Hasbro Signs Jamie Lee Curtis to Promote Board Games as Great Gifts for Holiday Season

Business Wire, Sept 12, 2005

EAST LONGMEADOW, Mass. -- Hasbro, Inc. announced that it has signed actress and children's book author Jamie Lee Curtis to promote 12 favorite Milton Bradley and Parker Brothers board games for the upcoming holiday season. Hasbro Games will kick off its fully-integrated "Games Make Great Gifts" campaign featuring the celebrity mom in November 2005.

The "Games Make Great Gifts" campaign, which includes national television advertising, Free Standing Inserts, Point of Sale and Internet support, is centered around a $30 mail-in rebate that can be applied to a dozen of Hasbro's best-selling board games including: Monopoly(R), Clue(R), Twister(R), The Game of Life(R), Operation(R), Scrabble(R), Sorry!(R), Trouble(R), Connect Four(R), Guess Who?(R), Battleship(R) and Jenga(R).

"Jamie Lee has been an avid board game player her entire life and has passed along the tradition to her own children," said Mark Blecher, senior vice president of marketing at Hasbro Games. "She is the ideal spokesperson for Hasbro given her belief that board games are a great way for families and friends to spend time together. As a result of her affinity for board games, Jamie Lee delivers that message with passion throughout the campaign, particularly the TV spot."

The "Games Make Great Gifts" rebate form will be delivered via national FSIs, in-store tear pads and at www.miltonbradley.com, Hasbro Games' new web site. Additionally, the site will feature behind-the-scenes footage of Jamie Lee Curtis shooting the campaign's television commercial, game playing tips and other entertaining content.

Alliance was responsible for securing Jamie Lee Curtis on behalf of Hasbro. The marketing and promotions portion of the integrated "Games Make Great Gifts" campaign was prepared by Alcone Marketing Group and Grey Advertising handled the national television advertising program.

About Hasbro

Hasbro Games manufactures and markets games and puzzles under the brand names Milton Bradley and Parker Brothers. Included in its product line are some of the world's best-known games and puzzles including: CANDY LAND, the MONOPOLY game, SCRABBLE Brand Crossword Game, YAHTZEE, TWISTER, THE GAME OF LIFE, TRIVIAL PURSUIT and BIG BEN Puzzles. The company also markets its games in three focused initiatives: MY FIRST GAMES (pre-school games), FAMILY GAME NIGHT (family games) and GET TOGETHER GAMES (adult games).

Hasbro Inc. (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 United States, its PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, TIGER and WIZARDS OF THE COAST brands and products provide the highest quality and most recognizable play experiences in the world.

(C)2005 Hasbro. All Rights Reserved.

Operation is a trademark of Fleet Capital Corporation, licensed for use by Hasbro. (C) 2005 Fleet Capital Corporation. The MONOPOLY name and logo, the distinctive design of the game board, the four corner squares, the MR. MONOPOLY name and character, as well as each of the distinctive elements of the board and playing pieces are trademarks of Hasbro for its property trading game and game equipment. (C)2005 Hasbro. All rights reserved. Jenga is a registered trademark of Pokonobe Associates. (TM), (R) & (C)2005 Pokonobe Associates. All rights reserved. SCRABBLE is a trademark of Hasbro in the U.S. and Canada. All Rights Reserved. TRIVIAL PURSUIT is the registered trademark of Horn Abbot Ltd. For the games distributed under exclusive license to Hasbro. Inc.