Hasbro Gives $80-100 Mil. Toy Business to DDB

A creative presentation that focused on the Action Man action figure helped DDB Worldwide win the toy business consolidation from Hasbro last week, sources said.

The New York shop, which has been struggling to win new business for much of the year, landed the estimated $80-100 million account after the client reviewed the agencies that handled its toy products.

Grey Worldwide, which has handled Hasbro business since 1977, and rotter•kantor, which has handled toys in the OddzOn division Hasbro bought in 1997, were also considered.

DDB was not on that roster, but its sister agency, Griffin Bacal, also owned by Omnicom Group, has handled Hasbro toy brands for more than two decades.

DDB New York president John Berg led the pitch from the account side, while DDB’s U.S.