Hasbro taps Riley for marketing post
By Staff -- Gifts and Dec, 5/29/2008 8:59:00 AM
PAWTUCKET, R.I.—Hasbro has named former Bandai America exec Mike Riley as its vice president of entertainment marketing.
Riley will play a key role in collaborating with Hasbro’s brand teams in exploring the best entertainment vehicles for the toymaker's portfolio of brands, as well as maximizing the distribution of Hasbro's library of content.
Riley comes to Hasbro with more than 20 years of international and domestic marketing experience in the consumer products and entertainment industries. His most recent role was vice president for strategic marketing at Bandai America. His prior positions include marketing posts at Sony Pictures Entertainment and Mattel.
“Following the tremendous success of Transformers, Hasbro is at a very exciting time in its history,” said Lisa Licht, Hasbro’s General Manager of Entertainment and Licensing. “We are working with many of the entertainment industry’s top leaders, including Universal Pictures, DreamWorks Pictures, Paramount Pictures and Debmar-Mercury, to bring Hasbro’s beloved brands to consumers in new and immersive ways. Mr. Riley will play a key role in driving the expansion of our entertainment marketing efforts beyond film and creating immersive experiences that maximize opportunities for our brands.”
Hasbro recently announced a new six-year strategic partnership with Universal Pictures to produce at least four motion pictures based on some of the company’s best-known brands. In addition, Hasbro is currently working with DreamWorks Pictures and Paramount Pictures on the next installment of the Transformers story, and with Paramount Pictures on a motion picture for G.I. Joe. With Debmar-Mercury, Hasbro will launch a new game show based on Trivial Pursuit this fall.
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