Mason Williams wins Action Man

US game manufacturer Hasbro Toys has appointed Mason Williams on a six-figure fee to handle UK PR for Action Man.

US game manufacturer Hasbro Toys has appointed Mason Williams on a

six-figure fee to handle UK PR for Action Man.



The agency was appointed after a competitive three-way pitch. Mason

Williams replaces incumbent of 18 months The Communication Group. TCG

was appointed at the beginning of last year and replaced Mark Borkowski

Press and PR which had handled the brand for four years (PR Week, 11

December 1998).



Mason Williams account director Stephen Bradley will head the Action Man

account team of four. He will report to Hasbro brand manager Aplana

Virani.



’We will also oversee and take forward the internet site,

actionman.com,’ said Bradley, who operates out of Mason Williams’

Manchester office.



Bradley’s team will co-ordinate several ’high profile’ campaigns for the

best-selling toy over the next three years.



’R&D for Action Man is embracing the hi-tech era and there are some

exciting campaigns ahead,’ said Bradley.



The win adds another Hasbro brand to Mason Williams’ accounts - it

already manages Monopoly, Subbuteo, Trivial Pursuit, Tweenies and Cluedo

plus Hasbro’s interactive computer CD game lines.



The soon-to-launch range of Action Men boast skills in falconry, are

able to launch and catch a boomerang and can fire darts from a jungle

blow pipe via an internal air-pump.



Hasbro Toys recently appointed Talk Loud PR following a non-competitive

pitch to handle its toys based on the Pokemon game and cartoon series

(PR Week, April 21). TCG retains the account for Hasbro’s Connect Four

game.



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