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

performance.



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’

Edition.



Hasbro also plans to relaunch My Little Pony and promote Hasbro

Transformers in conjunction with McDonald’s Happy Meals.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message