Grey New York has won a sizeable global share of Hasbro brands after a review that included incumbent Uproar. The win is a homecoming for Grey, which worked for the Pawtucket, Rhode Island toys and games marketer from 1997 until 2007 when the business moved to the Omnicom youth marketing shop.
A rep at the WPP agency didn’t respond to inquiries. Hasbro execs could not immediately be reached.
In 2012, Hasbro spent $96.3 million in measured media spending on all of its brands in the U.S., according to Nielsen. (That amount does not include digital marketing.)
Grey now takes on responsibility for Hasbro brands like Transformers; Marvel, which includes Spider-Man, Iron Man, Hulk and others; Star Wars, Telepods, Furby, My Little Pony and Littlest Pet Shop. Uproar will remain on Hasbro’s agency roster.
Grey’s work is expected to appear in the holiday fourth quarter season, with marketing that includes traditional ads, digital, mobile and activation advertising. Grey is also expected to be involved with new product launches that will extend beyond traditional toys and help to position Hasbro as a player in children’s entertainment.