The agency's Customer Marketing Group, based in Wilton, Conn., will handle marketing and promotional activities with Hasbro retail partners. Executives close to the marketer believe the combined brands represent $55 million to $65 million, about one-third of Hasbro's total media spend. Hasbro did not disclose spending plans.
Since January, Tracy Locke Partnership has added the G.I. Joe and four other boy-targeted Hasbro action figure brands, including Transformers and Pokemon.
Bob Chibel, Tracy Locke Partnership's chief creative officer, said the agency will produce between 30 and 45 spots in the coming year for the brands, well above the seven spots it will have produced this year.
Posnick & Kolker, New York, was the incumbent agency. MediaCom, New York, handles media.