CMO Personal File: John Frascotti
CHIEF MARKETER: Were you in the toy industry before Hasbro?
FRASCOTTI: No. Though I feel like my background in an interesting way prepared me for this opportunity. I started out my career as an entertainment lawyer back in the 1980s in Los Angeles. We did work for Paramount, TriStar and Universal, making deals for film and TV properties. Then, for three or four years I did a more eclectic mix of entertainment law work in Boston, representing independent TV producers, artists, publishers like Little, Brown & Co. In the late ‘80s I moved on to Reebok, first as a lawyer and then transitioning onto the business side. I was there for almost 20 years, in two tours of duty. From 1989 to 1999, I did a lot of different marketing jobs, including brand extension licensing and sports marketing. In 1999, I left Reebok to become president of an Internet start-up called MyTeam.com. In 2002, that business was sold to a West Coast concern and I returned to Reebok, where I headed up acquisitions, licensing and new business, prior to running the sports division. I came to Hasbro in January 2008.
CM: Growing up, what was your favorite toy?
FRASCOTTI: I loved board games, especially Monopoly, because the whole family could play and it put kids and adults on a level playing field. From a child’s point of view you were totally empowered. You were a kid and didn’t have your own money and had to follow the rules — but when you played Monopoly you could beat any adult at the table. Another favorite was G.I. Joe — I had a lot of the action figures and vehicles. I’m not really a collector, but when I came to work here my parents dusted them off and gave them to me. And I also loved playing in the dirt with Tonka trucks.
CM: Curious that these are all Hasbro brands.
FRASCOTTI: That’s interesting, isn’t it?
CM: What’s your favorite toy as an adult?
FRASCOTTI: I love Nerf Blasters. On 09/09/09, we’re launching the Nerf N-Strike Raider Rapid Fire CS-35 — without reloading, you can shoot 35 darts (see photo on page 16). And like with Monopoly, when I play Nerf Blasters with my kids they feel like they’re on a level playing field. I also love Super Soakers in the summer. Maybe I’m a little aggressive by nature.
