Red Square beats two to Hasbro’s Pokemon launch

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.