Healthy MR. POTATO HEAD™ Rejoins Thanksgiving Day Parade, Opens His Own Headquarters and Launches Web Site

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MR. POTATO HEAD is back at the Macy's Thanksgiving Day Parade this year. In addition, he opens his own headquarters in New York City and launches PotatoHeadQuarters.com.

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America's potato growers are proud that Healthy MR. POTATO HEAD can motivate people to eat right and get fit in a positive, light-hearted way. We saw from his involvement in last year's parade that he's tremendously popular with people of all ages and backgrounds

To celebrate his love of potatoes and continue raising awareness about the importance of living a healthy lifestyle and the power of a balanced diet, the Healthy MR. POTATO HEAD™ character rejoins the Macy's Thanksgiving Day Parade® line-up and opens his very own headquarters in New York City this November. He's even launching his own Web site PotatoHeadQuarters.com so that people who can't make it to the New York parade can participate in all of the fun right from their own homes. The MR. POTATO HEAD character is licensed from the Hasbro Properties Group, the intellectual property development arm of Hasbro, Inc. (NYSE: HAS).

In 2005, the much-loved tuber got more physically active, donning a slick pair of running shoes, baseball cap, portable mp3 player, and water bottle, and debuted as a Healthy MR. POTATO HEAD balloon in last year's parade. In closer touch with the natural health that's always been within him -- one medium-sized potato contains 100 calories and is fat-, cholesterol-, and sodium-free -- the fit and improved Healthy MR. POTATO HEAD character even toned up with new muscles!

"America's potato growers are proud that Healthy MR. POTATO HEAD can motivate people to eat right and get fit in a positive, light-hearted way. We saw from his involvement in last year's parade that he's tremendously popular with people of all ages and backgrounds," said Randy Hardy, chairman of the United States Potato Board (USPB), sponsor of the balloon and related activities.

The response to the USPB's new 'spokespud' was overwhelmingly positive, and has resulted in a number of new festivities this year featuring everyone's favorite tuber. In fact, the USPB is creating a headquarters for the Healthy MR. POTATO HEAD character and an interactive Web site; a full plate of fun is in store for the entire family - a plate that includes plenty of nutritious potatoes this holiday season!

HEALTHY MR. POTATO HEAD™ QUARTERS

Healthy MR. POTATO HEAD™ Quarters - both bricks-and-mortar and virtual versions - will each offer a one-stop shop for everything "potato" and promise to create fun holiday destinations for the whole family. The Healthy MR. POTATO HEAD™ Quarters store will be located in New York City's food Mecca, Chelsea Market, for the week of Thanksgiving, and the Web site http://www.PotatoHeadQuarters.com will be up and running throughout the 2006 holiday season.

POTATOHEADQUARTERS.COM

Those who can't make it to Midtown Manhattan this holiday season, may still get in on the action by visiting the Web site, http://www.PotatoHeadQuarters.com. This virtual headquarters will be filled with many of the same things featured in New York City as well as a few special extras. Visitors can exchange holiday greetings with friends by creating an eCard with the Healthy MR. POTATO HEAD image, or download potato recipes created by Bruce Weinstein and Mark Scarbrough co-authors of The Ultimate Potato Book. Puzzles, trivia, and other games will make this site a "must visit" for anyone with a sense of humor and an interest in eating and living well.

Additional Healthy MR. POTATO HEAD facts and healthy potato recipe ideas are available at http://www.healthypotato.com.

To receive a free copy of the Healthy MR. POTATO HEAD recipe brochure, send a self-addressed, business-sized, stamped envelope to:

Healthy MR. POTATO HEAD Recipes

5105 East 41st Avenue

Denver, CO 80216

ABOUT THE HASBRO PROPERTIES GROUP

The Hasbro Properties Group (HPG), the intellectual property development arm of Hasbro, Inc., (NYSE:HAS), translates one of the industry's richest portfolios of brands into a world of fun and excitement for children and adults globally. Through a host of publishing, digital media, lifestyle and entertainment platforms, HPG is able to surround fans worldwide with consumer products that expand Hasbro's core brands, such as TRANSFORMERS, LITTLEST PET SHOP, MY LITTLE PONY, MONOPOLY, G.I. JOE, TONKA and PLAYSKOOL.

THE U.S. POTATO BOARD - MAXIMIZING RETURN ON GROWER INVESTMENT

The United States Potato Board (USPB) was established in 1971 by a group of potato growers to promote the benefits of eating potatoes. Recognized as an innovator in the produce marketing industry, the USPB was one of the first commodity groups to develop and use a nutrition label that was approved by the FDA. Based in Denver, Colorado, the USPB represents more than 6,000 potato growers and handlers across the country. In 2005, working with the Hasbro Properties Group, the USPB introduced its newest "spokespud," the Healthy MR. POTATO HEAD™ character during the Macy's Thanksgiving Day Parade® as a way to bring attention to the importance of an active lifestyle and healthy diet. In 2006, the Healthy MR. POTATO HEAD character will expand his role by opening his very own Healthy MR. POTATO HEAD™ Quarters store in New York City, along with launching the PotatoHeadQuarters.com Web site, to coincide with his second appearance in the parade. For more information about the USPB and its programs, visit http://www.healthypotato.com.

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