Asmodee UK appoints Mason Williams PR

Asmodee UK has chosen Mason Williams in a fiercely fought competitive pitch between ten agencies specialising in the entertainment and lifestyle arena.

Speaking of the win, James Arnold, Asmodee UK Head of Marketing, says: “We were blown away by the passion, knowledge, expertise and sheer enthusiasm that the Mason Williams team have for the industry and for our particular needs. The creative ideas were off the scale as was their standout category expertise and we are so excited to be working with them for 2022 and in the coming years.”

Heading up the account is the trio of Managing Director Rita Rowe and Account Directors Roisin O’Sullivan and Lynsey Sizer.

Sizer is an ex-Mattel brand PR with experience heading up accounts for Fisher Price, Scrabble and Hot Wheels. Rowe started her PR Agency career working for Waddingtons Games (Monopoly, Subbuteo, Cluedo) and subsequently Hasbro for 28 years (all brands). She and O’Sullivan have worked with IMC Toys plus TOMY and Lamaze for several years. O’Sullivan also heads up the Elf on the Shelf account.

The agency won a Sword of Excellence for its work with Monopoly and several PR Week awards for Cluedo, Furby and My Little Pony.

Founder of the agency Rowe says: “This is the best start to the year that any agency could have – a fabulous client who wants to be brave, some amazing games and a catalogue to die for and the budget to make a difference. We couldn’t be more excited. We have a couple of days to celebrate and enjoy and then the hard work begins.”

Asmodee UK has many of the UK’s most popular games in its large portfolio, including Dobble, Ticket to Ride, Catan, Bananagrams, 7 Wonders and Pandemic. The challenge for MW will be to focus on specific games and groupings to bring to life the brand’s desire to have ‘more people playing more games more often’.

“We are planning out a huge campaign year covering social, digital, experiential and family engagement which is being finalised now – in time for the UK Toy Fair in January,” Rowe says.

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and Get in touch at

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