Hasbro's Game For Entertainment

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Name: John Santanella

Age: 37

Who he is: As director of marketing for Hasbro Games, based in East Longmeadow, Mass., Santanella oversees the marketing efforts of preschool and children's games under the Milton Bradley banner. Titles include classic games like Candy Land, Battleship and Twister.

Where he's from: A former paralegal, Santanella moved into the toy and game industry in 1997 when he joined Hasbro Games in Beverly, Mass., as an associate global brand manager. Starting in 1999, he did a stint in Hasbro's London office before returning to the U.S. in 2001.

What he's done: Santanella, with the guidance of Jarrod Moses and his team at Grey Global Group's Alliance, crafted a partnership with Jive Records, where the popularity of Backstreet Boy Nick Carter and his brother Aaron was leveraged to help launch Hasbro's new Twister Moves game.

%%PULLQUOTE_RIGHT%% What's next: Santanella is continuing the Jive Records collaboration this year for Twister Moves with Nick Cannon, who will appear in "Garfield: The Movie." "We're integrating him into our product, our messaging and packaging. Nick has agreed to write a song that is exclusive to our game and the song will also be made game-play compatible." Santanella is also working on a product-integration collaboration for another classic Milton Bradley game with a major TV property, which he wouldn't reveal. "Entertainment just doesn't have to work for flashy new products, it can also help ones that have been around for a long time."

Stock-in-trade: "You can't fear failure; you have to be of the mindset where you're willing to take risks."