How Disney Maintains a Strong Relationship With Its Millennial Audience
Brand Marketing
Disney's brand doesn't want to be a tale as old as time. Thanks to creative thinking, adapting to new technology, and acting from an authentic point-of-view, Disney has been able [...]
How Star Wars Action Figures Became the Toy World’s Most Powerful Force
Brand Marketing
A long time ago, in a shopping season far away, Kenner made toy history. Yes, this is a story about Star Wars action figures. But first it's a story about [...]
Why Monopoly Is the Coolest—and Cruelest—Game Ever Sold
Brand Marketing
Dec. 17, 2010 was a nail-biter for the staff at the National Museum of Play. Its curator made the 250-mile trip from Rochester, N.Y., to New York where he sat [...]
A People’s History of Transformers Cartoons
Brand Marketing
Hasbro has a lot of enduring intellectual property (G.I. Joe, My Little Pony) but nothing holds a candle to its long-running Transformers franchise. Its origins are borderline cynical: After acquiring [...]
The Rise and Fall and Rise of Hasbro’s TV Strategy
What looks like an entertainment company, spends like an entertainment company and programs like an entertainment company? It's Hasbro, a toymaker.
Global Media Agency of the Year: How OMD Became the One to Beat in 2014
Brand Marketing
Mainardo de Nardis remembers the day in 2009 when he first showed up in his new boss's office.