Piece Of The Action

GULF STREAM, FLA.- - Jeff Gordon recently signed an extension onto his licensing and personal services contract with Hasbro/Action Performance thru 2005. Terms were not disclosed but it will surely serve to increase Gordon's ever-growing bank account. Gordon, who won three of the last four Winston Cup championships, is the most recognized NASCAR driver among Hasbro's target market, boys ages 6-11. Gordon also ranks in the top 15 most recognized public figures among kids.

The new Hasbro/Action Performance agreement with JG Motorsports, Jeff Gordon Inc., covers a wide range of toy and game product categories for Hasbro including vehicles, playsets, figures, board and electronic games, puzzles and more for the mass retail market. Under the new agreement, Hasbro will manufacture and market products in the U.S. bearing Jeff Gordon's name, likeness and NASCAR paint schemes for its top-selling Winner's Circle brand. Gordon will also continue to appear in advertisements and promotional materials for Winner's Circle.

"Jeff Gordon is a clear favorite among kids, and has a very loyal following among all fans,'' said Duncan Billing, Hasbro's senior vice president for vehicle marketing and product development. "This extended agreement with Jeff really strengthens Hasbro's successful Winner's Circle brand and our other NASCAR products that have kid-appeal," he said.

"I am excited about extending this agreement and have been extremely impressed with Hasbro's success with the Winner's Circle brand," said Gordon. "I look forward to further strengthening my relationship with a worldwide leader in the toy industry."

In addition to this new agreement, Hasbro's Winners Circle brand is also teaming up in 1999 with the Gordon-Evernham Motorsports race team as an associate sponsor of Gordon's #24 Pepsi Chevrolet Monte Carlo.

Hasbro's Winner's Circle brand is the top selling brand of NASCAR toys and games in mass market. Through its partnership with Action Performance, Hasbro also has relationships with other top NASCAR drivers such as Dale Earnhardt, Dale Earnhardt, Jr., Dale Jarrett, Bobby Labonte, and Tony Stewart among others.

Action Performance Companies, Inc., is the leader in the design, marketing, promotion and distribution of licensed motorsports merchandise. Its products include a broad range of motorsports-related die-cast car replica collectibles, apparel, souvenirs, and other memorabilia. Hasbro is a worldwide leader in the design, manufacture and marketing of toys, games, interactive software, and puzzles providing children and families with the highest quality and most recognizable toys and games in the world.

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