Hasbro Celebrates 100 Years of Play

It’s been 100 years since the Hassenfeld brothers created Hasbro, and one thing remains clear about the toy and game maker: The company knows how to appeal to a wide audience, spanning multiple generations. It can be argued the secret to the company’s long-standing success is its ability to bring iconic brands to fans of all ages through toys, consumer products, gaming, entertainment, live experiences, and more. 

The company got its start in textiles, then dabbled in school supplies, paint sets, and crayons before landing on toys and creating its first doctor and nurse kits in the 1940s. After that, the rest is history.

“​​At our core, and the reason why Hasbro has remained a leader in the toy and game space, is our dedication to creating memories for generations of children and families through the wonder of storytelling and imaginative play,” says Tim Kilpin, President of Toys, Licensing & Entertainment at Hasbro. “We are dedicated to being the best in the business at understanding our multi-generational fanbase.”

Kilpin explains that as millennials who grew up with Hasbro products become parents and aunts or uncles, they are eager to connect with younger generations through the universal language of play. My Little Pony celebrated 40 years of friendship this year, and Hasbro tapped into that nostalgia by launching Celestial Ponies, a never-before-released ‘90s archival toy collection with Basic Fun! and debuted ‘80s and ‘90s remixes of its theme song for fans across generations to enjoy. The brand has also made a name for itself in fashion, accessories, footwear, and beauty, leaning into its retro ‘80s designs for new collaborations with Cakeworthy, Catrice, Erstwilder, Ground Up, KROST, and others. 

Hasbro is also reimagining its classics for a modern audience with toys and games like Twister Air and Furby, which feature new technology and therefore meet the needs of the next generation while simultaneously allowing families to play together. Twister Air combines classic Twister gameplay with augmented reality, and Furby’s new interactive modes resonate more with Gen Alpha kids. Even Hasbro’s iconic Mr. Potato Head, which helped revolutionize the toy industry as the first toy advertised on television in 1952, continues to resonate with kids and collectors. This year’s Poptaters launch with Super Impulse sees the familiar form factor applied to icons of pop culture spanning multiple licensed properties. 

“As the old adage goes, the only constant in life is change, so we anticipate that the toys and games industry will continue evolving to meet the needs of today’s consumer,” Kilpin explains. “However, to stand the test of time, it will be vital to stay true to brand history and provide authentic ways for fans of all ages to play and create impactful memories. Play isn’t just for kids anymore, and it’s important the products of the future can be enjoyed by adults, parents, collectors, and kids alike.”

For Hasbro, that means delivering stories, play, and entertainment experiences to fans in formats and on platforms that matter to them. The company is exploring new ways to use advanced technology to connect and engage with fans. Hasbro recently announced a strategic partnership with Xplored, an innovator in gaming technology, to transform board games through the integration of smart-sensing technology, artificial intelligence (AI), and dynamic multimedia content. The company is in the early stages of developing a new tabletop platform that integrates digital and physical play, and looks to unlock potential uses for this technology throughout its extensive portfolio of brands. 

In location-based entertainment, Hasbro is working with SimGraphics to pilot its proprietary AI-Vactor technology for in-person experiences with Peppa Pig. Through the power of AI, traditional barriers between beloved characters and fans are eliminated and Peppa will be able to hold a conversation and directly engage with the audience. This technology will help break down the fourth wall that exists between viewers and content, creating truly unique experiences for fans. 

“Compounded with the increase in demand for digital entertainment and experiences, it’s important to value innovation while not losing sight of why so many kids and adults have such strong connections with their toys and games,” Kilpin says. “These experiences, bolstered by tech, are meant to be an extension of the brands and characters our fans already love, enabling new ways for them to create a lifetime of memories.”

Looking ahead to 2024, Hasbro plans to continue its celebrations in a big way to commemorate a number of brand anniversaries: Clue’s and Candy Land’s 75th, Dungeons & Dragons’ and Connect 4’s 50th, Transformers’ 40th, and Peppa Pig’s 20th. The company promises that next year will be jam-packed with licensing opportunities that lean into the nostalgia of these brands while offering fresh products and engaging experiences.