Hasbro's Alan Hassenfeld

One of the most oft-cited books on toy history is getting a sequel that’s also a prequel.

More than 20 years after its initial publication, G. Wayne Miller’s Toy Wars: The Epic Struggle Between G.I. Joe, Barbie, and the Companies That Make Them remains a toy industry must-read, focusing on the East Coast / West Coast rivalry between Hasbro and Mattel. On Sept. 24, Stillwater River Publications will release Miller’s follow-up, Kid Number One: A Story of Heart, Soul, and Business, featuring Alan Hassenfeld and Hasbro.

The focus on former Hasbro CEO Alan Hassenfeld delves into toy and game industry history, entertainment, and politics. Beyond a look at classic Hasbro brands, such as Transformers, NERF, Monopoly, Magic: The Gathering, My Little Pony, and Star Wars, the book also discusses brands from Mattel and many additional toymakers, many of which are long since closed.

Kid Number One Synopsis:

Kid Number One opens in 1903, when Alan Hassenfeld’s grandfather and great-uncle arrived in America as penniless teenage immigrants escaping religious persecution – refugees who went from hawking rags on the streets of New York City to building what became the world’s largest toy company, Hasbro, whose world headquarters is in Pawtucket.

Henry Hassenfeld, Alan’s grandfather, and Hillel Hassenfeld, Alan’s great-uncle, found their way to Rhode Island and by 1917 had founded Has(senfeld) bro(thers) on North Main Street in Providence. The company grew, becoming a national force when Henry’s son Merrill, Alan’s father, brought Mr. Potato Head and G.I. Joe to market. Merrill’s other son, Stephen, made Hasbro a Fortune 500 company and Hollywood player. Brother Alan was the free spirit who wanted to write novels, date beautiful women and travel the world. He never wanted to run Hasbro, and no one ever believed he would – or could. 

And then Stephen died, tragically of AIDS. “Kid Number One,” as Alan liked to call himself, was suddenly chairman and CEO. Silencing the skeptics, he took the company to greater heights – and then almost killed it with a series of bad decisions including Hasbro’s acquisition of rights to Pokémon. Putting ego aside, Hassenfeld gave his long-time lieutenant Al Verrecchia command and set in motion a plan whereby he would leave the corner office. Verrecchia saved the company, and after renewed success, he himself retired, leaving Hasbro in the hands of current CEO and chairman Brian Goldner, so highly regarded that he was brought onto the board of CBS.

With his fortune, Hassenfeld could have sailed into the sunset on a yacht, but instead, he went to work expanding the long family tradition of Tikkun Olam — “repairing the world” — begun by his grandfather and great-uncle, who, grateful to have survived, tirelessly helped immigrants and needy citizens of their new country. Alan Hassenfeld’s philanthropy has helped build two children’s hospitals, establish numerous educational and health programs, train young doctors and scientists, resettle refugees, promote peace in the Mideast and more. For decades, he also has been a highly visible advocate for national political and ethics reform, despite personal threats and the scorn of crooked politicians.

Miller, a staff writer at the Providence Journal, recently narrated the first chapter of his book in an episode of the Journal‘s podcast.

A book launch and signing with Miller and former Hasbro CEOs Alan Hassenfeld and Al Verrecchia will be held from 3 to 5 p.m. on Saturday, Sept. 28, 2019, at the Blackstone Valley Visitors Center, 175 Main St., downtown Pawtucket, Rhode Island.

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About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

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