Hasbro’s Post

We’ve all been caught up in the whirlwind of the Barbie Movie’s popularity over the past month, and it’s safe to say that Barbie’s success isn’t news to anyone. But what’s the real story behind Mattel’s journey that led to this hit? Back in April 2018, Ynon Kreiz, the CEO of Mattel, Inc. embarked on a mission to bring Barbie to life on the big screen. His mantra? The “Barbie” movie had to be more than just a boost to doll sales; it needed to become a cultural phenomenon. Fast forward to today, the results are nothing short of mind-blowing. “Barbie” is on the verge of crossing the monumental $1.4 billion mark, firmly establishing itself as one of Warner Bros.’ top-grossing films. Mattel has not only secured a percentage of the box office revenue, roughly around $100 million, but has also reaped profits as a producer. So, what can businesses and marketers learn from this incredible journey? Here is the full story: https://lnkd.in/daPgnMMs #BarbieMovie #MattelSuccess #BusinessStrategies #CreativityInBusiness #LeadershipLessons #MarketingStrategies

The Blockbuster Impact on Toys   Let’s get into the world of toy licensing and its extraordinary influence on the industry.   The magic of blockbuster movies and TV shows isn't just limited to the screen. They're also reshaping the toy aisle! From action figures to playsets, iconic franchises are teaming up with toy companies to create a whole new level of playtime excitement.   How these epic collaborations spark the imaginations of kids and collectors alike, and what it means for the future of toys?   When beloved movie and TV franchises join forces with toy companies, it's a match made in playtime heaven. These partnerships bring the characters and worlds kids adore to life in their own hands. Imagine being able to reenact epic scenes from your favourite films or TV shows with action figures and playsets designed just for that purpose. It's a gateway to endless adventures and storytelling.   For collectors, these collaborations are a dream come true. They offer a chance to own a piece of their favourite fictional universes in the form of high-quality collectibles. Whether it's limited-edition action figures, detailed replicas, or exclusive merchandise, these tie-ins add a new layer of excitement to collecting.   What it means for the future of toys is a continued evolution of play. We can expect to see even more innovative and immersive toy experiences as technology advances and franchises continue to expand. Kids and collectors alike can look forward to a world where play knows no bounds, and their favourite characters are always part of the adventure.   #ToyLicensing #FranchiseCollaboration #ToyIndustryImpact #BlockbusterToys #Collectibles #PlaytimeMagic #EntertainmentToys #ToyInnovation #ImaginationUnleashed #PopCultureToys #ToyCollectors #MovieMagic #TVShowTieIns #PlaytimeAdventure #ToyBrands #ChildhoodFavorites #ToyCollecting #ToyUniverse #CreativePlay #IconicFranchises #ToysForAll #ToyLicensing #FranchiseCollaboration #PlaytimeMagic #ToyCollectors #ToyInnovation #ImaginationUnleashed #PopCultureToys #ToyCollecting #ToyUniverse #IconicFranchises #CreativePlay #ToysForAll #PlaytimeAdventure #Collectibles

In an ever-evolving world, the allure of nostalgia is potent. The toys and tales of our youth evoke memories of simpler times that remain close to our hearts. Driven by this nostalgia, many parents, myself included, are introducing their children to iconic characters of their past in theaters, bridging generations. When franchises like Barbie and Teenage Mutant Ninja Turtles are revived authentically, they become multigenerational multimedia phenomena. The resurgence of Teenage Mutant Ninja Turtles underscores this. Beyond cinematic success, it's revitalized toy sales and broadened merchandise lines, benefiting not just the industry but families. These stories allow parents to relive treasured moments and children to form new memories. Witnessing the resonance of our past tales with today's world is genuinely heartwarming. If we continue honoring these stories' essence, future generations will undoubtedly revisit them. #ToyRevival #Nostalgia

Great article from my colleague on how the past can help brands connect with new audiences on a more emotional and personal level. #repositioning #brandbuilding #targetaudience #segmentation

This seems ridiculous just comparing the size of the two companies. Disney's IP vault is unmatched. It's greatest vulnerability lays in its asset sheet. Disney's parks in the PRC are worth whatever the CCP wishes them to be and should be discounted to zero by any serious investor. Unlike most of the US toy industry, Mattel would still have pulse, barely, when the CCP decides to cut off the toys. Most of the rest of the American toy biz will promptly collapse and Buffet will be able to buy it all with his breakfast budget. https://lnkd.in/gC26FNA9

As 2023 draws to a close, I have begun to look at what 2024 has in store for us. I have read an interesting article by License Global on the global toy forecast, which I have summarised below. 🌐 The global toy market is poised to exceed $150 billion by 2028, growing steadily at a 6.8% compound annual growth rate. 🚀 Licensed toys are anticipated to be a major contributor, generating 12% ($42.7 billion) of the total worldwide licensing revenue of $340.8 billion in 2022. 🎮 Classic intellectual properties like "Barbie," "Super Mario Bros.," "Teenage Mutant Ninja Turtles," and "Dungeons & Dragons" are dominating both the box office and toy aisles, with toys increasingly inspiring entertainment franchises. 🕹️ Nostalgia is making a comeback, with brands from the '80s and '90s, such as Furby, Tamagotchi, Polly Pocket, Little People, and Trolls, driving sales due to multigenerational appeal and the power of nostalgia. 👾 The rise of "kidult culture" has emerged, with adults who buy toys constituting a significant consumer segment, responsible for one-quarter of the U.S.'s total toy revenue ($9.3 billion in 2022). 👫 Toys are becoming more accessible, with a focus on creating inclusive options for children with developmental differences. 🚀 Licensing is expected to play a crucial role in the toy industry's evolution, with 36% of licensors planning to expand into or continue licensing within the toy market by 2024/25. 🔍 New licenses and intellectual property portfolios, including Barbie, "Stranger Things," and Care Bears, are driving trends in the toy market. 🎉 The industry is celebrating the theme of "Brands at Play" in 2024, exploring the concept of play with a focus on sports, gaming, toys, and more. Stay tuned for insights and trends in the world of licensing from License Global. With increased markets and new licenses entering that market, there is significant opportunity for licensors and licensees alike. Let me know in the comments what your top tip for growth is in the 2024 toy market.

Hasbro: A Journey ofToys, Transformations, and Technological Triumphs from the Roaring Twenties to Global Dominance in the 2020s. Chapter 6: The Pokémon and Furby Era. The late 1990s marked a dynamic period for Hasbro characterized by its adept navigation of popular trends and the introduction of two major hits: Pokémon and Furby. In 1998, Hasbro capitalized on the global Pokémon craze by securing the toy license for the franchise. Pokémon, originating from Nintendo's video games and trading card series, became a cultural phenomenon. Hasbro's line of Pokémon toys, including action figures and collectibles, quickly became sought-after items for kids and collectors alike. The strategic partnership with Pokémon reinforced Hasbro's position as a leading toy manufacturer with the ability to align itself with globally popular franchises. Simultaneously, Hasbro introduced Furby in 1998, an interactive robotic toy resembling a furry creature. Furby's success was driven by its ability to "learn" and interact with users, responding to touch and sound. The toy became a sensation, sparking a craze and becoming one of the most sought-after items during the holiday season. Furby's success highlighted Hasbro's innovation in combining technology with traditional toy concepts. Both the Pokémon and Furby phenomena showcased Hasbro's agility in adapting to emerging trends and capitalizing on popular culture. The company's ability to secure licenses for globally recognized franchises and create innovative, interactive toys positioned Hasbro as a trendsetter in the late 1990s toy market. This era demonstrated Hasbro's keen understanding of the evolving preferences of its target audience, as well as the importance of strategic partnerships and technological innovation in maintaining its status as a major player in the ever-changing landscape of the toy industry. #startup #strategy #transformation

Reflecting on the Hasbro sale of eOne assets to Lionsgate this week, and the unwinding of the ambition to be an entertainment company. A few thoughts: Essentially, after the 2021 sale of the music biz ($385M), Hasbro is left with Peppa Pig, PJ Masks and Ricky Zoom at a cost of nearly $3B. Hard to conclude anything other than it was a steep overpay. That the sale was to Lionsgate, which Hasbro once considered making a bid for prior to buying eOne in 2019, has a touch of irony. The first half of 2023 also included an impairment charge for Power Rangers, another IP acquisition that hasn't paid out for the company. I also found it interesting that CEO Chris Cocks made a point on the conference call to say that Hasbro is a "leading toy and game company" and "emphasis on the gaming part of that". Former management used to say that entertainment companies had higher multiples than toy co's, and the all time high in the stock price was in late 2019. Today the shares are trading at roughly half that level.

I'm forever haunted by my childhood Furbies making noise in the middle of the night...without batteries!! Some of my fave takeaways from the Top Toys of the Year: 1. Nostalgia Hits a High Note: The Furby, a 90s icon, made a remarkable comeback, appearing on four major best-toy lists. 2. Interactive Toys Steal the Spotlight: The Bitzee Interactive Digital Pet, resembling a Furby but with advanced interactive features, ranked second. 3. Emerging Brands on the Rise: Moose Toys, despite being a younger company, had a significant presence across the lists, outshining even LEGO in terms of innovative offerings. Read our blog to discover the rest of the findings by James Rubec ☁!