Rhode Island lawmakers are weighing whether to discontinue the Mr. Potato Head specialty license plate, a fixture of the state’s motor vehicles offerings since 2002, after toy maker Hasbro announced plans to relocate its headquarters to Boston. Rep. Brian Newberry, a Republican from North Smithfield, introduced legislation this month to end the program as Hasbro prepares to leave Pawtucket, where the company has operated for nearly 70 years.
The decision carries implications for the Rhode Island Community Food Bank, which receives half of the $40 plate fee and has collected nearly $60,000 from the program over its two decades of operation.
With toy maker Hasbro preparing to leave Rhode Island after nearly 70 years, state lawmakers are reconsidering the Mr. Potato Head specialty license plate, a symbol of the company’s long partnership with the state.
Rep. Brian Newberry, a Republican from North Smithfield, introduced legislation this month to discontinue the program, arguing that the state should no longer promote a product from a company leaving the region. “There is no reason we should be advertising their products on our license plates,” Newberry said in an email. “It may seem trivial compared to many other things but it’s a matter of self-respect.”
The License Plate Program
The plate, which features a small image of Mr. Potato Head holding a sign for the Rhode Island Community Food Bank with the text “help end hunger,” has been available since 2002. The state introduced it to commemorate the 50th anniversary of the beloved toy, which has since become iconic through its appearances in the Toy Story films.
The $40 plate splits its revenue between the state and the food bank, with $20 of each fee going to support the nonprofit. Over more than two decades, the program has generated nearly $60,000 for the organization, according to Kate MacDonald, the food bank’s spokesperson.
“The license plate started at a time when Mr. Potato Head was all over the state and was having a moment,” MacDonald said. “And while it has tapered off over the years, it’s been a steady way for people to contribute.”
Economic Implications
Hasbro announced last year that it would vacate its headquarters in Pawtucket, citing the move to Boston. The relocation represents one of the most significant corporate departures in Rhode Island’s recent history, a point that prompted Newberry’s legislation.
“With Hasbro’s decision to move its headquarters, the state will experience untold economic harm and loss of tax revenue,” Newberry said.
Food bank advocates have questioned the proposal. Lew Pryeor, who helps collect and distribute food donations throughout Rhode Island, said he was dismayed to learn of Newberry’s bill.
“My concern is, any cuts into the food programs is gonna affect some people,” Pryeor said. “Don’t buy them. If it’s making money for the state, let it.”
A Storied History
The Mr. Potato Head toy itself predates the license plate by decades. The toy first appeared on television in 1952, making it the first toy ever advertised on television, according to the National Museum of Play. The original version required children to supply their own potato on which to attach plastic facial features. Hasbro later adopted a plastic potato base after new government regulations prevented certain toys from having sharp pointed edges and parents complained about their children playing with rotting vegetables.