Updated: GroupM Wins Hasbro’s $225 Million Global Media

Updated: GroupM Wins Hasbro’s $225 Million Global Media

GroupM has won the media account for the world’s biggest toy maker, Hasbro.

The WPP-owned agency has snared the business away from incumbent OMD who has held the account since 2013.

It’s unclear which GroupM agency will handle the business, but as Hasbro’s media in Latin America is currently handled by MediaCom, that would be the most likely frontrunner.

Nor is it clear how much the account is worth, however, it has been previously reported that the company spends around $US150 million ($A225 million) annually on its global advertising.

GroupM Australia has confirmed the new business win to B&T and estimates the account, locally, is worth as much as $6 million to the agency.

Hasbro’s brands include Play-Doh, Star Wars, Marvel, Sesame Street and Transformers.

According to reports, Hasbro overtook Mattel to become the world’s biggest toy company in 2017 following significant marketing spends. In 2018, the company posted global sales of $US4.6 billion.


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