By directly supplying South Africa’s leading toy retailers, the move underscores Hasbro’s strategy to build a stronger presence in emerging markets and will allow the company to build deeper partnerships with new and existing retailers and consumers in South Africa.
In addition to manufacturing and supplying some of the world’s best-known toys, board and card games, Hasbro and its licensees also offer brand-driven multiplatform gaming and digital experiences, television programming, motion pictures and lifestyle licensing products. By tapping into multiple consumer touch-points, Hasbro can offer a complete experience to consumers.
Previously, Hasbro’s products were distributed in South Africa by Prima Toys. In line with the company’s commitment to investing in emerging markets, Hasbro has now taken up the role of direct supplier servicing South Africa’s top 10 toy retailers, ranging from toy specialists to mass retail giants, a move which the local industry has greeted with excitement.
Gavin Mansour, Hasbro business development manager SA, says; “We are excited about being able to fully realise Hasbro’s offering in South Africa. Hasbro has a long and proud tradition of creating the world’s best play experiences for children and families around the world. Through our entry to South Africa, we can now share this tradition by supplying more Hasbro brands and opening up opportunities for localisation.”
Local trade and industry players can expect to benefit from Hasbro’s entry to the market. Hasbro can now offer comprehensive services directly to their customers backed by extensive marketing support and investment in brand building.
“Driving growth in emerging markets is a key priority for Hasbro,’’ says Roger Balser, Hasbro general manager Middle East, Africa and distributor markets.
He also says; “In South Africa, Hasbro aims to significantly grow the business over the next three years by investing heavily in Hasbro’s local organisational structures and marketing, which should in turn grow the local branded toy market and Hasbro’s market share.”
Hasbro’s entry into South Africa enables the company to directly engage with key retail outlets servicing the toy industry. Specifically, Hasbro will supply Toys “R” Us, Toy Kingdom, Toy Zone, Toy Adventure, Aladdin’s, Lilliput Toys, Pick n Pay, Shoprite Checkers, Game, Makro, CNA and the recently launched Hamley’s. Notably, while Hasbro will service the big name brand stores, Prima will continue to supply South Africa’s smaller retailers ensuring Hasbro brands will reach across South Africa.
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