Online Contest to Win a G.I. JOE Action Figure in One's Likeness Simultaneously Kicked Off in Eight Countries on July 1st

TORONTO, July 9, 2009 - As of July 1st, consumers around the world can "join the G.I. JOE team" by creating their own G.I. JOE action figure avatar through an online promotion based on the toy line from Hasbro, Inc. In anticipation of the major motion picture release of G.I. JOE: The Rise of Cobra from Paramount Pictures and Spyglass Entertainment, in association with Hasbro, hitting theaters on August 7, fans of the classic brand can enter the top secret world of G.I. JOE like never before. Consumers in Australia, Canada, France, Germany, Mexico, New Zealand, the United Kingdom and the United States will have the opportunity to participate in the "Join the Team" promotion to win a one-of-a-kind action figure in their likeness.

When visitors click on the "Join the Team" dog tag icon at www.GIJOE.com, they are invited to become part of the G.I. JOE "Real but Extraordinary Adventure." Once inside, visitors are prompted to "pick a side" and create either a G.I. JOE or COBRA avatar that resembles a 3.75" action figure. There are numerous options for visitors to customize their action figure avatar and create unique uniforms and cool gear. Once visitors are finished creating their avatar's look, they are invited to tell the story of their character and what skills they would bring to either the G.I. JOE or COBRA team. Thirty nine winners from around the world with the most creative characters and bios will win the ultimate prize of having their face scanned and put on the body of their unique character in a "real life" 3.75 inch action figure.

This summer, fans of all ages will see the G.I. JOE franchise taken to the next level with the major motion picture release of G.I. JOE: The Rise of Cobra. The movie focuses on an elite G.I. JOE team that uses the latest in next-generation spy and military equipment to fight the corrupt arms dealer DESTRO and growing threat of the mysterious COBRA organization.

Hasbro created the action figure category in 1964 when it launched its G.I. JOE toy line. Over the course of its 45 year history, the brand has evolved delivering different adventures to generations of kids. The popular "G.I. JOE VS. COBRA" saga, which the movie and upcoming toy line are based on, originated in the early 1980s and followed the heroic G.I. JOE team as they battled the menacing COBRA organization.

For more information and to enter the contest, consumers can visit www.GIJOE.com. The contest is open to Canadian residents, with the exception of those in the province of Quebec.

About HASBRO

Hasbro, Inc. (NYSE:HAS) 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, 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.