Five minutes with...

Hasbro's Casey Collins, on licensing, partnerships, and what's next.

• Joined Hasbro in 2018 

• Oversees global partnerships and licensing, with a focus on consumer products 

• Previously worked at WWE, MGA Entertainment, and Lucasfilm

🏆That winning Hasbro vibe... 

I joined Hasbro in 2018 from World Wrestling Entertainment (WWE). I was attracted by Hasbro’s exceptional brand portfolio, but I also knew Hasbro was a family-friendly environment and a great place for incubating talent. I knew some great people who had built their entire careers here, and that speaks volumes.  

🖊Licensing 101. 

I manage key strategic relationships and I oversee our global licensed consumer products (LCP) division. 

On the partnerships front, I'm managing both existing accounts, like our incredible partnerships with The Walt Disney Company, Frito-Lay, or McDonald's, to name just a few; and expanding our service offering to new partners. Think of me as the first point of connection within Hasbro for any high-level, full-franchise partners that we’re engaging with across brands and categories. 

On LCP specifically, I oversee the team that handles both inbound and outbound licensing for specific product lines. 

💎The white glove approach. 

This is a relationship business. My job is to simplify things for our key partners, and really offer a white glove approach; while also spending time building new relationships with licensors on the lookout for experts to bring their brands to life through toys and experiences. 

We're focused on being the partner of choice for the top licensors and retailers around the world, to drive our mutual businesses forward while delivering innovative products and experiences to fans everywhere. 

🤝Friendly competition. 

We’ve recently launched collaborations with companies that, previously, we saw only as competitors, like the LEGO Group and Mattel, Inc. The fact that we trust one another with some of the most iconic brands...that’s huge. We’re grateful to partner with them and excited to see what comes next. 

⏩Looking ahead: the experience economy. 

I just saw DUNGEONS & DRAGONS: THE TWENTY SIDED TAVERN, our theatrical adaptation currently playing off-Broadway in New York. It’s phenomenal to experience brands like these in person.  

The pandemic taught us that people want to experience brands in unique ways. Hasbro is best positioned to do this, and we’re firing on all cylinders with our Location-Based Entertainment (LBE) team, led by Matt Proulx. We put 33 million people through our experiences last year alone. By the end of 2025, we expect to have over 250 physical Hasbro brand locations worldwide, each with a retail location. It’s an amazing opportunity to build brands and attract fans. And we are just scratching the surface.