Poly Choy, country manager of Hasbro Thailand.
Poly Choy, country manager of Hasbro Thailand.

Hasbro taps parents’ higher spending power

Corporate June 20, 2017 01:00


US-BASED toy company Hasbro sees great potential for its branded toy products in Thailand as parents splash out more on gifts to their children.

Poly Choy, country manager of Hasbro Thailand, said that while the country’s birth rate is decreasing, the number of households is on the rise – and that translates into more money spent on each child.

Choy said this opened up the market wider for branded toys, as parents and grandparents looked to indulge children with higher quality products.

 “Hasbro is committed to create the world’s best play experiences for our consumers, from toys and games to television, movies, digital gaming and consumer products,” Choy said.

“Nowadays, the Thai consumers, kids, fans and collectors can immerse themselves in our branded play experiences. This is the key differentiation of what we can offer versus our competition.”

She said that Hasbro, as a global play and entertainment company, was “bringing its robust portfolio of owned and partner brands to life across a variety of expressions and experiences” for consumers around the world.

“Nowadays, Hasbro brands are stronger, more global and more pervasive than ever before,” Choy said. “The Brand Blueprint is our strategic framework for bringing our brands to life in exciting new ways. Our focus is not so much on the market share that we achieve in any particular category, but instead on the Share of Life that our brands capture with consumers.

“As we continue to grow and extend our brands into all kinds of new expressions, new categories and new experiences, we are growing our share of life globally.

“As a company, being close to the consumer is a guiding principle. Proprietary global insights and advanced data analytics inform all of our key strategic decisions, from the stories we tell, to the distribution platforms we choose, to the products and experiences we make, to the marketing strategies that we execute.”

Choy said Hasbro was recognised for its commitment to corporate social responsibility, “powered by the simple belief that every day is a chance to do better”. 

Hasbro was the top-ranked company on the 100 Best Corporate Citizens list for 2017, rated one of the World’s Most Ethical Companies, also for 2017, and was No.1 in Newsweek’s 2016 Green Rankings. Hasbro has operations in 35 countries, contributing to sales in more than 120 countries. Hasbro Thailand, with Kids’ Planet of The Mall Group and The Emporium, is holding an event tied to the film Transformers 5: The Last Knight in which The Emporium Gallery has been turned into a battlefield led by two-metre tall characters from the film, the Autobots leader Optimus Prime and one of his most trusted soldiers Bubblebee. The latest toys and collectible items from Transformers 5 will be available at the venue for Transformers fans in Thailand. The event, commenced on June 15 , continues until June 27 at The Emporium Gallery in The Emporium shopping complex. 

Directed by Michael Bay, Transformers 5: The Last Knight will hit cinemas in Thailand and around the world from Thursday.

“We are confident that Transformers 5 toys, which will have a marketing campaign in line with the film, will stimulate interest, especially for the real fans of Transformers,” Choy said. “Our toys will target kids aged between 5 and 10, as well as Transformers fans, who love to play and collect Transformers figures. Thailand’s character toys market is in the top three in Asia and has enjoyed continuous growth of between 5 per cent and 10 per cent per annum. Hasbro is also a strong leader in both Asia and worldwide.”