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.