Hasbro, the UK’s largest toy and games maker, is to target parents
and childminders with a new web site in a bid to build goodwill toward
the Hasbro brand.
Due to go live in October, it will feature advice for parents on a range
of activities for different age groups, covering areas such as recipes
for kids, places to go, and things to do on a rainy day.
There will also be a limited selection of games to play online as well
as information on products and brands.
Hasbro, the second largest global toymaker after Mattel, is
predominantly known to the public through its toy-brands which include
Action Man, Tonka and Waddingtons, the name behind Monopoly.
Previous online activity has focused around specific brand sites such as
actionman.com, targeted chiefly at the kids themselves. However, the new
site represents the first time the company has had a central
Hasbro appointed Fi System Brand New Media to develop the site after a
three-way pitch against undisclosed opposition. The budget is believed
to be a six-figure sum.
Anna Chapman, who was appointed to the newly-created role of online
director in June this year, will oversee production.
’We want to develop Hasbro as a household name. The idea is to create a
site that solves parents’ problems and makes mum the hero. It’s about
helping parents looking after kids - adding value to childrens’
playtime,’ said Chapman.
In a separate move, the company is planning to relaunch its Monopoly
site in October, with design and build to be handled by Monitor Media.