UNHCR & Hasbro-MB
"Action Man" undertakes a peace mission
In 1999, toy manufacturing firm Hasbro-MB Spain signed a solidarity marketing agreement with UNHCR's National Association in Spain (España con ACNUR), under which the company agreed to donate 100 pesetas or 0.60 € per unit sold of a specially-created Action Man figure.
The Spanish toy, marketed under the name "Action Man Camera Mission", is not armed (unlike the European model), making this action figure unique. The related advertising campaign focused on the issue of refugees by showing Action Man as a photographer for peace. In addition, each box included a story brochure from España con ACNUR. A popular television personality, Miguel de la Quadra Salcedo, agreed to lend his image for the launch of the campaign.
The "Action Man on a peace mission" saw a better sales turnover in Spain than in other European countries where the doll was armed. Total sales of the doll allowed Hasbro-MB to donate over 71,000 € to España con ACNUR between 1999 and 2001.
In addition to this cause - related marketing effort, Hasbro-MB sponsored two travelling exhibitions titled "Little Big Eyes" and "One day we had to run" in collaboration with España con ACNUR. The photographs and testimonies of refugee boys and girls tell stories from around the world. Despite the violence these young refugees have had to face, the images provide a tender and moving account of their courage and hope for a better future. The exhibitions, which are continuing to travel to cities and towns across the country, have so far been enjoyed by thousands of people since 2000.