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Grey Advertising has won Hasbro’s global image assignment for Play-Doh, the nation’s top-selling brand of modeling material. Play-Doh had been at TBWA/Chiat/Day for just four months.
Billings on the business are an estimated $5 million in the U.S. and another $5 million globally, sources said.
Lorrie Browning, vice president of marketing at Hasbro, said Play-Doh was shifted because the company wants to align U.S. product work at its main roster shops, Griffin Bacal (which handled Play-Doh for six years before it went to TBWA/C/D here), Grey and Jordan McGrath Case & Partners/Euro RSCG, all in New York.
“We had no problems with TBWA/ Chiat/Day or Griffin Bacal,” Browning said.
Play-Doh is the second Hasbro win this year for Grey, which landed the estimated $20 million account for Star Wars Micro Machines play sets.
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