Results Matter

Since 1988, we’ve been making news on behalf of clients big and small, from promising start-ups to the nation’s leading consumer brands. It’s the story that matters and we’ve proven to be both great storytellers and matchmakers. Check out our work below.

FurReal Friends Torch, My Blazin’ Dragon S’Mores Breaks

The Challenge
For more than 10 years, Hasbro’s FurReal Friends brand has been a leader in animatronic pet play, recognized for creating lifelike pets including cats, dogs, ponies, monkeys, and more. When the FurReal Friends menagerie expanded to include the fantasy pet Torch, My Blazin’ Dragon – a plush baby dragon that ‘roasts’ a toy marshmallow and breathes out flame colored mist – we were tasked with creating buzz about the brand and product publicity for the new item.

The Solution
Inspired by Torch’s marshmallow treat, we created a s’mores themed campaign to engage press and influencers in a way that was too sweet to resist.

Activity kicked off on August 10th, National S’mores Day, with branded, in-office snack breaks for select NYC press. At the same time, s’mores themed product mailers hit the desks of key media across the country.

Heading into the holiday season, we connected with parenting influencers at key blogger events with Torch, My Blazin’ Dragon branded snack stations and a ‘lost dragon’ scavenger hunt. Attendees who completed the ‘hunt’ were led to a cozy campfire suite hosted by Torch where they enjoyed refreshments, on-site photo opps, and more.

The Results
Tastemakers recognized Torch as the ‘hottest’ toy of the holiday season, and our efforts garnered more than 14 million social impressions and 7 million media impressions at launch from outlets like Good Housekeeping and M Magazine – how’s that for a sweet treat?

Top Media Placements

San Diego Comic-Con Entertainment Brand Press Preview Breakfast

The Challenge
How do we break through the annual clutter of San Diego Comic-Con to connect with fans and press and introduce Hasbro’s exciting entertainment lineup?

The Solution
Build an annual, ‘must attend’ event where fans enjoy a first look at Hasbro’s product and programs in an intimate, fun, and memorable setting. Guests kicked off Comic-Con with the most important meal of the day: breakfast. On the first day of the show, the morning event showcased the company’s entertainment brands including Transformers, My Little Pony, Marvel, and Star Wars and offered attendees one-on-one access to key Hasbro team members. A playful, pop culture themed menu was complemented with interactive social activities and photo opps along with a look at Hasbro’s San Diego Comic-Con exclusives.

The Results
More than 100 top tier entertainment, pop culture, comic, and fan media guests attend the Press Breakfast each year including Entertainment Weekly, The New York Times, The Hollywood Reporter, Blastr, People, Yahoo! Movies, Nerdist, Forbes, TV Guide, CNET, and Reuters. In 2016, more than 24.5M media impressions were generated.

 

Top Media Placements

Hasbro New York Comic-Con Party and Panel

The Challenge
Position Hasbro as a key player in pop culture and maintain strong press and fan engagement across entertainment brands through Q4.

The Solution
Connect with press, influencers, and fans at ‘Hasbro ‘Twas the Night Before…’ an experiential press event on the eve of New York Comic-Con, followed by a day of one-on-one interviews between Hasbro brand teams and select media and fan sites.

A fun, intimate setting provided themed bites and cocktails for attendees to enjoy as they participated in engaging, branded activities and photo opportunities with a social call-to-action using #HasbroNYCC. Brand statements included My Little Pony, Marvel, Star Wars, Trolls, Yo-kai Watch, and more. Guests each took home a swag bag full of Hasbro’s hottest new items.

Expanding upon the event and to build upon brand panel reveals at the Con, select fan sites conducted off-site interviews with Marvel and Star Wars brand and design team members.

The Results
More than 100 top-tier entertainment, pop culture, comic, and fan media guests attend the event each year, including The New York Times, IGN, Entertainment Weekly, CNET, Business Insider, Associated Press, ComicBook.com, io9, and Nerdist. In 2016, Hasbro received more than 160M media impressions and over 1M additional social impressions throughout the convention.

Top Media Placements

My Little Pony Friendship Day

The Challenge
The iconic My Little Pony franchise has inspired friendship for more than 30 years, and honored that core value during My Little Pony Friendship Day, timed to the celebration of the International Day of Friendship on July 30th. For its second annual campaign, we were challenged to grow My Little Pony Friendship Day beyond a one-day event and ignite a social movement that inspires random acts of friendship around the globe.

The Solution
To prove that #FriendshipisMagic we asked celebrities, influencers, press, fans, and consumers to “Friend it Forward” during the month of July – encouraging participants to be a friend, and inspire acts of kindness in others.

To amplify the Friendship Day message, we executed a variety of tactics including the creation of custom celebrity ponies, a Twitter takeover with J-14 Magazine, and a branded My Little Pony Friendship is Magic Snapchat filter. Fans at San Diego Comic-Con were also invited to join in on the fun as they received branded “tokens of friendship” along with a call to action to perform an act of kindness for a fellow attendee.

The Results
Hundreds of acts of friendship were shared around the globe. Celebrities joined the celebration, including Vanessa and Stella Hudgens, Kim Kardashian, Francesca Capaldi (Dog With a Blog), Nia Siouxx (Dance Moms), and Addison Riecke (The Thundermans) sharing on social, while media outlets including US Weekly, Good Housekeeping, Parents Magazine, J-14 Magazine, and refinery29 all pledged to “Friend it Forward” with My Little Pony.  As a result, the My Little Pony brand received more than 25 million media impressions and 95 million social impressions supporting the Friendship Day initiative.

 

Top Media Placements

    World Play-Doh Day

    The Challenge
    World Play-Doh Day is celebrated annually on September 16 to honor the childhood staple that captivates the imaginations of millions of children (and artists of all ages) across the globe.

    In a milestone year – the brand’s 60th birthday – we were challenged to make it the biggest celebration yet. But, how do you put a fresh spin on the annual program in its ninth year?

    The Solution
    We used the brand’s 60th birthday hook as our first stepping stone. Next, we decided to commemorate the brand’s past by looking into the future, and asked our media friendlies and fan community to share their ideas on what they believed the world would look like 60 years into the future. We complemented these tactics with custom sculpts for key celebrities, brands, and influencers.

    In true World Play-Doh Day fashion, the top ‘futuristic’ ideas, as chosen by our fans, were brought to life in 100 percent Play-Doh compound.  We used the sculpts to engage global press during the brand’s 60th birthday year and, to truly make a splash, we tapped into the current “how-to” trend and created eight time lapse videos of each sculpture’s creation, from start to finish.

    The Results
    Images of our sculpts and several of our time lapse videos were featured across more than 320 traditional broadcast, online, and print media outlets including USA Today, Yahoo!, BuzzFeed, ABC World News Now, AdWeek, NY Daily News, and Mental Floss. Some tapped into the conversation by creating unique sculpts, and others, such as Good Housekeeping, hosted their own World Play-Doh Day Facebook Live videos.

    A variety of renowned brands such as Jeep and Tim Horton’s received custom sculptures to share on their social media channels. In addition, several brands such as Amazon, Toys R Us, Staples, Michaels Stores, Cartoon Network, and Power Rangers organically joined the trending conversation on social. Long-time Play-Doh fan Jenna Fischer also received a custom sculpt depicting what her children imagine the future will look like which she shared via Instagram.

    Finally, we paired with a well-known YouTuber to create a World Play-Doh Day “Sculpt The Future Challenge.” As a result, ten popular YouTube influencers shared unique and engaging videos encouraging their millions of followers to sculpt with Play-Doh compound during the annual holiday.

    With nearly twice as many impressions as 2015, World Play-Doh Day 2016 was by far the brand’s most successful holiday to date – garnering more than 760 million media impressions in less than 24 hours.

    Top Media Placements
    Accolades

    Monopoly New York Comic-Con Heroes After Dark Party

    The Challenge
    Insert the Monopoly Ultimate Banking game into the pop culture conversation; tap into celebrities, VIPs and tastemakers in the entertainment space.

    The Solution
    Mr. Monopoly ‘hosts’ the “Heroes After Dark” party, a first-of-its-kind red-carpet, invite-only event, presented by major pop culture media outlet Entertainment Weekly in conjunction with New York Comic-Con. The pop cultural celebration plays host to a wide variety of celebrities and influencers.

    Hasbro Gaming, the Monopoly Ultimate Banking game, and #Monopoly were promoted through a fully branded snack bar with assorted popcorn in Monopoly-themed mustache cups. Guests and press enjoyed fun photo opportunities with the iconic Mr. Monopoly costume character as he roamed the party and walked the official red carpet. All attendees took home a Monopoly Ultimate Banking game in the official swag bag.

    The Results
    Raised awareness for the Monopoly Ultimate Banking game among the more than 700 guests, VIPs, and celebrities including Frank Miller (Dark Knight III), Elizabeth Bennett (MTV Sweet/Vicious), Breanne Howey (Exorcist), and the casts of Dirk Gently’s Holistic Detective Agency, CLASS, and Ash vs. Evil Dead.

    The Mr. Monopoly costume character was a huge hit on the dance floor and frequently stopped for selfies with guests. Entertainment press, including Bauer/ Us Weekly, Entertainment Weekly, Star Magazine, MTV, and Metro NY, captured photos of Mr. Monopoly doing his signature poses on the red carpet. The Monopoly brand’s presence at the party was amplified by social posts reaching highly engaged fans from official New York Comic-Con social media channels, and Entertainment Weekly highlighted the Monopoly Ultimate Banking game through a promoted post and tweet to its pop culture followers.  As a result, the Monopoly brand received 18,100,869 total media impressions and 6,275,522 social media impressions.

     

    Top Media Placements

    Swimways’ National Learn to Swim Day

    The Challenge
    Swimways, known for their pool and outdoor recreational products, approached us in 2012 looking for a way to raise awareness about Swim Steps, their three stage product line created to support swimming skills though swim training aids, floats and graduated swim trainers. The goal was to build buzz and alert parents that they could utilize products from the line to teach children to swim, right at home.

    The Solution
    To call attention to the Swim Steps product line, we decided to create the first ever National Learn to Swim Day. Timed to Water Safety Month (May) and held the Saturday before Memorial Day Weekend, the campaign raised awareness about the importance of teaching children the essential life skill of how to swim. The cornerstone of the holiday was a new, dedicated website, TeachMeToSwim.com, that highlighted the Swim Steps line and featured water safety tips, learn to swim videos, and other resources families could utilize to teach their children to swim at home. Through media outreach, a blogger ambassador program and SwimWays’ social media, LPR drove parents and caregivers to the site, and in turn to the Swim Steps line.

    The Results
    Fast forward five years later, and National Learn to Swim Day has become a well-known holiday that is celebrated nationwide. In May 2016, Swimways announced an exciting partnership with the national philanthropic organization, the USA Swimming Foundation. The partnership kicked off with an event in SwimWays’ hometown of Virginia Beach, VA with Olympic Gold Medalist and USA Swimming Foundation Ambassador, Rowdy Gaines, giving a private swim lesson to local children. Throughout the partnership, Swimways and the USA Swimming Foundation will continue to raise awareness about water safety and teaching children to swim. In addition to local coverage from the event in Virginia Beach, the annual campaign has received widespread national media coverage, including The Weather Channel, Yahoo!, Scholastic Parent & Child, About.com, as well as regional parenting magazines and newspapers.

    Top Media Placements
    • Yahoo

    My Little Pony Equestria Girls Friendship Games Premiere Party

    The Challenge
    Create excitement and buzz for the third installment of Hasbro’s My Little Pony Equestria Girls Friendship Games entertainment franchise.

    The Solution
    Following two successful movie launches on the West Coast, we brought the My Little Pony magic to a new city and hosted ‘purple carpet’ premiere in NYC, inviting celebrities and their children to enjoy a unique family experience that would keep them buzzing long after the end credits rolled. Guests visited cutie mark face painting stations, tested their skills in an Equestria Girls archery gallery, and showed their school spirit posing in a Canterlot High photo booth before walking the carpet and enjoying the show.

    The Results
    On September 17, 2015, at the Angelika Film Center in NYC, celebrities including Sarah Michelle Gellar, Nick Cannon, Padma Lakshmi, Tiki Barber, Jim Gaffigan, and stars from “Girls,” “Real Housewives of NYC,” and more came out to walk the purple carpet and enjoy My Little Pony-themed activities with their children, sharing photos on social live from the event all along the way. Media coverage included placements on People.com, E! Online, Yahoo! TV, Life & Style, and more, resulting in more than a half billion media impressions, 24 million social media impressions, and our most widely covered movie premiere yet.

    Top Media Placements
    • Yahoo

    Joy for All Product Launch

    The Challenge
    Hasbro has a long tradition of providing the world’s best play experience to children, but in 2016 the company introduced an innovative brand designed for an entirely new demographic: seniors. Our charge was to leverage Hasbro’s success in the toy aisle to engage the ‘silver set.’ The Joy For All launch was driven by public relations with the goal of introducing the brand to key media and influencers and driving sales.

    The Solution
    A multi-pronged media approach targeting outlets covering elder care, general news, technology, and pop culture to facilitate hands-on trial and drive widespread awareness, word-of-mouth chatter, and social buzz.

    The Results
    The news broke on November 18, 2015, and spiraled from there, with coverage in outlets like USA Today, Forbes, Wired, TIME, NBC News, and the Tonight Show with Jimmy Fallon, for a total of more than 115 media outlets and 945 million media impressions secured in less than two months. The buzz and brand success continued in spring 2016 with additional coverage from outlets like the BBC, which featured the Joy For All Companion Pet Cat in its on-air technology series, Click.

    Top Media Placements

    Hasbro Heroes Bus

    The Challenge
    The excitement surrounding the summer blockbuster, Marvel’s Captain America: Civil War, debut in May was massive. When hero faces hero, the whole world is watching! How do we capitalize on that buzz and make news for Hasbro’s Marvel product lineup that will break through movie noise?

    The Solution
    The Hasbro Heroes Bus: A larger-than-life promotion that leveraged relevant partners and events, including notable NYC comic shops Forbidden Planet and Midtown Comics, and the TTPM Spring Showcase, an annual consumer press event. The initiative garnered the attention of both longtime Marvel fans and general consumers, and put product front and center via interactive photo opportunities, swag distribution, and a custom branded vehicle.

    The Results
    Media friendlies from AOL, Huffington Post, BuzzFeed, The New York Times, Forbes, Examiner, GeekDad, Gawker, Laughing Place, Amateur Dad, Hi-Def Ninja, and Adventures by Daddy stopped by to check out the bus, as well as hundreds of consumers throughout the day, with lines of excited fans forming at each stop.

    Social posts from Midtown Comics, Forbidden Planet, bloggers, BuzzFeed, toy collectors, and even the WWE wrestling duo New Day, garnered more than one million online impressions. Guests remarked that they “couldn’t wait” for the movie premiere next week and that their kids “absolutely loved all these toys!” Hasbro’s role play products were especially a hit with fans young and old who took interactive photos, gearing up and “facing off” against either Captain America or Iron Man.

    Top Media Placements

    The Martin Richard Bridge Builder Campaign Launch

    The Challenge
    In September 2015, Hasbro, generationOn and the Martin Richard Foundation joined to create The Martin Richard Bridge Builder campaign, honoring Martin Richard, an 8-year-old boy who was tragically killed when the second of two bombs exploded near the finish line of the Boston Marathon in 2013. The campaign’s goal was to honor Martin’s message of peace by encouraging kids to complete service projects and do simple acts of kindness. We jumped at the chance to launch such an inspiring and meaningful program. Our main objective was to increase the public’s awareness of the campaign, generate user submissions on the campaign website, and spread the buzz on social media with Martin’s infamous hashtag, #NoMoreHurtingPeople.

    The Solution
    Knowing this was a sensitive campaign and something close to the hearts of many people across the nation, we took a personalized approach and launched the month long campaign with an Op Ed penned by Martin’s parents.

    Following the Op Ed, we conducted strategic media outreach in an effort to secure print, broadcast, and online earned media placements. It was important that media coverage did not just announce the campaign, but actually inspired kids, teens and families across the nation to take action and join Martin’s movement.

    The Results
    In just five weeks, LPR secured over 3.1 billion earned media impressions on behalf of the Martin Richard Bridge Builder campaign. In addition to securing the Richards’ Op Ed on TIME.com, featured stories included USA Today, The Associated Press, The Huffington Post, The Daily Mail, ABC News, The New York Times, and Ashton Kutcher’s APlus.com, to name a few. More than 45 broadcast segments helped tell the campaign story.

    And, the media coverage served its purpose of inspiring action. Nearly 50,000 kids, teens and families answered the campaign’s call-to-action by submitting service projects through the website, while #NoMoreHurtingPeople was shared more than 57 million times.

    Top Media Placements

    Hasbro ToyBox Tools Program Launch

    The Challenge
    Hasbro has been a longstanding LPR client for more than 25 years. So, when asked to support the launch of an employee led initiative dedicated to making play easier and more accessible for children with developmental disabilities, we could not have been more excited. The online resource of supportive tools tied to classic Hasbro brands – known as ToyBox Tools —launched in November 2014. We were tasked with increasing awareness of the program’s website and educating parents, caregivers and educators across the US on the free, online tools and driving traffic to the ToyBox Tools website.

    The Solution
    Secure an exclusive story with a national media outlet to reveal the program details and tell the bigger story behind Hasbro’s ToyBox Tools.

    The Results
    AP Tweet ScreenshotThe AP exclusively ran our story the morning of the program launch, generating more than 200 million media impressions nationwide. The article was syndicated to outlets all over the country including The Huffington Post, Yahoo!, the Washington Post and more. In addition, we secured great local broadcast segments in Hasbro’s home town of Pawtucket, RI, where a local family demonstrated how to use the program tools on the ABC and NBC affiliate channels. A Twitter party later that day helped create millions of impressions among the online parenting and special needs communities. Through the amazing coverage we garnered, we were able to help generate awareness about Hasbro’s free and valuable tools available for the first time to parents and educators.

    Top Media Placements
    • Associated Press
    • The Washington Post
    • Yahoo