Pop stars sign up for Hasbro joint promotion

Pop star Michelle Gayle is to promote her new release in conjunction with the boardgame Trivial Pursuit, owned by Hasbro.

It is the first time toy multinational Hasbro has used a marketing link-up with a British pop star.

The former EastEnders star will promote her new single on the country’s largest independent radio stations, including Capital Radio in London, Piccadilly in Manchester and Heart in Birmingham.

Before the record is played, various Trivial Pursuit questions linked to the song will be asked and games will be given away as prizes.

The song will be released on January 27 through RCA Records.

Hasbro has signed a similar deal with new boy band The One, which will be tied to its girls’ game Dreamphone.

This national promotion will take place in March when the group’s second single is released through Mercury Records.

A Hasbro spokeswoman says: “This is the first time we have done a tie-in deal with a band or artist. The aim is to widen our target base and refresh our youth strategy.”

The company says it will review how successful the two tie-ins are before deciding whether to continue with this type of activity.

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