Case | HBS Case Collection | December 2004 (Revised October 2005)

Hasbro Games -- POX (A)

by David B. Godes and Elie Ofek

Abstract

Hasbro's newest toy is so unique it requires a unique launch strategy. Comparing traditional media (TV, print) with a non-traditional viral campaign, Matt Collins must weigh the risks and benefits of doing things the way they've always been done or blazing a new path in the marketing of toys.

Keywords: Risk and Uncertainty; Cost vs Benefits; Marketing Strategy; Advertising Campaigns; Product Launch; Innovation and Invention; Entertainment and Recreation Industry;

Citation:

Godes, David B., and Elie Ofek. "Hasbro Games -- POX (A)." Harvard Business School Case 505-046, December 2004. (Revised October 2005.)