Capturing the fun of playing with the world’s favorite toys & games.
For Hasbro, the rise of video gaming was a major issue. The shift away from physical games constituted a serious business problem. For three years I helped solve that problem, connecting families and friends through IRL gaming. In the process I helped Hasbro increase it’s stock value over 50 points.
To start we found that almost all the parents and kids we talked to said spending quality time with their family was their highest priority. But many said that it was getting harder than ever. So we set out to reach parents at the peak of distraction, watching sports or reality TV, reading magazines, or thumbing through Instagram. The first-ever global Hasbro gaming masterbrand campaign used TV, print, social, retail placements and an extensive PR push to remind people that there's no better way to connect than over a classic game. And it helped increased sales of Hasbro games over 80% from the previous year.
In addition to the masterbrand we focussed on individual properties as well. Starting with the flagship, Monopoly.
Celebrating Monopoly’s 80th anniversary, developing Mr. Monopoly’s backstory, and enlisting famous families to create viral content helped bring Hasbro's most popular game to new audiences. And by giving the classic brand a modern twist, we helped grow the Monopoly business over 8% YOY.
Then we enlisted some of pop music’s biggest names, including Brittney Spears and Demi Lovato, to create blockbuster dance tracks and choreography that helped get kids moving and dancing to new revamp of the classic Twister game.
We also created an epic, sci-fi inspired campaign to inspire a new generation to go head-to-head with Simon. And also helped Hasbro win the Toy Industry Association's "Game of the Year" award.
And tapped into superhero fandom for animated Transformers and Avengers boxing-inspired slugfests that ran in cinemas across the country.