Hasbro sponsors ITV’s latest celebrity venture

Hasbro is gearing up for Christmas with a £2m marketing programme and is to sponsor a prime-time TV show for the first time.

Hasbro is gearing up for Christmas with a &£2m marketing programme and is to sponsor a prime-time TV show for the first time.

Hasbro’s MB Games brand will sponsor Celebrities Under Pressure, which will be broadcast weekly on ITV1, at 6pm. The show runs for six weeks from Saturday September 13. The sponsorship was negotiated by Hasbro’s media agency, OMD UK.

The sponsorship idents, created by BMP DDB, will feature a number of MB’s games, including Buckaroo, Connect 4, Operation, Ker-Plunk, Mousetrap, Guess Who? and Twister. BMP DDB brand director Helen McDermott says Celebrities Under Pressure will have the same target audience – housewives and children – as Hasbro, and the idents will aim to capture the “memorable moments” consumers have had playing the games.

The series will be hosted by Melanie Sykes, and will see celebrities living with a family and conducting a series of tasks to win prizes for the family. Celebrities featured include Pete Waterman, Phil Tufnell, Jono Coleman, Tony Hadley, Tara Palmer-Tomkinson, Brian Dowling, Sam Fox and Fiona Phillips.

The TV sponsorship is the first of a series of games marketing initiatives that Hasbro plans in the UK.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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