©2021 Hasbro Hasbro Covers.indd 1
02/11/2021 10:35
CONTENTS
CONTENTS 02 Welcome 03 Super charging our stories 04 PEPPA PIG 05 PJ MASKS 06 MY LITTLE PONY 08 NERF 10 TRANSFORMERS and POWER RANGERS 11 DUNGEONS & DRAGONS and MAGIC: THE GATHERING 12 HASBRO VAULT 14 PLAY-DOH 15 MONOPOLY 16 The Power of Play 17 The eOne Approach to Storytelling 18 Meet the Team
WELCOME
H
asbro’s licensed consumer products play a critical role in Hasbro’s mission of creating the world’s best play and entertainment experiences. During these unprecedented times, families around the world looked for connection with each other while playing together, watching entertainment across platforms and finding comfort in nostalgic brands and our iconic franchises helped meet these needs. Our diverse evergreen portfolio, which includes MY LITTLE PONY, TRANSFORMERS, PEPPA PIG, DUNGEONS & DRAGONS, NERF, PJ MASKS, PLAY-DOH and more, truly has something for everyone. As the third largest Entertainment company licensor in the world, our stories inspire engagement with our brands from screens to merchandise to locationbased entertainment and promotions. As a pure-play agnostic content company, we are uniquely advantaged position as we are not tied to any specific platform or distribution imperative. This allows us to put the storytelling, the brands, and ultimately, the consumer first. Currently, we have more stories across more brands than ever to continue to build our franchises into the future. CASEY COLLINS, Head of Hasbro Licensed Consumer Products & Business Development
In loving memory of our extraordinary leader and dear friend.
BRIAN GOLDNER 1963 – 2021
©2021 HASBRO.
02
IFC_Contents Welcome_v2.indd 4
02/11/2021 10:33
WELCOME
SUPER CHARGING OUR STORIES
A
s we approach our first in-person event in nearly two years at Brand Licensing Europe (BLE), I welcome the opportunity to meet our colleagues and friends in London to talk about the tremendous opportunities and exciting plans in Hasbro’s winning portfolio. From the recent successful Netflix launch of MY LITTLE PONY: A NEW GENERATION movie, to our upcoming films TRANSFORMERS: RISE OF THE BEASTS and DUNGEONS & DRAGONS, we look forward to sharing insights into our powerful growth strategies. We are Super Charging our Stories to accelerate our growth and it all starts with our Brand Blueprint, Hasbro’s strategic framework for developing our brands in exciting new ways to profitably grow our business. Our brands are story-led consumer franchises brought to life through compelling content across a multitude of platforms and media, with a wide variety of digital experiences, innovative toys and games, publishing, and location-based entertainment, and an impressive array of consumer products.
MARIANNE JAMES, Vice President, Hasbro Licensed Consumer Products, EMEA & Asia
This Hasbro publication was produced by Max Publishing. Editor: Michelle Urquhart. Editor in Chief: Jakki Brown. Advertising: Ian Hyder. Designer: Gary Freeman. Copyright 2021. 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.
03
IFC_Contents Welcome_v2.indd 5
02/11/2021 10:33
PEPPA PIG
Queen of Pre-school
Demand for P EP PA P I G remains as strong now as it’s ever been, with new episodes launched in spring, supported with a host of new consumer product lines, a new album and an expanding live events programme.
D
igital content is an essential part of the PEPPA PIG offering, supporting episodic content and deepening fan engagement with the brand. PEPPA PIG YouTube channels have 82 million subscribers, with the official channel posting regular content including nursery rhymes and toy play. This autumn/winter Hasbro launched its first PEPPA PIG toy line. With the brands drive for sustainability Character Options launched Eco Plush, and 8th Wonder is expanding wooden ride-ons and garden games. Keeping with RIGHT: Character Options new plush range is made from 100% recycled materials.
RETAI LER’S VI EWPOINT
PEPPA PIG continues to perform on the high street and remains a key property at George at ASDA. “Every so often those properties come along that change the landscape of licensing and you meet a licensor that lives, breathes, talks and embodies their licence like it’s in their blood,” says Vicki Radford, Buying Manager, Lab 16, Asda. “That’s what you get with PEPPA PIG and Hasbro. They are a delight to work with, always pushing the boundaries of what’s possible and re-creating themselves to stay relevant, exciting and on top of their game.”
INSET: The London Afternoon Tea Bus Tour with Brigit’s Bakery received a TripAdvisor Certificate of Excellence.
sustainability, Cooneen won the Licensing Award Best Sustainable product for their Peppa Nightwear range. In addition to toy; apparel and footwear is a key driver for PEPPA PIG. Reebok launched a five-piece collection in February, which proved exceptionally popular with a 100% sell through on Reebok.com. And following on from the success of the Hunter Boots range in 2020, Hasbro once again teamed up with the global footwear brand to BELOW: Hasbro collaborated with Team GB for Tokyo 2020 with live events, retail activations, digital content with Greg Rutherford showing simple ways children could get active.
LEFT: Top and leggings from George at ASDA.
04
04-05_Peppa Pig_v3.indd 4
01/11/2021 18:43
PEPPA PIG
EXP LORE THE GREAT OUT DOORS
A new collaboration with British outdoor brand Regatta launched in February with a bespoke collection, with further SKUs for AW21. “Our partnership with PEPPA PIG has been a huge success and together, we have created a collection of technical outdoor clothing, footwear and accessories that kids want to wear, enabling every child to explore the great outdoors,” said Chris Teasdale, UK Sales Manager, Regatta.
K EY STATS
1.8M monthly active users on Wopp (UK only)
15.7M
official YouTube channels subscribers across EMEA
RIGHT: Regatta PEPPA PIG collection.
top 4
release its second limited edition range. Live events remain key to the PEPPA PIG brand and Hasbro will be expanding its roll out of family entertainment centres and theme parks with Merlin, as well as new PEPPA PIG Theme Park in Florida’s Legoland landing next year.
brands In the with the highest affinity across EMEA (girls 3-6)
85% brand awareness across EMEA (girls 3-6)
RIGHT: Hunter Boots limited edition collection.
PJ MASKS has dedicated YouTube channels with 5.3MM subscribers and successful new In Real Life (IRL) content features real kids for even more aspiration for kids to see themselves as heroes. IRL content is in four out of the top 10 videos on the channel and has received over 170MM views to date.
Key stats ■ Broadcast in over 180 territories ■ 154 million lifetime app downloads ■ 18.5 billion lifetime views globally on YouTube
PJ MASKS has become a global phenomenon since its launch on Disney Junior back in 2015. There’s a multitude of consumer products programmes from apparel and role play, to publishing and locationbased entertainment, firmly established in 85 markets worldwide.
■ Top 10 brand on YouTube globally
Unicef Partnership
A recent collaboration with Unicef helps raise money for the charity, as well as helping kids relax before bedtime. For just £10 a month, subscribers get a PJ MASKS monthly pack through the letterbox filled with moral-building stories, engaging activities and fun items for families. LEFT: 100% of the PJ MASKS subscription goes to Unicef.
05
04-05_Peppa Pig_v3.indd 5
01/11/2021 18:43
MY LITTLE PONY INSET: A new generation of ponies for a new generation of kids debuted in the movie.
Time for a New Generation
T
MY LITTLE PONY is bringing a new generation of ponies to a new generation of kids, with amazing storytelling and innovative product encouraging kids to explore, express and celebrate what makes them unique in the world. LEFT: Hasbro’s new toy line has been very popular
he Entertainment One animated adventure film, ‘MY LITTLE PONY: A NEW GENERATION,’ launched on Netflix in September with an all new Mane 5 cast featuring the voices of Vanessa Hudgens, Sofia Carson, Kimiko Glen, Liza Koshy and James Marsden. In its debut weekend the movie reached number one on Netflix in the Kids Top 10 across 86 countries. It also reached the number 1 spot for all movies – regardless of genre and target demo – in 20 countries including Brazil, Mexico, UK and Germany. Hot on the heels of the MY LITTLE PONY: A NEW GENERATION movie release was exceptional growth across all social platforms. Social conversations around the movie increased +34%,
40 YEARS OF PONY IN 2023
2023 sees MY LITTLE PONY clock up its 40th anniversary. “Fans around the world love MY LITTLE PONY stories and characters and it is through our compelling storytelling that we have been able to continually re-invent the brand to appeal to a new generation of fans,” says Emily Thompson, VP of Global Brand Management, eOne. “The brand has come a long way since its launch in the 80s, but the one thing that remains the same is the message of acceptance and friendship that is at the heart of everything we do.”
06
06-07_My Little Pony_v2.indd 3
01/11/2021 18:45
MY LITTLE PONY
PROMOTIONAL PARTNERS
RETAIL REVIEW: CHARACTER.COM Karen Hewitt, buying Director at Character.com says: “MY LITTLE PONY has always been an important brand for us at Character.com as we understand its worth as an evergreen license beloved by several generations. This year, we joined in the celebration of the film’s release with an exclusive collection and a powerful marketing effort, which has already proven to be a huge success.” RIGHT: Sweatshirt from Character.com
with the movie release weekend achieving an all time high number of mentions on a single day. Other highlights include +9% increase of total followers on Instagram and +95% impressions organically vs Q2. In addition, Pinterest activity has gained momentum with +18081% in impressions and +47% engagement rate. MY LITTLE PONY successfully launched on TikTok and is exceeding all expectations beating engagement rate benchmarks. Post movie POS momentum on Hasbro toys is off to a strong start in Europe with triple digit growth in key markets. Hasbro will be broadening the toy offering in 2022 to bring to life more of the iconic locations featured in entertainment. There will be further consumer products rolling out in 2022 with plush from Famosa and Character
Options, role play toys from HTI, puzzles from Ravensburger and party from Amscan. In line with Hasbro’s e-comm acceleration strategy MY LITTLE PONY products can all now be found on a new Amazon brand store. RIGHT: Monki’s MY LITTLE PONY collection celebrates the classic branding
A TRIP DOWN MEMORY LANE
Global youth retailer Monki’s limited edition MY LITTLE PONY collection dropped in autumn this year, inspired by the classic TV series. It features a statement mesh crop top with briefs to match, acidwash skate jeans, tie-dye graphic tees, belts, classic caps and key-chains.
MY LITTLE PONY has aired in nearly 200 territories
Over 350 episodes and three feature films have been produced
200 Million MY
LITTLE PONY App downloads to date
07
06-07_My Little Pony_v2.indd 4
01/11/2021 18:45
NERF
Ranked as the number one best-selling property in outdoor sports and toys, and a top 10 best-selling toy property globally; NERF helps families around the world enjoy the fun and freedom to play anytime and anywhere. Since 1969, NERF has grown into a cross-generational active play franchise. The mantra, It’s NERF or Nothin’ is the brand’s north star, defining its commitment to leadership in products, play, and entertainment. BELOW: NERF is delivering incredible innovation with key partners, such as Jazwares (left) and Bunkr (right) unlocking new opportunities in water, sporting goods, playsets, accessories and other categories that amplify the NERF play experience.
Following its Watch, Live, Play, Shop model of consumer engagement, NERF has transcended the toy aisle to become a lifestyle brand, fueled by new play experiences, premiere entertainment, liveattractions, top-tier collaborations, and an expansive consumer product portfolio which has grown year on year. A key part of the success of the NERF brand in expanding beyond the toy aisle is the power of content. In July this year Hasbro launched the NERF House Showdown on YouTube. This weekly episodic scripted-reality series showcases the NERF brand in a truly unique setting through creative activities. Digital initiatives are also driving massive fan engagement for the brand. The official NERF TikTok page has become the brand’s fastest growing social channel with over 400K followers and millions of views since launch. NERF is also entering the realm of digital gaming with official titles coming to every major platform by 2022.
TOO COOL FOR SCHOOL In Europe Hasbro has partnered with C&A who launched its NERF Back to School range in August. Hans van Ginderdeuren, buyer for C&A says: “We believe that NERF will be an evergreen for boys after the performance of our last two collections! Or should we say an ever-orange?” RIGHT: C&A NERF collection has gone down extremely well in store
08
08-09_Nerf_v2.indd 3
01/11/2021 18:48
NERF
PLAY IT, WEAR IT Apparel is a key growth category across EMEA and in May this year Hasbro partnered with leading streetwear brand Hype to launch a 40 piece NERF collection. Hype confirmed this was one of their most successful collabs with high engagement across their platforms. The launch was supported with a social campaign featuring bespoke blasters which received over 8.5m impressions on Instagram as well as bespoke instore activations and windows across five flagship House of Fraser stores. RIGHT: Hype x NERF was a hit with apparel and accessories.
■ G lobal brand sold in
120 countries
■ # 1 best-selling blaster property in G11 ■ # 1 best-selling property in outdoor and sports toys in G11 ■ T op 10 best-selling toy property in G11
RIGHT: NERF Chief TikTok Officer, Sophie Lightning.
RIGHT: NERF Ultimate Championship is a competitive multiplayer game that brings NERF battles into an electrifying competition only possible in virtual reality.
LIVE EXPERIENCES The first European NERF Action Xperience will open at the Trafford Centre in Manchester, UK in early 2022. The centre will be the ultimate NERF HQ featuring multiple play zones utilising blaster play and sports zones along with Europe’s first NERF themed retail shop and restaurant.
INSET: Live action with NERF Action Xperience is coming to the UK.
09
08-09_Nerf_v2.indd 4
01/11/2021 18:48
TRANSFORMERS
Key stats: TRANSFORMERS is redefining what is possible in its storytelling universe with its new movie, TRANSFORMERS: RISE OF THE BEASTS, the seventh exciting installment in the TRANSFORMERS franchise. The film will arrive in theatres 24 June 2022. Director Steven Caple Jr. brings a new vision to the film with a ‘90s era, globetrotting adventure featuring many firsts for the cinematic universe. The film stars Anthony Ramos (In the Heights) and Dominique Fishback (Judas and the Black Messiah), and Ron Perlman will join as the voice of Optimus Primal, the leader of the Maximals.
Over 500m action figures sold to date 43 million mobile downloads of Transformers: Forged to Fight since 2017 TRANSFORMERS themed world opened at Universal Studios Beijing in July 2021 over 35M Facebook Fans
Coming soon…
Robosen is launching its auto-converting, interactive, programmable, voiceactivated, mobile-controlled Optimus Prime robot in Europe in 2022. It has taken the US market by storm, with an incredible amount of attention, early adopter pre-orders, and highly praised reviews.
ABOVE: Steve Caple Jr. shows off the vehicles featuring in TRANSFORMERS: RISE OF THE BEASTS
POWER RANGERS
Big news for POWER RANGERS RIGHT: Protein is the appointment of Jonathan powders from Entwistle who has come on My Protein. BELOW RIGHT: board to shepherd new film and Reebok POWER television adaptations of POWER RANGERS RANGERS. eOne will develop and footwear launch summer 2021 produce the projects with Entwistle set to direct across both formats. ABOVE: Jonathan “This is an Entwistle unbelievable Packing a opportunity to deliver new POWER punch RANGERS to both new and existing generations of awaiting A collaboration with My Protein features six bespoke and adoring fans. We’ll bring whey protein flavours, including the spirit of analogue into the sour gummy, lemon ice and black future, harnessing the action cherry. Each flavour is designed and storytelling that made this to replicate the colour of the brand a success. I’m looking POWER RANGERS from the forward to working with the teams iconic series. at eOne and Hasbro.” said Entwistle.
10
10_Transformers_Power Rangers NEW.indd 5
01/11/2021 18:53
DUNGEONS & DRAGONS
Making movies
A yet untitled new blockbuster movie is coming March 2023 from Paramount starring Rege Jean Page, Hugh Grant, Chris Pine, Michelle Rodriguez and Justice Smith. It is written and directed by John Francis Daly and Jonathan Goldstein and produced by Jeremy Latcham.
More than 50 million fans have interacted with or played DUNGEONS & DRAGONS since it was first published 47 years ago, including video games and livestream entertainment on Twitch and YouTube. Now in its fifth edition, it is more popular than ever before. The brand is the at the epicenter of pop culture featuring in shows including Riverdale
Key stats
■ S ales up globally +33% YoY ■ 7th year of double digit brand growth globally ■ Fanbase gender split: 61% male, 39% female ■ 18-35 year olds are the fastest growing fan segment ■ 50th anniversary in 2024 (Year of the Dragon)
ABOVE: Rege Jean Page, Hugh Grant, Chris Pine and Michelle Rodriguez star in the new film.
and The Big Bang Theory. This continues to scale with the release of Season 4 of Stranger Things next year, which will showcase more about DUNGEONS & DRAGONS, growing brand awareness.
MAGIC: THE GATHERING
Key stats
■ Best year ever +23% growth MAGIC: THE GATHERING has been entertaining fans for almost 30 years with its compelling characters, fantastic worlds, and deep strategic gameplay. A digital game, Magic: The Gathering Arena launched in 2019 and has been a huge hit with over 2.13 billion played games to date, with over 1.5m new players this year alone. A new Netflix series will launch in autumn 2022 with a next phase
■ C ore fans aged 16-35 years with a 70/30 male/ split of the season dropping in 2023. The series will be led by executive producer Jeff Kline (TRANSFORMERS: PRIME) and coexecutive producer and story editor Steve Melching (Star Wars: The Clone Wars).
Show your Magic
In late 2020, independent design collective, Brain Dead launched a collection of apparel inspired by the enthralling world that exists within MAGIC: THE GATHERING. Magic also partnered with US brand Rocklove jewellery, which released a 6 piece collection ranging from $200 to $365.
RIGHT: Post Malone sporting one of Brain Dead’s MAGIC: THE GATHERING shirts.
11
11_Magic and Dragons_v2.indd 5
02/11/2021 10:16
VAULT
Inspire Nostalgia with Classic Brands Given the trend for nostalgia at the moment, Hasbro has been revitalising some of its classic brands including MICROMACHINES, LITEBRITE, SPIROGRAPH and POUND PUPPIES. These timeless play patterns still resonate with consumers today.
INSET: SUBBUTEO is still going strong 75 years after launch.
OPEN THE HASBRO VAULT…
Full Color
Black and White
12
12-13_The Vault_v2.indd 4
02/11/2021 10:22
VAULT
2022 ANNIVERSARIES
75TH ANNIVERSARY 70TH ANNIVERSARY
30TH ANNIVERSARY
75TH ANNIVERSARY
35TH ANNIVERSARY
ABOVE: LITE BRITE. BELOW: POUND PUPPIES are an 80s icon, still loved today.
2023 ANNIVERSARIES 30TH ANNIVERSARY
100TH ANNIVERSARY 30TH ANNIVERSARY
25TH ANNIVERSARY
A
40TH ANNIVERSARY
s Hasbro nears its 100th anniversary the company has built an impressive portfolio of intellectual property over the past century. “Licensing gives Hasbro another option to reignite and re-envision classic brands and toys for today’s consumer,” says Jess Richardson, Vice President, Global Licensed Toys and Games. “I’m excited to find ways of making what’s old, new again and capitalizing on the name value and play patterns that are part of the Hasbro Vault.”
In 2022 and 2023 some of Hasbro’s biggest brands celebrate some key milestones. TONKA and SUBBUTEO both celebrate 75 years in 2022. While Tonka is most known for classic steel vehicles, Hasbro is extending the brand into new toy adjacencies such as role play and construction products. With SUBBUTEO University Games will be launching a special anniversary edition game next year and looking at opportunities to support the FIFA World Cup in Quatar.
13
12-13_The Vault_v2.indd 5
02/11/2021 10:22
PLAY-DOH
getting arty
For the 65th Bi the Museum rthday PLAY-DOH part nered with Of Modern moments of Ar creativity an t of Paris to celebrate d im To commem orate this m agination with family . ilestone a m symbolisin g four hand asterpiece PLAY-DOH w s was plac ed in the M ill support AM MAM creativ . workshops e and pe for young ki ds for the ne dagogical xt year.
With more than 500 million cans shipped each year, PLAY-DOH is the number one modelling compound across the globe. The brand continues to grow and expand to create new and tactile sensory experiences for kids and adults alike.
O
n screen, Play-Dohmation stop motion animations on AVOD platforms are expanding the audience through compelling and creative storytelling with the DOH-DOHS. Since 2018, there have been over 1 billion views of The PLAY-DOH Show on YouTube with over 150 episodes to date. Across licensed consumer products, Hasbro is extending the PLAY-DOH product offering beyond core compound into an extended arts and crafts range, targeting kids as well as adults with a range of PLAY-DOH clay and air dry compounds. Another new innovation will come in the second half of 2022 from Bildo, combining block play with PLAY-DOH in a range of block activity sets, storage, vehicle play as well as large scale activity stations.
key stats
ABOVE: Installation at Museum of Modern Art in Paris. BELOW: Imagine creative family moments together.
ABOVE: PLAY-DOH teamed up with urban shoe brand, Toms to create a limited edition collection for toddlers. LEFT: The DOH-DOHS get up to all sorts of adventures on The PLAY-DOH Show on YouTube.
★ 1 billion ★ 500 million ★ NPD +6.1% views on YouTube
cans shipped each year
YTD Global (NPD Wk 40)
14
14_Play Doh_NEW.indd 5
02/11/2021 10:23
MONOPOLY
Joining the high rollers Hasbro Gaming is having an exciting year as people around the world rediscovered the love of board games during lockdown. On the back of this, Hasbro Gaming is focusing on bigger and better storytelling for 2022 and beyond. At the new MONOPOLY Lifesized experience in London, players can experience the thrill of trying to stage a heist in Mayfair, competing against a clock to build some of London’s iconic buildings, solving a baffling murder mystery and stepping into the world of codebreakers. “We’re delighted with the early reaction from the general public to this new London landmark
Partnering with luxury brands is a natural fit for the MONOPOLY brand, with collaborations in the past including Paco Rabanne and Coach. In 2020 Hasbro and high end Italian writing instrument brand Montegrappa launched limited edition MONOPOLY pens in celebration of the brand’s 85th anniversary retailing from £315 up to £43,000.
ABOVE: Montegrappa’s limited edition MONOPOLY pens celebrate the 85th anniversary of the launch of the game.
attraction,” said Julia Posen, Head of Development at Gamepath Entertainment about MONOPOLY Lifesized, which also hosts a retail outlet, a MONOPOLYthemed bar and restaurant The Top Hat. FAR LEFT: This year saw the launch of Direct to Consumer MONOPOLY website PersonalisedMonopoly.com, where fans can purchase personalised products featuring movers and graphic images from the iconic board game. LEFT: The Top Hat restaurant at MONOPOLY Lifesized in London BELOW: Joining up with Bobbi Brown Cosmetics, MONOPOLY has released a new makeup collection featuring Mr MONOPOLY on a range of products including lipsticks, eye shadow palettes and cleanser.
98%
Global awareness
Played by more than
#1 bestselling 1 billion
people in 114 countries
IP in Games’ across the EU6
15
15_Monopoly.indd 5
02/11/2021 10:25
THE POWER OF PLAY
The Power Of Play at Hasbro As Hasbro has evolved into a true entertainment and play company, so has its approach to franchises, with ‘One Voice’ to create a strong presence at retail. MATT AUSTIN, President and General Manager, Europe & Asia
“As the marketplace becomes more competitive among the proliferation of IP, being truly distinctive at retail is critical. Our ‘One Voice’ approach at Hasbro combines the strength of our Blueprint activation strategy at tentpole moments to create strong multi-category presence at retail with consistent communication and themes from all merchandise. We’ve aligned both Hasbro Toy and Game and Hasbro Licensed Products into one Consumer Products division. In addition, we have created two ‘Super Regions’ globally to leverage scale and efficiencies for actionable synergies at retail. Both Marianne James and I take a true franchise first approach to managing our respective business as supercharging the Blueprint across categories is a critical strategy for maximising the potential of our Hasbro franchises together. The pandemic accelerated an already growing behavior of shopping online beyond anyone’s expectations. We have recently recruited new, expert talent plus a dedicated agency team to partner and fuel ecommerce growth across our brands. Through knowledge sharing and best in class digital merchandising strategies we can grow together across categories. Hasbro has many exciting initiatives for 2022. The release of TRANSFORMERS 7th movie,
Above: Matt Austin
TRANSFORMERS: RISE OF THE BEASTS, will be a huge moment with innovation coming from both Toys and Games and Licensed Consumer Products. We are also eager to continue the momentum on MY LITTLE PONY, fueled by the successful launch of MY LITTLE PONY: A NEW GENERATION on Netflix and our new Mane 5. And of course, continuing to accelerate the achievements of PEPPA PIG, the World’s #1 Pig!”
Right: MONOPOLY Jr. featuring PEPPA PIG.
16
16-17_Matt Austin.indd 4
02/11/2021 10:29
THE eONE APPROACH
The eOne Approach to Storytelling From films to TV to digital shorts to social media, storytelling is at the heart of eOne. It brings brands to life, emotionally engages with the audience and deepens brand love and loyalty to expand and grow audiences. OLIVIER DUMONT, President of Family Brands, eOne
and characters that are relevant for today’s kids. Thanks to those insights, the movie really struck a chord with kids and families, becoming the most watched movie on Netflix during Above: Olivier Dumont the first week of its release. Looking forward, our world-class storytellers are developing content for all audiences on all screens in entertainment, publishing, digitally through social media, on websites, in digital gaming, and by fans themselves. We are also taking this approach with new global brands that we will bring to market soon, including KIYA AND THE KIMOJA HEROES, which we are developing with Disney.”
“Storytelling and consumer insights are at the core of our Brand Blueprint Strategy. Hasbro has a similar strategy and in joining with eOne, we are united in strengthening our portfolio of family brands through storytelling. We’re really excited to dig into Hasbro’s rich catalogue of beloved brands and tell their stories in new ways that speak to the next generation of fans. We recently produced MY LITTLE PONY: A NEW GENERATION for Netflix which was a huge success for the platform and our team. Through the concepting and writing process, we drew on insights from kids and parents to ensure that the storyline would feature themes
REBECCA HARVEY, EVP, Global Brand Management & Brand Marketing “I have worked at eOne for almost 18 years and I can Above: Rebecca Harvey safely say that the success of our brands is down to highly connected strategies that are truly brandled and audience focussed, from show to shelf, for longevity, and driven by a culture of collaboration, inclusion and open candidness. Our centralised brand management teams are truly passionate about their brands, with each brand having a dedicated team. They work closely with all teams across the blueprint, collating feedback, requirements, data and
insights from every commercial team, feeding those into every aspect of their global brand planning and delivering content as well as overall brand strategies that truly represent the blueprint needs. We took all of our learnings from our existing brands and applied them to MY LITTLE PONY when the brand was transitioned to eOne for brand management last year. MY LITTLE PONY has launched successfully but it’s just the start. Strong blueprint collaboration is fuelling the brand and we are so excited to launch new blueprint theme for 2022, ‘Make Your Mark’. It’s the pillar of our brand-led campaign marketing next year and we can’t wait to collectively supercharge the MY LITTLE PONY blueprint with our Hasbro colleagues for the long-term.”
17
16-17_Matt Austin.indd 5
02/11/2021 10:29
MEET THE TEAM
MEET THE TEAM
Meet some of the key members of the Hasbro Consumer Products team who make things happen.
MARIANNE JAMES
SALLY CARNOTA
Vice President Licensed Consumer Products – Europe & Asia
Director, Licensed Consumer Products – UK & Ireland
marianne.james@hasbro.com (+44) 7769 365300
sally.carnota@ hasbro.co.uk (+44) 7957 646595
ERIC BELLESO
Director, Licensed Consumer Products – Southern Europe
NIKKI GIE
eric.belloso@hasbro.es (+34) 636 969606
Director, DTR – Europe & Asia nikki.gie@hasbro.com (+44) 7825 975873
18
18-19_Meet The Team_v2.indd 4
02/11/2021 10:30
MEET THE TEAM
NATALIE BERLING-NOE
DELPHINE DE KOOL
Director, Licensed Consumer Products – Germany, Switzerland, Austria natalie.berling-noe@hasbro.de (+49) 171 6341269
Director, Licensed Consumer Products – Agent Markets delphine.dekool@hasbro.com (+31) 6 13047251
KSENIA GOFMAN
GEMMA REES
Senior Retail Manager – Russia
Director, Creative – Europe & Asia
ksenia.gofman@hasbro.com (+7) 925 7190929
gemma.rees@hasbro.com (+44) 7768 630955
MARIE CECILE BOURDILLION
CATRINA O BRIEN
Director – Publishing EMEA
Director, Retail – Europe & Asia
marie-cecile.bourdillon@hasbro.com (+33) 6 89846508
catrina.o’brien@hasbro.co.uk (+44) 7824 446395
19
18-19_Meet The Team_v2.indd 5
02/11/2021 10:30
Hasbro Covers.indd 2
02/11/2021 10:35
