Toymaker Hasbro has retained Creative Artists Agency to develop integrated, entertainment-based marketing programs for select Hasbro brands, in particular its Hitclips musical players and microchips. Hitclips feature 60-second, micro-mix cuts of hit songs from popular recording artists.
“It is imperative that we continue to explore a variety of entertainment-based options,” Brian Goldner, prexy of Hasbro U.S. Toys, said of the company’s plans for the popular kiddie microchips, which have sold 25 million units to date.
Hitclips have been among the biggest hits in the toy market over the past year – and a formidable tool for marketing pop tunes to young listeners, particularly the “tween” girl demo that is the engine of the recent teen-pop craze.
Each “clip” retails for $4.99, and artists featured have included such pop hitmakers as ‘N Sync, the Backstreet Boys, Britney Spears, Michelle Branch and Avril Lavigne.
The Rhode Island-based company owns the brands Playskool, Tonka, Milton Bradley, Parker Brothers, Tiger and Wizards of the Coast. Hitlcips are distribbed through its Tiger Electronics division and allow the under-12 set to use a digital music player like training wheels for costlier and more sophisticated music players, such as MP3s and CDs.
“We plan to build upon Hasbro’s existing relationships within the creative community, complement Hasbro’s activities with entertainment companies and help create marketing strategies and programs that maximize these opportunities,” Richard Lovett, prexy of CAA, said.