PAWTUCKET, R.I. -- January 26, 2009 -- Hasbro, Inc. is proud to announce that two of its most beloved characters, MR. AND MRS. POTATO HEAD, have been selected by Bridgestone Americas Tire Operations to star in a new commercial which will air during Super Bowl XLIII. Titled "Taters" and slated to air between the first and second quarters of the game, the 30-second commercial depicts the iconic couple enjoying a scenic drive which is interrupted by an unexpected turn of events.

"MR. AND MRS. POTATO HEAD are two of our most iconic characters and we are thrilled to share them with one of the year's largest television audiences on Super Bowl Sunday," said John Frascotti, global chief marketing officer, Hasbro, Inc. "Bridgestone has created a unique and amusing ad which will appeal to a wide audience and get a chuckle out of families across the country."

"Returning as the title sponsor of the Bridgestone Super Bowl Halftime Show, we wanted to feature an entertaining and exciting combination of humor and iconic characters during this in-game commercial," said John Baratta, president, Replacement Tire Sales U.S. and Canada Consumer Tire Sales Division. "MR. AND MRS. POTATO HEAD were perfectly cast as the loveable stars for our 'Taters' spot."

Over the past 50 years, MR. POTATO HEAD has run for Mayor of Boise, Idaho, surrendered his pipe as the official "spokespud" for the American Cancer Society's annual Great American Smokeout campaign, gave up his "couch potato" status to receive a Presidential Sports Award from the President's Council on Physical Fitness and Sports, and appeared in Disney's TOY STORY movie. Both MR. AND MRS. POTATO HEAD were featured in Disney's TOY STORY 2 movie.

About Hasbro, Inc.

Hasbro (NYSE: HAS) is a worldwide leader in 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. Both internationally and in the U.S., its PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, TIGER, CRANIUM and WIZARDS OF THE COAST brands and products provide the highest quality and most recognizable play experiences in the world. ©2009 Hasbro, Inc. All Rights Reserved.

About Bridgestone Americas Tire Operations

Nashville, Tenn.-based Bridgestone Americas Tire Operations is a subsidiary of Bridgestone Americas Inc., whose parent company, Bridgestone Corporation, is the world’s largest tire and rubber company. BATO develops, manufactures and markets Bridgestone, Firestone and associate brand tires. The company is focused on wholesale and original equipment markets, supplying passenger, light truck, commercial vehicle, off road, motorcycle, agricultural and other tires to its customers in North America.