Hasbro has announced the appointment of Grey New York to handle a ‘sizable’ number of its brands, including My Little Pony, Transformers and Star Wars.
AdWeek has suggested that work by the agency could appear in time for the end of the year, and will include traditional ads, digital, mobile and activation advertising.
Announcing the appointment, Michael Houston, CEO of Grey New York, said: “As if the Gillette win and our organic growth aren’t sweet enough, we’ve received the amazing news that Grey New York has won a sizable share of Hasbro’s brands.
“This is a particularly gratifying win because it marks Hasbro’s return to Grey: the iconic maker of toys and games earlier partnered with us for a decade from 1997-2007.”
Incumbent agency Uproar will stay on Hasbro’s roster.