Inside Hasbro’s Digital Transformation Into a Modern Toymaker and Advertiser

Fueled by ad tech, social media and omnichannel marketing

A character from Hasbro's whimsical Hanazuki series that appears on YouTube. Hasbro

You may sell toys to parents, but you actually market to their children. That was Hasbro’s modus operandi before late 2012, when the maker of Monopoly, Nerf, Play-Doh and many other toys and games got serious about data, eventually transforming its advertising  and social media strategies. Indeed, company research showed Hasbro had not adequately been paying attention to “kids of all ages,” meaning moms and dads.

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This story first appeared in the June 5, 2017, issue of Adweek magazine. Click here to subscribe.
@Chris_Heine Christopher Heine is a New York-based editor and writer.
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