TLP Picks Up Tiger Electronics

DALLAS — Hasbro has awarded creative duties for its Tiger Electronics division to Tracy-Locke Partnership, according to the agency. The maker of Furby, the robotic dog Poo-Chi and other best-selling, high-tech toys spent more than $22 million on advertising last year, per CMR.

Media buying remains at MediaCom in New York.

The Tiger win followed a review among Hasbro roster shops. Posnick & Kolker, a nonroster agency located in New York, previously handled.

TLP in Dallas has seen its Hasbro business grow dramatically since winning duties for a single brand, G.I. Joe, at the beginning of this year. In addition to Tiger, the agency has slowly added several “boys” brands over the past year, including Transformer, Metabotz and Zoids. Further, in a year-end reshuffling of agency assignments, TLP this week was awarded the Pokemon brand and customer marketing duties for all Hasbro product lines, including those held by DDB in New York.

“[Hasbro] truly has become a substantial, kingpin account of the agency,” said TLP chief creative officer Bob Chimbel. “It’s got my whole creative and production staff energized.”

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