For more than 100 years, Hasbro has brought generations of kids, families and fans together for great play experiences. With an expansive portfolio of 1,900+ associated brands, from DUNGEONS & DRAGONS and MAGIC: THE GATHERING to PEPPA PIG, MY LITTLE PONY, FURBY and more, we offer something for every consumer - from preschool through adulthood and beyond.
Over the decades, our brands have grown into much more than just toys, spurring full franchises with in-person experiences, fashion, entertainment, digital games, music, publishing and promotions. Whether friendly competition around a MONOPOLY board, Saturday mornings watching the original ‘80s TRANSFORMERS cartoon series or another magical moment alongside loved ones, everyone has a fond memory with a Hasbro brand.
As we embark on the next century of play, our mission remains the same - to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. Over the past year, we have dedicated a tremendous amount of time transforming our business to drive greater operational excellence and invest more in our winning brands. While the
foundation of our business will always be toys, we are energised by a renewed focus on product innovation and expansion into new categories driven by consumer insights. It’s clear that a franchise-first mindset – with toy and game, licensing and entertainment team working cross-functionally alongside world-class partners – is vital to realise the full potential of our brands and exceed fan expectations.
We’re putting a special focus on being the partner of choice for the top licensors and retailers around the world to help drive our mutual businesses forward while delivering innovative products and experiences to fans everywhere. Hasbro ranks #5 in 2024 License Global Top Global Licensors report, and by teaming up with other industry leaders across verticals – such as Converse, Frito-Lay, LEGO Group, Mattel, Paramount Global, The Walt Disney Company and others – we have the power to grow our beloved brands exponentially.
The future is bright for Hasbro Licensed Consumer Products, and we will continue to deliver experiences, products and entertainment that are highly social and collectible and, most of all, fun.
TIM KILPIN, President, Toys, Board Games, Licensing and Entertainment
A POWERHOUSE OF BRANDS
024 has been a banner year for Hasbro. With milestone anniversaries across our portfolio –DUNGEONS & DRAGONS’ 50th, TRANSFORMERS’ 40th and PEPPA PIG’s 20th – along with new offerings, openings and entertainment, we’ve been activating opportunities that lean into nostalgia while welcoming the next generation of fans.
We honoured the D&D’s legacy of imaginative play with the live theatrical production, DUNGEONS & DRAGONS The Twenty-Sided Tavern, in NYC along with premium products from LEGO Group, WizKids, Converse and more.
from Disguise, a tie-in book program and more across categories.
PEPPA PIG fans have also been treated to engaging play experiences with LEGO Group, along with a new theme park in Germany, kids’ podcast from Audible and electric dance tracks like Piggle Wiggle and Peppa’s first-ever cover song, Katy Perry’s ROAR.
Continuing momentum from a hot streak last year, the TRANSFORMERS franchise has released new comics from Skybound Entertainment, footwear and apparel from Converse and SuperX and collabs with Robosen and Mattel. Plus, coming to theatres this autumn is the franchise’s first-ever fully CG-animated film, TRANSFORMERS ONE, supported by a global promotion with Burger King, costumes
TOP: Retro MY LITTLE PONY fashion from Cakeworthy. ABOVE: The Piggle Wiggle has been a huge hit with young fans.
LEFT: DUNGEONS
What’s more, this year marked the relaunch of LITTLEST PET SHOP. In January, we unleashed the newest generation of undeniably cute pets in 20+ countries along with a digital experience on Roblox. With two new series launches planned for next year, we plan to unlock the brand’s full global potential alongside Basic Fun! - especially as we near its 25th anniversary in 2027.
Also coming off a successful brand refresh in 2023 is CLUEDO. Now celebrating 75 years, CLUEDO has remained a timeless, textured and immersive crime solving experience, while expanding off the board to inspire live entertainment, consumer products and more.
Other retro brands like MY LITTLE PONY, MONOPOLY and FURBY ignite the spark of nostalgia for fans of all ages and continue to thrive for new generations.
This year and beyond, we feel energized at Hasbro as we anchor our focus in being franchise-first, leverage our powerful marketing scale and win at retail.
MARIANNE JAMES Senior Vice President, Global Licensing
This Hasbro publication was produced by Max Publishing. Editor: Michelle Urquhart. Editor in Chief: Jakki Brown. Advertising: Rob Willis. Designer: Gary Freeman. Copyright 2024. 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 any errors or omissions, nor can they accept responsibility for
& DRAGONS The TwentySided Tavern comes to life on the stage.
LEFT: Bumblebee from Robosen.
LET’S JUMP IN!
It’s been an incredible year for PEPPA PIG, celebrating the property’s 20th anniversary with a year full of milestone moments.
Kicking off the year was Peppa’s Cinema Party blasting onto the big screen in 17 markets globally from February, with 2700+ participating cinemas. The hour-long cinema release featured 10 never-before-seen episodes, including a three-part Wedding Party Special with guest voice stars Katy Perry and Orlando Bloom. New Season 10 episodes then rolled out across linear platforms from March.
“Peppa’s Cinema Party has proven to be a resounding success,” says Kristin McKay, Global Play Lead, Preschool and Fashion. “The event grossed $5 million worldwide, capturing the hearts of young audiences and their parents
alike. This phenomenal turnout is a testament to PEPPA PIG’s enduring appeal and the power of family-friendly entertainment.”
This was followed by the release of the music album of the same name. Streams of the album were an incredible +100K streams in week one. Peppa’s firstever cover song of Katy Perry’s ROAR, launched in
Looking to 2025
All this activity bodes well for 2025, when Marianne James says “we’ll be entering a new era for PEPPA PIG, with the biggest changes coming to Peppa and her family in over 20 years of the brand’s history.” This will include two batches of linear episodes, dropping on broadcast in spring and autumn, as well as another 104 episodes of Peppa Pig Tales which stream on YouTube throughout the year.
April to amazing success, securing a Billboard music video exclusive reveal. Peppa’s music success continued with the release of Peppa’s Party: The Deluxe Album, full of celebratory tracks, electrifying remixes and infectious dance numbers, like the hit single Piggle Wiggle.
Leading into PEPPA’s 20th anniversary this year, the brand unveiled an impressive lineup of licensed consumer products, live experiences and promotions with leading global brands to expand its offerings.
Introduced earlier this year was the first-ever LEGO DUPLO PEPPA PIG programme; a collaboration that not only includes toy but extends into YouTube content, a dedicated app, magazine and even live experiences within select Merlin Entertainments theme park locations.
“Since the iconic LEGO DUPLO PEPPA PIG collection announcement in January and product reveal in March, consumer feedback has been overwhelming. Anchored in a franchise-first approach, we’ve brought everyone’s favourite piggy to life in brick form across several consumer touchpoints – giving fans new ways to connect with the brand,” says
Above right: Katy Perry voiced Ms Leopard in the wedding special. Below: As well as product, the LEGO DUPLO x PEPPA PIG will extend into live experiences.
Marianne James, Senior Vice President, Global Licensing.
Also released this year is PEPPA’s first podcast with Audible. PEPPA PIG’s Play-ALong Podcast invites listeners to join Peppa and her pals for a mix of interactive games and catchy sing-alongs.
In PEPPA’s home market, the UK, the brand has teamed up with leading brands for new releases across categories, including Emma Bridgewater, Royal Mail, MORI, Jojo Maman Bebe, Trotters, The Hummingbird Bakery, Pickles & Bakes, Story House Egmont, Grass & Air and Trunki.
In collaboration with retailers and licensees, PEPPA has appeared in 80+ window displays across the UK,
including the Jojo Maman Bebe estate, all Trotters standalone stores, the famous Hamleys toy store on Regents Street, and at the renowned Liberty in central London as part of the Trotters apparel and accessories collection launch.
Hasbro’s Grow with Peppa brand extension (aimed at infants 0-2) is expanding too,
Children In Need
This year Hasbro kicked off a partnership with Children in Need (CiN) with PEPPA PIG being their main ambassador to support CiN early years segment. “This partnership has also seen us further our work with retailer ASDA, main retail partner of CiN and established retail partner for us at Hasbro and on Peppa,” says Catrina O’Brien, UK Licensing Director. “We have two Peppa and Pudsey apparel lines going into ASDA. And there’s lots more activity to come from this partnership which extends into 2025.”
with Heinz Baby bringing out a range of biscotti in September. Another tentpole programme, Learn with Peppa, is making strides with the release of a new educational Tonie for the Toniebox, offering support with their early years learning in an easily accessible audio format.
Billund, Denmark in March and in May, the first standalone PEPPA PIG Park in Europe opened in Gunzburg, Germany featuring five attractions and seven themed playgrounds.
PEPPA PIG’s European presence continues to expand with several key launches. Zenker/Dr. Oetker introduced a Peppa-themed baking accessories range, including silicone moulds, cookie cutters and more, perfect for Peppa-themed parties.
Deichmann, one of Europe’s largest shoe retailers, launched a PEPPA PIG range with extensive marketing and in-store promotions, solidifying Peppa as one of their top licenses. Roba launched a sustainable wooden toy and furniture range, with a PLAY-DOH line coming soon.
In the Nordics, Name It continues to grow its PEPPA PIG range across 20 markets. In CEE markets, Hasbro has
In 2024 Hasbro expanded its PEPPA PIG Experiences in Europe, adding two new attractions. The LEGO DUPLO PEPPA PIG playground opened at Legoland Resort in
expanded its partnership with LPP, the biggest Eastern European fashion group.
Finally, fans in Asia continue to embrace PEPPA PIG in its 20th anniversary year. New launches in China include apparel from Aimer Kids, charming school supplies from Kokuyo and adorable apparel from the GAP.
Left: Dr Oetker launched a baking range in European markets.
Above: Peppa joins Pudsey to promote Children in Need this year.
Left: Trotters window display at Liberty in Regent Street, London.
Right: PEPPA PIG Park in Gunzburg opened in May.
40 YEARS. ONE LEGACY.
For four decades, the TRANSFORMERS franchise has continuously adapted and redefined itself, culminating in one legacy across generations through innovative products, captivating entertainment, inspiring licensed partnerships and engaging publishing projects.
toys and games, as well as thrilling storytelling in animated shows, comics, blockbuster films and much more.”
“Since its inception in 1984, TRANSFORMERS has evolved from an innovative toy line into a powerhouse franchise embraced by millions of fans around the world,” says Joe Lawandus, Head of Action Brands
Picture this
and NERF. “The past four decades continuously delivered ... More Than Meets The Eye experiences for fans by introducing new
Above: New apparel from RSVLTS celebrates the 40th anniversary.
Right: The award-winning comic series from Skybound.
The TRANSFORMERS’ 40th anniversary year has also seen the reinvention of the brand’s comic book programme with a new series from Skybound Entertainment. The new Skybound TRANSFORMERS comics won Best Continuing Series and Best Writer/Artist for Darren Warren Johnson at the Eisner Awards (the Oscars for the US comic book world).
To tie-in with the release of the new movie, there will be several new storybooks and junior novels in partnership with key publishers globally: Scholastic (US), Hachette (France), Nelson (Germany), Harper (Poland), Tiandi Press (China) and more.
The TRANSFORMERS 40th anniversary has provided opportunities to tap into fans’ nostalgia cravings such as releasing a remix of the original TV series’ theme song and screenings of the first four episodes of the 1984 animated series in 1600 movie theatres around the world. Over the year, Hasbro has released over 40 TRANSFORMERS anniversary figures, each featuring exclusive packaging branded with the TRANSFORMERS 40th anniversary logo. The newly remastered TRANSFORMERS: Music from the Original Animated Series vinyl landed the no. 1 place on Billboard’s kids chart for two weeks.
The TRANSFORMERS franchise’s ability to forge strategic and creative partnerships has led
the franchise to build a stunning portfolio of collector products that satisfy fans at all price points. Earlier this year, Hasbro and Mattel launched a range of TRANSFORMERSbranded Hot Wheels, kicking off with an Optimus Prime collector item, which sold out in less than 30 minutes. Building on this momentum, the two giants released Little People TRANSFORMERS, a fan-targeted collab based on original 80s TRANSFORMERS cartoon characters, in September.
LEGO announced its second TRANSFORMERS figure –Bumblebee - in June to a huge fan response, garnering 491 million media impressions. And Robosen Robotics has followed up on its sell out Optimus Prime robot with Megatron, much to the delight of fans.
MDM Deutsche Münze, the world’s largest coin manufacturer, is launching for the 40th anniversary an outstanding 1oz pure silver coin set in gear wheel shape with black colour application and matte 24K gold plating.
Aside from toys and collectables, one of the largest growing categories is fashion and lifestyle, with a raft of new collaborations in various markets.
The world of heroic Autobots and evil Decepticons reaches an all-ages collection of Converse sneakers to celebrate the 40th anniversary. RSVLTS, Mad Engine and SuperX have released new lines of apparel for the 40th anniversary which features artwork based on the original TRANSFORMERS comics as well as new designs to commemorate the milestone, available globally.
But perhaps the most exciting
of TRANSFORMERS ONE in autumn. An origin story depicting the early relationship of Optimus Prime and Megatron and how they forever changed the fate of Cybertron, the release marks the franchise’s first-ever CG-animated film. The film’s trailer release and outer space stunt in April became the most successful post on the brand’s Instagram channel with over 14 million views and 500,000 engagements. The second trailer accumulated over 177 million total global views in the first seven days.
“Every indication we have from early screenings and tracking is that that movie is going to be a real fan favourite,” says
Lawandus. “Fan are calling TRANSFORMERS ONE the movie they’ve been ‘waiting for since 1986’ and excitement is building about seeing their favourite characters especially Optimus Prime and Megatron.”
Among a backdrop of over 600 licensees active for TRANSFORMERS maximising the movie momentum, there is TRANSFORMERS ONE product globally across multiple categories including apparel, costumes, home, plush, BTS, accessories, electronics, collectibles, publishing and games. Highlights include a
global promotion with Burger King and costumes from Disguise.
High-end collectable partner threezero will launch Bumblebee, Elita-1, Optimus Prime and Megatron models to coincide with the movie release. Other collectable models will come from Way Studios – with mini figures – and Yolopark with cogged and cog-less models coming in January.
In the UK, Character.com will be launching a range of TRANSFOFRMERS ONE clothing and pyjamas, including Optimus Prime and Bumblebee onesies.
“Since its launch, we’ve been proud to watch the franchise become a global powerhouse with millions of fans worldwide,” says Lawandus. “The brand’s enduring connection is made possible by its rich storytelling and characters that have struck a chord with audiences.”
Left: Fans are excited for the release of TRANSFORMERS ONE.
Left: Optimus Prime collector’s edition from Hot Wheels sold out in under 30 minutes.
Below: The 40th anniversary collection from Converse features 80s inspired artwork.
The new generation of FURBY has been a huge success, capturing the imagination of kids everywhere, just as the original did back in 1998.
FURBY was the number 1 toy in the UK market in December 2023, and it has stayed in the top seven toys in the market in the last 12 months.
“Just like the original did in 1998, this FURBY has taken the world by storm,” says Kristin McKay, Global Play Lead, Preschool and Fashion. “FURBY has captured the imagination of a new generation, blending nostalgia
with modern tech to become an iconic symbol of playful innovation once again.”
On the back of the successful re-launch, Hasbro is ramping up the licensing programme, expanding several of its existing agreements to include the lovable toy and taking FURBY into new categories. “Core toy is an important category for us,”
says Marianne James, Senior Vice President, Global Licensing. “The brand awareness among our target audience of girls aged 6 – 9 years is incredibly high at 91% - and growing –so coming up for this holiday season are new ranges of plush from licensees like Play By Play, Durabo and Famosa to tap into this growing market.”
The re-launch has also reignited the brand with an adult audience in the nostalgia space, with ranges launching across apparel and accessories, channelling the original look. Cakeworthy launched a 13-piece collection earlier this year including an array of accessories adorned with the iconic FURBY face.
The Dolls Kill x FURBY collection in the US also gave retro vibes with platform boots, slides, a backpack and skirts, jackets and tops.
Exciting opportunities
Following on from the successful toy, 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.
Kids’ apparel and accessories is another growing category, following more of the new-look toy aesthetic. Other key categories in development include arts and crafts, back to school, home and many others as Hasbro expands the licensed offering into 2025.
“The new iteration of FURBY has seen a remarkable resurgence in popularity, captivating both nostalgic adults and a new generation of tech-savvy kids,” says McKay. “This renewed interest has not only brought FURBY back into the spotlight but also positioned it as a key player in the evolving landscape of interactive toys. With its ability to continually evolve and engage, FURBY’s future looks bright, promising sustained business success and cultural relevance in the years to come.
FURBY
ABOVE: FURBY x Cakeworthy leant into nostalgia. RIGHT: Famosa will launch a new range of plush in Iberia this autumn.
LEFT: Platform boots from Dolls Kill.
LEADING THE WAY 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 2024/25.
PEPPA PIG Peppa’s Muddy Puddles Party
This interactive, talking, singing, dancing toy will captivate little ones’ imaginations and get them moving and grooving with their best friend, Peppa! Kids can easily put on and take off Peppa’s iconic yellow wellies to put her in Muddy Puddles Mode or Party Mode and change the sounds and phrases, the song and dance, and the game. She’ll also respond to sounds with phrases or sound effects.
Drop Trivia
This fast-action, electronic trivia game plays in as little as 15 minutes. Play headto-head with two players or in teams. In each round, start by dropping a trivia card with six answers into the game tower. Then each side takes turns trying to guess the correct order of the answers to score points. This game is a crowd-pleasing choice, and it’s a great gift for teens and adults who love trivia board games.
FURBY Galaxy Interactive Toy
The glow in the dark FURBY Galaxy is an incredibly interactive toy friend with 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. Care for FURBY by feeding them and combing their hair. Dress them up with the glow in the dark clip-on beads and make fashion accessories that kids can wear, too.
INSET: PEPPA PIG
Peppa’s Muddy Puddles Party.
INSET: FURBY Galaxy Interactive Toy.
BELOW: Drop Trivia.
TRANSFORMERS ONE Power Flip Optimus Prime (Orion Pax)
Experience the epic origins of legendary TRANSFORMERS robots with this TRANSFORMERS ONE Power Flip Optimus Prime action figure, inspired by the iconic character in the TRANSFORMERS ONE movie. This Optimus Prime toy converts between four different modes: Orion Pax, Cybertronian Truck toy, Optimus Prime figure, and Ultimate Optimus Prime.
LEFT: TRANSFORMERS ONE Power Flip Optimus Prime (Orion Pax).
PLAY-DOH Rainbow Swirl Ice Cream Playset
Twirl into imaginative play with the PLAY-DOH Rainbow Swirl Ice Cream Playset. Load the machine with two or more PLAY-DOH colours and press the handle to fill the spinning cup or cone with rainbow-edged pretend soft-serve. This toy ice cream set comes with a spoon, a toy knife, a sprinkle scoop, a dish, a cone, and a cup with a cover, so kids can play pretend ice cream shop and imagine serving up their PLAY-DOH creations.
NERF N Series Infinite
The NERF brand levels up with the highperformance NERF N Series dart blasters and NERF N1 darts. The NERF N Series delivers extreme accuracy, speed and distance. The NERF N Series Infinite dart blaster features an innovative battle belt that lets you reload darts quickly and easily as you play. The removable belt has a big 40-dart capacity to swamp the field with darts. The pump-action Infinite blaster includes 80 NERF N1 foam darts and has onboard 16-dart storage.
BEYBLADE X Xtreme Battle Set
Experience the exhilarating thrill of the next generation of BEYBLADE tops, BEYBLADE X. The BEYBLADE X Xtreme Battle Set is the perfect starter, packed with everything kids need to play and compete: the Beystadium, two rightspinning tops and two launchers with ripcords.
INSET: NERF N Series Infinite.
ABOVE: PLAY-DOH Rainbow Swirl Ice Cream Playset.
LEFT: BEYBLADE X Xtreme Battle Set.
RETRO VIBES BOOST PONY
With 40 years of multigenerational heritage and over 90% awareness around the globereaching 94% in the UK - MY LITTLE PONY is one of the best-known brands on the planet.
Over the years, MY LITTLE PONY has undergone various iterations while maintaining high brand recognition and deep emotional connections. Balancing nostalgia for longtime fans and freshness for new audiences, MY LITTLE PONY is beloved evergreen property.
Fresh from celebrating its 40th anniversary in 2023, Hasbro is building momentum and continuing to celebrate nostalgia and the enduring relevance of MY LITTLE PONY, as Marianne James, Senior Vice President, Global Licensing explains: “Our focus for licensing into 2025 is celebrating MY LITTLE PONY across the generations with some fantastic
Bringing Pony To The People
MY LITTLE PONY is a staple in location-based experiences with themed rides, shows and character meet and greets, which create memorable experiences for visitors. Playlodge in Shanghai, opened this year and offers a MY LITTLE PONYthemed family entertainment centre with a vibrant fairytale aesthetic.
partners, collabs and products, including retro figures from Basic Fun!, along with an array of licensed items across categories.”
Retro fashion is leading the way, reigniting the brand’s pop icon status with some exciting collaborations, such as the recent collection from Irregular Choice. This 38-piece collection of footwear and accessories launched in July, with 30% selling through in the first week. “The feedback on social was really positive, with another drop in August doing equally as well,” says James.
And the retro look is not just for adults. In April 2024, Inditex launched a retro MY LITTLE PONY kids capsule collection across flagship Zara stores, further extending the look and feel of the iconic ponies across adults and kids fashion and accessories.
There have also been collabs
with global powerhouse brands like Beauty Creations Cosmetics, Cakeworthy, HEYDUDE, Loungeflly, Reebok and Roblox, along with expansion in digital gaming with the immersive openworld video game MY LITTLE PONY: A Zephyr Heights Mystery.
MY LITTLE PONY continues to boom in Asia with the release of charming new lifestyle collections from Costa and MINISO, plush with Reesee, apparel and footwear from XTEP KIDS and more. Notably, MY LITTLE PONY-branded Kayou trading cards have reinvigorated the brand as consumers clamour to get their hands on the beautiful collectables.
“We will continue to drive retro demand and the pop culture trend by leaning into fashion, home and health and beauty brand partnerships, like what we’ve done with Bums and Roses and Catrice Cosmetics,” says James. “These loud and proud celebrations of MY LITTLE PONY’s glorious 40+ year heritage, will springboard us into 2026 and beyond, with the launch of our insight-led total brand evolution across content, branding, products, and marketing. Watch this space!”
BELOW: Irregular Choice’s retro collection has been popular with fans.
ABOVE: Playlodge in Shanghai
RIGHT: Retro kids’ fashion from Zara.
MONOPOLY
ALWAYS ON THE GO
MONOPOLY - the world’s favourite family game brand - continues to expand its reach and evolve with exciting new consumer products and collaborations.
As it approaches its 90th anniversary in 2025, MONOPOLY is gearing up for a year of celebration and innovation that will honour its rich heritage while engaging new generations of fans.
“After nearly 90 years, the MONOPOLY game remains immensely popular around the world, and we’re energised for the future as we celebrate this anniversary with new and exciting MONOPOLY experiences,” says Brian Baker, Senior Vice President, Board Games. “Generations have grown up connecting over a game of MONOPOLY, and we continue to listen to our fans to keep the brand relevant for today and introduce new ways for audiences of all ages to play.”
The brand continues to debut all-new editions tied to major pop culture moments and iconic franchises across music, film, TV and gaming; so in 2025 look out for Harry Potter, One Piece, Dune and The Beatles.
“We’ve got some major collaborations in the pipeline to
celebrate the anniversary, as well as further development and expansion with toy and game,” says Baker.
A big moment for the brand came at CinemaCon 2024 in Las Vegas in April, when a MONOPOLY film was announced with Margot Robbie’s production company LuckyChap producing alongside Lionsgate.
MONOPOLY GO! advances to 11 million daily users
MONOPOLY GO! – the mobile game from Scopely - passed an astounding $3 billion in lifetime revenue in 15 months. The game is the most successful mobile title launch ever in the US, attracting 11 million players every day and crossing the $1 billion mark just seven months after its debut in April 2023. Hot on the success of the mobile game, Scopely and Hasbro have come together for a new physical board game edition of MONOPOLY GO!, available now in the U.S. at Target, Walmart and Amazon.
BELOW: MONOPOLY GO! was the most successful mobile title launch in the US.
in the UK and Ireland is returning, with the chance to win big prizes from cash to travel.
And while there’s been little detail released, Zev Foreman, head of film for Hasbro Entertainment, said: “As one of the most iconic games in the world, MONOPOLY provides an incredible platform for storytelling opportunities.”
One of the franchise’s newest collaborations is with MDM Deutsche Münze, the world’s largest coin manufacturer, which has launched two unique MONOPOLYthemed products, both featuring 1oz silver pieces - a must-have for collectors. Plus, the fanfavourite MONOPOLY game promotion at McDonald’s
But it is in location-based entertainment (LBE), that MONOPOLY is seeing significant growth. Following the success of permanent locations in London and Riyadh, MONOPOLY LIFESIZED, a 60-minute familyfriendly, interactive experience, has kicked off a touring model in North America.
In New Jersey’s American Dream Mall is The Gameroom Powered by Hasbro, a family entertainment centre anchored by some of the most iconic and beloved Hasbro brands, including MONOPOLY. And in Australia, the MONOPOLY Dreams Melbourne Café won the 2024 Licensing International Asia Award for Location Based or Experiential Initiative of the Year.
ABOVE: The MONOPOLY Dreams Café in Melbourne.
BELOW: Game set in silver from MDM Deutsche Münze.
DUNGEONS & DRAGONS has been the cornerstone of tabletop roleplaying games since its creation in 1974. Over the past 50 years, DUNGEONS & DRAGONS has not only defined the genre but evolved into a cultural phenomenon, weaving itself into the fabric of pop culture.
As it celebrates its half-century milestone, DUNGEONS & DRAGONS (D&D) is more popular than ever, attracting a global audience of 64 million fans, with 18 million users on D&D Beyond (its digital platform) and ranks among the top 10 gaming brands on TikTok, with billions of video views. The game enjoys 75% brand awareness in the top seven global markets, reaching 91% in the UK. This widespread recognition reflects D&D’s status as an evergreen brand with a thriving community.
DUNGEONS & DRAGONS
“D&D has a rich history, an exciting present, and a great future. This year we’ve been celebrating all three as we commemorate 50 years of The World’s Greatest Roleplaying Game,” said Dan Rawson, Global Play Lead, D&D. “Over the years, D&D has truly become more than a game, inspiring epic storytelling and encouraging connection for millions across the globe. The fans are the heart of the brand, and that’s why we’re so dedicated to delivering them new ways to play and show off their fandom.”
The anniversary has been marked by several high-profile collaborations including LEGO, Converse, Reyn Spooner, BlackMilk and Royal Mail, each celebrating D&D’s rich history. This summer saw digital gaming collaborations with popular titles like Destiny 2, Dead by Daylight and Stumble Guys, introducing new audiences to the D&D universe. And at the end of July, select Target stores across the US debuted a dedicated space for D&D product within the Collector’s Spot in the Toy aisle.
Additionally, Burgschneider’s expanded range of LARP fashion and accessories highlights the
Critical acclaim for theatrical production
DUNGEONS & DRAGONS: The Twenty-Sided Tavern - an interactive theatrical production - premiered in spring off-Broadway at Stage 42 in New York. The production won the 2024 Off Broadway Alliance Award for Best Unique Theatrical Experience and is set to extend its New York run and embark on a US tour in 2025. Plus, fans in Australia can embark on adventures with showings at Sydney Opera House from December 2024. What’s more, a brand-new interactive touring experience, The Immersive Quest: A D&D Experience, is kicking off in Toronto this autumn.
brand’s commitment to high-quality, immersive experiences.
The publishing sector is thriving as well, with the upcoming launch of revised core rulebooks in September, crafted with a decade of fan feedback, which will be must-haves for newcomers and experienced players alike. There’s also been key anniversary books from Studio Press and Random House, an interactive audio story from Yoto and the first D&D sticker album from Panini.
Still to come in 2024 is a new bourbon from New Holland Brewing and jerky from Mythical Meats, and 2025 will introduce a new generation of comics from Dark Horse Comics.
“We’re continuing to form partnerships for the brand that highlight its multi-generational community and invite even more people to join the adventure,” says Rawson.
ABOVE: Apparel from BlackMilk.
ABOVE: The first of the revised core rule books are out in September. LEFT: The Royal Mail stamps have been illustrated by British artist Wayne Reynolds.
ABOVE: DUNGEONS & DRAGONS: The Twenty-Sided Tavern is set to tour the US next year.
The re-launch of LITTLEST PET SHOP in December 2023 has been a resounding success, with master toy partner, Basic Fun!, introducing 120 bobblin’ pets this year, igniting a global collecting frenzy, appealing to collectors and fans in 35 countries, through key distribution partners such as Bandai and Proxy. LITTLEST PET SHOP now sits as the number 9 property in G10 markets (YTD
YEAR OF THE BOBBLE
With over 1 billion pets sold worldwide since the brand’s initial launch by Hasbro over 30 years ago, LITTLEST PET SHOP is the original pet collectible. Now, LITTLEST PET SHOP is back, with new pets and new ways to collect.
language of play,” said Bradley Bowman, Senior Director, Global Toy, Licensed Consumer Products. “Basic Fun! has been a fantastic partner in keeping our classic brands alive and relevant as ever, so it was natural to entrust them with the relaunch of LITTLEST PET SHOP.”
June 2024, Circana, playset dolls and collectibles class). Series 2 figures have just set at retail, along with the phygital tieback with digital unlocks found in physical product.
“Over the years, we’ve seen huge demand to bring LITTLEST PET SHOP back – especially from fans who grew up with the brand in the ‘90s and ‘00s that want to connect with the newest generation through the universal
A multi-million-dollar marketing campaign has been pivotal in driving this success, strategically targeting Gen Alpha and longtime fans across platforms where they are most active. The campaign’s reach has been extensive, generating 60 million social media impressions and achieving breakthrough paid digital exposure across YouTube, TikTok, OTT platforms and major retailers’ websites, as well as amplifying reach through collaborations with brand influencers.
A big part of the successful re-launch is an immersive digital play experience on Roblox, as Bowman explains: “In reimagining LITTLEST PET SHOP for a modern audience, it was clear that we needed to meet today’s kids and adult fans where they are. Roblox connects tens of millions of people every day
Success for exclusive pets at San Diego Comic Con
for immersive and shared digital experiences, so it was natural to engage this community as we bring back the beloved brand on a global scale.”
Looking ahead, 2025 promises even more excitement, with the introduction of new pets and themes, and expansion of the brand into key categories like fashion, nightwear, home, accessories, plush and arts and crafts. This growth ensures fans will have plenty to look forward to as they continue to build and share their LITTLEST PET SHOP stories.
At San Diego Comic Con in July this year, fans could purchase one of three exclusive LITTLEST PET SHOP dragons, available in red, gold or emerald which included a special holographic character card and metal coin. These dragons were selling so fast, that they had to be limited to one per fan and required a lottery ticket for a chance to purchase. They are now popping up on eBay for well over the original purchase price of $20.
ABOVE: LITTLEST PET SHOP is now on Roblox.
BELOW: LITTLEST PET SHOP dragons were a sell-out success at San Diego Comic Con.
HASBRO BRANDS
WHAT’S HOT
With an impressive and diverse portfolio built up over the past 100 years, there’s always plenty going on in the world of Hasbro. Here’s some of the highlights…
POWER RANGERS
Hasbro is re-igniting the fan favourite Mighty Morphin’ POWER RANGERS and introducing this to an entirely new generation of kids while respecting the loyalty of long-time fans. Playmates is the new master toy partner and will produce and distribute POWER RANGERS product globally, with the first toy line slated for autumn 2025, including action figures, role play and vehicles.
LITE-BRITE
LITE-BRITE has been creating magic with light since 1967, and now – nearly 60 years later – the brand is still going strong. Basic Fun!, in partnership with Hasbro, has grown LITE-BRITE +105% since 2019. This growth has been driven by the love of classic product, new innovation, plus topical collabs such as LITE-BRITE Stranger Things, LITE-BRITE Barbie, LITE-BRITE Pokemon and LITE-BRITE Hello Kitty. Also new for 2024 is an immersive LBE in Las Vegas; Worlds of Wonder.
Hasbro Games
2024 is Hasbro’s third consecutive year of exclusive games placement at global Costco stores, with EastPoint Sports’ Giant CONNECT 4, a special MONOPOLY: Costco Edition and other family fun must-haves. Hasbro and WS Game Company also celebrated CLUEDO’s 75th anniversary this year with two bespoke editions of the beloved game.
TONKA
Designed to foster imaginative play, and built ‘Tonka Tough’, TONKA is a trusted brand that connects generations of families and creates memories that last a lifetime. Coming this autumn from Basic Fun! are two of the mightiest TONKA steel products ever made: the Retro Mighty Dump and Front Loader with 2x more steel – a must-have for the collector.
MAGIC: THE GATHERING
Hasbro has partnered with Ultimate Guard to expand its MAGIC: THE GATHERING gaming accessories product offering with playmats and card storage. Ultimate Guard debuted their first official licensed product at MagicCon: Amsterdam in June with two exclusive items which sold out each day of the show, and they launched their first full release to retail and DTC at the end of July.
PLAY-DOH
Horizon Group’s PLAY-DOH Air Dry Clay offers consumers a hands-on way to play with super soft, mouldable, and scented clay that, when left to harden, takes on a new paintable format that can be used to play or display. Activity kits are available in various sizes and formats, providing opportunities for impulse and gift-ability for extended play.
INSET: CLUEDO 75th anniversary edition.
INSET: Deck box from Ultimate Guard.
LEFT: The classic LITE-BRITE.
ABOVE: The TONKA Mighty Dump is a classic toy.
catrina.o’brien@hasbro.co.uk (+44) 7824 446 395
delphine.dekool@hasbro.com (+31) 6 13 04 72 51
marianne.james@hasbro.com (+44) 7769 365 300
eric.belloso@hasbro.es (+34) 636 969 606
Director, LATAM Licensed consumer products
Gabriel.Cacciabaudo@hasbro.com
(+56) 2 2470 6637
Senior Director, Global Creative & Product Development
