Every Company Is A Media Company, Hasbro More Than Others

On Sunday, Discovery Kids will become The Hub, a TV network for kids run by Discovery and toy maker Hasbro Inc.

According to The Wall Street Journal, Hasbro and Discovery will be closely monitored by consumer advocacy groups that see the manufacturer’s foray into TV as a further blurring of the lines between children’s entertainment and advertising.
Hasbro says shows will be character driven and tell good stories. “If we do half-hour commercials, the network won’t last, because that is not what children want to see,” says Hasbro Chief Executive Brian Goldner.
The network says it has lined up about 50 advertisers, the majority of which have never advertised on Discovery before. And about a third of them are toy and game makers, despite the obvious competition with Hasbro.

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.