Hasbro navigates a changed toy market and macro uncertainty — with Jennifer Burch and Kristina Fields

Brands are navigating choppy waters this year amid macoreconomic uncertainty, meaning media strategies are having to remain nimble and adaptable.

One brand that has an especially interesting challenge is Hasbro. The toy company owns a huge swathe of major brands and intellectual property – much of it primarily consumed by children – and managing the portfolio and the different media tactics needed across those brands presents unique obstacles and considerations.

Jennifer Burch and Kristina Fields are both senior directors of global media at Hasbro. They join Jack Benjamin to discuss how they are currently working to balance investment across brand and performance media throughout their portfolio to appeal to kids through various media channels without explicitly targeting them.

The duo also speak about how they’ve been responding to the unpredictability of US president Donald Trump's tariff plans, how their relationship with agencies has changed over time and the importance of brand safety.

Highlights:

4:29: Managing different brands in Hasbro's portfolio across brand and performance

12:04: How Hasbro's relationship with agencies has changed over time

19:00: Considering brand safety as well as reaching kids and their parents across different media channels

41:28: How tariff uncertainty is impacting media strategy and investment

Related articles:

WPP Media downgrades ad growth forecast amid macro chaos

Channel 4 commercial chief: Advertisers chase ‘cheap reach’ at Gen Z’s peril

Forget the ‘good old days’: What Gen Z’s financial outlook means for brands

Brands must understand the ‘interesting disparity’ of Gen Alpha

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Thanks to our production partners Trisonic for editing this episode.

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