Special Feature - Hasbro

Hasbro - putting the franchise first

As Hasbro heads into what looks set to be another huge year for its iconic family-friendly franchises, the Licensing team gives Toy World the low down on how 2024 – which witnessed a number of anniversary celebrations for some of the company’s most iconic brands – was used to bolster awareness, drive engagement and fuel product development across the portfolio.

In 2024, Peppa Pig celebrated a huge milestone: its 20th anniversary. This beloved brand kept the momentum going with a year full of new releases and fun moments encouraging kid confidence. The 3-part Wedding Special, featuring guest characters voiced by Katy Perry and Orlando Bloom, was a major highlight, along with Peppa’s covers of Katy Perry’s Roar and BTS’ Dynamite. Retail also had its fair share of hits, including the Muddy Puddles Party interactive doll, a charming stamp collection from Royal Mail, and fashion from iconic UK brands like Trotters, Jojo Maman Bebe and Mori. New live experiences continue to open too, with Peppa Pig Theme Parks unveiled in Germany and Florida, plus the upcoming park in Texas. In 2025, meanwhile, the Legoland New York Resort will open the first-ever Lego Duplo Peppa Pig Playground in North America.

Hasbro was also honoured to work with Children in Need (CiN) to make Peppa Pig an ambassador of the charity’s early years segment, alongside a series of events and fundraising initiatives.

Celebrating over 40 years of action-packed fun, Transformers shows no signs of slowing down. The 40th anniversary in 2024 was filled with exciting moments, including a Transformers Night on Fox’s The Masked Singer, the release of the Transformers One film and season two of the Transformers: Earthspark kids TV series. The franchise also teamed up with brands such as SuperX, Converse, Lego, Robosen and Mattel for highly anticipated collaborations.

It’s been a ‘furb-nomenal’ return for Furby. Hasbro has launched the next era for the interactive toy while staying true to Furby’s cute and curious play style. Recent releases included the Furby Galaxy Edition and the introduction of Furblets, which kids can collect and clip to their backpacks. The brand’s big return has led to unique licensed collaborations with Cakeworthy and Dolls Kill, multiple apparel and nightwear launches across UK retailers and an upcoming Tara Toy collaboration for seasonal and core arts & crafts.

Since its launch over 30 years ago, original pet collectible Littlest Pet Shop’s legacy remains strong with over 1b pets sold worldwide. To celebrate the brand’s retail return, Hasbro kicked off a global campaign including a surprise launch party at Macy’s in Herald Square, New York. The brand has also partnered with Basic Fun! and key distributors to release new pet collections in over 35 countries. Fans can look forward to two new series launching soon.

For nearly 70 years, Play-Doh has been a world leading arts & crafts brand, trusted by kids and families as a source for creativity and imagination. Play-Doh is found in over 80 countries worldwide with over 500m cans shipped yearly. Last year’s hit was the Pizza Delivery Scooter Playset for kids, which let young creatives make 50+ pretend toppings and Play-Doh treats. This year, Play-Doh and Horizon Group USA will expand upon the brand’s vast product portfolio by launching complementary creative play experiences. Fans can look forward to even more going into 2026 (the brand’s 70th anniversary) - Hasbro has major plans across new categories and licensing.

My Little Pony has been enchanting fans for over 40 years, offering everything from toys and games to live experiences and a thriving YouTube channel. In 2024, the brand released new products such as the Mini World Magic Mare Stream and Style of the Day Ponies, inspired by My Little Pony: Make Your Mark. The brand also expanded its licensing partnerships with Reebok, Dolls Kill and more. My Little Pony continues to grow in the digital space, with the Zephyr Heights Mystery game by Outright Games. And this year, the brand’s Kayou collaboration won the 2024 Outstanding Licensee (Trendy Toys) award at the China Licensing Expo.

The legendary Dungeons & Dragons (D&D) franchise recently celebrated its 50th anniversary with a year full of excitement. Fans saw new core rulebooks, updated D&D Beyond features and plenty of collectibles, from apparel by Converse to a stamp collection by the Royal Mail. The brand also teamed up with Lego for a unique building set and WizKids for gaming accessories. New and existing D&D fans have a lot to look forward to in 2025, including the release of the all-new Monster Manual in February and the Twenty-Sided Tavern theatrical production, which kicks-off in NYC before a nationwide tour in May.

Monopoly celebrates its 90th anniversary in 2025, and Hasbro has big plans to celebrate the iconic game with high-profile collaborations and a growing list of culturally relevant editions.

With so many iconic brands continuing to evolve and expand, 2025 is shaping up to be an exciting year for fans across the globe. Whether it’s celebrating anniversaries, launching new collaborations or taking experiences to new heights, Hasbro’s roster of beloved brands is showing no signs of slowing down.