Actors Jaden and Willow Smith Join Hasbro, Inc.'s PROJECT ZAMBI as Youth Ambassadors
PAWTUCKET, R.I.--(BUSINESS WIRE)--Oct. 7, 2009--
Actors and brother and sister duo Jaden and Willow Smith are joining
Hasbro, Inc.’s (NYSE:HAS) PROJECT ZAMBI as the program’s Youth
Ambassadors to help raise awareness for the estimated 15 million
children who have lost parents and relatives to the AIDS epidemic in
Africa and around the world. Earlier this year, Hasbro launched PROJECT
ZAMBI, a global cause initiative that has introduced a new special
edition FURREAL FRIENDS ZAMBI THE BABY ELEPHANT product dedicated to
raising awareness and benefiting programs caring for these children.
“Willow and I joined PROJECT ZAMBI to represent all the kids out there
who want to make the world a better place,” said Jaden Smith, age 11.
“We want to encourage kids everywhere to lend a hand and join us in
spreading the word about how much children who have been orphaned by
AIDS in Africa need our help.”
Jaden and Willow have also lent their famous signatures for the PROJECT
ZAMBI Celebrity Charity Auction, which began Monday at www.ebay.com/projectzambi.
Jaden, Willow and other celebrities from the worlds of film, television,
music and sports have come together to support PROJECT ZAMBI in a 10-day
online auction featuring custom-designed, one-of-a-kind, collectible
elephant models – each signed by one of the participating celebrities.
All money raised from the sale of each elephant will be donated to the
organization of the celebrity’s choice that supports children orphaned
by AIDS in Africa, including Jaden and Willow’s autographed elephant,
which will benefit the Chikumbuso Women and Orphan’s Project in Zambia.
“PROJECT ZAMBI is about kids and for kids, and it’s so important that we
all learn to take care of each other,” said Willow, age 8. “Even from
the other side of the world, kids in Africa will know they have friends
who care about them.”
To help bring PROJECT ZAMBI to life, Hasbro has introduced a new special
edition FURREAL FRIENDS ZAMBI THE BABY ELEPHANT toy (Ages 4 years &
up/Approx. Retail Price: $49.99/Fall 09) which is available this fall in
Australia, Canada, Germany, France, Spain, the United Kingdom and the
United States, and features soft and cuddly ears and feet that are
covered in a special fabric pattern designed by boys and girls from one
of the African communities dedicated to caring for children orphaned by
AIDS.
Hasbro has committed to donate 50 percent of the net profits from ZAMBI
THE BABY ELEPHANT -- a minimum of $500,000 (in U.S. dollars) -- to the
PROJECT ZAMBI Fund, part of the Hasbro Children’s Fund, beginning in
2009, and hopes to expand this global campaign to include additional
Hasbro products and brands in the years to come. By purchasing ZAMBI THE
BABY ELEPHANT, consumers will be supporting programs that work directly
with children orphaned by AIDS in Africa.
“Hasbro has long understood the important role our company and our
employees play in helping to address critical children’s issues in the
United States and around the world,” said Brian Goldner, Hasbro’s
President and CEO. “PROJECT ZAMBI will raise awareness and funding for
this important initiative, providing hope for children in need in Africa
while reinforcing Hasbro’s ongoing commitment to children and families
everywhere.”
This latest initiative is a part of the work Hasbro conducts in the U.S.
and around the world to help children in need through the Hasbro
Children’s Fund and product donations. In 2008, Hasbro impacted
approximately four million children through its charitable programs and
product donations.
ZAMBI THE BABY ELEPHANT is currently available on Hasbrotoyshop.com and
at retailers nationwide. For more information about the PROJECT ZAMBI
Celebrity Charity Auction, PROJECT ZAMBI and ZAMBI THE BABY ELEPHANT,
please visit www.projectzambi.com.
Hasbro, Inc.
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, TIGER, CRANIUM and
WIZARDS OF THE COAST. Hasbro’s philanthropic efforts reflect this
mission by providing gifts of "hope, play, and a helping hand" through
the Hasbro Children¹s Fund and other initiatives aimed to help children
worldwide. Come see how we inspire play through our brands at http://www.hasbro.com.
© 2009 Hasbro, Inc. All Rights Reserved.
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Source: Hasbro, Inc.
Allison & Partners, New York
Jill Yaffe, 646-428-0602
Jill@allisonpr.com
or
Allison
& Partners, Los Angeles
Johanna Clark, 310-496-4452
Johanna@allisonpr.com
