"Authenticity is very important for our brand, therefore crucial that we used the original G.I Joe for the launch of the all-new, all-action Levorg, not a generic action figure.”

Born Licensing teams with Hasbro to secure G.I. Joe for new Subaru campaign

Born Licensing has secured a deal with Hasbro for G.I. Joe to star in a new advertising campaign for Subaru Australia.

The car distributor has licensed the action figure to star in a campaign for the new Subaru Levorg.

The national TV campaign, developed by creative agency Disciple, encourages consumers to ‘Do Something Out of the Box’, and the ad sees G.I. Joe ‘doo doo-doo’ along to ‘Walk on the Wild Side’ as he rides dogs, chops wood and explores caves.

Digital, outdoor and online material will back the TV campaign, as well as POS signage across the national Subaru dealership network.

“G.I. Joe adds a great deal of value to the campaign on a number of levels," said Born Licensing director David Born.

"It creates a sense of nostalgia amongst their target demographic, tapping into the existing positive feelings consumers have about the brand. It also makes the campaign more likely to be talked about, shared and related to by their target audience.”

Read the full story over at our sister site, ToyNews.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

Check Also

Panini makes a move on the confectionery aisle with Easter Egg and Christmas treats

The collectables brand, Panini is making its first move into the confectionery space via a …