Hasbro Toys & Games has appointed Mediahub as its media agency of record for the Asia-Pacific region following an international search.

Mediahub will oversee strategy, planning, and buying across Hasbro's APAC markets. The approach, its says, "will be centralised via a three-hub model led out of Sydney," mirroring Mediahub's "strategy for other global brands like New Balance."

Mediahub will support Hasbro's diverse portfolio of brands, which includes Monopoly, Play-Doh, Beyblade, and Hasbro Games such as Connect 4, Jenga, and Operation. The partnership has commenced with Mediahub working on a multi-market campaign for Monopoly's 100th anniversary.

Mediahub ANZ CEO Sue Squillace 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."

Squillace added, "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."

Hasbro APAC Marketing Director Frida Zhang 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."