Hasbro puts major support behind B-Daman game launch

Hasbro, the toys and games company, is rolling out a heavyweight campaign for one of its biggest UK toy launches this year, the B-Daman board-game range.

The toys are being rolled out to stores this month and are to be backed by a massive integrated marketing push featuring television, online and point-of-purchase advertising. The TV ads have been adapted for the UK by DDB London.

The TV campaign will run until Christmas in an effort to build momentum for the B-Daman range. There is also a dedicated Battle B-Daman website, with a B-Daman microsite developed for the Cartoon Network.

Hasbro is launching a range of figures, accessories and a board game based on the B-Daman cartoon show, an animated “Manga-style” cartoon series that is screened on the Cartoon Network and Toonami in the UK. The range will be available in all major toy stores and high street retailers.

This weekend field marketers will visit 47 Toys R Us stores across the UK to give demonstrations on how the B-Daman games are played and encourage participation.

Hasbro senior brand manager Katreena Lines says the toys are a 21st-century spin on a the game of marbles. She says the toys are “to marbles what Beyblade was to spinning tops”. She adds that the company hopes B-Daman will repeat the success of Beyblade, which became a playground craze.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

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 are 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.

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