Hasbro hands global media remit to MediaCom

Toy company Hasbro has consolidated its global media account with GroupM's MediaCom. Marketing understands that MediaCom will handle all the brands under Hasbro in all the markets it has a presence in. Brands under Hasbro include MARVEL, Power Rangers, Transformers, PlayDoh, My Little Pony, Star Wars, Sesame Street, Trolls and more. Prior to the consolidation, Omnicom Media Group's OMD held the Hasbro account for 15 international markets including APAC and Europe, while MediaCom was overseeing Latin America.

Marketing has reached out to Hasbro and OMD for comment. MediaCom has declined to comment. Meanwhile, most recently, Hasbro acquired owner of children TV franchise Peppa Pig, Entertainment One (eOne) in an all-cash transaction valued at approximately US$4 billion. The acquisition of eOne adds global family brands (Peppa Pig, PJ Masks, Ben & Holly’s Little Kingdom and more) to Hasbro’s portfolio.

It also looks to provide a pipeline of new brand creation driven by family-oriented storytelling, which will now include Hasbro’s intellectual property (IP). In addition, eOne’s capabilities to bring high-quality content across platforms looks to strengthen Hasbro’s end-to-end ability to monetise and bring to market its IP in increasingly new formats, including over-the-top (OTT) and premium platforms, music, location-based entertainment, AR and VR.