Hasbro Goes Global

The play and entertainment giant shared plans for 2021 and beyond at an exclusive press conference held during Festival of Licensing.
License Global

October 16, 2020

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Festival of Licensing

, Marianne James, vice president, consumer products, EMEA, Hasbro, held a press conference announcing company news from a licensor point of view. 

Hasbro is exhibiting at Festival of Licensing, a month-long large-scale digital gathering that unites the global licensing industry to connect, learn, strike deals and do

business on an international stage. The event takes place Oct. 6-29. 

Register for free now!

With the addition of eOne, Hasbro now calls itself a global play entertainment company due to the two companies' vast catalogs of entertainment-based properties. 

"We use our combined knowledge of the industry to leverage the growth of our brand portfolio," says James. "We bring our combined engaging products in 60 countries and more than 100 categories."

With this initiative, eOne will provide full end-to-end global studio capabilities, from producing content to licensing.  

"eOne has given us in-house talent," says James. "This holistic approach allows us to grow

and develop brands in new unique ways across series, live action, film, animation and unscripted formats."  

Hasbro shared its brand blueprint drafted from consumer insights innovation and storytelling. James also introduced Hasbro's consumer products leadership at the press conference. The team will utilize 25 local offices and eliminate reliance on licensing agents (a few agents will stay on in some areas in EMEA).

"A direct relationship with our partners is very powerful and continues to drive our growth plans further," says James. 

Consumer product categories Hasbro and eOne will venture into with its portfolio include publishing, promotions and location-based entertainment. Its consumer insights identified new key category trends for the company, including health and hygiene, nutrition, growth and development and home economy. 

For its toy and games brands, Hasbro's One Voice initiative will drive powerful cross-category statements to support and elevate the brands, including NERF, Monopoly, Dungeons & Dragons, Power Rangers, Transformers, Candy Land and Play-Doh. 

Hasbro and eOne will continue to strengthen its preschool brands like "Peppa Pig," "PJ Masks” and "Ricky Zoom." "My Little Pony" has a new series, "Pony Life," airing now and a new film slated for September 2021. 

"The path of storytelling fuels consumer products," says James.

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