Arun Sudhaman 13 May 2013 // 11:00PM GMT
LONDON--Hasbro has selected Bite Communications to handle UK consumer PR duties following a competitive review that featured four firms.
Bite takes over from Mason Williams, which has handled the business for more than decade. The Next15 firm is tasked with press office support and developing creative launch ideas for the US company's key brands, which include Transformers, Nerf, Monopoly and My Little Pony.
The Bite team will be led by head of consumer Marco Bilello and will feature a substantial digital component.
“The team has the skill, expertise and enthusiasm to really drive the Hasbro brands forward in the minds of the media influencers and consumers“, said Kay Green, marketing director at Hasbro. “Bite really got under the skin of the brands and went that extra mile with their ideas and approach."
Hasbro's first-quarter results recently beat market expectations, despite reporting wider losses because of restructuring costs. The company is aiming to improve profitability as demand for toys lags in the US and Europe because of competition from online and smartphones.
Revenues were boosted by increased Monopoly sales, driven by a Facebook campaign that asked fans to vote on the replacement of one of the playing pieces, which eventually saw the clothes iron displaced by a cat.