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, 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!”

Above: Matt Austin

Right: MONOPOLY Jr. featuring PEPPA PIG.