Inside Hasbro's Digital Transformation Into a Modern Toymaker and Advertiser

Fueled by ad tech, social media and omnichannel marketing

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

You may sell toys to parents, but you actually market to their children. That was Hasbro’s modus operandi before late 2012, when the maker of Monopoly, Nerf, Play-Doh and many other toys and games got serious about data, eventually transforming its advertising  and social media strategies. Indeed, company research showed Hasbro had not adequately been paying attention to “kids of all ages,” meaning moms and dads.

“We started really understanding where consumers were shopping,” said Ginny McCormick, vp of integrated media and promotions at the Pawtucket, R.I.-based

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

This story first appeared in the June 5, 2017, issue of Adweek magazine. Click here to subscribe.