Hasbro is celebrating its 100th anniversary by debuting new collaborations across its portfolio of brands at Licensing Expo.
Guided by its Blueprint 2.0 strategy, Hasbro is significantly expanding its licensing offerings with a focus on fewer brands to invest in their growth and unlock their full potential. The company is delivering newness across a range of categories based on brands that are celebrating major milestones such as My Little Pony’s 40th anniversary this year, and Dungeons & Dragons‘ 50th, Transformers’ 40th, and Peppa Pig’s 20th anniversaries next year.
Hasbro is teaming up with Sony Music Publishing and Magic Star to represent and distribute new and existing tracks from Transformers, Peppa Pig, My Little Pony, and more. The company is also partnering with Audible to launch a Peppa Pig podcast to provide fans with additional storytelling content.
“Peppa is a first best friend for millions of preschoolers around the world, inspiring them to jump into every first adventure with confidence and curiosity,” says Esra Cafer, Senior Vice President of Global Brand Management at eOne Hasbro. “We can’t wait to bring her inimitable storytelling to the medium of podcasting for the first time.”
Winning Moves is also combining two of Hasbro’s iconic board games, Monopoly and Scrabble, to introduce Monopoly Scrabble, a new game that offers classic Monopoly play with crossword-building. In place of rolling dice to move around the board, players build words and move ahead according to their score. When a player builds a word on a premium space, they claim a Monopoly property.
Also new for fall 2023 are Boggle Jr. and Risk The 1980’s Edition. Both classic games feature original graphics and components. Boggle Jr. helps preschoolers transform letters into words while the reproduction of the 1980’s era Risk will tap into nostalgia.
Hasbro has also entered into a number of fashion and home decor partnerships including:
- Boss Dog: Dungeons & Dragons streetwear
- Krost: Monopoly and Candyland apparel
- Anya Hindmarch: Mr. Potato Head leather goods
- Alex Woo: My Little Pony jewelry
- Cakeworthy: My Little Pony apparel and accessories
- MORI: Peppa Pig baby and toddler clothing
- Trotters London: Peppa Pig kids clothing
- Culture Kings: Transformers x Goat Crew graphic T-shirts and hoodies
- Bobby Abley: Transformers apparel and accessories
- Irregular Choice: Transformers shoes and accessories
- RSVLTS: Transformers and G.I. Joe button-down shirts
- Tango Hotel: Transformers: Rise of the Beasts apparel
- Emma Bridgewater: Peppa Pig mugs, plates, and bowls
- Mr Maria: Peppa Pig light fixture
“From infants and toddlers to parents, grandparents, and more, our fans are our North Star,” says Casey Collins, President of Licensed Consumer Products at Hasbro. “That’s why we’re committed to delivering stories, play, and entertainment experiences for our multi-generational consumers in formats and on platforms that matter most to them. As we celebrate Hasbro’s centennial anniversary and look ahead to the next 100 years, we’re focused on finding imaginative ways to bring fan-favorite characters and brands off the screen and into fans’ homes and hearts everywhere.”
Visit Hasbro at Licensing Expo this week in Booth No. G170.
