Hasbro Consolidates Games Business | Adweek Hasbro Consolidates Games Business | Adweek
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Hasbro Consolidates Games Business

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NEW YORK-Hasbro Inc. is reorganizing advertising duties for its games division, going from three roster agencies to two. Sources said the client is taking all of its games business out of Griffin Bacal here and consolidating it at Grey Worldwide and Jordan McGrath Case & Partners/Euro RSCG. Hasbro spends an estimated $70-80 million on its games business.

The move was ordered by John Chandler, Hasbro games vice president of marketing, sources said.

Griffin Bacal, an Omnicom shop, has been on the Pawtucket, R.I.-based client's roster since the early 1970s and handled about 50 percent of the board games business, including such products as Battleship, Connect 4, Guess Who, Mousetrap, Operation, Perfection, Trouble and Twister. It was unclear how those and other brands would be divided between Grey and JMCP.

Hasbro last week consolidated its estimated $80-100 million toy business at DDB Worldwide, a Griffin Bacal sibling. Toy duties had been shared by Griffin Bacal, Grey, JMCP and rotter kantor, all New York.

Officials at the agencies either could not be reached or declined comment. Hasbro officials could not be reached at press time.