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Hasbro Jumps Ship

LOS ANGELES (CelebrityAccess MediaWire) — After 4 years with CAA, Rhode Island-based toymaker Hasbro is taking its business to the William Morris Agency, according to a report in Variety.

Hasbro, a firm which owns the rights to numerous internationally-recognized brands such as Monopoly, Trivial Pursuit, and The Transformers is hoping that WMA can help them package these properties into vehicles for films, television shows or video games.

"Our focus is on creating immersive brand experiences for Hasbro's brands," Hasbro CEO Brian Goldner told Variety "We felt our partnership with William Morris would enable us to activate our brands in the right entertainment forms and create those experiences over time."

WMA seems to have hit the ground running, reviving a deal with Paramount to turn Hasbro's iconic G.I. Joe into a live-action film.

Why the change in representation is not entirely clear.

CAA had successfully paired Paramount with Hasbro on "Transformers" and had laid the groundwork for "G.I. Joe." The "Joe" deal had fallen quiescent however and with "Transformers" director Michael Bay repped by WMA, the production of the soon-to-be-released blockbuster let WMA and Hasbro execs rub shoulders in a convivial atmosphere rife with the delicate, cloying fragrance of money so perhaps in the end, its a match made in heaven. – CelebrityAccess Staff Writers