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Hasbro - Action Man
The Client
Originally named Hassenfeld Brothers, two brothers, Henry and Helal Hassenfeld, in a small office in Providence, Rhode Island, founded Hasbro in 1923. Today, Hasbro is a worldwide leader in children's and family leisure time entertainment products and services, including the design, manufacture and marketing of games and toys ranging from traditional to high-tech. Hasbro's classic brands include family favorites, Action Man, Monopoly and Mr. Potato Head. It is Hasbro's aim to provide children and families with the highest quality play experiences and the most recognizable toys, games and gifts in the world and has had a long tradition of supporting children worldwide through a variety of philanthropic programs.
Action Man won the honor of Toy Of The Decade in 1980. Developed from the G.I. Joe toy launched in the US in 1964, the manufacturers had no idea it would be so successful. It was thought the name G.I. Joe was too American for the British market. The manufacturers decided to call him Action Man similar to the popular Danger Man TV series of the time. He was launched in 1966 and won Toy Of The Year Award then too. Today, Action Man is a modern-day, highly intelligent and athletic personality, who presents a reality-based hero for kids. As the name says, action is what it's all about, and the adventurous missions never stop.
The Project
StudioCinna is the author of the concepts and designs and was invited by an Internet agency to create a new business conceptual Web site pitch with a 'look and feel' that worldwide boys, ages 5-8, would find action filled. Hasbro is a worldwide leader in children and family leisure time entertainment products, from the traditional to the hi-tech. Hasbro wanted a brand-building, multi-language site that would immerse fans in the Action Man fantasy and make them feel part of a growing community.
Marketing, engaging and ultimately selling to young children requires a good understanding of the new generation(s) and the correct strategy to satisfy their desires. Today's young Internet users have been brought up with computer technology as part of life's fabric and exact research on children and their use of the Internet are reliant upon intuition and estimation. The challenges of providing a content rich environment for a product based website which appeals to a broad demographic of children are many. Action Man's website is no exception to this dilemma.
Entering the project during the strategic phase and drawing from nearly two decades of professional experience gained from working on global children's accounts for the major publishing and advertising agencies and within the New Media sector — enabled StudioCinna's creative director to offer advice, significantly contribute and deliver innovative solutions — that would following CARU's Guidelines and aid the marketing and promotion during the new business presentation process.
StudioCinna successfully packaged the winning new business pitch for the Internet agency by providing the agency with the design presentation, effective copy writing, and extensive core concepts — many of which were implemented on the live site.
The Results
"Within two weeks of launch the site had attracted thousands of new users. We also succeeded in increasing the amount of time visitors spent online each month. More than half the users play missions more than once and the site was voted a top ten games site by CITV Online. There was also an extremely high response rate to the online questionnaire and e-mail campaign. The site is viewed by Hasbro as the pioneer for worldwide online branding and product sales."
— Internet Agency
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Trademark & Copyright Notice: © 1995-2007 StudioCinna/Cinna Ltd. All rights reserved. StudioCinna asserts the moral right to be identified as the author of the Hasbro Action Man presentation concepts and design solutions. No part of this work may be reproduced or transmitted in any form or by any means, or stored in a retrieval system of any nature, without the written permission of StudioCinna, the author and copyright holder. Modification of the presentation design solutions requires the written permission of the author and no part of this work may be exposed to public view in any form or by any means, without identifying the author (StudioCinna) and displaying the author's URL (www.studiocinna.com). |