HASBRO PLAYS FOR ADULTS IN $15 MIL GAMBIT: MILTON BRADLEY, PARKER BROS. TOUT 'GET-TOGETHER' GAMES

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Hasbro's Milton Bradley and Parker Bros. divisions will team this fall for a $15 million-plus campaign that positions their adult products as "get-together" games.

The campaign introduces a new celebrity spokeswoman for the brands, Jane Leeves from NBC's hit "Frasier."

The ad portion of the integrated effort will begin in November with two humorous TV spots that have Ms. Leeves promoting the games as media for social interaction with friends and family.

Jordan, McGrath, Case & Taylor, New York, is the agency.

TARGETING ADULTS

The effort's prime-time media weight, along with its concentrated focus and Ms. Leeves' star power, looks to spark Hasbro's adult games, which dominate a category that has been flat in recent years, according to toy industry observers.

Glenn Kilbride, VP-U.S. marketing at Milton Bradley and Parker Bros., said 1997 sales "look strong."

"Our research found that many consumers are out there playing games in a solitary fashion, but are yearning to get together with people. Our games are a powerful vehicle for that," said Mr. Kilbride.

Ms. Leeves, who plays Daphne Moon on the NBC hit show, has signed a multiyear endorsement deal with Hasbro.

The campaign will focus on six key brands, including Catch Phrase, Jenga, Pictionary and Taboo.

In addition to network TV, the spots will air on cable nets and in syndicated programming.

Print ads will break in November issues of magazines including Better Homes & Gardens, Entertainment Weekly and People.

The marketing effort will also include public relations, trade promotions and point of purchase, as well as an Internet effort that will allow consumers to play some of these games online with Ms. Leeves, although not in real time.

INT'L POSSIBILITIES

The campaign will run through the holiday season. While 1998 plans haven't been finalized, Mr. Kilbride said Hasbro will utilize Ms. Leeves in international marketing as well.

While this joint Milton Bradley and Parker Bros. effort is unusual, it does continue Hasbro's strategy to get its various divisions to work together.

Parker Bros., for example, has begun marketing kids games under Hasbro's

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