license to thrill
Posted by Sheila Shayon on February 17, 2015 11:01 AM
The 112th annual North American Toy Fair is on in New York, with licensing partnerships bringing together brands that tap into the toy industry's top trends of 2015, from the maker movement to tech innovation and beyond.
Case in point: Mattel is partnering with Google to reinvent the View-Master from its 1939 roots as a proto-3D virtual reality device, relying on cardboard disks with stereoscopic images inserted in a plastic device and observed through a viewfinder.
Now View-Master is using a different kind of cardboard: Google Cardboard, which uses an Android smartphone app to deliver a 360-degree animated environment.Continue reading...
games people play
Posted by Sheila Shayon on August 12, 2014 11:19 AM
Hasbro is stepping out with new digital initiatives to position the gaming brand at the forefront of personlized play.
One of the most exciting franchise updates has come to Monopoly. The latest iteration of the classic boardgame is My Monopoly, which lets players customize graphics and property names, Chance Cards, Community Chest Cards and tokens using photos from Facebook, Instagram, Flickr and Shutterfly.
In the UK, fans of Monopoly were invited to play an experiential version of the game at London's Westfield Stratford shopping center. Shoppers used their smartphones to select a "mover" and upload a photo, followed by a chance to see their personalized player take a turn after they shook their phone like it were dice.Continue reading...
Posted by Dale Buss on August 11, 2014 09:16 AM
Amazon halts some movie preorders in dispute with Disney.
GlaxoSmithKline nears clinical trial of ebola vaccine.
McDonald's reported worst monthly sales results in more than a decade as China meat scare whacks results.
Microsoft reignites Mac vs. PC debate in new Surface Pro 3 ad campaign.
NASCAR and sponsors grapple with Tony Stewart weekend tragedy.
MORE BRAND NEWS
adidas faces uphill battle for cool with Nike, which sees Rory McIlroy build acclaim (and justify brand's $200 million bet) with thrilling PGA Open win.
Alibaba cleans up "gray market" for brand-owners including Kering.
Annie's is energized by frozen-food launches.
Apple's Apple University design academy revealed in rare profile.
Aunt Jemima heirs file $2 billion suit against PepsiCo and Quaker Oats.
Bear Grylls backs down in trademark tussle with knife-maker.Continue reading...
Posted by Sheila Shayon on December 11, 2013 02:06 PM
“The intersection of social, mobile, location and big data is real-time marketing,” said eMarketer’s Debra Aho Williamson at ANA’s Real-Time Marketing Conference last week in New York, where marketers including Coca-Cola, Kraft, Anheueser-Busch and Hasbro gathered to discuss and define the latest Holy Grail – RTM.
Still citing the Oreo Super Bowl XLX "moment" as the benchmark that launched the fervor, with reverb of nearly 2 million tweets since and endless articles and panel sessions – the fact remains not one marketer has replicated that success.
Bob Rupczynski, Kraft’s VP Media, Data, CRM, used Planters as an example of a creative brief that asked: “Do people really want a relationship with peanuts?” The key was to precision target optimal consumers with the mind-shifting notion that nuts are a healthy snack alternative – particularly in the evening into late night when snacking can be the most harmful. Continue reading...
games people play
Posted by Mark J. Miller on October 11, 2013 03:49 PM
Hasbro’s Monopoly board game has partnered with dozens of cities and organizations over the years to create unique editions of the board game. From the Boy Scouts of America and American Idol to the Boston Red Sox and Teaneck Township, New Jersey, the Monopoly brand has gone out of its way to find large, passionate niche audiences that might be interested in throwing around a little fake money.
But the game's latest edition, Monopoly Empire, puts millions of dollars worth of buying power in the hands of players in the form of major brands, including Coca-Cola, McDonald's and Chevrolet. Bearing the tagline "Own the world's top brands," it features 22 brands in total, and even adjusts the game's purpose to fit the big-brand model. Instead of racking up real estate on Park Place, players instead work on covering their Times Square-like billboards with brand logos. The first to do so wins.Continue reading...
Posted by Dale Buss on February 6, 2013 09:06 AM
Disney sees higher TV ad revenues drive quarter and considers ESPN exit from U.K. sports coverage.
Dell seeks to transform brand, going private in $24 billion buyout under founder Michael Dell, as Microsoft gambles on involvement.
U.S. Postal Service plans to cut Saturday mail as Hallmark fights the cuts.
Apple loses right to iPhone brand in Brazil.
Arby's launches "fan of the week" promo via Facebook.
Lance Armstrong reportedly under investigation for obstruction and other serious crimes.
BP is hit by new $34 billion claim from U.S. state governments over Gulf spill.Continue reading...
Posted by Dale Buss on January 25, 2013 09:01 AM
AOL plans to distribute Discovery channels as its Huffington Post flip flops on Goldman Sachs.
Animal Planet finds room for Geico and other advertisers in annual Super Bowl "Puppy Bowl."
Ann Taylor brings back actress Kate Hudson as ambassador and designer.
Apple plans to offer broader guidance on earnings as it must fight to maintain dominance of iPhone.
Audi releases Super Bowl commercial with alternate endings for YouTube voting.
Boeing faces of extended inquiry by authorities into Dreamliner fires.
Bristol settles Hepatitis C claims.
Burger King drops firm that supplied horse meat in UK.Continue reading...
Posted by Mark J. Miller on January 10, 2013 12:47 PM
Hasbro's iconic game of Monopoly has taken on a bit of the feeling of Clue these days. Before the year is out, Monopoly players will need to say goodbye to one of their beloved playing pieces. Will it be the wheelbarrow, the thimble, or the shoe? Surely, nobody would willingly toss the dog, top hat, or racecar. Do the clothes iron and battleship have what it takes to stick around?
Like Clue, this mystery will be solved by those playing the game. Hasbro is fans consumers to weigh in on the Monopoly Facebook page and decide not only which playing piece isn’t even good enough to set itself on the lowly Mediterranean Avenue, but which one should replace it. The choices vary from diamond ring, guitar, toy robot, cat, or helicopter. Fans worldwide (the game is available in 111 countries and 43 languages) can vote once a day through Feb. 5.Continue reading...