Hasbro, the toy and game company, has centralised PR for all of its “boy brands” into Manchester’s Brazen PR, following a two-way pitch.
The account, worth a “considerable six-figure sum”, covers all of Hasbro’s boy action figures and toys, including the world-famous Action Man, Transformers and GI Joe.
The move marks the first time that all Hasbro’s boy brands have been positioned with one agency.
Early activity on the account is to include PR support for an extensive television advertising campaign for Action Man, which has been created by London-based BMP DDB.
“2003 is a major year in the history of Action Man,” said Sara Westby, brand manager for Action Man. “We are taking him to places he has never been before and trying out new initiatives and strategies, and we needed a PR agency ambitious and imaginative enough to take on the challenge.”
Hasbro has also appointed Manchester-based Mason Williams to two of its girl brands: My Little Pony and Hamtaro.