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Hasbro: High Stakes Gaming

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With a spike in sales during the pandemic, a recently acquired studio now firmly under its umbrella and a pipeline of new products coming to market, Hasbro is riding high.

As one of the world’s largest makers of games and entertainment for kids and families, Hasbro found itself at the forefront of a new trend as families leaned into games as a key source of entertainment during lockdown. 

“As people looked for ways to cope with the new normal, the audience for our games grew at a tremendous rate,” says Jeff Anderson, senior vice president and general manager, global gaming, Hasbro.

To capitalize on the way games were bringing people together, the company launched a global brand campaign, “Memories Included,” that focused on how games help people connect, share and show love. According to Hasbro, its gaming and total gaming sales grew 43 percent in 2020.

“It was a privilege to see that many of our licensed games – such as Monopoly ‘Super Mario Celebration,’ Monopoly Disney Villains,’ Jenga ‘Super Mario’ and ‘Monopoly The Child Edition’ – provided relief and comfort to both parents and children during such a challenging year,” says Anderson.

One of the world’s favorite gaming brands, Hasbro’s classic Monopoly franchise continues to grab headlines with its prolific licensing programs and new deals. The company launches new Monopoly board games each year and works with licensors across a variety of categories.

To celebrate Monopoly’s 85th anniversary, Hasbro teamed up with Winning Solutions Game Company for the Monopoly 85th anniversary edition. The game features a gold and silver foil-tempered glass gameboard adorned with more than 2,000 genuine Swarovski crystals and premium game components, including a specially designed token to commemorate the anniversary.

The anniversary also provided an opportunity to partner with brands such as TOMS, Magnolia Bakery, DKNY, Balenciaga, Puma, Ikonik and Funko Pop! across categories that include apparel, food, home décor and more.  Hasbro keeps fans engaged not only with new products but with collaborations with fans.

“Our games are rooted in consumer insights to ensure we are creating an experience that appeals to our fans,” says Anderson. “Our most recent example is the Monopoly Community Chest Challenge, which allows fans to vote and update all 16 Community Chest Cards in classic Monopoly for the first time.” Anderson says Hasbro is always on the lookout for new partners for its classic games.

Want to learn more? Check out the full article in the April issue of License Global.

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