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Bridgestone Americas Tire Operations Receives Marketing Nod From HasbroToy giant recognizes tire company

NASHVILLE, Tenn. (Feb. 1, 2010) - Two popular potatoes helped to earn Bridgestone Americas Tire Operations (BATO) the 2009 Spud Award for Outstanding Marketing Partner of the Year award from Hasbro, which was presented at the toy maker’s eighth annual Entertainment and Licensing Summit on Dec. 2 in Providence, R.I.

Hasbro, which holds the creative and licensing agreements for MR. and MRS. POTATO HEAD, worked with BATO to debut the famous potato pair in “Taters,” one of the tire company’s 2009 Super Bowl advertisements.

“Taters,” which was produced by Dallas, Texas-based independent advertising agency The Richards Group, shows MR. and MRS. POTATO HEAD’s encounter with a herd of sheep while navigating the twists and turns of a steep mountain road in their yellow convertible equipped with Bridgestone tires. The hilarious commercial was one of the most popular spots of last year’s Super Bowl.

In addition to its win, BATO was also nominated for Hasbro’s Rookie of the Year award.

"We’re really excited and honored to earn this recognition from Hasbro," said Phil Pacsi, Vice President, Consumer Tire Marketing, BATO. "Hasbro has been a great partner on this project. Positioning the Bridgestone brand with Hasbro’s MR. and MRS. POTATO HEAD characters helped us create a commercial that was entertaining, effectively showcased our tires and ultimately left a lasting impression on consumers."

“Bridgestone Americas Tire Operations created an amazing commercial that integrated two of our most iconic characters — MR. and MRS. POTATO HEAD — in an engaging, fun and memorable way. We were thrilled to present their creative team with our 2009 Spud Award for Outstanding Marketing Partner of the Year," said Maryann Ricci, Senior Manager, Entertainment & Licensing, Hasbro.

For the third consecutive year, BATO will showcase two new commercials and serve as the title sponsor of the Bridgestone Super Bowl XLIV Halftime Show, which this year will feature The Who.

About Bridgestone Americas Tire Operations:
Nashville, Tenn.-based Bridgestone Americas Tire Operations (BATO) is a business unit of Bridgestone Americas, Inc., whose parent company, Bridgestone Corporation, is the world's largest tire and rubber company. Reporting into the BATO business unit are the company’s Latin American tire operations, the U.S. and Canadian consumer tire businesses and the U.S. and Canadian commercial tire businesses. BATO develops, manufactures and markets Bridgestone, Firestone and associate brand tires. The business unit is focused on retail, wholesale and original equipment markets, supplying passenger, light truck, commercial vehicle, off road, motorcycle, agricultural and other tires to its customers in the Americas. In addition, through its Bridgestone Bandag Tire Solutions unit, retreading customers have access to industry-leading research and development, manufacturing, marketing and sales expertise, providing them with a total tire solution.

About Hasbro:
Hasbro, Inc. (NYSE: HAS - News) 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 www.hasbro.com.