Leading toy brand Action Man is to receive a consumer boost with a
fresh PR strategy next year.
The classic action figure is one of four brands understood to be being
pitched by toy-maker parent company Hasbro, for combined annual fees
understood to reach almost £500,000.
Three agencies - believed to be Cake, Starfish Communications, and
incumbent Mason Williams - are on the final list for the combined
The pitch is aimed at securing support for the lines as of January.
A spokesperson for Hasbro would only say: 'We are constantly reviewing
our media relations needs, but we are not willing to discuss this.'
However, other Hasbro sources confirmed the pitch was taking place,
while it has been rumoured that PR work with other brands within the
Hasbro fold may also be up for review.
The Action Man brief is one of the most prestigious UK toy accounts.
Launched in 1966, the action figure was voted Toy of the Year by UK
retailers within months of its debut.
The presence of a high-profile youth-oriented agency such as Cake on the
pitch list suggests that a 'trendy' rebranding of the action figures may
Mason Williams has held the Action Man account for 18 months, having
beaten off then incumbent consumer division of The Communication Group
(PRWeek, 26 May 2000).
TCG held the account for a similar period, having assumed the brief from
what was then Mark Borkowski Press and PR (PRWeek, 11 December
Other Hasbro brands held by Mason Williams include Monopoly and