(MediaBuyerPlanner) On Monday, for the first time in its 83-year history, toy and game manufacturer Hasbro issued its first direct-to-consumer 68-page, full-color catalog – which it plans to issue again in the fall for the holiday season and to continue mailings twice a year – writes Multichannel Merchant.
The main reason for the catalog was to increase awareness of Hasbro’s brands and products. The company also wanted to drive sales back to its online channel at www.hasbrotoyshop.com and to resellers, including Wal-Mart, Toys R Us and Amazon.com.
“The goal for all merchants is to go multichannel, and this is part of a long-term strategy that began last year,” said Ed Kriete, senior vice president of marketing at Hasbro. “Catalogs are the next logical step for us, and we feel consumers will use them to make purchases at the channel they are most familiar with, whether it’s brick and mortar, online, or direct through the catalog.”
