDY LAND, the beloved board game enjoyed by millions, celebrated its 60th birthday today with an event befitting a king - King Kandy that is! The world's most crooked street - Lombard Street - was transformed into a larger-than-life-sized version of CANDY LAND that was highlighted by the iconic and distinctive CANDY LAND game path. As part of the celebration, San Francisco-area kids participated in the world's largest CANDY LAND game to help mark this monumental birthday.

To view the Multimedia News Release, go to:http://www.prnewswire.com/mnr/hasbro/39636/

(Photo: http://www.newscom.com/cgi-bin/prnh/20090819/NY63889 )

"In 1949, the CANDY LAND game was first developed to help children recovering from polio forget about their illness by allowing them escape to another world," said Christina Gomes, Global Brand Manager for CANDY LAND, Hasbro Games. "Sixty years later, the CANDY LAND game continues to allow children to use their imaginations to lead them on a journey to a place of fun and adventurous play."

The transformed Lombard Street served as the CANDY LAND game path as four groups of San Francisco-area kids dressed as green, blue, yellow and red colored pieces, played the world's largest CANDY LAND game. Each group traveled along the colorful path with the help of oversized game cards that revealed each team's move. In the end, the yellow team finished first, but each team had a reason to celebrate. After the completion of the game, all the teams gathered at the bottom of the CANDY LAND game path to enjoy a one-of-kind commemorative CANDY LAND game 60th birthday cake.

"Bringing the CANDY LAND game to life for the kids was a great way to help mark the game's 60th birthday," said Gomes. "Watching as the kids played their way down the path was amazing."
Some statistics about the CANDY LAND game path on Lombard Street:

• The path covered the entire length of Lombard Street between Hyde and Leavenworth Streets - approximately 575 feet.


• The path featured 41 colored squares that matched the sequence found on the actual game board.


• The path was constructed with more than 3,000 3/8" multi-purpose interlocking mats.


• The CANDY LAND game path squares on Lombard Street are almost 30,000 times larger than the ones on the actual game board.
  

With the 60th birthday, Hasbro also honors the game's inventor, Eleanor Abbot. Ms. Abbott created the game while recovering from polio as a lighthearted activity to entertain children affected by the disease. In 1949, she sold the game to Milton Bradley, who marketed the game for $1 with the slogan: "a sweet little game ... for sweet little folks." Since the game's introduction on store shelves, the distinctive red and white peppermint name has been printed on more than 40 million of the CANDY LAND games.

Also, as part of the 60th birthday of the CANDY LAND game, Hasbro Games is introducing the new CANDY LAND: Sweet Celebration Game, which for the first time will offer players a customizable freestanding game board that allows them to shorten or lengthen the game depending on their preference. The new 3-D game helps promote imagination and creativity by allowing players to build their own game board by linking individual path pieces. In addition to letting children adapt the game, players can travel to two new destinations in the CANDY LAND game - Captain Kidd Cone's Ship, the SS Neapolitan, and the Chunky Chocolate Mountains, where they will find ice cream cones and chocolate treats galore.

The CANDY LAND: Sweet Celebration Game will be available in fall 2009 at mass merchandise retailers for an approximate retail price of $19.99. Appropriate for two to four players, the game is suggested for children ages four and up. The original CANDY LAND game is available now at mass merchandise retailers for an approximate retail price of $9.99. Appropriate for two to four players, the game is suggested for children ages three and up.

Hasbro, Inc. 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. As a brand-driven, consumer-focused global company, Hasbro brings to market a range of toys, games and licensed products, from traditional to high-tech and digital, under such powerful brand names as TRANSFORMERS, PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, TIGER, CRANIUM and WIZARDS OF THE COAST. Come see how we inspire play through our brands at http://www.hasbro.com (C) 2009 Hasbro, Inc. All Rights Reserved.