Hasbro's Jive Talkin' Again

To sponsor Nick Cannon tour for Twister Moves

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%%STORYIMAGE_LEFT%% Because it worked so well the first time, Hasbro Games Director of Marketing John Santanella has given his team at Grey Global Group's Alliance the green light to activate another music-based entertainment marketing effort for its Twister Moves game, this time with Jive Records' artist Nick Cannon.

As a central part of the partnership, Hasbro has climbed aboard as the title sponsor for a 16-city national tour for the teen heartthrob that will kick off around mid-July. The "Twister Moves Presents Nick Cannon's It's All Fun and Games Tour" will include Hasbro radio, print and TV promotion to drive ticket sales in local markets.

"Nick Cannon was someone we identified as an up-and-coming multimedia sensation. He has crossover appeal demographically with his credibility in the mainstream market via Nickelodeon and his movies and also his music career in the R&B/hip-hop format. That's important for the second year of this product," said David Caruso, VP-managing director at Alliance.

The Twister Moves target is 8-14 year-olds with a female skew and Caruso points out that much of the target audience grew up with Cannon, who had a TV show on Nickelodeon. He also appears in "Garfield: The Movie" this summer.

At the venues, there will be on-site product demonstrations of Twister Moves and Cannon will perform the exclusive Twister Moves song at each show backed by a group of kids who will dance along to the tune. Kids will be selected pre-show based on their dancing ability. Twister Moves is a brand extension of the classic Twister game.

The tour sponsorship, for which Hasbro's investment was undisclosed, will also give the company on-site signage as well as retail visits by Cannon to select Hasbro retailers for autograph signings and photo ops.

%%PULLQUOTE_RIGHT%% The tour sponsorship is an extension of the deal that was arranged by Alliance whereby Cannon was contracted to write and record an original song called "I Can Do That" to be packaged inside all Twister Moves games. This value-added CD will include a remix version and a game-play compatible version for both beginners and advanced players.

As part of the deal, BMG-backed Jive will work the song to appropriate radio outlets beginning in August.

Cannon's relationship with Hasbro is the sophomore iteration of a program originally done for the launch of Twister Moves with Backstreet Boy Nick Carter and his brother Aaron, also Jive artists. The program with the Carters helped Hasbro exceed its sales goals last year by 30%, according to Caruso.

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