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
Mason Williams account director Stephen Bradley will head the Action Man
account team of four. He will report to Hasbro brand manager Aplana
’We will also oversee and take forward the internet site,
actionman.com,’ said Bradley, who operates out of Mason Williams’
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