Our Work

Hasbro

Helping Hasbro Expand Its Cause Marketing Efforts

Allison & Partners began working with Hasbro, Inc. (the global toy and game company)  in 2005. Over the past few years the agency has helped to leverage and elevate the company's philanthropic and cause marketing efforts in the media by working in conjunction with their charity partners on publicity around monetary and product donations. Results from these efforts have included appearances and mentions on The View, Entertainment Tonight, CBS' The Early Show and a week of daily segments on The Ellen DeGeneres Show.

The agency has also worked with the PLAYSKOOL brand to support their long-term relationship with Boundless Playgrounds. In order to raise awareness of the importance of play for children of all abilities and build on Playskool's brand promise that ALL children have the right to play, a national essay contest was created to award a Boundless™ Playground to a deserving community in the U.S. Allison & Partners developed an integrated campaign that included media relations, event planning and public affairs outreach to publicize both the winning community announcement and the playground opening later that year. In addition to receiving nearly 1,000 essays from communities across the country and securing national and regional media coverage, the Pennsylvania Governor issued a proclamation during the grand opening announcing “Let's All Play Day” and made a commitment to build more all-inclusive playgrounds throughout the Commonwealth of Pennsylvania.

Most recently, Allison & Partners created and executed a global cause marketing program for Hasbro and the FurReal Friends brand tied to the launch of PROJECT ZAMBI and a new product –  ZAMBI THE BABY ELEPHANT.  The product and program was created by a passionate group of Hasbro employees to benefit children orphaned by AIDS in Africa. The program included a multi-tiered strategy including PR, marketing, celebrity involvement, youth ambassadors, an online auction, web site, and charity partnerships. The PROJECT ZAMBI communications campaign achieved widespread media coverage of the Toy Fair launch, celebrity auction and Willow and Jaden Smith announcement,  resulting in more than 680 million media impressions, including key media such as USA Today.com, Huffington Post and US Weekly.com.  The auction was promoted for 10 days on eBay's home page, resulting in approximately 25 million impressions and auction pages received 138,000 page views, more than 500 bids and raised more than $12,000 for the charities. The fourteen charities that participated in the auction, reached more than 1 million people through their Web sites, emails, newsletters and social media sites