Hasbro is engaged in providing children’s and family leisure time products with a range of portfolio of brands and entertainment properties. The Company’s brand architecture identifies franchise brands, challenger brands, key partner brands and new brands. Franchise and challenger brands include many well-known brand names such as TRANSFORMERS, NERF, LITTLEST PET SHOP, MY LITTLE PONY, BABY ALIVE, G.I. JOE, MONOPOLY, MAGIC: THE GATHERING, PLAY-DOH and PLAYSKOOL. In addition to product offerings under Hasbro-owned brands or brands which if not entirely owned are broadly controlled by the Company, offerings may also include products branded and developed under key licenses. The licensed brands include BEYBLADE, SPIDER-MAN and THE AVENGERS from MARVEL, SESAME STREET, STAR WARS and ZYNGA product offerings. In July 2013, Hasbro Inc announced the acquisition of a majority stake in Backflip Studios.