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100 Years of Hasbro! Tim Kilpin, President of Toys, Licensing & Entertainment at Hasbro, ta es us on a ourne t rou t e com an s rst 1 ears
Interviewee: Tim Kilpin | Interviewer: Nick Truss Where was the company founded, and by whom? Hasbro has been creating memories for generations of children and their families through the wonder of storytelling and imaginative play since it was founded in 1923 by the Hassenfeld brothers, Henry and Hillel. The business continued to be run by another set of brothers, Stephen and Alan, along with their father, Merrill visionaries who believed in doing good things and making the world a better place. From Mr. Potato Head and My Little Pony, to Monopoly and Play-Doh, Hasbro and its iconic brands have brought joy to countless fans, families, and children around the world. Was Hasbro always in the business of toys? What were some of their first products? Hasbro had humble beginnings, having first started by selling textile remnants, then later expanding to manufacture pencil boxes and school supplies. In 1928, Hasbro’s product offerings broadened to include paint sets and wax crayons. It wasn’t until the 1940s when Hasbro launched its first toys, nurse and doctor kits. Then in 1952, Mr. Potato Head was created, and from there, the iconic character revolutionized the toy industry for decades to come. Shortly after Mr. Potato Head’s launch, Hasbro introduced the first action figure nearly 60 years ago with G.I. Joe, which became the “American icon.” Several of Hasbro’s iconic brands have not only persisted, but thrived in media and pop culture, and are celebrating milestone anniversaries next year, including Candy Land and Clue’s 75th, NERF’s 55th, Connect Four and Dungeons & Dragons’ 50th, Guess Who and Trivial Pursuit’s 45th, Transformers’ 40th, Peppa Pig’s 20th and others! The company is also home to My Little Pony, which is currently celebrating 40 years of friendship this year, and touting offerings for fans and families across nearly all consumer touchpoints including toys & games, entertainment, location based entertainment (LBE), fashion, home goods, digital gaming, books and so much more. 12 tfe October 2023
When did Hasbro begin looking to partner with and license other toy talent? In 1954, Hasbro hit it big by signing a major licensing agreement with Disney to develop toys based on the company’s beloved characters and storylines. In 1977, Hasbro was tasked with developing toys for Star Wars, in line with the franchise’s first movie. Then, in 2006, the company was brought on by Marvel to create products based on the captivating superhero universe. Today, Hasbro licenses The Walt Disney Company’s most treasured franchises: Star Wars, Marvel and Indiana Jones. From action figures to roleplay toys, collectibles and more, these action brands leap off the screen and into the hands of consumers to further brand connection through the magic of Hasbro and its special gift developing expansive product lines. When did Stephen and Alan really get involved with the company? Together, Stephen and Alan Hassenfeld stepped up to take the reins of the family business in the 1970s and helped transform Hasbro into the largest toy manufacturer in the world. During this time, with Stephen serving as chief executive officer and Alan as president, the siblings turned Hasbro into a billiondollar company and the global powerhouse that it is today. What were some of the most important and formative milestones for Hasbro over this past century? In addition to introducing some of the world’s most iconic brands with Transformers, My Little Pony, G.I. Joe, Monopoly, NERF and many more, Hasbro’s strategic acquisitions and additions of IP like Magic: the Gathering, Dungeons & Dragons and Peppa Pig has bolstered the company’s portfolio. Today, many of these franchises are bucketed under Hasbro’s “Fewer, Bigger” strategy of investing in successful properties.