Hasbro plans Action Man computer game

Hasbro’s Action Man will muscle in on Lara Croft next Christmas as he makes his debut as a computer games hero on PlayStation and PC platforms.

Hasbro Interactive, the electronic arm of American toy giant Hasbro, will be launching the two Action Man games in the autumn with a TV advertising campaign through its agency Griffin Bacal.

“This is such a valuable intellectual property and is something we’d like to exploit,” says Mary Miller, marketing director for Hasbro Interactive.

The Sony Playstation console game, aimed at an older audience, will be “fast and furious” featuring car and snowboard chases as well as helicopter and hanglider games. It will retail at 39.99.

The PC based game, will retail at about 20 and is aimed at a younger audience. It is described as an “edutainment” product which will include problem solving and action scenarios, such as navigating a boat across a river.

Hasbro, whose portfolio includes the Furby, Cluedo, My Little Pony and Monopoly is looking to diversify into sectors such as entertainment.

Hasbro will launch a Manchester United Monopoly game this year.

Hasbro has also launched a new logo featuring a smile beneath the word Hasbro on a green background to strengthen its brand identity.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here