Hasbro Launches BE FEARLESS BE KIND, a Philanthropic Initiative to Nurture Empathy and Compassion in Youth, and Help Them Put Kindness into Action

Program Equips Parents, Educators and Youth with Resources to Help
Kids Stand Up for Others, Be Inclusive and Take Action When They See a

a global play and entertainment company, today launched BE
, its largest philanthropic initiative ever,
designed to empower kids to have the empathy, compassion and courage to
stand up for others and be inclusive throughout their lives. This
initiative builds upon the work that Hasbro and the Hasbro Children’s
Fund have been doing with generationOn,
the youth service division of Points of Light.

“We know the amazing difference kids can make by putting empathy into
action through service, and we’ve seen how that work changes them,
giving them confidence and a greater sense of purpose,” said Karen
Davis, Hasbro’s Senior Vice President of Global Philanthropy and Social
Impact, and President of the Hasbro Children’s Fund. “BE FEARLESS BE
KIND features resources, partnerships and campaigns with the common goal
of creating a generation of kids who include everyone, appreciate
differences and experience the feeling of fulfilment that comes with
making a difference.”

The core elements of BE FEARLESS BE KIND are dedicated to teaching
empathy, putting empathy into action, and celebrating kind kids who
serve as positive role models and changemakers.

“We recognize that empathy is a critical social skill that impacts our
youth and our world,” said Brian Goldner, Hasbro’s Chairman, President
and Chief Executive Officer. “Hasbro has always been committed to
standing up for children, and we are pleased to be using our resources
to help address this important issue.”

Teaching Empathy

To help nurture empathy and compassion, parents and adults can access
proven tools and resources through an online hub, www.BEFEARLESSBEKIND.com:

  • The website features a curated toolkit with best-in-class materials
    developed by Ashoka,
    the world’s largest network of changemakers and social innovators.
  • A custom series of mindfulness
    offers adults and their children the opportunity to
    practice meditation focused on inspiring kindness and empathy.
  • Third-party resources, including book recommendations and articles,
    provide additional information and inspiration for parents and
    educators interested in nurturing empathy.

Putting Empathy into Action

As part of the initiative, Hasbro and its partners offer a variety of
programs throughout the year to help kids put empathy into action:

  • The first new program to launch was generationOn’s Rules
    of Kindness
    campaign, which invited kids and teens to
    create their own “rules of kindness” and a plan to put them into
    action. The campaign, which ran September 1 through October 17,
    inspired more than 110,000 youth from eight countries to share their
    rules and action plans.
  • Starting in November, Hasbro and generationOn will be hosting the
    seventh annual Joy
    Maker Challenge
    , encouraging youth to spread joy and kindness to
    people in need during the holidays. For every kid engaged in service
    throughout the Joy Maker Challenge between November 21 and December
    23, Hasbro will donate a toy or game to Toys for Tots (up to $1
    million). To date, more than 950,000 total acts of service have been
  • Hasbro proudly supports NO
    , an evidence-based program that leverages student
    empathy to prevent and stop bullying in schools and in after-school
    programs. Hasbro brought this approach to the school district where
    its corporate headquarters are located in Pawtucket, RI, as well as
    schools across the US through an innovative AmeriCorps
    partnership. In addition, Peace Summit projects, designed by NO BULLY
    and featured on the BE FEARLESS BE KIND website, help educators
    involve students in reducing bullying in schools and promoting peace.

Two new global partnerships with Special Olympics and Creative Vision’s
Rock Your World have been established to help develop empathy and
compassion in kids around the world:

  • Special
    Olympics Unified Schools
    program facilitates sports and
    education initiatives of Special Olympics in schools to foster respect
    and dignity for people with intellectual disabilities; change actions
    and attitudes among peers without intellectual disabilities; and
    promote social inclusion for all.
  • Creative
    Vision’s Rock Your World
    inspires middle and high school
    students globally to change their world through the use of media. To
    date, more than 600,000 students in 25,000 schools have used their
    free curriculum to make a difference around issues they care about.

Celebrating Kind Kids

BE FEARLESS BE KIND recognizes and celebrates kids who are making a
positive difference:

  • For the past seven years, Hasbro has recognized Hasbro
    Community Action Heroes
    who embody empathy, kindness, and
    leadership as they serve their community through volunteerism. The ten
    2016 Heroes, who will be announced on November 1, will receive an
    educational scholarship in honor of their work.
  • Through its partnership with the Special Olympics Unified Schools
    program, Hasbro will also recognize one student in each of the areas
    where it has US offices: Rhode Island, Seattle, Los Angeles and Miami,
    with the Hasbro Kindness Award for extraordinary empathetic

Hasbro employees are also bringing empathy-building activities to the
communities where they live and work through Team Hasbro, the company’s
employee volunteer program, which enjoys an 89 percent participation

To learn more about Hasbro’s BE FEARLESS BE KIND initiative, visit www.BEFEARLESSBEKIND.com,
follow the company on Twitter (@Hasbro),
and join the conversation online using #BeKind and #BFBK.

About Hasbro

Hasbro (NASDAQ:
HAS) is a global play and entertainment company committed to Creating
the World’s Best Play Experiences.
 From toys and games to
television, movies, digital gaming and consumer products, Hasbro offers
a variety of ways for audiences to experience its iconic brands,
LITTLEST PET SHOP and MAGIC: THE GATHERING, as well as premier partner
brands. The Company’s Hasbro Studios and its film label, Allspark
Pictures, are building its brands globally through great storytelling
and content on all screens. Through its commitment to corporate social
responsibility and philanthropy, Hasbro is helping to make the world a
better place for children and their families. Learn more at www.hasbro.com,
and follow us on Twitter (@Hasbro & @HasbroNews)
and Instagram (@Hasbro).


Litzky Public Relations
Stephanie Vermillion, 201-222-9118
Wander, 201-222-9118
Katy Hendrickson, 401-727-5603