Toy and games giant Hasbro has hired Red Square to launch its new
Tamagotchi-style game, Pokemon.
Work started this week on the consumer account, which was won without a
competitive pitch. Red Square will target the trade, specialist and
consumer press in an attempt to recreate the toy’s US success, where
sales for 1999 are projected at pounds 18.7 million.
Pokeman is a cross between a traditional doll and virtual pets that can
be nurtured and trained. The face of the game will be Pikachu, one of
151 Pokemon characters.
Hasbro has briefed the agency to mount a major pre-Christmas launch.
Red Square was founded in 1997 by David Fisher and Rupert Mathias, who
were both account handlers at Mark Borkowski Press and PR, which held
the account for Hasbro’s Action Man toy.
Other agencies on the toy manufacturer’s roster are Mason Williams and
The Communications Group.