Hasbro brings in Braben for toys

The Braben Company is to publicise the launch of Alpha Teens On Machines (ATOM), a Hasbro toy for boys available this autumn.

The campaign for the product, created by Jetix, will see the agency seeking 'playground ambassadors' to build awareness in the run-up to Christmas.

Braben will also be promoting an animated TV series.

The agency will handle media relations, a 'celebrity kids' event', a tour of schools to 'inspire children about technology' and a Christmas gift campaign.

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