Hasbro faced a unique challenge: despite owning some of the world’s most popular properties, like Nerf and Playdoh, its own brand had shrinking recognition among consumers in the category. While its games were household names, Hasbro as a corporate entity often went unnoticed. The opportunity arose to reposition Hasbro as a brand that would add value across its play division, elevating its visibility while maintaining the individual strengths of its iconic properties.
A key piece of insight came from consumer feedback. Consumers were deeply connected to Hasbro’s properties but rarely associated them with the parent brand. Research showed that parents and children alike continued to love Hasbro products, but despite favorable sentiment towards Hasbro, did not want key elements of like packaging altering too heavily on the products themselves. If Hasbro was to successfully leverage the trust and reliability of the brand a lighter touch was preferable amongst consumers.
The strategy involved building Hasbro’s presence as a trusted endorser while keeping its individual gaming titles front and center. This was to be achieved through consistent brand integration across all product communications, including packaging, digital media, and TV commercials. We provided in depth guidance on how the Hasbro logo should be placed on all products, additional taglines and a new moving logo asset to incorporate on property-specific content. The creative team ensured that Hasbro’s values of quality, innovation, and fun were conveyed across the board, helping consumers associate these attributes with the Hasbro name.
