Licensing Source Book: Hasbro Special Publication, Autumn 2023

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WELCOME

Hasbro has been creating memories for generations of children and families through the wonder of storytelling and imaginative play for 100 years. What started out as a small toy company founded by the Hassenfeld family one century ago has transformed into a global toy and gaming powerhouse with an iconic portfolio of brands – from TRANSFORMERS and PEPPA PIG to PLAY-DOH, DUNGEONS & DRAGONS, MONOPOLY, NERF and so many more.

While our strategies have evolved over time, our purpose has remained simple: to create joy and community for all people around the world, one game, one toy, one story at a time. Play isn’t just for kids anymore, so it’s vital that we provide offerings that exhilarate and delight our multi-generational fanbase. That’s why we’re investing in new areas to unlock cross-category potential and offer an array of toys, consumer products, gaming, entertainment,

live experiences and more for fans of all ages.

Looking ahead to 2024, we’ll be celebrating milestone anniversaries for several of our beloved brands with the 50th for DUNGEONS & DRAGONS, 40th for TRANSFORMERS, and the 20th for PEPPA PIG. Next year also marks a first for TRANSFORMERS with the CG-animated TRANSFORMERS ONE movie arriving in autumn.

With so much history to honour and new offerings, openings and entertainment in the pipeline, the next year will be jam-packed with licensing opportunities that lean into the nostalgia of these brands while welcoming the next generation of fans.

TIM KILPIN, President, Toy, Licensing and Entertainment

THE WONDER OF STORYTELLING

asbro’s mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play, and we plan to do this for the next hundred years and beyond. With the consumer as our north star, unlocking brand value through the lens of multi-generational play takes on even more importance.

CONSUMER-CENTRIC APPROACH TO INNOVATION

Our consumers are at the centre of everything we do, and we’re dedicated to being the best in the business at understanding our multi-generational fanbase. To live up to this promise, we’re investing in advanced data analytics backed by state-of-theart consumer insight capabilities. Empowered with this knowledge, we

Hcan deliver stories, play and experiences that matter most to them. Further, we’re sharing these insights with our base of over 1,800 global licensees to tailor our collaborations and brand offerings in ways that speak directly to the wants of our audiences.

FEWER, BIGGER

We are shifting our brand focus to ‘Fewer, Bigger’. With thousands of properties under the Hasbro umbrella, it’s critical to our success that we identify where our investments will make the most impact. By narrowing our efforts to focus on fewer brands, we can build those bigger to unlock their full commercial potential. This strategic approach will allow us to drive greater product innovation, enrich our messaging, deliver newness at retail and optimise content and digital viewership.

FRANCHISE-FIRST STORYTELLING

Finally, storytelling remains at the heart of our emotional connection to our consumers. From pre-school firsts to fantasy worlds, Hasbro’s storytelling engages our multigenerational consumers with heart, humour, and rich lore—delivering content whenever and wherever our fans want to consume and connect with our brands. In 2024 and beyond, we have a robust entertainment lineup across MY LITTLE PONY, PEPPA PIG, TRANSFORMERS, DUNGEONS & DRAGONS and more.

CASEY COLLINS President of

Licensed Consumer Products

ABOVE: So much more than blasters: there’s a whole range of NERF accessories.

LEFT: Let your imagination run free with the MY LITTLE PONY Sparkle Reveal Lantern.

FAR LEFT:

This Hasbro publication was produced by Max Publishing. Editor: Michelle Urquhart. Editor in Chief: Jakki Brown. Advertising: Rob Willis. Designer: Gary Freeman. Copyright 2023. While every effort has been made to ensure that the information in this publication was correct at the time of going to press, the publishers can not accept legal liability for an errors or omissions, nor can they accept responsibility for the standing of advertisers, nor any oragnisations mentioned in the text.

LEGO Optimus Prime converts from a robot to vehicle.

LET’S JUMP IN!

PEPPA PIG is as popular as ever with a widespread footprint across entertainment, toys, licensed consumer products and LBE offerings. With the brand celebrating its 20th anniversary in 2024, it’s an exciting year ahead that will be marked with innovative collaborations, rich storytelling and much more.

The popularity of PEPPA PIG shows no signs of waning. There was 1.7 billion hours of PEPPA PIG content on YouTube watched globally in 2022 alone, and the brand reigns as the mostdemanded kids’ TV show across all streaming platforms in the UK. With three BAFTA Awards for pre-school animation and a content pipeline greenlit up until 2027 - by which time there will be over 480 episodes of PEPPA PIG available - there’s so much more to come.

“We’re always innovating in our content and ways for

Peppa’s littlest fans to connect with their favourite characters,” says Kristin McKay, Vice President and General Manager, Global Brands, Fashion and Preschool at Hasbro.

“Despite the huge volume of episodes, we’re always finding new adventures to take Peppa on and new things for her to discover.”

In 2023 Hasbro launched its new brand positioning for PEPPA PIG with the evergreen tagline, ‘Let’s Jump In!’ This is a call to action to all kids, and an affirmation to parents that PEPPA PIG is by their child’s side to give

them the confidence to jump in all of life’s muddy puddles.

“Peppa instills a powerful confidence to treat each first step as a new adventure, from the everyday to the epic,” says McKay. “To drive this home, we’re rolling out this tagline throughout the year with a parent-targeted brand campaign, marketing and PR comms, and on our content and product.”

On top of new content across multiple platforms, including a new foray into podcasts with Audible, PEPPA PIG has over 1000 licensees around the world spanning toys, fashion, home, live entertainment, food and beverage and so much more.

Marianne James, Vice President of Licensed Consumer Product, EMEA & Asia comments: “This presence in widespread categories in markets all around the world provides fans and families

Celebrating 20 years of Peppa

Peppa’s 20th anniversary celebrations will span content and consumer marketing, starting with a star-studded threepart wedding party special featuring the voices of two A-List celebrity guests. Audiences in key markets around the world will be able to enjoy these episodes on the big screen as part of an exciting, interactive cinema experience.

“One of the big content innovations in 2024 will be our groundbreaking deal with Audible to create Peppa Pig’s first ever podcast,” says James. “This will kick off our party year with a bang, with one podcast for preschoolers and one for parents.”

2023 in the UK.

with countless opportunities to engage with arguably one of the most recognisable pigs on the planet – and helps keep PEPPA PIG culturally relevant.”

Toy will always lead the way in consumer product, but it is lifestyle – specifically fashion and home – where the brand is making huge inroads.

Over summer, MORI, known for its organic cotton clothing, launched a babywear range in the UK, consisting of baby sleepsuits, hooded towels and daywear. Cooneen by

in her iconic rain boots and dress.

This brand extension was introduced to target a younger demographic of infants 0-2 and their parents, with Tomy as the global partner. The range from Tomy Toomies includes vehicles, stackers, pull-alongs and vehicles. This gives parents a new entry point to introduce PEPPA PIG to their infant children through products developed specifically for that age group.

In January 2024, PEPPA PIG will collaborate with Emma Bridgewater, the iconic British homewares brand, for a line of personalised mugs, plates and bowls. Looking ahead to spring 2024 is a fashion collaboration for the brand with Trotters London that will bring timeless children’s clothing with a twist and feature an exclusive Liberty London and PEPPA PIG print.

Also coming in 2024 are new collaborations with Trunki for a line of travel accessories and Bibado with a bib and cutlery set. And in CEE and Greece, Procos Party will launch a new line of PEPPA PIG party tableware which is reusable and made of sustainable materials, encouraging little ones to help the planet.

Strong support from retailers helps keep the brand fresh in mind, increasing brand awareness and engagement. In Spain, a cross-category consumer promotion at several key retailers, including El Corte

Learn with Peppa

Design and TDP/Aykroyds also released a cute and cuddly nightwear line. Other partners leading the way in fashion include H&M, Bestseller, Name It and Carrefour.

As for home, Amsterdambased designer Mr Maria designed a lighting fixture that’s sure to help little ones have sweet slumbers. This collaboration features Peppa

Learn With Peppa builds on the brand’s natural alignment with learning. All of the content within the programme is developed alongside trusted educational experts, and the range currently consists of an international publishing slate of more than 80 titles in 11 languages, with more languages coming in 2024; two series of YouTube content; a dedicated website and an app still to come.

Learn With Peppa targets the 2-5 age demographic to help support early years development; not just in subjects like literacy and maths, but by introducing broader learning concepts too, such as ‘My Body’, ‘Feelings’, ‘Weather’ and ‘Friendship’.

Left: PEPPA PIG pullalong from Tomy.

Below: The Learn With Peppa brand includes over 70 titles in publishing.

Below: Peppa Pig Play Café in China.

Inglés, TRU and Juguettos was very successful with incremental point of sale space for +1 month in each retailer. El Corte Inglés also ran a back to school promotion with a free gift with purchase when customers bought PEPPA PIG toys.

Electronic learning is another area the brand performs well in, with Trends UK expanding its electric learning range with two new items for autumn 2023; the Peppa & Friends Piano, teaching youngsters about music and Shop with Peppa, introducing colours, numbers and the use of money.

certainly a brand for fans of all ages, and we are continuing to build our lineup of licensed consumer product offerings to cater to everyone, including the Gen Z demographic who grew up with the show, and adults,” says James.

“In China, we opened a PEPPA PIG Play Café in 2022, and it was so successful we opened a second location in the region this past summer.”

PEPPA PIG x Natural History Museum

Publishing is still a very strong category for PEPPA PIG, with Ladybird selling 50 million books to date. A survey commissioned by The Works in UK for National Book Lovers Day in 2023 revealed Peppa Pig is one of the top 10 books that parents read to their children; the only non-literary brand to appear in the list.

“PEPPA PIG is

Location-based entertainment presents a huge opportunity for the brand, from touring shows and themed restaurants to family entertainment centers (FEC), theme parks and much more. In the UK, fans can visit PEPPA PIG World at Paulton’s Park, join for a cup of tea on PEPPA PIG Afternoon Tea Bus and attend The Everywhere Group’s PEPPA PIG: Surprise Party immersive show debuting spring/summer 2024.

The first-ever standalone PEPPA PIG theme park opened in Florida in 2022, through a partnership with Merlin. Two more locations are set to open in the US and Germany in 2024. There are also dedicated PEPPA PIG Lands in Merlin’s Gardaland in Italy and Heidepark in Germany. PEPPA PIG World of Play, a mallbased FEC with 14 different themed play areas based on the show, is also thriving with locations in Europe, Asia and North America.

A PEPPA PIG x Natural History Museum collection of clothing landed in Tesco stores in September. Each item features PEPPA PIG and her brother George in a science or nature design, from pointing out buzzing bees and butterflies to riding on largerthan-life dinosaurs and floating among the stars, planets and meteors in outer space.

Left: Fans watched 1.7 billion hours of PEPPA PIG on YouTube in 2022.

Right: PEPPA PIG x Natural History Museum collection.

Below: Name It released a new fashion collection this year. Left: Night light from Mr Maria.

INSPIRING THROUGH IMAGINATION

For generations the PLAY-DOH brand has been the spark to inspire kids to use their imagination through sensory and tactile experience, colour, and surprisingly real product innovation.

The PLAY-DOH brand continues to grow and expand to create new and tactile sensory experiences for kids and adults alike. In 2023, Hasbro expanded the popular Kitchen Creations collection with the PLAY-DOH Kitchen Creations Magical Mixer Playset, allowing kids to create PLAY-DOH versions of their favourite desserts.

One product having great success at retail in the US and EMEA is PLAY-DOH AirClay, developed in partnership

with Creative Kids. Creative Kids will be expanding distribution on this product into other regions, as well as bringing other putty and craft clays to market, allowing the brand to expand beyond the core target age demographic.

Another new product coming to EMEA and LATAM in 2023 (and the US in 2024) is PLAYDOH Blocks, a partnership with Bildo. This product range will launch in the construction toys category and combines the PLAY-DOH compound with hybrid building blocks. PLAY-DOH continues to have a

TIME TO SAVE THE DAY

PJ MASKS is powering up and evolving for the next generation of little heroes with a re-fresh and re-boot, with the launch of PJ MASKS POWER HEROES.

The new series continues on from the original PJ MASKS show that captured the hearts of families everywhere after its debut in 2015. PJ MASKS POWER HEROES introduces six new diverse heroes, including the franchise’s first character who is differently abled, Ivan, also known as Ice Cub who is a wheelchair user

who uses his powers to snowboard at night.

The original series was a huge success at retail, spawning a global licensing programme across multiple categories, with key categories being vehicles, playsets, dress up and nightwear. Building on this, Hasbro re-launched the toy line, with new playsets and vehicles

strong presence at retail on the shop floor, increasing brand awareness and engagement. In Spain, Hipercor stores had dedicated brand space during the back to school period, which included a full line of core product, as well as products from licensees, CYP and Creative Kids.

to tie in with the new series. In Spain, Safta launched a range of backpacks and accessories for 2023 back to school, supported by a strong social media campaign.

“There’s a lot more to come in fashion (especially nightwear), home, dress up and toy,” says Marianne James, Vice President, EMEA & Asia Licensed Consumer Products at Hasbro. “We look forward to bringing brand new adventures to the show’s fanbase and introducing the series to the next generation of preschoolers.”

ABOVE: A new mixer playset from the Kitchen Creations range.

LEFT: PLAY-DOH AirClay from Creative Kids is proving a winner at retail.

ABOVE: Pencil case from Safta featuring the new characters.

DRESS UP COSTUMES COMING SOON!

40 YEARS OF FRIENDSHIP

For the past 40 years, MY LITTLE PONY has offered its core audience of girls a springboard for imagination, where a fantastical world offers them the freedom to dream big as they see themselves in the diverse cast of relatable characters.

“Our focus continues to be on our core girl, offering magical stories of friendship and immersive products that enrich play and ensure MY LITTLE PONY is creating emotional and memorable connections that will stay with her into adulthood,” says Kristin McKay, Vice President and General Manager, Global Brands, Fashion and Preschool at Hasbro. As well as the core toy range,

Below: Basic Fun’s 40th anniversary collectibles.

Bottom: Retro-inspired cosmetics

apparel is strong driver of growth for the brand, with a new collection in Primark in the UK doing very well. Irregular Choice will be releasing a 20 to 30 piece collection in 2024. Aside from fashion and toy, another exciting collaboration this year was with Doughnut Time in the UK, which launched a DIY decorate-your-own doughnut kit.

The Content Pipeline

The 2D YouTube series, Tell Your Tale, is leading the charge in content. “We took home a Kidscreen Award for best digital series earlier this year, and we’ve amassed 177m lifetime views since launch, scoring big in US, LATAM, EMEA and South-East Asia,” says McKay. “We are so confident in the power of this series, we’ve just greenlit content for another two years from 2024, with a doubled-up rollout that releases new episodes every week, as well as four longer form event specials throughout the year.”

“The depth of the brand’s heritage means MY LITTLE PONY has a strong teen/young adult following who still want to display their love of the brand,” says McKay. “As a business, we’re aware of what MY LITTLE PONY means to its fans, and our segmentation strategy allows

KEY STATS

Make Your Mark series ranked Netflix Kids Top 10 in 90 countries (Oct 2022) Tell Your Tale on YouTube has had 200.7M lifetime views (to May 2023)

94% brand awareness in UK among parents of 4-6 year olds

us to tap into our past and present to target audiences with different generations of ponies.”

Nostalgia has featured particularly in toy and fashion this year, as the brand celebrates its 40th anniversary. In the toy aisle, Basic Fun brought the first generation of ponies back to life with a range of original ponies, including Celestial Ponies which were teased by Hasbro in the past but never released until now; plush as well as an assortment of blind box figures. Catrice launched a limited edition retro cosmetic collection in March across Europe, Singapore and New Zealand. A handmade jewellery collection from La Vidriola in Spain had strong media coverage in fashion magazines.

Left: Decorate your own doughnut from Doughnut Time

BLASTING INTO THE FUTURE

Expanding segments

Franklin Sports has been manufacturing and retailing NERF sports products since 2021, and will be expanding its retail production and distribution of NERF Sports products globally. Distributed by Reydon Sports in the UK and Ireland, Franklin Sports will be adding brand new innovative sports gear and toys over the next years.

“Our mission is to be the global leader in social active play through connecting generations with innovative products, shared experiences and energetic play for all,” says Adam Kleinman, Senior Vice President & General Manager, NERF & Sports Action at Hasbro. “Over the past five years we’ve been investing heavily in live action experiences, digital initiatives and of course, we continue to develop innovative

new blasters and products.”

The newest NERF Action Xperience is opening at the Trafford Centre in Manchester, UK in October 2023. The centre is the ultimate NERF HQ featuring multiple play zones along with Europe’s first NERF themed retail shop and restaurant. “Millennials and Gen Z are very much part of the experience economy,” says Matt Proulx, Vice President of LBE. “They want to have shared experiences with friends and family members, and they also want to be able to share those moments across social media.”

Following the success of the NERF Super Soaker RoboBlaster last year, WowWee Toys has expanded its range, leading with the NERF Super Soaker Blast Slider, a 16-foot water slide with a built-in

KEY STATS

Another expanding segment is NERF Dog, a partnership with Gramercy Products, with a range of toys for dogs. “NERF continues to expand through innovative products and we are excited to be working with both Franklin Sports and Gramercy Products to bring NERF into the active lifestyle brand space,” says Kleinman.

ABOVE: Franklin Sports is expanding its NERF Sports range

water blaster. In addition, there is also the NERF Super Soaker SkyBlast Target Sprinkler, as well as the NERF Super Soaker Toss ‘N Splash, a family bean bag game that soaks anyone who misses their shot.

As a top 10 best-selling toy property globally; NERF continues to bring innovation to the category, with new product innovation and live action experiences.

BELOW: The NERF Super Soaker Blast Slider is a new addition to the WowWee product range.

Global brand sold in 120 countries

#1 best-selling blaster property in G11

#1 best-selling property in outdoor and sports toys in G11 10M+ reach across all social platforms

POWERING UP PLAY IN TOY AND GAME

Hasbro may have grown over the years, but toy and game will always be at its heart. That’s why it is continually investing in new areas to offer an array of toys and games for fans of all ages. Here’s just a selection of hero lines for 2023/24.

NERF Elite 2.0 Double Punch

Double the dart blasting fun with the NERF Elite 2.0 Double Punch motorised blaster that has double barrels and double clips. The Double Punch blaster features two rapid alternating barrels that move back and forth as the darts blast. It includes 2x 10-dart clips to unleash 20 darts in a row. This toy foam blaster adds excitement to kids’ outdoor games as the darts fly fast and the barrels pump back and forth.

PEPPA PIG Cruise Ship

FURBY Interactive Toy

Generations of kids have loved this adorably fuzzy, chatty, and curious little creature, and now today’s kids can free their inner Furb with the all-new FURBY. FURBY is an incredibly interactive toy friend that features five voice activated modes and over 600 phrases, jokes, songs, and so much more to discover. The more they play, the more fun they can unlock.

Let’s Jump Into imaginative adventures with Peppa’s Cruise Ship! This PEPPA PIG toy set gives little kids so many ways to play, with the all-inclusive three-level cruise ship experience. Whether manning the ship as the captain on the main deck, sliding into the ball pit, driving the dinghy boat out for a quick trip or eating in a jungle-themed dining room, these toys are sure to spark little piggies’ big imaginations.

LEFT: PEPPA PIG Cruise Ship.

LEFT: FURBY Interactive Toy.

BELOW: NERF Elite 2.0 Double Punch.

TWISTER AIR

In this app-enabled, augmented reality spin on the TWISTER game, the party extends onto a player’s smart device. Players reach, clap, swipe, and strike crazy poses to music beats as they scramble to match their wrist and ankle bands to the coloured spots on screen. Players earn points for every spot hit while twisting in the air. This fun party game includes 8 colourful TWISTER AIR bands and a device stand that works for any smartphone or tablet.

TRANSFORMERS: RISE OF THE BEASTS Beast-Mode Bumblebee

The new TRANSFORMERS: RISE OF THE BEASTS Beast-Mode Bumblebee action figure inspired by the new movie takes on the popular character’s new beast alt mode and stands at 25cm (10in) tall. The figure converts between three modes: robot, vehicle, and beast; and can go from robot to licensed off-road Camaro in 19 steps before squeezing the figure’s legs together to reveal the new eagle beast mode.

PLAY-DOH Kitchen Creations

Busy Chef’s Restaurant Playset

The PLAY-DOH Kitchen Creations Busy Chef’s Restaurant Playset lets kids feel like they’re running their own restaurant as they create, customise, and share amazing PLAY-DOH food creations with pretend customers. Kids can use the stampers to make pretend pizza, burgers, pasta, or chicken and press the lever to stamp two pretend foods at a time.

ABOVE: TRANSFORMERS: RISE OF THE BEASTS Beast-Mode Bumblebee.

ABOVE: TWISTER AIR.

LEFT: PLAY-DOH Kitchen Creations Busy Chef’s Restaurant Playset

FURBY IS BACK!

A new generation of FURBY hit retail over summer and has been a huge success, capturing the imagination of kids everywhere, just as the original did back in 1998.

The latest generation of FURBY is the sixth since the iconic toy’s launch 25 years ago. Each generation has unique features and designs that cater to the audience while maintaining the lovable charm that captured fans’ hearts over the years. In the US pre-order sold out on Amazon within first 48 hours and there were over 1.5 billion earned media impressions.

The new FURBY has been exceptionally wellreceived in the UK market too, with the re-launch announcement having a PR reach of over 5 billion, including features on the ITV news evening broadcasts. FURBY has also been included in the John Lewis Partners and Argos Top Toys lists, with more lists still to be announced soon.

Hasbro’s media campaign in the US and UK features highly engaging digital formats including an AR-experience, in-game integration, game hub and gamified ad-units.

“Following its crazeinducing launch in 1998, Furby has taken the world by storm, impacting every corner of the culture zeitgeist, from music to television and film,” said Kristin McKay, VP & General

Manager, Hasbro Fashion & Preschool. “For the brand’s 25th anniversary, we wanted to ignite the same excitement for this new generation by harnessing the power of nostalgia while giving Gen Alpha everything they crave.”

FURBY is an incredibly interactive toy featuring five voice activated modes and over 600 responses to discover, including lights, sounds, and 10 unique songs. FURBY also responds to hugs, pats, belly tickles, shaking, and feeding of its pretend pizza charm. Kids can care for FURBY by feeding them, combing their furhawk, and dressing them up with the included clip-on beads and fashion accessories.

“Over the past few years, we’ve done a lot of research to understand what kids would want to see in a new FURBY,” said McKay. “Through this research, kids told us that it was important for FURBY to be their ultimate

Left: FURBY is available in coral and purple. Below: FURBY is available in coral and purple.

EXCITING OPPORTUNITIES

Following on from the successful toy launch over summer, the Hasbro Licensing Team is looking for FURB-tastic new opportunities for FURBY. The brand has always performed well in fashion, accessories, home, health and beauty, plush and back-to-school. Please Visit Hasbro at BLE on stand A211 to talk all things FURBY.

best friend – a furry companion to do all the things a BFF would do, like dance to music, share fortunes, meditate, mimic each other in silly voices, and even put on a light show, and that’s exactly what we created.”

FURBY

GOING BEYOND THE BOARD

For the past 87 years, MONOPOLY has been the world’s favourite family board game, enjoyed by players across the globe. But it’s so much more than a board game, with a growing portfolio of lifestyle partners and exciting lifesized experiences.

On the back of the success of MONOPOLY Lifesized in London’s West End, Hasbro opened a second experience in Riyadh, Saudi Arabia. Additionally, Hong Kong’s MONOPOLY DREAMS, a one-ofa-kind immersive entertainment experience, is expanding to open a second location in Melbourne later this year. The London experience has been hugely successful according to Matt Proulx, Vice President of LBE. “It was primarily driven by the fact that everyone

KEY STATS

99% Global Awareness

Played by over 1 Billion People in 114 Countries

#1 Best Selling Board Game across the EU6

knows the game. We provided those unexpected moments that capture the core essence of the MONOPOLY brand and the social side of its gameplay.”

The MONOPOLY game at McDonald’s continues to be a

success in the UK, Ireland, France, Germany, Spain, Australia, New Zealand and Canada, driving brand affinity and repurchase while reaching millions of customers per participating market.

Another promotion that is doing exceptionally well is MONOPOLY x Ribena: Squeeze More Fun Out of Summer. “This will be the second year we’ve done this promotion with on-pack activations across 6 million bottles vs 1 million in 2022,” says Proulx. “Customers can win one of 10,000 customised MONOPOLY, TRIVIAL PURSUIT and TWISTER games every hour.”

In the lifestyle space, a gorgeous MONOPOLY-inspired jewellery collection launched by SKK, one of Indonesia’s pioneering gold companies included earrings, bracelets and necklaces sold exceptionally well at gold agents and jewellery stores across Indonesia.

The brand continues to evolve to keep relevant to today’s audiences by debuting all-new editions tied to major pop culture moments and iconic franchises across music, film, TV and gaming; such as The Super Mario Bros. Movie, Iron Maiden, RuPaul, Britney Spears and look out for a special Barbie edition in October.

ABOVE: Hot on the heels on the movie comes the Barbie MONOPOLY game. RIGHT: The MONOPOLY game at McDonald’s is success across multiple regions.

BELOW: Last year character.com launched MONOPLOY family pyjamas using comical taglines for all members of the family.

INSET: Visitors to MONOPOLY Lifesized in London take on escape-room-style challenges.

Above: A customised MONOPOLY x Ribena game. Matt Proulx will co-present the keynote session at BLE on Wednesday 4 October, ‘Passing GO: Bringing the world’s biggest board game to life’.

GAMING AND CLASSIC BRANDS

GAME ON

Hasbro brings families and friends together with gaming experiences that are fun to play, fun to watch, and fun to share.

With a rich portfolio of classic games such as TWISTER, CLUEDO and TRIVIAL PURSUIT, Hasbro is continuously innovating to ensure its games stay relevant and exciting to audiences worldwide. One such example of this innovation is TWISTER AIR, a new app-enabled game that takes the classic TWISTER gameplay fans know and love from the mat to the screen using augmented reality… no mat required.

Another family-favourite, CLUEDO, has a refresh that combines classic CLUEDO

gameplay with rich new takes on the original murder mystery storyline, an intriguing diverse cast, highly-stylised game pieces, and the glamorous Tudor Mansion. WowWee Toys is taking familyfavourite games outside and adding a splash of fun. New Splash Games titles include: MONOPOLY, HUNGRY HIPPOS, PIE FACE, TWISTER JR,

INSPIRE NOSTALGIA

Over the past 100 years, Hasbro has built an impressive portfolio of intellectual property. Licensing gives Hasbro another option to reignite and re-envision classic brands and toys for today’s consumer.

Thanks to Hasbro’s innovation, classic brands such as LITTLEST PET SHOP, PLAYSKOOL and LITE BRITE are all as relevant today as they were when first introduced.

From spring 2024, Basic Fun will relaunch LITTLEST PET SHOP, with an expansive and diverse range of highly collectible pet figures, powered by a 360 always-on marketing programme. Also coming out of the Basic Fun stable are innovative new products for: LITE BRITE, TONKA

and MY LITTLE PONY and more. Also coming in 2024, is an expansion for SPIROGRAPH

LEFT: TWISTER AIR uses augmented reality.

ABOVE: HUNGRY HIPPOS Splash from WowWee Toys.

BATTLESHIP and BARREL OF MONKEYS.

Publishing is another strong category for Hasbro Games. A TRIVIAL PURSUIT ultimate quiz book will launch in November, published by Farshore and there is a range of new books coming out for CLUEDO, including a series of junior crime novels from Hachette and a CLUEDO expert guide from Aconyte in 2024.

across juniors, kids, and adults. Play Monster, the global master toy licensee is putting an emphasis on regional distribution expansion as well as brand messaging, through an investment in refreshed branding and awareness marketing.

Looking further ahead to 2025, Just Play will revolutionise EAZY BAKE and FURREAL introducing new products.

RIGHT: SPIROGRAPH Mandala Maker. BELOW: LITE BRITE Touch from Basic Fun.

TRANSFORMERS

ROLL OUT

Afranchise that’s been delighting fans with action and adventure on the big screens and small for nearly four decades, the latest live action film – TRANSFORMERS: RISE OF THE BEASTS – is a box office success, grossing $438.9M globally and delivering an audience score of 91% on Rotten Tomatoes (the highest audience score for TRANSFORMERS content yet). It has been a great success on EST and PVOD and the physical release is coming in October.

“We’re incredibly proud of the film,” says Tom Warner, General Manager and Senior Vice President of Global Action Brands. “It both appeals to our loyal fans as well as attracts a new audience and has really helped to energise the franchise. It puts us in the perfect place to celebrate the 40th anniversary of this iconic brand in 2024.”

TRANSFORMERS: RISE OF THE BEASTS has opened the door on a whole new TRANSFORMERS universe, supported by a strong multicategory offering to help fans across the globe engage with their favourite action franchise like never before. something quite exciting for the brand,” says Warner. The first season of the original animated series, TRANSFORMERS: EARTHSPARK dropped at the end of 2022 on Paramount+ and Nickelodeon. Several Free to Air broadcasters have picked up the series, including Gulli in France, Clan in Spain, Super! in Italy, and BBC in the UK, where the series climbed to the Top Ten on BBC iPlayer. TRANSFORMERS: EARTHSPARK will also expand with its first video game called TRANSFORMERS: EARTHSPARK –EXPEDITION, set to release globally this October. Season two is currently in production and targeting a release date next year.

The storytelling expands with the release of the CG-animated TRANSFORMERS ONE film in September 2024. “This is the first animated film since 1986. We get to tell the origins story of our most popular characters Optimus Prime and Megatron, so that is

Licensed consumer products continued to drive innovation, with licensee Jada’s Optimus Prime converting radio control vehicle making London Toy Fair’s top 25 hero toys for 2023. Character Options will launch a Flying Heroes Optimus Prime in EMEA for AW23 and Mattel will introduce TRANSFORMERS-branded UNO games. Then, in early 2024, Mattel will unveil a line of TRANSFORMERS-

branded Hot Wheels vehicles and Sambro will bring a new range of TRANSFORMERS plush, outdoor and novelty stationery toys for AW24 and beyond. Another new innovation in the toy space is the TRANSFORMERS Battle Cube from BOTI. Battle Cubes have been a huge hit with audiences, with a range of collectable, themed cubes which offer an engaging game-play and new ways for fans to explore their favourite entertainment characters. The collaboration with LEGO on the TRANSFORMERS

ABOVE: Void Rivals comic series is preforming very well.

LEFT: Jada’s Optimus Prime radio control vehicle is a top 25 toy for 2023.

Footwear from Sketchers is available in South East Asia.

BELOW: Optimus Prime at Hasbro City in Paseo Interlomas shopping center outside Mexico City.

TRANSFORMERS TAKE OVER

A cross-category offering at Frasers Group in the UK (GAME, Sports Direct and House of Fraser) in support of TRANSFORMERS: RISE OF THE BEASTS has been a huge success and included a dedicated TRANSFORMERS franchise space with toys, collectables, plush, homeware, clothing and tech for the movie launch. Philip Parker, head of commercial – GAME at Frasers Group said about the activation: “We ran an entire store takeover in two of our Manchester GAME stores. These included goody bags and face painting, as well as people dressed up as TRANSFORMERS characters for photo opportunities.”

Optimus Prime figure has been a big hit at retail. With over 1500 detailed LEGO pieces, once assembled, the figure features 19 points of articulation that allow fans to convert from robot to truck mode and back again. This is one of the first times a LEGO set has been able to convert between two models, without the need to rebuild. Also receiving an incredible amount of attention from fans in the US and EMEA is the highly collectible Robosen Optimus Prime robot. The robot converts from robot to vehicle at using a mobile app or command of a voice.

One of the largest growing categories is fashion and lifestyle,

with a raft of new collaborations in various markets. In EMEA, Bobby Abley has launched a 15-piece apparel and accessories collection inspired by the iconic brand with more planned to celebrate the 40th anniversary. Later this year Irregular Choice will launch a 20-piece collection of shoes, bags and tights with designs based on nostalgic 80s artwork. In North America, Porsche Lifestyle has released a limitededition collection, including a baseball cap and oversized t-shirts and sweatshirts.

Earlier in 2023, Swiss watch manufacturer Kross Studio revealed a limited-edition TRANSFORMERS: RISE OF THE BEASTS collection as

TRANSFORMERS

part of its new licensing partnership with Hasbro. Available globally, the high-end timepieces and functional sculptures are highly desirable collector pieces.

In APAC, Sketchers released a collection of footwear, apparel and accessories in 109 stores across Southeast Asia timed to TRANSFORMERS: RISE OF THE BEASTS, while in Malaysia, Tomaz sold out of its limited edition Optimus Prime watch in just one day. Publishing is another category where the brand traditionally does well on formats including magazines, storybooks, junior novels, levelled readers, activity books, sticker book and comics. A new comic series, Void Rivals is topping the bestseller lists as Michael Kelly, Vice President of Global Publishing comments: “The first issue of Void Rivals released to incredible reviews and results, with its print run selling out as one of the bestselling comics of June and becoming one of Hasbro’s bestselling comics ever.”

In the location based entertainment space, Hasbro opened a multi-branded family entertainment centre in the Paseo Interlomas shopping center outside Mexico City in July. In Hong Kong, the world’s first TRANSFORMERS themed restaurant, The Ark, opened in April with a planned roll out of additional locations to come throughout the region. The hightech dynamic and immersive restaurant has exclusive retail merchandising.

ABOVE: The TRANSFORMERS take over of GAME stores in the UK was a big success.

FAR LEFT:The Ark, a TRANSFORMERS themed restaurant in Hong Kong.

LEFT: Porsche Lifestyle x TRANSFORMERS collection.

LEFT: Goat Crew x TRANSFORMERS at Culture. Kings.

ABOVE: The Optimus Prime watch from Tomaz in Malaysia sold out within a day.

DUNGEONS & DRAGONS

ADVENTURE AT EVERY TURN

The premiere of the film, DUNGEONS & DRAGONS: HONOUR AMONG THIEVES back in March has set the franchise on a new trajectory, creating a range of new partnership opportunities across multiple categories.

It’s been a huge year for DUNGEONS & DRAGONS, starting with DUNGEONS & DRAGONS: HONOUR AMONG THIEVES. This was the number one movie on release in theatres, the number one digital purchase in the US the first week it was available and the number one movie on Paramount+ when it arrived on streaming.

Live-action roleplay

Live-action roleplay (LARP) fashion manufacturer Burgschneider is taking fan merchandising to the next level. The DUNGEONS & DRAGONS Call to Arms product line offers finest quality and authentic LARP clothing and accessories and with four characters to choose from: cleric, fighter, rogue and wizard. There will be more to come in the 50th anniversary year and across the Hasbro brand portfolio.

ABOVE: New LARP clothing from Burgschneider.

Hot on the heels of the film came the release of the video game, Baldur’s Gate 3 in August. “Baldur’s Gate 3 has completely blown past all our expectations,” says Dan Rawson, Senior Vice President, Dungeons & Dragons at Hasbro. “The reviews from fans and critics have been incredibly positive, with Metacritic ranking it the number one PC game of the year and the highest rated game of 2023. Some of the gameplay stats are mind-blowing, with 10M hours played over launch weekend it became one of the top 10 most played games of all time and we’re expecting millions more fans to join in the fun on PC and with the launch on PlayStation 5.”

This certainly bodes well for 2024, when DUNGEONS &

INSET: Dragon’s Keep: Journey’s End will be launched as part of the Lego Ideas collection.

DRAGONS celebrates its 50th anniversary. A highlight of the anniversary year for fans will be the release of three new core rulebooks which are a must-have

INSET: Metacritic rates Baldur’s Gate 3 as the best PC game of all time.

KEY STATS

for newcomers and experienced players alike. Fans will also be looking forward to the launch of a DUNGEONS & DRAGONS documentary, drawing from over 400 hours of archived, never-before-seen DUNGEONS & DRAGONS footage.

There’s been a resurgence in the brand, which is translating into new partnerships. One such partnership is with Lego, who will be bringing to market its first fan-designed DUNGEONS & DRAGONS set in spring. Dragon’s Keep: Journey’s End won the fan vote in the Lego Ideas competition and will now be made into a limited edition 50th anniversary product.

“We’re continuing to form partnerships for the brand that

DUNGEONS & DRAGONS

highlight its multi-generational community and invite even more people to join the adventure,” says Rawson.

Wiz Kids has a full slate of 50th anniversary product coming to market and Fanattik has a great fan range. In the publishing category, a partwork programme from Hachette released in mid-September, complete with a major TV advertising campaign. In the digital sphere, D&D + Minecraft is slated for October 2023. This adventure is one of the biggest collabs Minecraft has ever done.

In the G7 markets (CEE, Greece) Trefl launched a premium line of wooden puzzles with pieces shaped as iconic items from the game. In Asian markets, Gatherer’s Tavern revealed a limited edition Drizzt Do’Urden collectible statue which went on pre-sale in August.

Another successful partnership is with Collab Coffee, which launched its D&D Coffee Club earlier this year in the UK, with plans now for Collab Coffee to get more involved with the event community.

ABOVE LEFT: HONOUR AMONG THIEVES has reinvigorated the brand.

ABOVE: Fanattik has a wide range of product for fans.

Winning at Retail

Retail activations in support of the release of DUNGEONS & DRAGONS: HONOUR AMONG THIEVES have been a huge success.

A cross-category campaign at HMV stores in the UK included apparel, home, gift, publishing and plush, with exclusive products from Funko and Heroes Inc. It was supported in-store and on digital and was the company’s topperforming campaign to date.

Also in UK, GAME/House of Fraser ran a month-long campaign in all stores, with everything for the D&D fan including starter kits, dice sets, Funko, gaming accessories and more. It was the biggest movie activation to ever take place at GAME/House of Fraser.

At the flagship El Corte Inglés department store in Madrid, dedicated product space and an outdoor digital campaign really helped maximise the film release in this region.

INSET: Exclusive Funko products at HMV during the campaign.

MARIANNE

Vice President Licensed Consumer Products – Europe & Asia

marianne.james@hasbro.com

(+44) 7769 365 300

Director, Licensed Consumer Products – UK & Ireland

catrina.o’brien@hasbro.co.uk

(+44) 7824 446 395

ERIC

Director, Licensed Consumer Products – Southern Europe eric.belloso@hasbro.es

(+34) 636 969 606

GEMMA

NATALIE

DELPHINE DE

Director, Licensed Consumer Products – Germany, Switzerland, Austria

natalie.berling-noe@hasbro.de

(+49) 171 634 1269

Director, Licensed Consumer Products – Agent Markets

delphine.dekool@hasbro.com

(+31) 6 13 04 72 51

Director, Creative & Product Development - Europe & Asia

gemma.rees@hasbro.com

(+44) 7768 630 955

Director, PublishingEurope & Asia

marie-cecile.bourdillon@hasbro.com

(+33) 6 89 84 65 08

Director, Retail - Europe & Asia

eddie.kemp@hasbro.co.uk

(+44) 7966 667 451

MAJA

Senior Manager, Location Based Entertainment

hannah.sweeney@ap.hasbro.com

(+64) 22 534 2213

Senior Category Manager, GTSG

maja.elliott@hasbro.com

(+44) 7795 884 849

JAMES

HANNAH SWEENEY

BOURDILLON

LOOKING TO THE FUTURE

With Hasbro celebrating its 100th anniversary this year, we could not be prouder of what the company has achieved and of our roadmap for the next 100 years. As a centenary business, we have an incredible vault of brands that strongly resonates with children and families around the world. Our ability to grow our brands is based on our strategy to always put our consumers at the centre which allows us to keep reimagining and expanding upon our brands for the new generations. Many of us have fond memories of Hasbro toys that we will never forget. Now, we’re seeing those toys have the same impact on our children and their children—thanks to the magic of play.

To bring that magic of play to life, we have outstanding teams working from inception to execution (and everything in between!) in bringing our brands to fans across the world. At Hasbro, one of our key strengths is our passionate people and, together with our outstanding network of external partners, we are able, year after year, to become more effective and efficient in bringing those precious play moments to audiences everywhere.

Hasbro is committed to making a positive impact on families one game, one toy, one story at a time. With our Blueprint 2.0, we’re making sure all our people are focused on the company’s

overarching purpose. With teams across Toy & Game, Entertainment, Digital Gaming, Commercial, Licensing, Direct to Consumer and Corporate functions, we’re set up for success in carrying through with our ‘Fewer, Bigger’ motto. Together, we can

enhance our top priority properties across categories, while growing the value of our full brand vault.

The future is bright for Hasbro, and we are very excited to continue driving innovation in the toy and gaming space for the next 100 years!

SEBASTIAN President EMEA, LATAM & Asia Pacific

JOAO

ABOVE RIGHT: Iconic games such as TWISTER are family classics.

BELOW: Hasbro brands resonate with children around the world.

BELOW RIGHT: NERF has been a staple of childhood play for over 50 years.

THE WONDER OF STORYTELLING

Our overall focus on further acting as ‘ONE Hasbro’, where our various teams will be as interconnected as ever, applies to each and every region, including the EurAsia market where we have the potential to build the ubiquity of our marvelous brands. Additionally, we plan to scale our partnerships to be more efficient and valuable through multi-territory distribution and portfolio deals. Being nimble and flexible in our approach is also key to our business model. Through our integrated strategy, we have the power to create bespoke experiences for our consumers in how they seek to engage with the characters and stories they love. With Toy, Soft Lines, Hard Lines, Home and more, our full-franchise approach will be sure to tell a singular story.

As we head into BLE, we’re kickstarting our connectivity and weaving it into our always-on trade approach. With PEPPA PIG’s 20th anniversary in 2024, we’re excited to connect with the industry and present all the phenomenal plans we have in-store

for this gigantic celebration. The brand will be felt and seen everywhere – across brandnew entertainment (featuring A-list guest stars), branded licensed goods, marketing/ PR campaigns, promotions, exclusive offerings and much more! We are also unlocking new growth with Direct-to-Retail programs that allow us to invest and nurture incremental value with world-class creative and product execution.

PEPPA PIG is already shining brightly in LBE. In China, we launched two PEPPA PIG Play Café locations. Following Merlin Entertainment’s branded theme park success in Florida, we’re opening a second US location and new location in Germany. In the UK spring/ summer 2024, families can look forward to The Everywhere Group’s PEPPA PIG: Surprise Party immersive show debut. Meanwhile, little ones and their parents can visit PEPPA PIG World at Paulton’s Park and the PEPPA PIG Afternoon Tea Bus now in her home market. Further ways to engage with PEPPA PIG next year includes the brand’s first-ever Audible podcast content, along with cute and stylish fashion offerings through MORI, JoJo Maman Bebe and Trotters London, among many others. Please come join us in celebrating the Queen of Preschool’s 20th anniversary!

MARIANNE JAMES Vice President, EMEA & Asia Licensed Consumer Products

ABOVE RIGHT: All aboard the PEPPA PIG Afternoon Tea Bus.

RIGHT: Little ones can show their love for PEPPA PIG wherever they go.

BELOW: PEPPA PIG Land in Florida has been a huge success.

UK

Caroline.Spooner@hasbro.com

Head of Hardlines – UK & IRE

Andrew.Gosling@hasbro.com

Head of New Business Development, Hardlines - UK & IRE

Abbie.Burrows@Hasbro.com

Licensing Manager, Hardlines – UK & IRE

Jessica.Dodd@hasbro.co.uk

Retail Franchise Manager – UK & Eurasia

Tasmyn.Knight@hasbro.co.uk

Retail Franchise Manager – UK

G7

Simone.Hulst@hasbro.nl

Licensing Manager – Benelux & Israel

Marijo.Jimenez@hasbro.nl

Senior Licensing Manager – Nordic & South Africa

SOUTH

Fabiola.OrtizdeZuniga@hasbro.es

Head of Licensing –Iberia

Fernanda.Monaco@hasbro.it

Senior Licensing Manager – Italy

Audrey.Coudert@hasbro.co.uk

Senior Licensing Manager – France

GSA

Nicole.Pavlovic@hasbro.de

Senior Licensing Manager – GSA

Sanja.Tunanovic@c.hasbro.com

Licensing Coordinator – GSA

PUBLISHING

Marion.Bardou@Hasbro.com

Senior Publishing Manager – UK & Europe

Rosanna.Anness@hasbro.co.uk

Licensing Manager, Publishing – Europe

Gabrielle.Sims@hasbro.co.uk

Head of Softlines – UK & IRE

Sarah.Woods@hasbro.co.uk

Senior Licensing Manager, Softlines – UK & IRE

Leonie.Goodman@hasbro.co.uk

Licensing Manager, Softlines – UK & IRE

Rachel.Craven@hasbro.co.uk

Licensing Manager, Softlines – UK & IRE

Amy.Marsden@hasbro.co.uk

Licensing Intern - UK

Ula.Barwicka@hasbro.co.uk

Senior Licensing Manager - CEE, Greece, Ukraine

Nuria.JimenezSalazar@hasbro.es

Senior Licensing Manager - Iberia

Magalie.Chabot@hasbro.co.uk

Senior Licensing Manager – France

Carina.Herold@hasbro.de

Licensing Manager – GSA

Valentine.Lechevallier@hasbro.co.uk

Licensing Manager, Publishing – Europe

PROMOTIONS & LOCATION-BASED ENTERTAINMENT

Gloria.Ruiz@hasbro.co.uk

Promotions Manager – UK & Europe

Renae.Brown@hasbro.co.uk

Location Based Entertainment Manager –UK & Europe