Direct-to-consumer (DTC) business from Hasbro is already well-established, with online stores such as Hasbro Pulse targeting adult collectors with figures, prop replicas, and more. The company is expanding this even further with a series of crowdfunding campaigns under the HasLab brand available through the Hasbro Pulse website. The most recent, a bundle of two Ghostbusters replicas, reached its backer goal mere days after launch.
The new Ghostbusters Plasma Series HasLab Two in the Box! Ghost Trap and P.K.E. Meter bundle includes two iconic pieces of ghost-hunting equipment seen in the ’80s films. The P.K.E. Meter is designed to look just like the original made by Egon Spengler. The replica features a Ghost Detection Mode, an LED display panel, and a Taser Mode. The Ghost Trap is also designed to look as real as its film equivalent. It has a removable cartridge, internal LEDs, and functioning diecast metal wheels.
On Hasbro’s third quarter earnings call last week, CEO Chris Cocks highlighted the success of the Hasbro Pulse platform as a catalyst for future growth.
Our direct-to-consumer business is up 57% year to date. Hasbro Pulse is a modest-sized platform today but is scaling rapidly, giving us a new avenue to delight fans and learn from our consumers.
Other successfully funded HasLab campaigns include G.I. Joe, Transformers, and Marvel figures. Cocks expressed Hasbro’s intention to expand its DTC offerings even further with brands including Star Wars, Marvel, Transformers, Magic: The Gathering, G.I. Joe, Dungeons & Dragons, and Power Rangers, which he calls “one of the best lineups of [intellectual property] IP in the collectibles space.”
The newest Ghostbusters HasLab campaign will end Dec. 11. The campaign is fully funded already and is now looking at a number of stretch goals that will result in additional goods such as stickers, a holster for the Ghost Trap, and more.
