Hasbro Goes Shopping for a New Media Buying Firm

Hasbro Goes Shopping for a New Media Buying Firm

According to Ad Age - the trade publication of the advertising industry, Hasbro is looking at new media shops for its  $150 million media-planning and -buying account.

Presently, WPP's MediaCom is the incumbent on the business.

Wayne Charness, senior VP at Hasbro, acknowledged to Ad Age the company has asked "some" media buying groups, including the incumbent MediaCom, to participate in the review. "As our business has grown we want to take the chance to explore other agency opportunities," he said.

GET THE LATEST BREAKING NEWS HERE -- SIGN UP FOR GOLOCAL FREE DAILY EBLAST

According to industry measurment n 2009 the Hasbro spent $148 million on U.S. media.

Hasbro, the world's second-largest toy company, meanwhile, is also a media owner with cable network the Hub, a joint venture with Discovery Communications. 

A decision is expected in January.