And so I think you'll see a shift from linear television advertising to more social and digital, that gives us the savings, and yet the effectiveness actually increases.
So again, there's been some puts and takes there, but down primarily to -- again, to closures and consumer products challenges in different regions around the world due to the COVID closures. Before we begin, I would like to remind you that during this call and the question-and-answer session that follows, members of Hasbro management may make forward-looking statements concerning management's expectations, goals, objectives and similar matters. Clearly, we are seeing very good demand for TROLLS and are selling TROLLS product. Our next question is from the line of Bryan Goldberg with Bank of America. I'll start with our top priority, community. And that's been through a lot of effort from the team to move it up from single digits a year ago.
Alaska Air Group (ALK) Q2 2020 Earnings Call Transcript ALK earnings call for the period ending June 30, 2020. Since last quarter, we've reduced our expenses, and we're closely managing our cash, including our customer collections. We think that the holiday will still come. DAXI could be an alternative BoNT for these patients. So we started with a launch on Arena mid-April, and then we'll have the official launch by mid-May. We've remained invested in areas of high consumer consumption and interest in innovation, content, digital gaming and consumer products.
Next, let's discuss demand. Can you just remind us what the biggest 2 or 3 lessons were coming out in the last recession? These are just a few of the actions we're taking. Tim, it's a great question. Given the delay and lack of sort of change in the longer-term perspective, is that something that the agencies have indicated they understand and are willing to sort of provide flexibility for? Yeah. We're implementing cost saving activities related to compensation and hiring, as well as professional services, travel and other discretionary areas, such as shipping live events to virtual ones.
We've aligned our advertising to reflect the current demand environment, but also shifted the timing of spending and have meaningful promotional plans to drive consumer demand for the holiday.
We're implementing cost saving activities related to compensation and hiring as well as professional services, travel and other discretionary areas, such as shifting live events to virtual ones. “This data could set up a label expansion for setmelanotide following approval and may be particularly advantageous for pediatric administration, who are often most afflicted by POMC and LEPR,” Higgins commented.The analyst is also watching out for data from the pivotal trial evaluating setmelanotide in Bardet-Biedl Syndrome (BBS) and Alström syndrome, with data expected in Q4 2020 or Q1 2021, and the Phase 2 Basket Study of setmelanotide in high-impact heterozygous (HET) obesity and other genetic disorders, which could be released in Q4 2020.In a recent journal article highlighting setmelanotide in BBS patients, the published data further highlights the success of BBS patients who are taking setmelanotide, as efficacy measures increase with prolonged use. Demand remains strong for our games in PLAY-DOH, but the production shutdowns we discussed last quarter, which began mid-March and lasted until about mid-May, impacted our ability to fully meet demand during the quarter. Together, we are managing this new challenge, a challenge we are well equipped to successfully navigate. And that will be very helpful as we continue to market that brand in partnership with Universal. As it gears up for key potential catalysts, the Street has its eye on this healthcare name.Back in May, the FDA accepted RYTM's new drug application for setmelanotide, the company’s melanocortin-4 receptor (MC4R) agonist, in pro-opiomelanocortin (POMC) and leptin receptor (LEPR) deficiency obesities. And in fiscal year '09 and '10, they also had very strong years with lots of demand for content, increases in revenues. And my follow-up is, so we've been hearing that media production costs may see an increase of 10% to 20%, given the new COVID-19 protocols. So we wanted to highlight that as well. Importantly, this was our first quarter with eOne as part of Hasbro. Program production cost amortization declined 21% on a pro forma basis, on the lower entertainment deliveries in the quarter.
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