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Hasbro, and Others, on a Marketing Blitz
10 Sep
Posted by Yehuda Berlinger as Modern Board Games, Other
Hasbro has started its biggest marketing blitz for some time.
In addition to the already covered new Monopoly City, Monopoly City Streets, deal with Marvel, planned Hasbro TV, XBLA Channel, line of clothing, and their blitz of Hasbro property-themed movies in the works …
Hasbro is teaming up with furniture retailers to create in-store game night promotions from Jan 18 to Mar 12. (source)
Hasbro convinced Taylor Swift, Jonas Brothers, Hugh Jackman, Heidi Klum, Ellen DeGeneres & Portia De Rossi to sign onto Project Zambi, selling stuffed elephants to raise money to help poor kids in Zambia. (source)
In other marketing blitz news:
Mattel is creating special Make-a-Wish dolls. (source)
At the upcoming Chicago Toy and Game Fair, Jay Tummelson of Rio Grande Games is committed to publish at least one game pitched to him at the event. (source)
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I’m glad someone else noticed that Hasbro has been on a marketing tear recently. From doing up San Francisco streets as Candyland on down, they’re really pushing their properties fairly early in the cycle (since about 50% of their sales are in the final quarter before Christmas). I haven’t decided if this is motivated by fear (bear market for toys) or opportunism (bull market for games).
Yeesh, I forgot to add the Candyland thingie. Thanks for the reminder.
I think it’s opportunism. And I think someone high up finally realized that it’s not only necessary to take licenses and put them on their games, but that their games are, themselves, licenses. Which is something they really know about.
When I talked with Mike Gray at GenCon, he seemed genuinely excited about what Hasbro was doing with its game brands – not just Battleship Galaxies, which he really liked, but the idea in general of breathing new life into their core products. And boy howdy, do they know branding over at Hasbro!