Eric Nyman, chief consumer officer of Hasbro, spoke with the Toy Book about the company’s adult-focused products, the “Peppa Effect,” and more.
The Toy Book: Peppa Pig is celebrating her 10th anniversary this year! How will Hasbro commemorate this milestone?
Eric Nyman: Since its 2011 U.S. debut on Nick Jr. where it continues to be a top-rated preschool show, Peppa Pig has taken the U.S. by storm. Parents across the country continue to report that their children have learned to speak with British accents, otherwise known as #ThePeppaEffect, and now, Peppa is officially coming to America. Hasbro is honoring Peppa’s special milestone with a year-long pipeline of new content from global entertainment studio, eOne, including a new season of episodes that kicks off with a four-part special that has Peppa and her family go on an unforgettable U.S. road trip. In addition, there will be a new Peppa Pig toy line coming in the fall, new music releases, and a full roster of marketing activations, brand collaborations, and charity partnership celebrations that will delight fans of all ages across the country.
TB: How much of your product offerings are geared toward adults and why are they so popular with this demographic?
EN: At Hasbro, we pride ourselves on bringing new and innovative products that can be appreciated and enjoyed by consumers of all ages. Whether it be an item that is nostalgic for millennial parents like Adult Play-Doh, a refresh or unique spin on classic games that grandparents played when they were kids, such as Monopoly Bid, or collectors’ items tied to exciting new entertainment, we provide offerings with families in mind and aim to create multigenerational play experiences whenever possible.
With so many fan-focused brands and products, the successful launch of Hasbro Pulse in 2019 has afforded us a fantastic opportunity to connect with collectors and create a space within Hasbro where fans come first. Hasbro Pulse is not only a direct-to-consumer e-commerce platform, but it also offers collectors engaging programs and activations such as Fan First Friday livestream events hosted by Hasbro brand teams, opportunities to vote for the next Hasbro figure, and the Unboxed blog, which gives consumers a behind-the-scenes look at their favorite brands.
Some products our adult fans and consumers can look forward to this year include new adult-focused games, premium collectors’ figures, and entertainment-based role play and toys, beginning with honoring Lucasfilm’s First 50 Years! To celebrate, Lucasfilm and Hasbro will pay homage to Star Wars with commemorative new product releases beginning this month. Moreover, with another robust year for content across Hasbro and our partner brands, including several Marvel films, Disney+ series, short-form series on Marvel HQ, Star Wars: The Book of Boba Fett, Disney’s Raya and The Last Dragon, My Little Pony Movie, Dino Fury Power Rangers, and more, we have a fruitful year ahead full of exciting product releases our adult collectors and kid fans alike will want to stay tuned for.
This State of the Industry Q&A response was originally published in the February 2021 edition of the Toy Book. Click here to read the full issue!