NEW MEDIA: Hasbro constructs site with appeal to parents

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.

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.co.uk offering.



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.



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