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.

Recommended

Government causes a stir with anti-smoking drive

Marketing Week

A new Government anti-smoking television ad which focuses on the impact smoking has on sexual health and attractiveness has already led to complaints to the Advertising Standards Authority. The advertisement, created Abbott Mead Vickers.BBDO, features a pair of “finger legs” holding a cigarette with ash drooping from the end to illustrate that smoking can cause […]

RFL appoints director of marketing

Marketing Week

The Rugby Football League has appointed Simon Malcolm as director of marketing and corporate communications. Malcolm was director of marketing at Greater Manchester regeneration firm Partners IN Salford.

Comments

    Leave a comment