Hasbro Singapore reappoints SPRG as AOR

The appointment, which was awarded this month, will see the agency providing strategic communications counsel, media relations and oversee publicity initiatives across all Hasbro’s brands offerings this year.

It is an extension of a working relationship between Hasbro Singapore and SPRG, after the company awarded the latter a six-month retainer contract ended last month.

Hasbro provides a wide-range of "immersive entertainment offerings", including Transformers, My Little Pony, Battleship and Monopoly.

SPRG had previously worked with Hasbro Singapore on events such as the Resorts World Sentosa Singapore Transformers Cybertron Convention 2012, the first in Southeast Asia, and Monopoly Singapore: Then and Now, the world’s first two-sided Monopoly board game.

Joy Koh, interim general manager of Hasbro Singapore, said SPRG has demonstrated an understanding of its business through these projects, as well as the ability to navigate and lead in an increasingly complex media landscape.

SPRG Singapore is the agency of record for entertainment accounts such as NBC Universal, Celestial Tiger Entertainment, AETN All Asia Networks, Life Inspired and cinema exhibitor Golden Village.

Edwin Yeo, the General Manager of SPRG Singapore, added that while Hasbro offers a wide range of diverse toys that hold a special place in the hearts of adults and children, the challenge lies in continuously thinking of new ways to engage and interact with audiences of different generations.