Hasbro poaches from rival for Euro assault

Hasbro, one of the world’s largest toy companies, has poached George Volanakis from US rival The Ertl Company to become president of European marketing and sales.

Hasbro, one of the world’s largest toy companies, has poached

George Volanakis from US rival The Ertl Company to become president of

European marketing and sales.

The appointment coincides with Hasbro’s preparations for an aggressive

promotion of its most popular brands in Europe. Alan Hassenfeld,

chairman and CEO at Hasbro, said: ’George’s experience in the industry

makes him the ideal person to drive our strategy for further expansion

in the European market.’

Hasbro’s strategy has been fuelled by rival Mattel’s successful


Hasbro rejected a dollars 5.2bn (pounds 3.2bn) buyout by Mattel in 1996

and is struggling to stay independent.

Volanakis will develop Hasbro’s toy and game brands, including Action

Man, Cindy, Star Wars, and Monopoly, and will also focus on its

interactive toys.

Hasbro will concentrate on its Star Wars range this autumn as the hype

begins for the new George Lucas film Stars Wars: Episode One, due out

next year. It will introduce the first action figure based on the film

this autumn, followed by a Star Wars Trivial Pursuit Collectors’


Hasbro also plans to relaunch My Little Pony and promote Hasbro

Transformers in conjunction with McDonald’s Happy Meals.


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