Hasbro Moves Games to Grey

NEW YORK Hasbro has consolidated its games business at Grey Worldwide, the agency said.

The WPP Group shop will take over advertising duties from Havas’ Arnold in New York on games including Monopoly, Trivial Pursuit, The Game of Life, Clue, Scrabble, Taboo, Pictionary and Catchphrase.

The additional combined billings are about $25 million; Grey already handled about $30 million in Hasbro business.

Grey here, which has worked with the Pawtucket, R.I., client since 1977, already handled Candy Land, Chutes & Ladders, Hi Ho Cherry O, Elefun, Whac-A-Mole, Operation, Twister, Battleship, Guess Who, Connect Four, HeroScape, Twister Moves (line extension), Bop It, Simon, Mission Paintball and Bulls Eye Ball.

In an agency memo, Grey CEO Jim Heekin said the client made the move based on the shop’s steady “performance over the years on children’s, Tween’s and pre-school games.”

“Winning new business from happy clients is a hallmark Grey strength,” Heekin’s memo continued. “It continues to be a highly important part of our strategic vision. In this case, the win is a good example of how perseverance, outstanding performance and the right timing can pay off.”

He credited the account-side and creative leadership respectively of executive vice president, group director Maureen Maldari and executive vice president, creative director Bob Skollar for the consolidation, as well as that of senior vice presidents Lisa Rubinich and Yin Yeap for developing a strategic proposal to Hasbro.

Client executives were unavailable for comment.

In late January, Hasbro merged its toys and games units into a single division, just after it announced a five-year deal with Marvel to license the latter’s comic-book characters.