Sydney, Australia – Hasbro Toys & Games has appointed Mediahub as its media agency of record across the Asia-Pacific region following an international search.
The agency will be responsible for full-funnel media strategy, planning and buying across Hasbro’s APAC markets, operating through a centralised three-hub model led from Sydney. The structure mirrors Mediahub’s existing hub-based approach used for other global clients such as New Balance, designed to ensure consistency, efficiency and flexibility while adapting to local market needs.
The partnership covers Hasbro’s portfolio of brands, including Monopoly, Play-Doh, Beyblade and Hasbro Games such as Connect 4, Jenga and Operation.
Sue Squillace, CEO at Mediahub ANZ, said, “Cross-market campaigns are Mediahub’s sweet spot. We understand how to drive consistency and scale while flexing to what matters most in each local market. Plus connecting with kids and parents in today’s evolving media landscape is challenging so our depth of knowledge and expertise in kids’ insights and how to connect responsibly will be central to the fun and innovative campaigns we will create for the brands.
“Hasbro has some of the most loved and recognised brands in the world, and we’re thrilled to partner with Hasbro across the region and help continue to grow the world’s best toy brands,” Squillace concluded.
Frida Zhang, APAC marketing director at Hasbro, said, “We were looking for a partner who not only understood the dynamics of the APAC region, but could also bring a sharp, integrated approach to media across a diverse set of markets. Mediahub’s proven hub model, strategic depth and creative agility made them the right choice as we elevate the Hasbro brand across Asia Pacific.”
The collaboration has already begun, with Mediahub working on a multi-market campaign marking the 100th anniversary of Monopoly.
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