Over 14 million children live in poverty in the United States. They need a hero this holiday season and here to answer the call of duty is the G.I. JOE brand from Hasbro, Inc. (NYSE: HAS).

Hasbro’s G.I. JOE brand, the Marine Toys for Toys Foundation and actor Dennis Quaid are joining forces to help make this holiday season a little brighter for less fortunate children. For every G.I. JOE: The Rise of Cobra toy purchased at stores from November 11 through November 26 (Veteran’s Day through Thanksgiving), Hasbro will donate a new toy (up to 300,000 toys with a minimum $3.99 value) to Toys for Tots.

Actor Dennis Quaid, who plays ‘GENERAL HAWK’ in the 2009 blockbuster film G.I. JOE: The Rise of Cobra, from Paramount Pictures and Spyglass Entertainment, in association with Hasbro, will voice a national radio spot, due to premier on Veteran’s Day, November 11, to help raise awareness for this campaign and the positive impact The U.S. Marines and Toys for Tots make on the lives of children.

“As long time supporters of Toys for Tots, we recognize and applaud the important work the organization does on behalf of economically disadvantaged children nationwide,” said John Frascotti, Hasbro’s Chief Marketing Officer. “In working with Toys for Tots once again this year, they were very clear that new toys for the children they serve would be in greater need than ever during these difficult economic times, and we are pleased to step up and do our part.”

“We know this year will be especially hard on families as many have already started to significantly tighten the purse strings,” said retired Marine Corps Major Bill Grein, USMC (Ret), vice president of marketing and development for the Marine Toys for Tots Foundation. “These families need a hero this holiday season and Hasbro is it. Their generous gift of toys and games will enable us to deliver the magic of the holiday season to many of our nation’s neediest children.”

For more information about how you can help make a difference, please visit www.gijoe.com.