Hasbro Inc. has named Mike Riley as vice president of entertainment marketing, a new position.
In his new role, Riley is charged with working with brand teams to explore entertainment vehicles beyond just film properties for Hasbro’s portfolio of brands and maximizing Hasbro’s content distribution. He started on May 1.
Riley joins Hasbro from Bandai America, where he worked as vice president of strategic marketing. In that role, Riley oversaw the company’s corporate branding and marketing strategies and working with top entertainment companies to support Bandai’s brands. Before that, he was vice president of strategic marketing for film, television and consumer products at Sony Pictures Entertainment.
Hasbro already is exploring movie partnerships with some studios. It signed a six-year deal with Universal Pictures to produce at least four motion pictures based on its brands. The company is working with DreamWorks Pictures and Paramount Pictures on the next “Transformers” movie and with Paramount Pictures for a “G.I. Joe” movie.
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