Hasbro's games push isn't about child's play

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Hasbro is inducing adults to get together during the holiday season. The toy giant's games division is launching its largest-ever push aimed at adults this fall, with a multimillion-dollar campaign backing its board and parlor games.

Hasbro Games plans at least 10 ads this holiday season. Three spots will support "get together" games including Taboo, Trivial Pursuit and Scattergories, and will target women-the primary purchasers of board games-by showing men amusing themselves with inane activities including hula dolls, party horns and catnip.

The campaign had been expected to break with three 30-second spots in September but was postponed until Oct. 27. A company spokesman, however, said the Sept. 11 attacks had nothing to do with the deferral. The tagline for the spots is "Plan on having fun." The campaign will run on shows such as NBC's "Friends" and Fox's "Ally McBeal."

The remaining commercials promote other Hasbro games, including several new ones: In Pursuit, Moods, eBay, Nemesis Factor and Electronic Catchphrase. Havas Advertising-owned Arnold Worldwide Partner's Jordan McGrath Case & Partners, New York, is the agency.

Hasbro last year spent $187 million on measured media, with about $4 million dedicated to non-interactive or software games, according to Taylor Nelson Sofres' CMR. Advertising dollars for most games are spent in the fourth quarter in anticipation of holiday shopping.

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