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PAWTUCKET, R.I. (February 13, 2009) – Paramount Pictures and Hasbro, Inc. (NYSE: HAS) have reunited to create another worldwide blockbuster franchise, this time featuring the action, adventure, and characters from the legendary “G.I. JOE VS. COBRA” saga. Hitting U.S. theaters on August 7, 2009, “G.I. Joe: The Rise of Cobra” 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 the growing threat of the mysterious COBRA Organization to prevent them from plunging the world into chaos.

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. This era of G.I. JOE featured 95 TV episodes and 155 comic books in just the first series alone and has since produced over 450 distinct pieces of G.I. JOE content, including such memorable characters as DUKE, SNAKE EYES, SCARLETT, the BARONESS and STORM SHADOW; names that will be synonymous with action and adventure again in 2009 as the G.I. JOE VS. COBRA fantasy is reinvented for a new generation.

Hasbro’s 2009 G.I. JOE Toy Line allows fans of all ages to capture the excitement of the live-action movie and recreate it in their own homes. With dozens of first-class action figures that resemble their on-camera characters, the figures can navigate several awesome vehicles from the film, including jets, tanks, and other all-terrain vehicles, some featuring lights, sounds, and hidden weapons systems. The toy line also includes the ultimate G.I. JOE play set based on the PIT – the fortress headquarters for the G.I. JOE Team – which features a multi-level, expandable set equipped with sounds and moving elevator. And for those wanting to engage in role-play fun, Hasbro offers the SNAKE EYES ROLE PLAY SET, which includes a mask and Ninja sword.

Yo JOE!

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