Hasbro is leaning further into experiential entertainment, licensing, and franchise storytelling at the 2026 Licensing Expo, unveiling a slate of partnerships and activations spanning immersive attractions, consumer products, music, publishing, and retail collaborations tied to brands including Transformers, Peppa Pig, My Little Pony, Monopoly, Dungeons & Dragons, and Magic: The Gathering.
At this year’s show, Hasbro is emphasizing a franchise-first strategy built around extending brands beyond toys and entertainment into live experiences, licensed merchandise, publishing, hospitality, and fan engagement.
“The storytelling potential of our brands is unmatched,” shares Kim Boyd, President, Global Licensing and Entertainment at Hasbro. “Whether it’s celebrating the 40th anniversary of The Transformers: The Movie, sharing the powerful narrative around George Pig’s hearing loss diagnosis, or encouraging creative self-expression through My Little Pony, our brands resonate deeply in fans’ lives. That emotional connection is what fuels our licensing, entertainment, and live experience strategy. As we return to the show floor at Licensing Expo, we’re continuing to expand how we bring these stories to life with creative partners who share our passion and perspective.”
A major focus for the company is expanding real-world activations. Among the headline announcements is the opening of the first-ever Monopoly-themed restaurant, the Monopoly Steakhouse, which debuted May 8 in Mexico’s San Pedro Garza García. Developed in partnership with Hasbro and Timeless Brands, the high-end dining destination blends steakhouse dining with Monopoly-inspired décor, themed cocktails, live entertainment, branded retail, and design cues inspired by the classic board game.
Hasbro is also growing its immersive attraction footprint internationally. This summer, Dreamland Powered by Hasbro will launch in Zhongshan, China, bringing together family entertainment experiences themed to Transformers, Peppa Pig, and My Little Pony. In Latin America, Monopoly-themed experiences are expanding through Monopoly Experience: Treasures of Brazil in São Paulo and a touring Monopoly Lifesized attraction in Mexico City, while Brazil is set to receive its first fixed Transformers attraction in late 2026.
Peppa Pig continues to anchor experiential efforts in North America, with themed programming returning to Peppa Pig theme parks in Florida and Texas. Seasonal activations include passport-style travel experiences, scavenger hunts, character meet-and-greets, and new live entertainment offerings.
On the licensing front, Hasbro unveiled new collaborations across toys, apparel, home goods, publishing, and collectibles.
For Dungeons & Dragons, the company previewed new products from partners including Basic Fun!, Funko, WizKids, and Dr. Squatch, alongside a growing publishing slate tied to Baldur’s Gate 3 and the broader roleplaying universe.
My Little Pony partnerships continue to expand globally, including a crochet collaboration with The Woobles and a global retail rollout of My Little Pony merchandise through Miniso. Additional apparel and lifestyle collaborations are launching across Asia and North America.
Hasbro is also continuing to grow franchise extensions through music and publishing. A remastered soundtrack for The Transformers: The Movie arrives July 24, while Monopoly Hip Hop Edition expands into music through an original EP ahead of a physical game launch planned for 2027. Publishing initiatives tied to Dungeons & Dragons, Magic: The Gathering, and M.A.S.K. include novels, coloring books, cookbooks, comics, and interactive game guides.
Promotional partnerships remain part of the strategy as well. Hasbro Games will appear in kids’ meal promotions at Chick-fil-A through August, while collaborations with brands including Škoda Auto, Milka, and Pampers extend key properties into automotive campaigns, food, and family products.
According to Hasbro, the company now supports more than 140 experiential properties and 500 annual events, reaching more than 60 million visitors globally as it continues to expand its licensing and location-based entertainment business.
Learn more at hasbro.com.
