Tag Archives: peppa pig

Online shopping and gaming surge helps Hasbro hit $1bn ecommerce revenue in 2020

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Online shopping and the world’s lean into family gaming throughout the pandemic have helped global entertainment company, Hasbro maintain a steady ship on 2020’s waters as the firm hit $1bn in ecommerce revenue for the first time last year.

Increased revenue across Hasbro Gaming and Hasbro entire gaming catalogue, including Wizards of the Coast and Dungeons of Dragons, have helped the toy maker maintain an even keel over the course of what’s been billed ‘a most challenging year.’

The pandemic has forced a year of changes most notably across the physical retail space and the TV and film sector. It comes as no surprise then, that in its full year 2020 financials, Hasbro has reported a decrease in film and TV revenues through its eOne segment, as well as lower Family Brands revenue due to retail disruption.

However, the global business did see a marked uptick in its ecommerce business that, for the first time in its history, hit the $1bn mark as shoppers have turned to online purchasing in response to lockdown restrictions.

Meanwhile, Revenues in Hasbro Gaming grew 21 per cent while revenues across its total gaming category picked up 20 per cent, and while net revenues for the full year 2020 dipped eight per cent year on year, the surge in ecommerce witnessed an increase of 43 per cent to hit the $1bn mark.

Hasbro bosses have credited the team’s resilience, tenacity, creativity, flexibility, and empathy’ for seeing it through what CEO Brian Goldner called ‘a most challenging year.’

“Our teams successfully drove demand for several product categories across our portfolio including our entire gaming portfolio from Wizards of the Coast brands to face-to-face gaming,” said Brian Goldner, Hasbro’s chairman and chief executive officer.

“They found ways to reach the global consumer despite retail closures throughout the year, delivering over $1bn in ecommerce revenues for the first time. We leveraged our global supply chain capabilities and our evolving geographic manufacturing supplier base to get products made and distributed.

“We integrated our acquisition of eOne and while live-action TV and film production was limited, we made substantial progress developing Hasbro IP for storytelling that we believe will lead to enhanced revenues and earnings power from Hasbro brands from multiple income streams.

“We developed toy and game lines for valuable pre-school brands Peppa Pig and PJ Masks to launch later this year. We concentrated on managing expenses and cash, growing adjusted operating profit margins and finishing the year with $1.45bn in cash on our balance sheet.”

Fourth quarter 2020 revenues four per cent which included growth across its franchise brands such as Magic: The Gathering, Monopoly, and Nerf, as well as products for the Star Wars and The Mandalorian franchises, and Hasbro Gaming. Dungeons and Dragons also saw a standout year.

Deborah Thomas, Hasbro’s chief financial officer, added: “Throughout 2020, the global Hasbro team did an excellent job executing in a challenging environment. In the fourth quarter, we grew revenues and adjusted operating profit, overcoming tough comparisons within the Partner Brand category and last year’s theatrical releases.

“Our focus on working capital and expense management delivered $976.3 million in operating cash flow for the year, and as part of our commitment to paying down our debt, we repaid $123 million of the debt we raised to finance the eOne acquisition.

“We continue to see strong retail, consumer and audience support for our brands and content as we look to the coming year. Global points of sale increased last year, despite lockdowns and retail disruption, and 2021 is starting with a strong year-over-year momentum.”

Hasbro extends WildBrain CPLG partnership for eOne brands across Nordics and CEE

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Hasbro Consumer Products has extended its partnership with WildBrain CPLG in a deal that will see the licensing agency represent eOne brands Peppa Pig, PJ Masks, and Ricky Zoom in the Nordics and Central and Eastern Europe.

The popular pre-school brands will join WildBrain CPLG’s existing representation in these territories for Hasbro Consumer Products’ brands My Little Pony, Play-Doh, Monopoly, and Nerf.

The licensing firm’s remit in the Nordics and CEE include merchandising, publishing, promotions, and short-term location based entertainment.

“We’re very excited about expanding our partnership with WildBrain CPLG Nordic and CEE to represent the full combined Hasbro and eOne portfolio locally,” said Delphine de Kool, licensing director for EMEA Agents at Hasbro.

“With a complete portfolio representation and WildBrain CPLG’s local licensee and retail relationships, we see these regions as strong growth markets to continue to deepen our consumer connections and drive meaningful 360-degree retail programs.”

Slawomir Ekiert, managing director CEE and Nordics for WildBrain CPLG, added: “We’ve established a very successful relationship with Hasbro across many of the company’s most popular and iconic family brands in key markets, and the addition of these beloved properties to our rights adds further breadth and depth to our partnership.

“Together with Hasbro, we look forward to building new opportunities to grow these brands in the Nordics and CEE and to creating greater synergy across our European activity.”

WildBrain CPLG already handles Hasbro and eOne brands in Benelux and has scored a raft of new local deals across both portfolios in the territory. For My Little Pony, Canenco is on board for plush, children’s jewelry and make-up to support the brand’s upcoming movie this October.

For Nerf, Durabo is creating headphones and speakers, and Kubbinga is creating bicycles with matching gear.

For Peppa Pig, Sambro is launching large-size plush, and Durabo is developing a range spanning arts and crafts, outdoor toys, headphones and speakers. Further new local partners secured by WildBrain CPLG’s Benelux team include: W&O Products, The Cookie Company, Airquee, Karsten, RMS Europe, TM Essentials, Vondels, Leomil, Stationery Team Europe and Aymax.

In addition to its representation of Hasbro properties in CEE, the Nordics and Benelux markets, WildBrain CPLG also handles Hasbro’s Merchandise, Publishing, Promotions and short-term Location-based Entertainment business in Turkey.

Hasbro celebrates ten years of Peppa Pig in the US with new content, toys, and consumer products

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Marking one whole decade since Peppa Pig first set trotters down on US soil, Hasbro has detailed a programme of 10th anniversary activity, including a year-long pipeline of new content, a new Hasbro toy line, and a roster of marketing activations, brand collaborations, and promotions.

Marking ten years since the pre-school series first aired on the Nick Jr. channel in the US, the anniversary celebrations will kick off on March 1st with Best Of episodes of Peppa Pig airing Monday to Thursday on Nickelodeon. The week will conclude Friday, March 5th with a new four-part special from series nine.

New product launches for the US market will include a collaboration with Reebok and the launch of a limited edition Reebok x Peppa collection featuring five unique footwear skus for toddlers and pre-schoolers. Meanwhile, Hunter will debut a new collection in autumn for the back-to-school season, following on from its success of its Peppa Pig boots, outerwear and accessories.

These latest deals follow close behind a recent partnership with Urban Outfitters in the US for the brand’s first teen collection of apparel and accessories which featured artwork from Peppa’s debut music album release.

Four new publishing titles inspired by the US special episodes will also be released in summer 2021. Book title formats will include pop-up, sticker and story books featuring iconic Amercan locations.

“We’re incredibly excited to be celebrating 10 years of Peppa Pig in the US,” said Hasbro’s Joan Grasso, vice president of consumer products for North America.

“Reaching this milestone cements Peppa’s evergreen status and unlocks some exciting opportunities with new trend led partners targeting multiple demographics that reflect the maturity of the brand.”

The anniversary will also be celebrated with the release of a frozen yogurt flavor, tea-times with fans and expanded charity initiatives including National Jump in Muddy Puddles Day on April 1st, Peppa Pig Birthday Parties and Playdates with The Little Gym and a year-long campaign with The Muddy Puddles Project, including the brilliant event, Mess Fest.

Hasbro launches Peppa Pig audio stories across Amazon Prime, Apple Music, and Spotify

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Hasbro has revealed its plans to release a series of new Peppa Pig audio stories across multiple digital streaming platforms around the world, including on Amazon Prime, Apple Music, and Spotify from today (Monday, November 23rd) onwards, with plans for more to come.

Marking a new first for Peppa Pig, the ten audio stories will be narrated by the familiar voice of John Sparkes and will be based on some of the most popular stories from the animated TV series. They will be available in English language only and will launch in batches of two every two weeks.

Titles under the portfolio of audio stories include George’s New Dinosaur, Shake, Rattle & Bang, Mr Bull’s New Road, Whistling, Nursery Rhymes, Secret Club, Pirate Treasure, Grandpa Pig’s Greenhouse, Noisy Night, and Bedtime Story.

 “We want to be wherever our fans are with great content and our move into audio-first content reflects that,” said eOne’s Esra Cafer, SVP global brand management.

“What we’re really excited about is just how good these stories are. They capture all the values, storytelling and humour of our brilliant show to give our listeners a wonderfully immersive audio story experience – we can’t wait for Peppa fans to discover them.”

 The launch will be supported by an extensive marketing campaign across social and digital media including the brand’s own high reach digital channels.

This latest deal follows the huge success of the brand’s first digital music album release, Peppa Pig: My First Album, in July 2019 which has hit more than 24 million streams worldwide and inspired a licensing range for teens in Urban Outfitters this autumn in the US.

Roy’s Boys gears up for ‘most successful Christmas to date’ as online socks sales surge

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Following what’s been a challenging year across the industry, Roy’s Boys is bucking the trend and gearing for what looks to be its ‘most successful Christmas to date,’ with sales already booming for the licensed socks specialist, as early as October.

Early signs for a successful 2020 in spite of the year’s current narrative, appeared when the family-run outfit sold ‘a year’s worth of stock’ for Father’s Day alone. Now, buoyed by the trending increase in spend on its clothing line, the business is ‘going full force’ to make sure it is fully stocked up for what looks to be its best festive season so far.

“We are looking to employ additional staff locally to make sure we can get all the orders out in time for Christmas,” said account manager Hannah Lowe. “And yes, it is looking like the bald-headed sock seller is going to be pulled out of retirement (temporarily, don’t worry) as we will need all hands on deck down at the Sock Mine.”

The company expects the ongoing Christmas shopping surge to reflect consumer trends of earlier in the year, a matter that is now underpinned by the second wave of Covid-19 infections now washing over the country. The team is expecting to see a majority of sales coming through the online channels – mirroring the Father’s Day uptick – as the most convenient or accessible means for Christmas shopping this year.

Roy’s Boys’ family packs offer a bespoke gift made unique to each customer, a point of difference, states the company, to what most brick and mortar retailers are able to do.

Matching family socks in the range include Peppa Pig, Hey Duggee, PAW Patrol, Bing, Mr Men, and Baby Shark, with ‘at least half a dozen’ characters being added at the start of next year, too.

Ben Lowe, added: “As a business that has been running for almost 25 years, it has been great to see the whole company pull together and completely adapt the usual ways of working.

“For us, one of the main positives to come out of 2020 has been seeing Roy’s Boys take off and as online sales are soaring, it is only looking up in our eyes. For 2021, we are looking to expand the amount of characters we offer with even more key licenses on board – it truly is an exciting time. Watch this space.”

Super Mario, Cocomelon, Back to the Future: Here’s the long list of all DreamToys 2020 picks for this Christmas

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This year’s long list of DreamToys – the predicted best-selling toys and games for Christmas 2020 – is a mix of ‘those that have kept families entertained over lockdown’ and boundary pushing innovation destined ‘to impress under the Christmas tree.’

Alongside the DreamToys Top 12 Toys for Christmas, the committee has released a fuller, longer list of toys and games that it believes will be topping wish lists across the country this festive season, featuring familiar names like Barbie an Peppa Pig alongside new lines such as Fifi the Flossing Sloth and Squishmallows.

Family favourites Scrabble, UNO, and Cluedo also make an appearance in time for the season.

Gary Grant, chair of the DreamToys selection committee, said: “2020 has been a challenging year for all, but toys have entertained and educated many during lockdown.

“This year’s list represents a mixture of those toys which have kept families company during these difficult times, and innovation which will impress under the tree. We hope toys will continue to bring joy to all families over the festive period – as they have always done.”

There are seven categories this year, each designed to highlight the wildly different and varied types of play that children can take part in.

Dolled Up:

Barbie Colour Reveal Mermaid Doll Asst – Mattel – £19.99

Cocomelon Bedtime JJ Doll – Bandai – £24.99

FailFix Epic Colour ‘N’ Style Makeover Pack – Moose Toys – £29.99

Hatchimals Pixies Crystal Flyers Assortment – Spin Master – £34.99

Kindi Kids Shiver ‘n’ Shake Rainbow Kate – Moose Toys – £39.99

L.O.L. Surprise! O.M.G. Remix 4-in-1 Plane Playset – MGA Entertainment – £89.99

L.O.L. Surprise! O.M.G. Remix Fashion Doll Asst – MGA Entertainment – £39.99

Luvabella Mealtime Magic – Spin Master – £64.99

 

Crafty Kids:

Aquabeads Star Bead Studio – EPOCH Making Toys

Cool Maker Go Glam Nail Salon Stamper – Spin Master

DOTS Rainbow Jewellery Stand Set – LEGO

Friends Jungle Rescue Base – LEGO

Gemex Deluxe Creation Station – John Adams

Kidizoom Studio – VTech Electronics

Stuff A Loons Maker Station – Character Options

The Original Spirograph Design Set Boxed – Flair Leisure Products

 

Licensed to Thrill:

Fortnite Battle Bus – Jazwares

Harry Potter Hedwig – LEGO

Jurassic World Epic Roarin’ T-Rex – Mattel

Marvel Bend and Flex (Asst) – Hasbro

Peppa Pig Peppa’s Shopping Centre – Character Options

Pokémon Carry Case Playset – Character Options

Star Wars 501st Legion Clone Troopers Set – LEGO

Star Wars The Mandalorian – The Child “Baby Yoda” – Mattel

Super Mario Adventures With Mario Starter Course – LEGO

 

Animal Farm:

Fifi the Flossing Sloth – Zuru

Hey Duggee Voice Activated Smart Duggee – Golden Bear

Little Live Pets Gotta Go Flamingo – Character Options

Present Pets (Asst) – Spin Master

Rainbocorns Wild Heart Surprise – Zuru

Smashers Dino Ice Age Surprise Egg – Zuru

Squeakee The Interactive Balloon Dog – Character Options

Sylvanian Families Adventure Tree House – Epoch Making Toys

 

Lockdown Showdown:

Cluedo Liars Edition Board Game – Hasbro

Dobble – Asmodee

Monopoly For Sore Losers – Hasbro

NERF Ultra One Motorised Blaster – Hasbro

Pensilly – Character Options

Pop Up Pirate – TOMY UK

Scrabble – Mattel

Super Mario Blow Up Shaky Tower – Epoch Making Toys

UNO Showdown – Mattel

Windy Knickers Board Game – John Adams

 

Tiny Treats:

5 Surprise Mini Brands Mystery Capsule – Zuru

Bright Fairy Friends – Funrise Toys

Heroes of Goo Jit Zu – Character Options

L.O.L. Surprise! Remix Hair Flip Doll – MGA Entertainment

Rubik’s 3 x 3 Metallic Anniversary Cube – John Adams

Squishmallows 7.5” – Squad 4 Asst – Jazwares

 

Awesome Automobiles:

Back To The Future DeLorean – Playmobil

Barbie 3-in-1 DreamCamper – Mattel

Hot Wheels Sky Crash Tower Playset – Mattel

Laser Battle Hunters Vehicle – Character Options

Micro Machines World Super Van City – Jazwares

PAW Patrol Dino Rescue Deluxe Vehicle – Spin Master

PAW Patrol Dino Rescue Dino Patroller – Spin Master

Technic Fast & Furious Dom’s Dodge Charger Car – LEGO

Toot-Toot Drivers Twist & Race Tower – VTech Electronics

 

In a year which has also seen fewer holidays and more time at home, the importance of toys has come to the fore. A survey of 2,000 UK parents with young children (aged 10 or under), conducted by OnePoll on behalf of the Toy Retailers Association, has shown that this year has led to not only increased time playing with toys but also to parents growing closer with their children.

When asked if their children had played more with toys this year, 46 per cent of parents said that this had been the case and that it was a result of lockdown. 56 per cent of parents stated that they have spent more time playing with their children this year, and a striking 88 per cent of those said that the increased playtime had resulted in them growing closer to their children.

As Christmas approaches, toys seemingly remain at the forefront of children’s minds with 86 per cent of parents saying that their children either already have requested or are expected to ask for toys this Christmas. 82 per cent of parents said that they planned on buying toys this Christmas for their children, demonstrating that they remain the go-to gift for children across the country.

Strong licensing and kids’ brands presence in DreamToys Top 12 Toys for Christmas listing

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It’s a strong selection of children’s licenses that make up this year’s DreamToys Top 12 Toys for Christmas selection, not only a line-up that underlines a shift towards ‘slow play’ over the course of 2020, but a further lean into the brands and entertainment franchises that parents and families have taken comfort in throughout a rocky past 10 months.

PAW Patrol, Star Wars, Peppa Pig, and Super Mario have all managed to find their place on the big dozen products selected by the DreamToys committee this year, further cementing the intrinsic relationship between the toy and licensing communities and the brands that have powered an industry through a pandemic.

On top of this, it is the ‘slower play’ toys that have come out on top this year, with brands like LEGO, Barbie and Monopoly featuring in a list that has in previous years been dominated by the surge in demand for collectables. Lockdown restrictions and access to shops has fueled a shift in consumer mindset over the course of the coronavirus crisis, with parents making more considered purchases over the ‘fast sell’ pocket money pick ups.

While the list has been revealed to inject some festive spirit into a year mired by lockdowns, social restrictions and economic woes, the coronavirus situation remains present even still. The DreamToys committee has, alongside its listing, released a call to action from the UK’s shoppers to get their Christmas shopping done early, avoid the usual final weeks Christmas dash, and avoid disappointment on missing out on products in short supply.

“We implore consumers not to leave their Christmas shopping to the final few weeks of the year,” explained Gary Grant, chair of the DreamToys selection committee. “Due to Covid-19 restrictions across the country, retailers will simply not be able to service as many people in store due to social distancing.

“In addition, couriers are already overloaded and will struggle to meet the demand to get presents to people before Christmas. Added to this is the limited availability of stock compared to previous years; our advice is to shop early to avoid missing out.”

The DreamToys list is selected by a panel of retailers and industry experts, the list is independent of toy manufacturers and makers.

This year’s Top 12 list is dominated by the big classic toy brands and licenses that have entertained children for generations such as Barbie, Monopoly, Harry Potter, LEGO and Star Wars as well as the massively popular Peppa Pig, Paw Patrol, Pokémon and L.O.L Surprise.

The complete Top 12 list is:

5 Surprise Mini Brands Mystery Capsule – Zuru – £6.99

Barbie 3-in-1 DreamCamper – Mattel – £79.99

Harry Potter Hedwig – LEGO – £34.99

LOL Surprise OMG Remix Fashion Doll Asst – MGA Entertainment – £39.99

Laser Battle Hunters Vehicle – Character Options – £59.99

Monopoly For Sore Losers – Hasbro – £22.99

PAW Patrol Dino Rescue Dino Patroller – Spin Master – £64.99

Peppa Pig Peppa’s Shopping Centre – Character Options – £39.99

Pokemon Carry Case Play-Set – Character Options – £39.99

Present Pets Asst – Spin Master – £54.99

Star Wars The Mandalorian The Child “Baby Yoda” – Mattel – £29.99

Super Mario Adventures with Mario Startercourse – LEGO – £49.99

Toys and play has been highlighted as a major form of entertainment for children and families throughout the UK’s period of lockdown, as statistics from the NPD show that toy sales have increased by six per cent on the first nine months of 2020, while Games and Puzzles saw a surge of 32 per cent.

A survey conducted by the Toy Retailers Association of 2,000 parents showed 56 per cent of parents have spent more time playing with their children since lockdown, while 88 per cent felt that toys had helped them bond more closely with their children.

Frederique Tutt, vice president, global industry expert, toys, The NPD Group, said: “Toys and games have proved their value in 2020. As in other markets, Britons turned to toys and games to help fill the long weeks of lockdown.

“For the period of lockdown alone, sales rose by 15 per cent. However, unit sales are down nine per cent for the first nine months of the year. As consumers have not been able to visit stores, sales of lower price point collectables have decreased in favour of ‘slow’ play toys such as those in this year’s DreamToys list.”

Grant added: “This year’s DreamToys Top 12 includes a range of products from classic brands such as Monopoly and Barbie, to popular licenses and innovative new toys to suit all price points. Toys have been an important part of families’ lives during lockdown and we believe many on this list will put a well-deserved smile on faces this Christmas.”

To see the Top 12 in more detail, and the full longlist of DreamToys, consumers can head to the DreamToys Facebook page (www.facebook.com/dreamtoysUK).

Peppa Pig garden ornaments from Primus win Best of British Award at Glee Gathering

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A range of garden ornaments depicting Peppa Pig and her friends took home a double award win at last week’s Glee Gathering, where the new, licensed metal garden sculptures won both the Best of British Award and Best Garden Decoration Award.

Already an official supplier of Shaun the Sheep and Wallace and Gromit garden ornaments, the brand’s new range of Peppa Pig and Friends garden ornaments is offered in partnership with Hasbro.

These fully licenced characters have intricate detail and each ornament is made of metal with springy arms and base allowing them to dance in the wind and provide entertainment for children of all ages. The collection features Peppa, her brother George, Suzy Sheep, Rebecca Rabbit, and Gerald Giraffe.

Steve Perry, head of marketing at Primus, said: “The new Peppa Pig range received an overwhelming response from judges. We have taken great measures to make sure that these products stand out for our retailers. We’re anticipating high demand and hope our new range of merchandisers and incentive offers will be a big hit.”

Each character is available to order separately, and Primus has a fully branded merchandiser deal with a free floor standing unit on each first order, drawing attention to these unique sculptures, which RRP for £24.99. The smaller George pig ornament has an RRP of £17.99.

The company’s other range, Prehistoric Garden Dinosaurs, was also a finalist in the Garden Decoration category. To support retailers, Primus also launched a new merchandisers range at the event, including countertop spinners to FSDU’s and bespoke display stands.

Hasbro’s VP consumer products Marianne James on becoming a pre-school powerhouse

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When Hasbro first made clear its plans to take over the Entertainment One entity at the end of 2019, the writing was pretty much on the wall that 2020 was going to be an atypical year for the world of children’s entertainment, licensing, and toys.

No one quite knew exactly how different things would turn out, and yet the licensing and toy industries have persisted and here we stand, on the edge of the first virtual Festival of Licensing in place of our usual Brand Licensing Europe, where Hasbro is about to unveil a whole new slate of content for Peppa Pig, new toy lines for PJ Masks, and its latest plans for Ricky Zoom.

Alongside all of which, we hasten to add, the global powerhouse of children’s entertainment and now one of the world’s biggest players in the pre-school space, will also be rolling out the latest franchising, licensing, and merchandising plans for that staple portfolio of brands such as NERF, Power Rangers, Transformers, Monopoly, My Little Pony… the list goes on.

It should come as little shock that Hasbro is now not only looking to put its stake in the ground in the global pre-school market with Peppa Pig and PJ Masks leading the charge, but developing way beyond the current flagship IP to turn the pre-school space into its own veritable playground.

Here, Licensing.biz catches up with Marianne James, VP of consumer products at Hasbro to discuss the integration of the Entertainment One property over the course of the year, how 2020 has forced the global entertainment house to evolve to the next level, and just what else Hasbro has cooking now that it spans the entertainment spectrum.

Well, Marianne, it’s been one eventful year, and one that all kicked off with the acquisition of eOne. How has Hasbro’s licensing division adapted to and moved with the changes of the past year?

The biggest major change we made from an organizational perspective is that we’re now one fully integrated Licensing team following the acquisition of eOne last year. At the beginning of the year, we devised a new organisational structure to support our expanded portfolio across EMEA.

It has been a real benefit, allowing us to leverage the vast talent pool from the eOne team while combining it with the Hasbro team. Together it is a true powerhouse that has strengths in so many different areas and a portfolio that is second to none.

In terms of adapting to the vast changes that have occurred externally in the past year, we were quick to pivot and pause our licensing activations during lockdown and create a suite of digital assets for families to enjoy at home. Going forward we recognise the need to be flexible and offer a diverse category mix that can evolve with the changing needs of the world. Our retail approach will focus more closely on e-commerce and the value channel in reflection of what we’re seeing in the marketplace and we’re ready to embrace those opportunities with our product and promotional offering.

2020 has seen Hasbro take on the position of powerhouse in the pre-school space, and you’ve already given us a taste of what’s to come for Peppa Pig, PJ Masks, and Ricky Zoom. How much has the acquisition informed Hasbro’s approach to the licensing space this year and going forward? Can you talk us through plans here?

The acquisition of eOne dramatically enhances our storytelling capabilities and franchise strategies through TV, film, digital and other mediums. The new content creates greater opportunity to deliver amazing stories for all screens and audiences. Anytime you acquire a stable of IP as notable as eOne’s, your approach to the business must reflect that; such is the case here. With a strong foothold in the preschool space, we are now particularly excited to dive deeper in that area and explore themes and play patterns complementary to our existing brands.

You mentioned Ricky Zoom, PJ Masks and, of course, Peppa Pig, as the standouts and I can only say that we have more pre-school brands in development now and these will be given the opportunity to leverage the success of those brands.

What is the vision for Hasbro now it spans all entertainment markets, from pre-school to adult? That must be a very exciting dominion for you to be looking after, too…

It is quite exciting. Right now, we are working towards a smooth and compelling integration of our combined portfolio into the retail market. With a repertoire of brands that span every age, demographic and category, organization and careful planning become paramount.

We are always striving to find new ways to work with our retail partners to maximize the breadth and depth of our portfolio. Our goal is to bring a high level of expertise, of knowledge, to every demographic and play pattern. In today’s market there is no substitute for expertise, it is crucial that we stay on top of all areas in order to be the best partner for retail that we can be.

We know that our brand portfolio is our strength. It will set us up for success in 2021 as we work to activate in every imaginable retail channel from the traditional and beyond. Our goal is to lead the market in a 360 approach from CP, digital, experiential, content and brand marketing.

Away from the eOne brands, Hasbro has a portfolio of massive IP like Transformers, Power Rangers, My Little Pony, Hasbro Gaming, NERF… can you talk through some of the biggest developments for these brands? How will Hasbro continue to push the envelope of innovation in the licensing space through the development of this IP roster?

There is a great deal going on! We always like to mark milestone anniversaries, and next year we have the 35th anniversary of Transformers. We also have the 85th anniversary of Monopoly commencing later this year. Both events give cause for timely celebration and will be leveraged with exciting collaborations, consumer promotions and retail activations.

Owing to our growing understanding of the changes in consumer behaviour, Nerf is also a property that we believe will enjoy a rapid expansion across multiple categories next year. Its growth will continue to cement our position as a leader in the active lifestyle and sports category. The Nerf franchise will benefit from significant above the line investment in 2021 with soon to be revealed experiential marketing initiatives set to bring the brand to life like never before.

The way we approach our CP program is guided by what we call the ‘Brand Blueprint’. This refers to our strategic framework for bringing our brands to life in exciting new ways to create immersive, 360-degree experiences for our audiences. Right now, we’re focused on deeper consumer engagement, innovative brand and product experiences and increasingly expansive opportunities for our portfolio.

It’s really all about leveraging these great story driven properties like Power Rangers, My Little Pony and Transformers by giving fans new and exciting experiences both at retail and online.

What are some of the key emerging trends within the licensing/consumer product space, and how is Hasbro aligning itself with them and maintaining its position of strength in the field?

Following lockdown, the importance of digital content and e-commerce platforms really came to the fore and that’s a key strategic focus for us. In a very short space of time, access to entertainment and retail via digital platforms really accelerated at an unprecedented rate and given the uncertainty surrounding the next year that’s something we need to be mindful of in every aspect of the business.

We are always monitoring and evaluating all the information we can gather regarding widespread changes in consumer behaviour. There is real value in being able to not only react but anticipate consumer behaviour.

There are fundamental changes that occur that will have reverberations for the industry, so we strive to keep on top of it. Currently, growth is evident in Food, Health &Wellness, Personal Care, Puzzles &; Games, Home Goods, and Classic Play. As always, we will work to service the growing demand and find good fits within our brand portfolio.

 

Hasbro Consumer Products adds eOne brands to WildBrain CPLG’s Benelux remit

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Hasbro has detailed an expansion to its licensing representation partnership with WildBrain CPLG Benelux to include the globally renowned portfolio of Entertainment One brands, including the likes of Peppa Pig and PJ Masks, following the recent integration of the business.

Under the partnership, WildBrain CPLG will now represent the licensing and merchandising rights for pre-school hits including Peppa Pig, PJ Masks, and Ricky Zoom across the Benelux region.

“We are maximizing our local partnership with WildBrain CPLG Benelux and adding Peppa Pig, PJ Masks, and Ricky Zoom,” said Marianne James, vice president of Hasbro Consumer Products in EMEA.

“With WildBrain CPLG’s local retail relationships, we see this region as a strong growth market to deepen our consumer connections across Merchandising, Publishing, Promotions and short-term Location Based Entertainment.”

Brenda Draaisma, managing director at WildBrain CPLG Benelux, added: “The expansion of Hasbro’s brand portfolio with the addition of eOne’s beloved global preschool brands including Peppa Pig, PJ Masks and Ricky Zoom, has added significant firepower to Hasbro’s already impressive offering.

“We look forward to working across these new brands and we’re confident with their focus on family-oriented storytelling, the properties will drive new growth for licensees and retailers in the Benelux market.”