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Reading: Updated: GroupM Wins Hasbro’s $225 Million Global Media
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B&T > Media > Updated: GroupM Wins Hasbro’s $225 Million Global Media
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Updated: GroupM Wins Hasbro’s $225 Million Global Media

Staff Writers
Published on: 4th February 2020 at 1:15 PM
Staff Writers
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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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TAGGED: GroupM, hasbro, OMD
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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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