Habro named Initiative its media agency of record in the U.S. Initiative will have responsibility for Hasbro's media planning and buying activities across its entertainment offerings and brand
portfolio. This will include the company's toys and games, television programming and comprehensive licensing program. The agency will also serve in a similar role for The Hub television network --
Hasbro's multiplatform joint venture with Discovery Communications -- with a separate team out of the agency's Los Angeles office.