For over a century, Hasbro has sparked imagination and meaningful experiences across toys, games, digital platforms, and storytelling. Through the magic of play, Hasbro creates joy and community, reaching over 500 million kids, families, and fans worldwide.
Hasbro’s ‘Playing to Win’ strategy focuses on connecting fans of all ages across every platform worldwide, reimagining what it means to be a modern play company. At the heart of Hasbro’s growth is a focus on profitable, play-driven franchises – beloved brands that scale across categories, formats, and generations. With innovation, compelling storytelling, and a global lens, Hasbro is focused on strengthening each brand’s relevance and resonance.
Building Brands that Matter
Among many other beloved brands, Peppa Pig remains a global powerhouse. The highly anticipated arrival of Baby Pig this summer is ushering in fresh storytelling and new licensing opportunities.
Monopoly, now celebrating 90 years in the market, continues to prove there’s a version for everyone – with a growing list of culturally relevant editions, new play formats, and upcoming entertainment milestones, including a Lionsgate film and Netflix series.
Fan-driven franchises like Magic: The Gathering and Dungeons & Dragons are growing across physical, digital, and experiential, cultivating deep and lasting fandom from crossover content to immersive play.
Powering Lifelong Fandom and Play for All Ages
Starting from a deep knowledge of today’s multigenerational audiences, Hasbro is leading the shift toward collectible, premium, and lifestyle-driven play. With over 60% of its audience aged 13 and up, Hasbro is designing for lifelong connection.
From Robosen’s auto-converting Transformers robots to standout collaborations with LEGO, Converse, and Mattel, the company is bringing iconic brands to life in new, elevated ways, further strengthening its appeal to Magic players, Dungeons & Dragons adventurers, G.I. Joe collectors, and many other affectionate fan communities.
Everyone Plays: Expanding Access and Inclusion
Hasbro is committed to delivering inclusive, accessible, and culturally relevant experiences that reflect the world around us. Faithful to its core belief that play is for everyone, the company is dedicated to expanding its global reach in new, surprising ways.
A range of new initiatives and collaborations are set to make waves across Asia. One standout is the My Little Pony trading card collaboration with Kayou in China. Designed to tap into the country’s strong collector culture, the nostalgic yet fresh cards sold nearly 3 billion packs to date, generated 3+ billion livestream views from over 10,000 influencers, and saw massive engagement across platforms like Little Red Book. This success is now expanding across APAC, with launches planned for Southeast Asia.
Digital and Direct: Where Play Meets Innovation
Focused on anticipating trends and innovations, Hasbro is deeply aware that the future of play lives at the intersection of physical and digital. From console and mobile games to e-commerce and services, the company is meeting fans wherever they’re playing.
Monopoly Go! continues to top mobile charts, while My Little Pony and Littlest Pet Shop thrive on Roblox. Transformers is expanding into digital places like Minecraft and Squadbusters, and platforms like Dungeons & Dragons Beyond give players new tools to connect and explore.
Additionally, Hasbro is investing in a robust direct-to-consumer ecosystem, allowing for a better understanding, engagement, and growth of its fanbase globally.
Partner Scaled: Powering Play Together
Hasbro’s licensing strategy is empowered by its world-class partners. To amplify its impact on a global scale, the company carefully selects its partners among key players in the industry – Lionsgate, Netflix, Merlin Entertainments, VIBRANT Studios, and more – to bring compelling content and unforgettable moments to fans worldwide.
The company’s mission is to shape a more connected, inclusive, and imaginative world. Through creativity, collaboration, and its ‘Playing to Win’ strategy, Hasbro is set to redefine what play can be, while its beloved IPs, toys, and games unlock the next era of growth, fandom, and joy.
Read the news on Licensing Magazine’s Summer Issue, pages 68 – 69.
