MIAMI -- Aug 03, 2009 -- Burger King Corp. kicks off its sponsorship of the action-packed movie "G.I. Joe: The Rise of Cobra," which hits theaters on Aug. 7. The film marks the third blockbuster teaming of the summer as part of the ongoing marketing partnership between Burger King Corp. and Paramount Pictures.

The Burger King Corp. promotion features a kids premium program that lets restaurant guests take home a piece of the big screen adventure. Each BK® Kids Meal will come with one of eight "G.I. Joe: The Rise of Cobra" toys inspired by the film. The series of gadgets, action figures and vehicles boast a variety of fun features, such as black light technology, sound effects and more. The toys are available at participating BURGER KING® restaurants while supplies last.

"With the excitement building around 'G.I. Joe: The Rise of Cobra,' we looked forward to the buzz and enthusiasm that our customers bring to BURGER KING® restaurants for our themed kids meal toys," said Cindy Syracuse, senior director, cultural marketing, Burger King Corp. "We have been able to give our restaurant guests access to this summer's hottest blockbusters through our partnership with Paramount Pictures, and we're thrilled to end on the high note that is 'G.I. Joe: The Rise of Cobra.'"

In addition, the kids program will be supported by in-restaurant merchandising, inclusion in the BURGER KING® Adventures Newsletter for kids, and national television advertising. The advertising spots feature kids enjoying a BK® Kids Meal and playing with the toys as their dad tries to get in on the fun by dressing up as Snake Eyes.

ABOUT "G.I. JOE: THE RISE OF COBRA"

Paramount Pictures and Spyglass Entertainment Present, In Association With Hasbro, A di Bonaventura Pictures Production of A Stephen Sommers Film: "G.I. JOE: The Rise of Cobra" starring Adewale Akinnuoye-Agbaje, Christopher Eccleston, Joseph Gordon-Levitt, Byung Hun Lee, Sienna Miller, Rachel Nichols, Ray Park, Jonathan Pryce, Said Taghmaoui, Channing Tatum, Marlon Wayans and Dennis Quaid. The film is directed by Stephen Sommers. The story is by Michael B. Gordon and Stuart Beattie & Stephen Sommers. The screenplay is by Stuart Beattie and David Elliot & Paul Lovett. Based on Hasbro's G.I. JOE® Characters. The film is produced by Lorenzo di Bonaventura, Brian Goldner and Bob Ducsay. The executive producers are Stephen Sommers, David Womark, Gary Barber, Roger Birnbaum and Erik Howsam. The director of photography is Mitchell Amundsen. The production designer is Ed Verreaux. The film editors are Bob Ducsay and Jim May. The costume designer is Ellen Mirojnick. The music is composed and conducted by Alan Silvestri. This film has been rated PG-13 for strong sequences of action violence and mayhem throughout.

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.

ABOUT BURGER KING CORPORATION

The BURGER KING® system operates more than 11,800 restaurants in all 50 states and in 74 countries and U.S. territories worldwide. Approximately 90 percent of BURGER KING® restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. In 2008, Fortune magazine ranked Burger King Corp. among America's 1,000 largest corporations and Ad Week named it one of the top three industry-changing advertisers within the last three decades. To learn more about Burger King Corp., please visit the company's Web site at www.bk.com.