Anne Gorgy Victoria Milley Felicia Semiawan Janavi Vengatesh Rebecca Manoharan
hasbro CSR Audit: Social Sustainability Made Better
ion Framew or 3 C ompany k history 4 M ission S tateme nt
Hasbro CSR 5-6 csr: report overview 7 csr: environmental 8 Product Safety 9 Ethical Sourcing & Responsible Marketing 10 Community : Employees 11 Community : The Autism Project
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Intro
INTRODUCTION FRAMEWORK
The quest for finding a company with an exceptional corporate social responsibility, made it compelling to identifY a framework and criteria that would guide our search.
OUR FRAMEWORK
TOY COMPANIES
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LEGO
HASBRO
MATTEL
CSR Safety International Standards Positive Global Impact Politically correct Environmental friendly Ecological & Financial stability Infrastructures Employees and Human Resources Safe Working Conditions Product compliance Return on Community (Social Contribution)
FISHER PRICE
LEAP FROG
Framework
MEGA BLOKS
The framework was created through a list of specifications brainstormed by all team members and conforms to what makes up an appealing CSR. Our framework was determined based on complying to the following aspects, safety, international standards, positive global impact, political compliance, being environmental friendly, ecological & financial stability, infrastructures, employees and human resources, safe working conditions, product compliance, return on community (Social Contribution). After examining several companies, we have
NINTENDO
eventually chose Hasbro, the second largest toy maker in the world, for their fascinating persistence of continuously taking business decisions that would conform to the standards of a good CSR and would position the company in a superior state, their consistent efforts to adhere to the welfare of their customers, company employees and community, and the environment, and their compliance to criticism, taking it into account, and fixing any problems that arise.
COMPANY HISTORY
HASBRO
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1984 Established Hasbro Children’s Foundation 1993 Hasbro Global Ethics Principles Standardizing ethical factory conditions
1997 Established Factory Fire Safety Manual later adopted as the industry standard
2002 Become a charter member of the Environmental Protection Agency’s Climate Leaders program 2010 Eliminated wire ties in product packaging
2012 Announced plans to reduce packaging waste By improving product-to-package ratio Environment
1983 Established Hasbro Charitable Trust To improve the lives of children and their families around the world
1991 PLAY-DOH A non-toxic reusable modeling compound, became a Hasbro brand and remains the leader in the reusable compound market today
1994 Established the Hasbro Environmental Principles 1999 Launched employee volunteer program Offering full-time employees four hours of paid time off each month to volunteer in the community
2007 Reduced U.S. facilities greenhouse gas emissions by 43 % 2011 Achieved goal to derive 75 percent of product packaging from recycled paper Announced plans to eliminate PVC from all new core toy and game packaging beginning in 2013 Ethical
company history Hasbro Inc., formerly known as Hassenfeld Brothers, is an American multinational company specializing in toy manufacturing and board games. Its headquarters are located in Rhode Island in the United States, while most of its products are manufactured in East Asia. The company first started with selling textiles, then moved to producing pencil cases, to later making their own pencils. In 1930, the company started producing toys as an extension to their lines of school supplies. The company’s most famous toys include G.I. Joe, Mr. Potato Head, Transformers, Pokémon, Jurassic Park, and Sesame Street, as well as their board games such as Battleship, Monopoly, Pictionary and Scrabble. Hasbro is currently considered the second largest toy company in the
world, right after Mattel, in which the company has been keen on leveraging its stunning and remarkable portfolio of classic brands globally, regionally and locally, through increased emphasis on global brand marketing and product development while being complemented by regional and local marketing and sales activity coordination. The company currently employs 5,000 people worldwide, about 2,500 of whom are located in the United States. Hasbro’s brand portfolio involves developing their brand essence through building innovative toys and games, engaging entertainment on all screens, digital media, including mobile gaming, and all aspects of lifestyle licensing, while maintaining the brand at the center of its blueprint. Thus, the company’s aim is to create an entire brand experience that consumers can enjoy across the brand’s portfolio and blueprint.
MISSION STATEMENT
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Approach, Strategy and Mission Statement Hasbro’s most rudimentary mission is to bring play and joy to children and their families, who have trusted the company across several generations and geographies, from all over the world, while operating responsibly and with the utmost integrity. The company makes sure of sharing their success through giving back to communities, in which the company’s philanthropic activities is divided up into three main pillars. These pillars are hope, play, and service. Hasbro is keen on giving hope to children who are in most need of it, bringing the joys of play to children who wouldn’t experience it otherwise, and empowering youth through service. Furthermore, the company’s approach to operate responsibly with honesty and integrity, and complying to all relevant laws and codes of conduct, has shaped Hasbro’s culture and heritage, which they take pride in. Hasbro relies on their reputation for their quality and safe products that
they deliver to families around the world, while preserving being an ethical company. The company’s strategy is based upon building on what they do best through re-imagining, reinventing, and re-igniting their portfolio of brands, and delivering innovation through new brand toy and game product innovation, digital gaming, entertainment, and lifestyle licensing. Hasbro’s growth strategy involves creating innovative, integrated, multi-platform brand experiences by delivering them through entertainment which includes television and feature films, digital gaming, and out-licensing. Moreover, Hasbro’s growth will come from investing where it can secure the greatest return, on their franchise and partner brands, and from further penetrating emerging markets and growing their presence in these countries. The company also acquired a majority stake in Backflip Studios,a mobile game developer, to extend their brands into mobile gaming.
HASBRO CSR REPORT
Through creativity, joy, and problem solving, hasbro is inspired to make a positive and enduring difference in the world.
CSR REPORT OVERVIEW
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HAsbro CSR
The company’s approach towards CSR is motivated by the belief that everyday is an opportunity to do better. Through creativity, joy, and problem solving, the company is inspired to make a positive and enduring difference in the world. The company is guided towards smarter ways of doing business through thinking and acting responsibly, in which it opens new opportunities to improve how the company designs, creates, manufactures, and markets their iconic brands. The company’s desire to build a safer and more sustainable world is reflected through their CSR commitment, where product safety is one of their top priorities and reducing the company’s environmental footprint. The company also encourages their suppliers to adopt best practices and operate responsibly, as well as respecting human rights, and empowering children through global giving programs. The company’s CSR is concerned with product safety, environmental sustainability, ethical conduct, caring for employees, and supporting local communities. However, the company’s main focus is the product safety, environmental sustainability, and the ethical conduct, which inspires their employees creativity and innovation and connects them with their customers. Hasbro describes their CSR through 3 main keywords, which are play, create and thrive. Hasbro plays safe and fair, while never stopping pushing making Hasbro’s products as safe as possible, along with protecting their workers’ rights and safety and making sure that the
materials are ethically sourced. Moreover, the company is keen on creating meaningful stories. Since stories shape who we are and what we do, Hasbro gives kids the opportunity to create their own unique stories through play. It can also be mentioned that Hasbro is creating their own story through reducing their environmental footprint and operating more sustainably. Lastly, the company and community grow and strive together, in which as the company prospers and more people become engaged with their line of toys and games, Hasbro is able to share their success by making their business a more fulfilling and satisfactory place to work, and give back to the community.
Hasbro divides up their corporate social responsibility into different factors that they work on. These factors include governance and ethics, products safety, environmental sustainability, ethical sourcing, responsible marketing, their employees and the community.
CSR: ENVIRONMENTAL
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Environmental Sustainability
Due to Hasbro’s global scale, the company has to consider every element of their business in order to reduce their environmental impact, which includes from product and packaging design to manufacturing, logistics, and operations, while searching for opportunities to continuously improve. That goes back to the company’s belief that improvement in such areas will increase the overall strength of the company, “more efficient processes, lower operating costs, and a greater focus on innovation.” Consequently, Hasbro focuses on two sectors that go hand in hand for environmental sustainability, minimizing the footprint of operations and supply chains, and reducing impacts of products and packaging, in which they consistently look for new methods and practices that reduce the use of natural resources and generate less waste. Since environmental sustainability is a top priority at Hasbro, the company’s top officials are personally responsible and in charge of climate and environmental sustainability related issues globally, and for setting sustainability goals throughout the company. Hasbro allocates separate groups of people within the company, with each focusing on certain environmental practices such as, Product and Packaging Sustainability Group, Global Operations Sustainability Group, Energy Conservation Committees, and Employee-led Green Teams. For reducing the company’s energy use, they place their efforts towards using energy, water, and materials more efficiently, minimizing water discharges, greenhouse gas, and other air emissions, and waste disposal, and increasing recycling and reuse waste to minimize landfill disposal.
Hasbro also has created educational programs for their employees about current global environmental issues due to their belief in its importance for operating sustainably.
Products and the Environment
For the product and environment category, Hasbro has been coming up with innovative ways to reduce packaging by paying much attention to their packaging design, maximizing the use of recycled materials, and trying to commit to sustainable sourcing. Hasbro has been able to eliminate the use of PVC (Poly Vinyl Chloride) in 2013 from their toy and game packaging due to limited recycling collection and processing factories. Moreover, the company currently uses efficient LCA (Life Cycle Analysis) assessment that provides data of the product’s environmental footprint to understand the areas of significant impacts in order to assess their packaging choices, in which they are always up to date with the latest technologies and open for further improvement. Furthermore, in 2011, Hasbro issued a Paper and Forest Procurement Policy, which proves their commitment to sustainable forest management in buying wood fiber. The company also tries to ensure that the materials they source are sustainable forest managed, in which in 2013 85% of sourced materials came from either recycled materials or sources that practice sustainable forest management. Hasbro has set a target to reach 90% in 2015. In addition to that, the company is keen on product and packaging safety and durability, in which the products must withstand abuse of use and last to provide a fun experience, while being faced with the major challenge of maintaining high standards in accordance to costs.
PRODUCT SAFETY
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PRODUCT SAFETY STANDARDS
Hasbro’s strict quality assurance practices incorporates safety standards that are compliant with all applicable global legal and regulatory standards are applied to their products at all stages, from design and engineering to manufacturing and packaging. Hasbro continuously tries to improve their design and manufacturing processes wherever possible, and also tries to apply their standards not only to their own factories but also to third-party factories. That being said, every Hasbro product must pass two tests wherever it is manufactured in the world, one is the international and national standards and the second is their own safety testing protocols which Hasbro claims to mostly be more strict than legal requirements. Hasbro employs 160 proprietary Safety and Reliability Standards (SRS) in our global Quality Assurance (QA) program, incorporates the requirements set by U.S. Consumer Product Safety Commission (CPSC), American Society for Testing and Materials (ASTM), European Committee for Standardization (CEN), and the International Organization for Standardization (ISO). Day-to-day operations and frequent updates
about product safety standards are overseen and monitored by a global committee of senior assurance managers, who also monitor evolving regulations on daily basis. Hasbro has developed its Five Steps to Total Quality, a quality assurance process, which comprises of both in-house and outsourced testing for all of their products at all stages. The Five Steps to Total Quality is concerned with product concept, design and development, production, market monitoring, and continuous improvement However, Hasbro faces many challenges due to the different countries regulations, and toy and game standards. However, the company has been working on promoting harmonization of global safety standards with regulators and industry and nongovernmental organizations (NGOs). There is also the other challenge of the increasing complexity of requirements for reporting chemicals in products in the United States, Europe, and elsewhere. The reporting certain chemicals requires the company to develop testing methods that are very
ETHICAL SOURCING & MARKETING
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Ethical Sourcing
When customers buy a Hasbro toy or product, it is an act of trust that is established between the company and the customers, which implies a guarantee that the product has been manufactured safely and under fair labor regulations. Hasbro makes an effort to ensure all its rigorous and strict ethical standards are being strictly followed in its factories to verify the safety, respect and well being of the workers. This also includes complying to proper wages, no child or forced labor, etc. However, conforming with Hasbro’s Global Business Ethics Principles and the ICTI Code of Business Practices require sites to go beyond legal requirements, in most cases.
Responsible Marketing
Hasbro pays a great deal of attention to the way they market their products, since their main market is children. Thus, Hasbro’s main
goal is to responsibly market their products and is committed towards the protection and accessibility of data for children. The company’s responsibilities extends towards their entertainment content provided through television programming, motion pictures, and digital and online gaming and media. With the expansion of access to these entertainment contents, Hasbro is keen on offering a content that is both appropriate and respects privacy. However, there has been much debate towards regulations of marketing to children with age definitions varying from one country to the other, and many regulations have been long been established. Regulators were first focusing on TV, print, and radio advertising, but since most companies are using digital media more frequently to communicate and market products, regulators now are mainly targeting digital media. Consequently, companies have developed and established their own self-regulatory codes to prove and imply their seriousness and commitment towards responsible marketing.
COMMUNITY: EMPLOYEES
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Employees
Through the 91 years of Hasbro’s operation history, they have strived to create a positive experience and an enthusiastic atmosphere for their 5000 employees. Throughout their international operations, Hasbro always seek for talented and distinct individuals who have the imagination, creativity, and curiousness as much as the children who play with Hasbro’s toys. Since Hasbro requires its employees to be extremely enthusiastic and highly motivated and engaged, they have provided wide-ranging opportunities for development and learning via Hasbro University’s online and classroom training programs. Moreover, Hasbro always compensates and rewards their employees competitively through investing in their health and well-being, and maintaining the highest safety standards in their offices and facilities all over the globe. As a subsequent to the conducted staff surveys, oneto-one employee sessions, and a 360 degree performance review tool that is frequently used, Hasbro offers mentors for promising individuals along with both internal and external coaching sessions.
COMMUNITY: AUTISM PROJECT
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The Autism Project
The Autism Project is a collaboration between parents, professionals and community members to provide support, training, and programming and make it accessible to all children and adults with an Autism Spectrum Disorder. Consequently, Hasbro has teamed up with The Autism Project to help caregivers and educators through the creation of Toybox Tools, with the aim of making play accessible. The project emerged as a result of off the shelf toys not always being accessible to children with developmental disabilities. The Toybox Tools, which is a free online resource where caregivers and educators can find tools that would help children with developmental disabilities play much easier. It includes a variety of designed instructional videos, printable materials and playmats, which are made to help parents, caregivers, and teachers give back the joy of play in accordance to each child’s pace. In such respect, the Toybox Tools is categorized into 3 levels of tools, which are basic play, expanding play, and social play. The various tools and exercises are designed according to the children’s different levels of understanding in order for them to enjoy their play. The parents, guardians, and teachers can download and print them for each child accordingly.
12 COMMUNITY OVERVIEW
HASBRO
BUSINESS INNOVATION
new ideas are constantly thought of and implemented with the creation of new characters through storytelling
BUSINESS INNOVATION
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Business Innovation
Based on Hasbro’s huge company size, they have come to have various sub-categories under their brand products and services. Hasbro is in constant development of these divisions, creating new services, while improving and creating better experiences for all. Some of these categories are, new brand of toys, game product, digital gaming, and entertainment. The new brand of toys is meant for introducing new product lines in variance of their companies following current trends. Through the utilization of the minds of experts in the toy industry, along with Hasbro’s research and development team, new ideas are constantly thought of and implemented with the creation of new characters through storytelling. Game products, is a category where Hasbro focuses on all age groups with these games mainly focusing on aspects of strategies, creations, co-operative play, physical tangible objects to play with, word based challenging games, and theme party based games. It also focuses on
developing skills and techniques such as teambuilding through their board games and different other skills according to the various games. The company also makes sure that there is always continuous new additions and updates made to these games, in order for families and friends to have better and more fun experiences. For the digital gaming, Hasbro has collaborated with companies such as EA, in which Hasbro is making a lot of their game products into digital gaming platforms. There are also many gaming apps that have been developed for both Android and IOS. The entertainment category comprises of Hasbro’s diverse product range and their storytelling that have been mostly brought to life through various mediums. A lot of characters and storylines have been created and portrayed into TV shows, sequels and movies, which have brought people closer to their characters. Hasbro has its own production company, which is Hasbro studios. Hasbro studios have partnered and collaborated with various television and large movie production house firms that have succeeded in bringing many of Hasbro’s brands to life.
HASBRO’S BRANDS
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Hasbro’s Brands
Hasbro applies their branded-play strategy to their brand portfolio across their various brand categories, which include Challenger Brands, Franchise Brands, Gaming Mega Brands, and Partner Brands. Challenger brands that include Furby, FurReal friends, Operation, Baby Alive, KRE-O, Twister, and Playskool, are brands that the company believes that with sufficient time and investment, they have the potential of reaching becoming Franchise Brands. Franchise brands such as Magic-The Gathering, Transformers, My Little Pony, Monopoly, Littlest Pet Shop, Play-doh, and Nerf, are brands that display and show the greatest potentials and opportunities for execution across Hasbro’s brand blueprint, they have the greatest long-term revenue and profit potential across all of blueprint segments, and they deliver
the best return on Hasbro’s investments. For the Gaming Mega brands, which include The Game of LIFE, Jenga, Bop-it, Elefun and friends, Battleship, and Connect 4, they are well-known games that have the highest potential for reaching Franchise Brand status. The Partner brands are finally products that are developed under long-term licenses from key partners, which include Sesame Street, Star Wars, Angry Birds, and Marvel. Partnering with other brands helps in business expansion and creating a wider range of products and services, in which Hasbro has partnered with several companies before to broaden their services and they keep on partnering with other companies to combine their expertise with Hasbro’s creative platform to showcase the best they can offer to people.
BUSINESS EXPANSION
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Business EXPANSION
Hasbro has revealed about their partnership with 3D printing company, 3D Systems, in which the two companies are collaborating together towards developing and commercialising innovative play printers and platforms. According to Hasbro’s president and chief executive Brian Goldner, the company believes in the endless opportunities 3D printing offers, bringing incredible new play experiences for kids through working with 3D Systems, which is a recognised industry leader in this space. Based on the company’s perspective, whether it is for marketing purposes, an additional revenue stream, or manufacturing methods, the technology will definitely change the way many large companies do their business. Hasbro has lately also teamed up with Shapeways through launching a website called SuperfanArt.com, in which the first products offered were sandstone 3D printed ‘My Little Pony’ figures. Through the creation of several artists who had exclusive access to Hasbro’s trademarked characters, these figures were able to become manipulated and then
offered to the public via the new website for a fee. According to the Chief Marketing Officer, John Frascotti, such launch would start with five individual artists and My Little Pony, in which they almost have total control over the designed products with Hasbro’s pony toy line. With more time, the more the brands and artists added to the website. Because of Hasbro’s size, such manufacturing process can become more nimble, creating faster prototypes and the potential of bringing new toy designs to the market at a faster pace or in smaller batches. However, the company must overcome the possible challenges of preventing piracy where customers would be able to create imitated figures and other toys at their homes. However, the company has a strong belief in the significance of creating customised toys for young kids and adults, where they would get the chance of customizing Marvel superhero characters, My Little Pony figures, and Monopoly boards, for example. In addition to that, many of Hasbro characters are already made by sellers who are likely not paying Hasbro a licensing fee, thus Hasbro hopes to create a marketplace that is similar to Etsy, in order to have the ability to compete with such sellers.
HASBRO
OUR OPPORTUNITIES
by looking into current innovations in the toy industry and looking through the different signals, we have been able to identify several opportunities
OPPORTUNITIES OVERVIEW
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REdefining play By means of looking into current innovations in the toy industry and looking through the different signals, we have been able to identify several trends. Coming up with new opportunities for Hasbro, we have guided our directions and ideas by connecting them
to both their relativity towards current market trends and Hasbro’s present business activity and expansions, in which these opportunities would fit Hasbro’s business vision and culture while also being up-to-date and ahead of current innovations and trends in the market.
CHILDREN WITH SPECIAL NEEDS
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OPPORTUNITY ONE: CHILDREN WITH SPECIAL NEEDS
addressing such issues. We mainly directed our focus, for now, towards the visually impaired and autistic children, to later one include other disabilities. This will be aligned with the consideration of some children using these toys for the rest of their lives, due to certain cognitive growth and developmental issues, creating the need for transitioning toys for children turning into adulthood, the different growth phases and the various stages in life.
up with the Autism Project, however they haven’t really expanded it enough where there is already a market gap which they could take advantage of, and consequently become the first leading company in the toy industry that would address such fields. Such expansion will stress on Hasbro’s seriousness towards gaining their customers’ trust, and thus creating brand loyalty through specifically designing toys that would cater the needs of teachers, parents, therapists, guardians, etc., who already use Hasbro toys, and help them in the physical and intellectual development of these kids. This would also imply the utilization of technology in the Toolbox Toys and making more creatively advanced in
For visually impaired kids, the toys developed could be educational teaching skills like fine motor skills, cause and effect, and sounds in relation to hand coordination, while implying the possibility and perspective of “seeing through other senses”. Since little children learn through imitation of speech, attitudes, body positions, etc., many of these elements could still be taught to the blind kid, problems would only arise in matters of hand coordination for example where one would need to arrange for an alternative to visual imitation. This would be the gateway for creating our opportunity, in which blind children could be taught through employment of other senses like the smell
Based on Hasbro’s previous experience in teaming up with the Autism Project and their interest towards bringing play and making it accessible to all kids, we have found an opportunity for their business expansion towards such field.There are a lot of other disabilities that no prominent company have touched on or targeted such as the visually impaired, deaf, autistic, children with muscular dystrophy, cerebral palsy, ADHD, and other cognitive and physical challenges. Hasbro has previously teamed
CHILDREN WITH SPECIAL NEEDS
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and touch to start understanding how the object looks like and what it does, along with the utilization and incorporation of narration or audio. Thus, probably this analogy could be implemented through the development of a guiding robot or character that would help the kid in developing his/her other senses. Furthermore, interactive toys and games could start implementing the Braille system into play and such toys and games. As a long term opportunity, Hasbro could develop and create a device or screen that imitates things like life-sized building rooftops, wild animals, or airplanes that exist in real life but are not in reach or untouchable, creating an environment that imitates sounds, textures, smells of things, measurements, and proportion, in which the blind would be able to recognize when he/she encounter it in real life. It could be considered as some sort of augmented reality that is fed into the blind’s brain and sense, expanding Hasbro from handheld toys into experience play.
When it comes to autistic kids, Hasbro has already developed the Toolbox toys, however they didn’t push the boundaries all the way with it yet, in which they could start incorporating and implementing forms of technology into certain games and toys. Children with autism need to develop auditory processing, spatial orientation, visual tracking, motor planning, and social interaction. Therefore, the toys or games designed should be able to develop the autistic kid’s social and developmental skills without being too threatening or scary, since autistic kids have difficulties connecting with other people. Consequently, technology would be a great tool for achieving that, in which it could help the autistic kids connect with other kids without being physically present and thus becomes less intimidated. Digital games could be developed that would require several kids co-operating using their different skills in order to reach some game targets, utilizing the previously stated sensory skills that need to be developed.
TECHNOLOGY ADVANCEMENTS
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technology advancements
For our second opportunity, we think Hasbro should take leverage of the upcoming new advancements in technology and start applying it to their toys and games. Hasbro, has already been partnering with other companies to expand in the new field of technology, thus it’s already part of their current vision and we could focus on that and open up and create new opportunities that could their expansion even further. Hasbro’s goal has always been creating an environment of play and joy for all, therefore we have found different directions to expand on that concept and ideology. Since Hasbro has been seeking expanding through technology, they could start understanding and adopting the capabilities of the Internet of Things (IOT) and the vast possibilities it can create for the development of their toys. Through the internet of things and Hasbro’s company size, Hasbro could create a platform
that connects kids from all over the globe through Hasbro’s range of toys and games, which would open up opportunities for kids to connect with other children from different parts of the world and exchange experiences and cultural information, bringing kids together. Furthermore, Hasbro could extend their existing investment in 3D printing technologies and its capabilities in creating fast models and products, through further creating the possibilities of creating customized and personalized toys, which would be designed by the kids themselves and printed through Hasbro. This could be later developed into creating mini brands generated by the kids themselves if one of these models became a successful hit, in which this would be encouraging for the kids to create unique and exceptional toys and games that challenge their imagination to conceptualize and articulate ideas.
REINVENTING PLAY
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REINVENTING PLAY
Another approach that would be revolutionary to the whole toy industry, is re-imagining play and what it really is, creating new experiences for their various target groups through the utilization of cutting edge technology. This could be applied through re-defining toys and showcasing the idea of a Toy that could be anything, transforming based on a kid’s imagination and type of play. Such toys could be anything a kid wants or desires, extending beyond the physical usual and ordinary attributes of toys that look the same and feel the same, in which it could become a platform for the child to imagine his/her thoughts while easily modifying it through simple actions and words. Such an idea could be an effective medium for children to have both the hands-on product experience along with the complete virtual platform together as a whole. Therefore, these platforms empowers children to create and modify their platforms according to their personal wishes and imagination, while also opening up new opportunities for teaching children behaviours and lessons through interactive educational guides
and making learning a lot more fun, and thus making the whole experience exceptionally fun integrated with being useful and worthy. In addition to that, Hasbro could start adopting the idea of virtual incorporation of space in the play experience through the latest advancements in technology. This idea implies going beyond the seen and the tangible aspect of toys to further include both physical and imaginative space in the play experience, which would mean creating endless possibilities and scenarios to the game strategy and features. Such virtual space could also be a projection from the kid’s imagination and how he/she visualizes their play experience to be, and the environment they imagine their characters to be living and interacting through. Thus, bringing their ideas and thoughts into reality to become fully realized in front of their eyes, giving them the capability to full shape their entire play experience and develop their sensory and imaginative skills.
HASBRO CONCLUSION
CONCLUSION
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Conclusion
Based on our research, Hasbro is considered one of the pioneering companies in both the toy industry and having an exceptional CSR performance where it has the reputation to be one of the best companies to work for. The company has long set its rudimentary mission to be bringing play and joy to children and families all over the world, while operating responsibly with honesty and integrity. With a long history now of 91 years in the market and several partnership and investments, Hasbro has come to have a remarkably huge business portfolio that comprises of different brand types and business innovations. With Hasbro’s business size and their approach and seriousness towards operating responsibly, they have divided up their corporate social responsibility into many categories, in which each has its own approach and criteria. These categories include Products and the Environment, Product Safety, Environmental Sustainability, Ethical Sourcing, Responsible Marketing,
Employees, and Supporting Local Communities which includes The Autism Project. However, the company is mainly focusing on product safety, environmental sustainability, and the ethical conduct, inspiring their employees creativity and innovation and connecting them with their customers. Hasbro also likes to describe their CSR to be governed through 3 main keywords, which are play, create and thrive. Hasbro has now a diverse business innovations that include new brands of toys, game product, digital gaming, and entertainment. The company constantly develops these divisions, creating new services, while improving and creating better experiences for all. Hasbro has also been expanding in the fields of 3D printing technologies, digital gaming, etc., in which the company has showcased clear interest in investing in new technologies and incorporating them. Based on our research and analysis for Hasbro’s history, approach, interests and new expansions, we have come up with opportunities that would adhere to such aspects. Thus, we believe in the importance of the
CONCLUSION
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company further expanding beyond the Autism Project Toolbox Toys to further develop and include other disabilities where we mainly focused our opportunities towards the visually impaired and autistic kids for now. Through these opportunities, Hasbro would be offering an experience of play that also incorporates the development of social and sensory skills. Our other opportunity approach expands on what Hasbro has already started in the field of technology. These opportunities include personalizing toys through 3D printing that could later evolve into mini brands generated by the kids themselves, developing the play experience beyond object to also include both physical and virtual spaces that would greatly enhance a kid’s imagination and their interaction skills, and redefining toys, in which they could be anything that a kid wants or desire and thus empowering children to create and modify their platforms
according to their personal wishes and imagination, while also including learning experiences delivered via these play platforms. Furthermore, we also believe in the unlimited possibilities that the incorporation of the Internet of Things could open up if applied to their game and toy design, which would revolutionize the whole toy industry and set Hasbro way ahead of the game.
SOURCES
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