Hasbro Taps Arnold

Arnold McGrath has been awarded the estimated $20 million family-games account from 12-year client Hasbro. The New York shop landed creative and strategic duties for Monopoly, Clue and Scrabble, among other brands, without a review, said Stephen Badenhop, president of Arnold McGrath.

Grey in New York, the creative incumbent, will continue to handle Hasbro’s preschool, children’s, electronics and girls’ categories. Arnold McGrath already handles about $20 million in billings from Hasbro’s Get Together Games, which include Trivial Pursuit, Pictionary, Taboo, Scattergories and Outburst.

“When you do terrific work for a terrific client, it pays off on both sides of the equation,” said Badenhop. “These games have intellectual stimulus, humor, wordplay, hand-eye coordination—a ton of stuff. Hasbro has strong product lines, and they keep their brands fresh.”

The most recent campaign from Arnold McGrath for the client demonstrates why party coordinators should have Get Together Games on hand. A series of three spots shows bored guys creating their own amusements at social events by grossly misusing party favors, siccing a cat on a sleeping friend and serenading a plastic hula doll.

Some upcoming efforts will focus on the 20th anniversary of Trivial Pursuit and a line extension of Monopoly.

Media planning and buying, at Grey Global Group’s MediaCom in New York, is unaffected.

George Burtsch, a vp of marketing at Hasbro, did not return calls by press time.

According to CMR, Hasbro spent about $40 million on advertising its games in the U.S. last year and $70 million on such ads in 2000.