Hasbro details latest licensing developments

Hasbro returns to Las Vegas Licensing Expo 2023 with an impressive lineup of announcements and displays for its powerhouse portfolio amid an exciting year. Here, the company outlines how its most recent licensing deals continue to bring its brands to consumers in new ways.

As a global branded entertainment leader, Hasbro’s mission is to entertain and connect generations of fans across the globe through the wonder of storytelling and exhilaration of play. In addition to leading in toy and entertainment, Hasbro enables consumers to showcase their fandom through a plethora of location-based entertainment, fashion, games, publishing and more. Guided by its ‘Blueprint 2.0’ and a purpose to create joy and community for people all around the world, Hasbro is offering something for everyone.

“We’re returning to the Vegas Licensing Expo in a big way this year to showcase exciting successes, new releases and highly anticipated collaborations based on Transformers, My Little Pony, Dungeons & Dragons, Peppa Pig and more across our valued partners,” said Casey Collins, president of Licensed Consumer Products at Hasbro. “2023 is a huge year for us, with the star-studded Transformers and Dungeons & Dragons theatrical releases taking place alongside milestone anniversaries for several of our brands: My Little Pony turns 40, and we’ll celebrate D&D’s 50th, Transformer’s 40th and Peppa’s 20th next year. With these momentous brand moments, we’re unlocking exciting licensing opportunities that offer fresh products and engaging experiences for all.”

Transformers

Returning to the action and spectacle that have captivated moviegoers around the world for years, Transformers: Rise of the Beasts has unlocked allnew ways for consumers to engage with the beloved brand. Transformers continues to expand its reach in entertainment with the upcoming release of its first-ever CG animated movie, Transformers One, starring Chris Hemsworth, Brian Tyree Henry, Scarlett Johansson and more. The second season of Transformers: EarthSpark also launched earlier this year, supported by a line of books from Simon & Schuster.

Transformers has made strides this year with major LBE (Licensed Brand Experiences) openings in China. The Playlodge - the first-ever mega resort complex merging Transformers and My Little Pony – is coming to Shanghai for summer 2023, while Hong Kong is welcoming a Transformers: The Ark restaurant.

In April, Hasbro announced a multi-year licensing agreement with Mattel to create co-branded Transformers Hot Wheels and Transformers Uno. Transformers also benefits from premium collaborations with Segway Ninebot, Lego and Robosen, all of which show off the Autobots in flashy new ways.

Dungeons & Dragons

D&D is keeping the excitement alive and well in the lead up to its 50th anniversary. Following the release of the critically acclaimed Dungeons & Dragons: Honour Among Thieves movie, starring Chris Pine, Michelle Rodriguez, Regé-Jean Page, Hugh Grant and more, collaborations have been spurred on across key categories. From a publishing partnership with Random House Children’s Books to the Dungeons & Dragons Coffee Club, the film serves as a foundation for the franchise’s resurgence in popular culture, once again attracting fans of all ages.

Peppa Pig

Peppa Pig kicked off the year with new content including the four-part special Peppa’s Holiday, featuring the never-before-seen solar-powered cruise ship. In the UK, the brand released various new retail and licensing partnerships, including nightwear from Cooneen by Design and TDP/Aykroyds, and the Learn with Peppa book launch with Ladybird, an imprint of Penguin Random House. Scholastic is also set to launch its Learn with Peppa publishing line-up later this year. In the US, fans can visit the Peppa Pig Theme Park in Florida and look forward to the second North American location opening in Fort Worth, Texas, next year. Continuing to build hype for its 20th anniversary in 2024, Peppa Pig will be releasing fresh content with a major year-long celebration planned for the lovable pig.

My Little Pony

Celebrating its 40th anniversary this year, My Little Pony has dropped brand-new content and opened immersive LBE attractions including the co-branded Transformers & My Little Playlodge. IDW continues its 11-year run of My Little Pony comics based on the new Netflix animated series Make Your Mark and will soon release a new programme based on the YouTube series Tell Your Tale. Since launching in 1983, My Little Pony has catapulted itself from a toy brand to an awardwinning entertainment universe that attracts premier partnerships across Lifestyle, Fashion and many more categories worldwide.

Nerf

Social, active-play lifestyle and pop culture brand, Nerf has significantly expanded its reach and fandom. New Nerf Action Xperience centres are set to open in the US and UK; these will offer a variety of immersive experiences in which fans can compete and play. The world’s first-ever Nerf theme park is also opening at Brazil’s Beto Carrero World this summer. The brand is growing in the sports arena as well, thanks to prominent franchise partnerships with industry leaders such as Franklin Sports.

Monopoly

Following its award-winning Monopoly Lifesized Experience in London, the brand has ‘passed go’ on Monopoly Dreams in Melbourne, an experience which allows visitors to fully immerse themselves in the game’s exciting universe.

Monopoly continues to debut 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, It’s Always Sunny in Philadelphia, Britney Spears and much more. Part of Hasbro and Mattel’s new multi-year licensing agreement, Monopoly: Barbie Edition will be available for purchase in autumn.

Kiya & the Kimoja Heroes

The animated series Kiya & the Kimoja Heroes debuted on Disney Junior and Disney+ this spring and has already gained popularity amongst pre-schoolers and acclaim from media for its strong themes, diverse characters and fun storytelling. To support the debut, Hasbro secured impressive partnerships with Tia Mowry for a social content campaign and the Debbie Allen Dance Academy for media and grassroots activity. Random House Children’s Books quickly secured Kiya’s first official licensing partnership in the publishing category and plans to release Kiya in a variety of formats starting in summer 2024.

Hasbro will be exhibiting on Stand G170.