00_Hasbro 2016.indd 1
00_Hasbro 2016.indd 1
3 Hasbro Intro_NEW LSB 2008 GRID 02/03/2016 10:39 Page 3
ello and welcome. I'd like to start by thanking you for being such a fantastic partner to Hasbro since we’ve set out on our journey together. Personally, the last few years have been the most exciting evolution of a business I’ve seen and I am delighted to be a part of this. The journey is far from over. What you will see in this book, and hear from the team, reinforces the message that we will continue to evolve at a rapid pace - and we want you by our side all the way. While we’ve had great success over the past few years, we now see an opportunity to further our footprint in the industry. Making the official change to become Hasbro Consumer Products allowed us to be fully integrated at a local level while simultaneously delivering our great portfolio of franchise brands using one,
cohesive voice. So, what exactly are you going to see change? Unlocking our breadth of brands through great storytelling on multiple mediums, be it TV, film, digital, paper and music is one major development that stemmed from our shift to Hasbro Consumer Products. Additionally we have expanded upon unique ability to tap into our huge infrastructure of support and drive great product to consumers. Whether it is through our retail, marketing, sales or brand teams - Hasbro prides itself on creating the world’s best play experiences, and this has extended to our partners in consumer products. We at Hasbro Consumer Products understand what success looks like for you and are committed to supporting your growth with us. Thank you for your partnership.
James Walker, Vice President - Global Consumer Products
wenty-six years ago when I joined Hasbro, I was incredibly proud to work for such a wonderful toy company that possessed such a plethora of well-loved brands. Creating fantastic play experiences and a focus on innovation was always at our heart and it continues to be a fundamental element for Hasbro. But in so many other ways, everything has changed. We strive to reach our consumers through every possible form and format of consumer goods and engage them through every possible mode of entertainment. From the creation of Hasbro Studios and the birth of ALLSPARK PICTURES to our vibrant consumer products organisation, we have proven that it’s not all about toys anymore. Our best-loved brands are going from strength to strength in this new world. TRANSFORMERS has delivered over $8 billion at the box office and we have screened over 1,500 hours of TV content, while the MY LITTLE PONY
franchise has hit the catwalk and is now a top fashion choice for girls. The PLAY-DOH franchise is 60 years old in 2016 and continues to be a household name, consistently driving double-digit growth as a leading UK arts and crafts brand. The MONOPOLY brand has become the master of reinvention and a promotional partner of choice. Never in those 26 years have I felt more inspired and optimistic about the future of our brands than I do today - not just as great toys, but as brand franchises that will engage, entertain and delight a whole new generation in every possible way. Foye Pascoe, Senior Vice President - Northern Europe and Italy
A5 Note Boo Filled B
nc l Pe
Bumper School SEt
DELUXE STATIONER Y SET
Blue Sky Studios UK
01133 87 96 70, Seven Airport West, Lancaster Way, Yeadon, Leeds LS19 7ZA
04_Hasbro 2016.indd 1
5 Hasbro Contents_NEW LSB 2008 GRID 02/03/2016 10:42 Page 5
Contents 26 30 34 14
7–9 10 – 11 13 14 – 17 19 20 – 25 26 – 29 30 – 33 34 – 35 38 – 43 46 – 51 53
HASBRO OVERVIEW ALLSPARK PICTURES HASBRO SHOWCASE TRANSFORMERS FYODOR GOLAN MY LITTLE PONY PLAY-DOH HASBRO GAMING NERF LICENSEE FEEDBACK RETAILER SUPPORT MEET THE TEAM
This special Hasbro publication was produced by Max Publishing. Editor: Michelle Board. Editor in chief: Jakki Brown. The advertising was handled by Ian Hyder and Rob Willis. Design was Mark Grayson and Gary Freeman. Copyright 2016: While every effort has been made to ensure that the information in this publication was correct at the time of going to press, the publishers can not accept legal liability for any errors, missions, nor can they accept responsibility for the standing of advertisers, not any organisations mentioned in the text.
HASBRO and its logo, MY LITTLE PONY, and all related characters are trademarks of Hasbro and are used with permission. ÂŠ 2015 Hasbro. All Rights Reserved.
ÂŠ 2016 Hasbro. All Rights Reserved.
Inofita - Viotia 320 11 Greece T. +30 22620 31434 firstname.lastname@example.org www.procos.gr
06_Hasbro 2016.indd 6
07_09_Overview_REVISED_NEW LSB 2008 GRID 02/03/2016 14:53 Page 7
INTRODUCINGHASBRO Hasbro has rapidly evolved into much more than a toy and game company by developing a rich portfolio of immersive brand experiences in a variety of forms and formats. Today, people can experience Hasbro brands anytime and anywhere, through great toys, games, video games, movies, television programming, entertainment and licensed consumer product.
The power of play H
asbro is a name synonymous with playtime. Its catalogue of brands reads like a ‘who’s who’ of iconic children’s toys and games, spanning many decades and demographics. The MY LITTLE PONY, TRANSFORMERS, NERF, LITTLEST PET SHOP, MAGIC: THE GATHERING, MONOPOLY and PLAY-DOH brands are just a handful of the 1,500 brands on Hasbro’s roster. Great storytelling and characters are at the heart of everything Hasbro does. This, in turn, fulfils the
fundamental need for play and connection with children and families worldwide. Dedicated to reaching and connecting with children and families in new ways, Hasbro has continued to leverage its brands across multiple platforms over the years. “Expanding beyond toys has helped Hasbro connect consumers with their favourite brands in entirely exciting new ways,” says Foye Pascoe, Hasbro's SVP, Northern Europe and Italy. “Hasbro Studios and its film label, ALLSPARK PICTURES, create
Hasbro has made considerable investment into consumer insights over the past few years. Its three FunLabs, which can be found in the USA, UK and China, bring parents and children together with experts to help Hasbro make decisions that lead to better toys, games and play experiences for children around the world. In 2014 alone, Hasbro spoke with 77,000 kids across 11 countries. Informal and relaxed, the FunLab sessions vary in length and structure, based on the project, and often involve a discussion element in addition to the physical play time.
Above: PLAY-DOH themed activities at Butlin's resorts.
entertainment brand-driven storytelling throughout all mediums including television, film, digital, and more. We’re also continuing to grow the consumer products business across apparel, gaming, plush, publishing, accessories, and health and beauty segments.” Hasbro Consumer Products – the company’s licensing division – continues to see tremendous success.
08_Hasbro 2016.indd 8
07_09_Overview_REVISED_NEW LSB 2008 GRID 02/03/2016 14:54 Page 9
Exclusive content for Netflix
Inset: The Pontification Station allow fans to connect with the MY LITTLE PONY franchise on a personal level.
Foye comments: “We have seen significant growth year after year, and the Hasbro consumer products team is continuously looking for innovative and exciting ways to expand our brands into new product categories.” In 2015, the TRANSFORMERS and MY LITTLE PONY franchises were two of the top licensing performers for Hasbro. These two iconic brands continue to experience significant growth and are slated to remain top performing brands for Hasbro in 2016. Looking ahead, the upcoming release of TRANSFORMERS 5 and MY LITTLE PONY: The Movie are anticipated to result in an additional spike in excitement in 2017. “The MY LITTLE PONY franchise in particular is a long-time, global fan favourite, and has a presence in more than 70 countries and a
portfolio of more than 200 licensees with merchandise for all ages,” says Foye. “We’re excited to watch the brand grow in 2016 and expand upon popular instalments such as the MY LITTLE PONY: Friendship is Magic series which airs in 180 territories, on over 24 networks, and is distributed on iTunes, Google Play, and Netflix. Storytelling lies at the heart of the continued success of Hasbro’s brands. Highlights from the 2016 content pipeline include: the sixth season of MY LITTLE PONY: Friendship is Magic, season two of TRANSFORMERS ROBOTS IN DISGUISE and the fourth season of TRANSFORMERS RESCUE BOTS.” For Hasbro, making these programmes available on subscription video on demand, digital and electronic sell-through
Above: An OPTIMUS PRIME replica truck tours various locations throughout the year. Left: Children can enjoy content anywhere, anytime and on any platform.
For the first time ever, Hasbro Studios will create original programming for Netflix. A 26 episode STRETCH ARMSTRONG series, coming to members in late 2017 is an animated action/comedy that tells the story of teenage Jake Armstrong and his two best friends. After being accidentally exposed to an experimental chemical, the trio becomes Stretch Armstrong and the Flex Fighters, a team of unlikely superheroes who expand beyond the confines of their lives and embark on a series of adventures.
channels remains equally as important as their presence on traditional broadcast platforms. “Today’s children, tweens, and teens are accessing entertainment in entirely new ways, whether it’s mobile, social, desktop, or a mix of all three,” says Foye. “Hasbro will continue to evolve its content offerings over the next couple of years to reach fans across the globe. We have invested heavily in storytelling capabilities and take an omni-screen approach to deliver content wherever our audiences are.” Hasbro’s belief and investment in its brands, both on and off screen, will lead to exciting times ahead. “We continue to leverage our strong brand stories and characters, connecting with fans on screen and in real life,” says Foye. “This fan connection is a vital differentiator for Hasbro, and it’s what will help us break into new and different categories.”
10-11_Allspark pictures_REV_NEW LSB 2008 GRID 03/03/2016 08:08 Page 10
The big screen experience
Below: Josh Feldman
Storytelling is at the heart of Hasbro, so creating its own in-house film label – ALLSPARK PICTURES – has been a natural progression for the business. With films for the MY LITTLE PONY and TRANSFORMERS franchises slated for 2017, it’s busy times ahead for ALLSPARK PICTURES.
asbro is no stranger to animation and storytelling, with its own production company Hasbro Studios creating award-winning shows for television and digital platforms. In 2014 Hasbro created ALLSPARK PICTURES, allowing it to take greater control of the film process.
Not just a one trick pony
MY LITTLE PONY is a longtime, global fan favourite with a huge potential for growth. The My Little Pony: Friendship is Magic series airs on television in 180 territories, on over 24 networks, and is distributed on iTunes, Google Play, and Netflix. Hasbro has produced several direct-to-video animated movies and now, with the creation of ALLSPARK PICTURES, the company is excited to bring MY LITTLE PONY to the big screen.
This includes financing, marketing and scheduling of Hasbroproduced films. “ALLSPARK PICTURES gives us even greater control over the creative process - from a film’s inception through to the release date,” says Josh Feldman, Head of Film Development for Hasbro. “Hasbro has an incredibly rich portfolio of brands to work with and ALLSPARK PICTURES will be an important creative tool as we continue to build expansive worlds for them to inhabit on the big
Above: MY LITTLE PONY will be the first animated film for ALLSPARK PICTURES.
screen. Additionally, ALLSPARK PICTURES allows us to be more involved in the marketing and calendarisation of our films. This is an important element for supporting our consumer products strategies, tie-ins and all sorts of partner initiatives.” Powerful storytelling and rich characters form the foundation for Hasbro’s popular brands, and the company places major emphasis on ensuring the individual identity of each character is protected. Hasbro Studios and ALLSPARK PICTURES are integral to maintaining the consistency of Hasbro’s properties across all entertainment mediums. These two divisions help ensure that the characters fans find in the toy aisle reflect those they see on television, and vice-versa. The first movie to come out of ALLSPARK PICTURES will be
10-11_Allspark pictures_REV_NEW LSB 2008 GRID 03/03/2016 08:08 Page 11
Above: TRANSFORMERS: Age of Extinction grossed over US$1 billion at the box office in 2014.
Ouija 2, the follow-up film to Ouija, which was a great success for Hasbro in 2014. “It’s an exciting time for the company,” says Josh. “My Little Pony: The Movie will be released by Lionsgate at the end of 2017 and TRANSFORMERS 5 has also been announced for 2017, with Michael Bay coming back to direct the film. You can expect a lot of news coming from ALLSPARK PICTURES this year.” The MY LITTLE PONY movie will be the first animated film for ALLSPARK PICTURES. Writer and producer of the My Little Pony: Friendship is Magic animated series, Meghan McCarthy, will pen the screenplay for the upcoming film, which will star Tony and Emmy Award-winning actress,
Kristin Chenoweth, as well as Golden Globe winner, Emily Blunt. “In a lot of ways telling a story with an established brand like MY LITTLE PONY franchise can be easier than starting from scratch,” says Josh. “The characters and core values that develop over the life of a franchise give creative teams a solid framework to build from as they develop new stories. Important themes, such as friendship and teamwork, are timeless, and part of the fun is applying them to new scenarios for each generation of fans.” Since its inception, ALLSPARK PICTURES has focused on producing films inspired by the Hasbro brand portfolio, but diversification vis not ruled out of the film label’s future. “We are interested in great stories, regardless of where they come from,” says Josh. “Storytelling is always at the centre of our process, so it’s really about matching the right brand Left: Emily Blunt will voice a new character in MY LITTLE PONY movie. Below: The MANE 6 hits the big screen in 2017.
The TRANSFORMERS liveaction film franchise has been a huge success for Hasbro. Both Transformers: Dark of the Moon and Transformers: Age of Extinction made over US$1 billion each at the box office. Scheduled to begin filming in May 2016, the fifth TRANSFORMERS film will be directed by Michael Bay, who directed the four previous films, and star Mark Wahlberg as Case Yeager. Above: TRANSFORMERS 5 is coming in 2017.
with the right creative talent at the right time. We have literally thousands of brands in our catalogue so it’s difficult to select just one or two to single out. We like to think that all of Hasbro’s brands have the potential to inspire a great story, and I’m excited to work on each and every one of them.”
. All Rights
t to Change
Official Colouring in Calendar 2017
Calendars, Cards, Gift wrap & Bags 01992 702 900 |email@example.com | www.danilo.com Independent retailers contact Is It Art on 01926 747935 /DaniloCalendarsUK
HASBRO and it’s logo and MY LITTLE PONY and it’s logo and all related characters are trademarks of Hasbro and are used with permission. HASBRO and it’s logo TRANSFORMERS, TRANSFORMERS ROBOTS IN DISGUISE, the logo and all related characters are trademarks of Hasbro and are used with permission © 2016 Hasbro. All Rights Reserved.
16_Hasbro 2016.indd 1 52182_Danilo_LSB ad FEB 2016.indd 1
23/02/2016 19/02/2016 14:15 14:11
13_Showcase_REV_V3_NEW LSB 2008 GRID 03/03/2016 09:58 Page 13
The first ever Hasbro UK Showcase brought together more than 350 retailers and licensees to experience the magical world of Hasbro. Visitors to the Factory of Wonder were given a first-hand chance to see the story of Hasbro’s iconic brands. The experience also included an exclusive look at sneak peeks of the new MY LITTLE PONY and TRANSFORMERS 5 movies, coming in 2017.
he Hasbro Showcase marked a new chapter in Hasbro’s story. As the company continues to extend the reach of its global franchises, with a growing portfolio of best-in-class licensees across all major licensing categories, Hasbro remains one of the top 10 global licensors. As the number 3 licensor in the UK (NPD Consumer Panel Data), and growing fast, the company plans to increase its portfolio of UK licensees by a further 20 percent, across eight categories including FMCG, toy and games and hardlines. As a licensor, Hasbro is
a force to be reckoned with. The Showcase was no ordinary corporate event; it took visitors on an emotional journey back to childhood as they were invited into the Factory of Wonder. The Factory of Wonder took visitors on a discovery of surprise, showing them how the core Hasbro brands begin as an idea and come to life. It all starts with the power of the dream before moving onto the creative process and then the toy’s final production. With each step as important as the last, this process paves the way for infinite consumer product opportunities, which can be developed for each Hasbro franchise. Visitors were given a real treat,
too, as Hasbro unveiled more details about the MY LITTLE PONY movie, including the cast, key assets and a first look at the visuals. The team also shared insights into the plans around the MY LITTLE PONY franchise and a sneak peek at the plans for TRANSFORMERS 5 in 2017. “The Showcase was our chance to show everyone just how passionate we are about our brands,” says Holly Oldham, Hasbro Licensing Director. “Storytelling and fun are at the heart of everything we do at Hasbro, making it very important that our first Showcase experience embraced this ethos. My hope is that everyone who visited had as much fun as we did putting this event on!”
Transformers 14-15-17_muk_NEW LSB 2008 GRID 03/03/2016 08:23 Page 14
Left: Robots in Disguise is the new animated series from Hasbro Studios for kids aged 5 to 10 years, which launched in 2015. Below: A new toy line from Simba Dickie will hit retail this autumn.
Over the past 30 years, the TRANSFORMERS franchise has never been far from the public’s eye and the incredibly successful live-action film series has made the brand a household name. The TRANSFORMERS franchise is truly an evergreen, spanning globally in entertainment, digital and consumer products.
animated series both continued to shine, but it was the release of the first live-action film in 2007 that really turned the TRANSFORMERS brand into the global powerhouse it is today. Since then, there have been three additional box office successes, including TRANSFORMERS: AGE OF EXTINCTION, the top grossing film of 2014. The most exciting news is that the TRANSFORMERS on CITV TRANSFORMERS franchise has an TRANSFORMERS all-star line-up with three movies in ROBOTS IN DISGUISE three years. TRANSFORMERS 5 goes out on CITV before school every day and is an will be released in 2017 and will be important platform for produced by Hasbro’s ALLSPARK reaching young fans. “Extending our reach PICTURES with Michael Bay to terrestrial TV will double our animation reach in 2016,” says Craig Wilkins, Marketing returning to the director’s chair. A Director of Hasbro. “The initial ratings on BUMBLEBEE spin-off movie will CITV are really positive which shows kids are follow in 2018 and really engaging with the content.”
he TRANSFORMERS franchise has come a long way since its inception in 1984. As soon as it launched, Hasbro realised the need to introduce a compelling storyline alongside the product to really engage consumers. Comic books were the first vehicle to tell the story of the AUTOBOTS and the DECEPTICONS in 1984, followed by the first animated television series the next year. Over the next decade, the comic books and
Transformers 14-15-17_muk_NEW LSB 2008 GRID 03/03/2016 08:23 Page 15
Above: Replica OPTIMUS PRIME and BUMBLEBEE vehicles tour key events and retailers year round. Right: A new monthly magazine from Signature Publishing launched October last year. Below right: Apparel is a growing category for TRANSFORMERS. Centre: Hasbro's toy line remains a top performer for the franchise.
TRANSFORMERS 6 is scheduled to hit screens in 2019. It’s this continual development of stories and characters that keeps the TRANSFORMERS brand at the forefront of the consumer’s mind. “Content is key for TRANSFORMERS and we have new content for all of our core segments,” says Craig Wilkins, Marketing Director of Hasbro UK. “TRANSFORMERS ROBOTS IN DISGUISE is a top priority, with a target audience aged 5 to 10 years, and we have three key partnerships with CITV, Cartoon Network and Bin Weevils to support the programme. The Bin Weevils partnership features TRANSFORMERS in the popular Dirt Valley experience with its very own drive-in cinema. The drive-in cinema will deliver over 2 million episode views across the 12 month partnership. TRANSFORMERS GENERATIONS targets an older audience of those who remember the TRANSFORMERS franchise from the 80s and we’re
TRANSFORMERS ROBOTS IN DISGUISE is a mainstay of the Cartoon Network schedule. “TRANSFORMERS ROBOTS IN DISGUISE combines action and humour and is an iconic global brand which we’re thrilled to be airing on our channel,” says Sean Gorman, Director of Kids’ Channels UK, Turner Broadcasting. “We believe the show’s popularity will continue to grow with all-new episodes of the series set to launch from Saturday 12 March on Cartoon Network.”
Transformers on POP
TRANSFORMERS RESCUE BOTS goes out daily on POP, with an average of 10,000 viewers per episode. “TRANSFORMERS RESCUE BOTS consistently continues to perform and remains amongst our biggest boy titles on POP,” says POP Channel Manager, Craig Hunter. “Entertaining our audiences across the UK since its launch back in 2013, the show has regularly occupied a top three spot on our channel.”
partnering with online content producer, Machinima, who will produce eight 2D anime episodes. Our youngest fans, aged 3 to 5 years, can look forward to the remainder of Season 3 and the launch of TRANSFORMERS RESCUE BOTS season 4 on POP channel in September.” In support of this content pipeline is the everpopular TRANSFORMERS Truck Tour, whereby a replica OPTIMUS PRIME and trailer unit is deployed across the country. “This activity has two elements, with the first being the main truck tour. Live throughout the summer, our OPTIMUS PRIME truck and trailer tours the UK visiting festivals and city centres across the country,” says Craig. “This engages over 100,000 consumers directly. The second element is visiting our retail partners’ stores and other charity events, which engages more than 50,000 consumers every year.” The TRANSFORMERS stories and characters make for exciting licensing opportunities and bring the brand to life away from the screen for fans of all ages. “We work with best-in-class licensees in each category, with a focus on driving strategic partnerships,” says Holly Oldham, Hasbro’s UK Licensing Director. “Our efforts are on the TRANSFORMERS franchise as a whole, not the individual segments. Looking ahead, we’re giving a lot of attention to core toy,
SUBLIMATION PRINT SOFT TOUCH FLEECE ROBE
REVERSIBLE REMOVABLE HOOD
3D FELT SPIKES AT SLEEVES
FULLY REVERSIBLE PJ TOP!!!
HASBRO and its logo and TRANSFORMERS and its logo and all related characters are trademarks of Hasbro and are used with permission. © 2016 Hasbro. All Rights Reserved.
16_Hasbro 2016.indd 16
Transformers 14-15-17_muk_NEW LSB 2008 GRID 03/03/2016 08:25 Page 17
publishing, apparel and home entertainment.” One of the most anticipated launches for AW16 are the new TRANSFORMERS vehicles from Simba Dickie. “The response at retail has been fantastic and it’s one of our key priorities for the TRANSFORMERS franchise,” says Holly. “Hasbro is the home of the ‘robot’, but the new line from Simba Dickie brings the play pattern of vehicles to life. There will be 12 lines across three segments hitting the shelves in the UK this autumn.” Publishing is another key category for Hasbro according to Holly: “Signature Publishing launched the TRANSFORMERS ROBOTS IN DISGUISE magazine in October 2015 and it has been received very well by fans, with around 20,000 copies sold every month. Our publishing programme with Autumn Publishing is also extensive, with a number of activity books available for TRANSFORMERS RESCUE BOTS and TRANSFORMERS ROBOTS IN DISGUISE.” The growth of the TRANSFORMERS franchise shows no sign of slowing down, which is impressive for a brand that is over 30 years old. Hasbro’s commitment and investment in storytelling through multiple platforms ensures that consumers stay engaged from preschool to teenagers and even beyond.
Why I love Transformers? Charlie (aged 7)
“TRANSFORMERS are really cool. They are robots that change into cars and other stuff. I watch them on TV. My friends like them too and when we play together I like to be CROSSHAIRS. He is a green Corvette Stingray.”
Why I love Transformers? Ellis (aged 6)
I love TRANSFORMERS. I have 3 of them. I like them because they can transform and they are really big, and can fight! They are awesome!
Meet the Autobots
TRANSFORMERS ROBOTS IN DISGUISE, the new animated series from Hasbro Studios, brings together old favourites with some newer characters.
The long-time AUTOBOT Commander might be the universe’s greatest legend and he’s put BUMBLEBEE in charge of the latest AUTOBOT mission. While he isn't there to help BUMBLEBEE and his new team fight the battle on the ground, his presence is never far away. Whenever BUMBLEBEE needs help, he can rely on the wisdom of OPTIMUS PRIME to guide him.
The first mission for the new AUTOBOT team leader is a tricky one: capture the DECEPTICONS that are loose on Earth while keeping his team in disguise. Despite working with bots that are new to battle, the courageous AUTOBOT maintains a boundless optimism and taste for adventure. He’ll need it to rally his team as they learn to work together on the fly.
SIDESWIPE thinks fast and moves even faster. The street-smart bot is used to being a lone wolf and often feels that he needs to look out for himself first. But when push comes to shove, he heeds the call to action and looks out for the team, just maybe not always in the way BUMBLEBEE had in mind. He loves the thrill of the chase.
STRONGARM grew up hearing about the heroic exploits of OPTIMUS PRIME and BUMBLEBEE. She’s always wanted to work with the AUTOBOT legends, and she’s memorised every CYBERTRONIAN rule, regulation, and protocol in an effort to do it. Now that she’s part of the team, the eager cadet will do everything in her power not to let BUMBLEBEE down.
According to GRIMLOCK, the fun doesn’t start until you start smashing bad guys. A proverbial big lug with a big heart, GRIMLOCK fights hard and plays harder. His huge size and strength can make him a bit clumsy. But he loves being part of the team and the team knows how valuable his strength can be, even if a T-Rex isn't the best disguise for a robot trying to hide on Earth.
FIXIT was the caretaker aboard the ALCHEMOR. Now he handles tech, weapons, and gadgets while monitoring operations from the new AUTOBOT headquarters, and he takes great pride in his work. Faulty wiring means he has a habit of getting gung up - wrung up - hung up on words. He doesn't often find himself in battle, but he's a key part of the mission.
Creating a magical little world Discover our new colourful AW16 â€˜Equestria' range for girls. Including Duvets, Fleeces, Cushions, Towels, Ponchos, Travel Blankets, Bean Bags and Rugs. Inspired by Rainbow Dash, Fluttershy and Twilight Dash.
ÂŠ Copyright Character World Ltd web.characterworld.com tel.0845 004 9217 firstname.lastname@example.org
18_Hasbro 2016.indd 18
GOLAN New Block style_NEW LSB 2008 GRID 02/03/2016 11:59 Page 19
FYODORGOLAN Fyodor Podgorny and Golan Frydman are the two young designers behind UK-based Fyodor Golan. Their creative designs, which boast experimental cuts and focus on bold colours and digital-like textures, stand out on the catwalk.
Stars of the catwalk H
asbro has developed an exciting relationship with Fyodor Golan, who utilised the MY LITTLE PONY franchise for inspiration when creating their AW15 Rainbow Wheel collection, which debuted at London Fashion Week in February 2015. Fyodor Golan’s AW15 Rainbow Wheel collection is a colourful collection of luxury womenswear, ranging from quilted puffer jackets to beaded evening gowns. The collection has seen successful sales figures in department stores around the world, including Selfridges in the UK, Harvey Nichols in Hong Kong, and Luisa Via Roma in Italy. Fuelled by the success of the MY LITTLE PONY line, Fyodor Golan took the TRANSFORMERS brand to new, high-fashion heights in SS16. A bright, bold collection, the TRANSFORMERS-themed designs were showcased at London Fashion Week in September 2015. Fyodor and Golan make no bones about being massive fans of both the MY LITTLE PONY and TRANSFORMERS franchises. “We love both MY LITTLE PONY and TRANSFORMERS and both collect the toys,” says Fyodor. “Golan grew
Above: Excitement in the front row of Fyodor Golan's SS16 show.
Inset: The AW15 collection in Selfridges.
Inset: Fyodor Golan took inspiration from My Little Pony for its AW15 collection.
up with the original MY LITTLE PONY toys and I still have fantasies about having TRANSFORMERS legs myself!” Fyodor and Golan hope to bring a mixture of nostalgia, happiness and curiosity to the pieces they design. “We want to provoke unexpected emotions in people,” they say. The duo says there is more than a nod toward China in their MY LITTLE PONY collection. “We mixed influences from old and new China, which include orchid embroideries that are covered in plastic and faux fur Right: Fyodor Podgorny and Golan Frydman.
embroidered with gold fish and water lily scenes. We also used photographs from Michael Wolf of rainbow-coloured Hong Kong skyscrapers in the garments." The SS16 TRANSFORMERS collection received an overwhelming response from the fashion industry. Vogue Italia described it as, “Retro futurism, robots and space that were interpreted into sequined silhouettes, asymmetric shapes and digital, floral prints with a silicon finish.” While most children’s brands won’t make it to the catwalk, Fyodor Golan proves what can be done with a little bit of love and a lot of imagination!
NEW MLP SWIRL FREE_muk_NEW LSB 2008 GRID 03/03/2016 08:29 Page 20
my very best
friends For more than 30 years, the MY LITTLE PONY franchise has taken fans around the world on an incredible journey of friendship, fun and laughter. Now it’s one of Hasbro’s top performing brands, with a successful animated series, a movie in the wings and consumer products spanning all categories including toys, games, apparel and entertainment.
he MY LITTLE PONY franchise has gone from being a 1980’s toy-box staple to a fullyfledged lifestyle brand. MY LITTLE PONY has had a few makeovers in its time, but both the product and the TV show have always lived in unison side by side. They complement one another, allowing children to engage with the franchise on and off the screen. The real change came in 2010 when the TV show relaunched as MY LITTLE PONY: Friendship Is Magic. Children were captivated by these colourful yet powerful characters, each representing a different element of friendship.
The animated series has been the main driver for the success. “Understanding the value of omni-screen, the MY LITTLE PONY franchise came into its own once children could access the content anytime, anywhere and in any format they chose,” says Craig Wilkins, Marketing Director of Hasbro UK. “One of the first partnerships in the UK was with Bin Weevils. Since partnering four years ago, there have been over seven million MY LITTLE PONY episodes watched on this platform alone. By placing the content on a digital site, fans are able to immerse themselves not just in the content, but in the ecosystem of games, characters and products.” The MY LITTLE PONY and Tiny Pop Above: MY LITTLE PONY collection from Next. High Street listings of MY LITTLE PONY apparel has significantly increased over the past year. Above left: The MY LITTLE PONY movie will be coming to the big screen at the end of 2017.
NEW MLP SWIRL FREE_muk_NEW LSB 2008 GRID 03/03/2016 08:29 Page 21
Below: Apparel is one of the big growth categories for the brand.
Above: MY LITTLE PONY Sticker Book from Orchard Books.
channel partnership has been another great success. More importantly, it is one of the only TV series that works well across both Tiny Pop and its sister channel, Pop. This proves just how diverse the age range of the MY LITTLE PONY franchise really is and that it can be aged up, without losing the younger audience. Constantly a top performing programme, it is now on every day on Tiny Pop. In addition to making content available on Netflix and Amazon Prime, exclusive shorts can be found on YouTube and online at the MY LITTLE PONY Friendship Club (MLPclub.com). “We launched the MY LITTLE PONY Friendship Club in August 2015 as an online platform where MY LITTLE PONY fans can engage themselves fully in the franchise,” says Craig. “The site has seen great success since launch, and boasts
more than 800,000 unique users with an average dwell time of nine minutes.” Another successful digital innovation is the MY LITTLE PONY Friendship Celebration app, which launched in June 2015. Integrated with the toys, each MY LITTLE PONY figure bears a unique, heartshaped QR code which can be scanned, allowing users to play with that pony in the app. To date, the app has been downloaded one million times globally. The MY LITTLE PONY franchise may be a star on the small screen, but fans won’t have to wait much longer to see their favourite characters on the big screen. Slated to be released at the end of 2017, the MY LITTLE PONY movie will be produced by Hasbro’s ALLSPARK PICTURES and is based on the current television series. One of the most exciting aspects of the MY LITTLE PONY brand is that it works well across a wide range of age groups. From partnerships with highend fashion houses like Fyodor Golan, to a MY LITTLE PONY and PLAY-DOH brand collaboration, the franchise has shown great success across
ponies on tour
The MY LITTLE PONY Friendship Tour will kick off around Easter and will consist of a fully branded MY LITTLE PONY double-decker bus making an appearance at high profile areas and events around the country. Offering amazing experiences for fans, including photo booths, Ponyfication stations, arts and craft corners and product testing areas, the MY LITTLE PONY Friendship Tour will encompass 20 experiential days throughout 2016.
Inset: The award-winning RAINBOW DASH Style ‘n’ Groom from HTI.
Above centre: The MY LITTLE PONY Friendship Club website.
22_Hasbro 2016.indd 1
NEW MLP SWIRL FREE_muk_NEW LSB 2008 GRID 02/03/2016 12:40 Page 23
my little pony on bin weevils
MY LITTLE PONY is the top performing show on the Bin Weevils (binweevils.com) platform. Currently on series five, each episode is averaging over 68,000 views. The MY LITTLE PONY brand has its own dedicated cinema within the Bin Weevils virtual world designed to engross kids in the franchise and content. Inside the cinema, kids are also able to enter competitions, play games, get downloads, view video bios and see the latest available MY LITTLE PONY products. “The MY LITTLE PONY franchise and its content and characters complement the Bin Weevils platform,” says Matt Lester, Sales Director at SuperAwesome, who manage Bin Weevils’ advertising. “We have integrated the brand into the Bin Weevils’ world to give kids a seamless experience of engaging with the MY LITTLE PONY franchise, while in their own digital environment.”
all areas of the age spectrum, which opens the door for some truly fantastic licensing opportunities. With a global presence in over 70 countries and across all major consumer products and promotional categories, the MY LITTLE PONY franchise has solidified its place as a worldwide perennial favourite. The rich storyline and cast of characters from the MY LITTLE PONY: Friendship is Magic animated series has placed the brand into an array of consumer product categories, including publishing, digital storybook apps, a popular comic series, apparel, wheeled goods and beauty products. “Hasbro Consumer Products has grown significantly over the last four years and this growth is supported by nurturing existing relationships, introducing new partnerships and expanding categories,” says Holly Oldham,
Above: The MY LITTLE PONY experience on Bin Weevils includes competitions, games, bios and of course the ability to watch the latest episodes. Below: The MY LITTLE PONY franchise works well across a number of consumer products categories.
Hasbro’s UK Licensing Director. “In 2016 we are planning to increase our portfolio of licensees further by including FMCG and new partners within toy and games and hardlines. We are always looking to work with new and innovative partners and it doesn’t have to be a traditional licensing agreement. For example, halo and collaborative projects are a big part of our business.” Toy and game is a big growth category for the MY LITTLE PONY franchise, with a number of new products hitting the shelves in 2016. “We partner with HTI on role-play toys and were very pleased to see the HTI RAINBOW DASH Style ‘n’ Groom win a Right Start Best Toy Award 2015 at Nuremberg Toy Fair in January,” says Holly.
reach for the stars!
Alice Vandy is a British designer who has incorporated MY LITTLE PONY into her designs, which have been spotted on both Rita Ora and Miley Cyrus. Alice says: “I always loved MY LITTLE PONY and wanted to design a range using MY LITTLE PONY artwork,” says Alice. “Someone I was working with set up a meeting with Hasbro and the rest is history. I love the cute bubblegum aesthetic because it’s so dreamlike and I also love the fact there are so many different characters, each with their unique cutie marks and candyfloss colour schemes. I’ve recently designed a catsuit to launch in 2016 which turns you into an actual MY LITTLE PONY which is pretty awesome and every MY LITTLE PONY fans’ dream!” Right: Alice Vandy’s MY LITTLE PONY hoodie and tracksuit bottoms.
34_Hasbro 2016.indd 1
NEW MLP SWIRL FREE_muk_NEW LSB 2008 GRID 03/03/2016 08:30 Page 25
why I love my little pony: rebecca (aged 5)
“I like learning about their cutie marks and I like the colour of RAINBOW DASH’s hair. I like how FLUTTERSHY speaks to other animals because she is really kind. My favourite ponies are TWILIGHT SPARKLE and RARITY but I can’t decide which one I like the best!”
“We’re also looking forward to seeing a refreshed collection of dress-up items from Rubies for SS16 and a new range of puzzles from Ravensburger.” Apparel is another important category for the MY LITTLE PONY franchise and has been partly driven by the success of Fyodor Golan’s collection at London we’re really excited to work with Fashion Show last year. “The week after the future licensees on new areas London Fashion Show we had over 730,000 such as FMCG.” impressions on social media and 44 million Hasbro is also partnering monthly unique visitors to featured websites,” says with Muller yoghurt for both Holly. “It created a the TRANSFORMERS and MY halo effect, which LITTLE PONY franchises on a drove listings on the sweepstakes, which will take High Street.” place in September. One The show’s success million branded packs of also fuelled Hasbro’s yoghurt will give consumers a desire to expand The MY LITTLE PONY franchise has been chance to win one of within the fashion featured on Tiny Pop since 2011 and the sixth 100 toys every day for realm. “We’ve been series comes to air from September. Season six is all about exploring EQUESTRIA, a theme that will three months. working at filling The MY LITTLE PONY category gaps in our come through in both products and marketing campaigns. Fans will see their favourite MANE 6 franchise has seen significant apparel offering,” visit places outside of PONYVILLE, such as growth from both a toy and says Holly. “In 2016 MANEHATTEN, PHILLYDELPHIA, LOS PEGASUS consumer products we’ll be working with and so much more. “MY LITTLE PONY: Friendship is Magic is a key property for Tiny perspective over the past few Paul Dennicci for Pop,” says Claudia Dalley, Tiny Pop Channel years and is growing faster infant apparel, Icon Manager. “Consistently rating at the top, the than ever (+54% YOY total Live for accessories, show benefits from a great on-air to off-air strategy which creates a successful synergy.” kids property, NPD 2015) and Bravado for adult it will continue to gain tee-shirts and momentum in the coming years. William Lamb for footwear. We also have great relationships with existing licensees on categories such as publishing, home and back to school, and
my little pony on tiny pop
why I love my little pony: honey (aged 8) and saffi (aged 5) Honey: “My favourite thing about MY LITTLE PONY is that the ponies are magic, they have wings, some are unicorns and Pegasus ponies, they live in palaces and they are all really good friends. I like PINKIE PIE because she talks fast and she likes cakes.” Saffi: “I like MY LITTLE PONY because they are all really nice colours and they have long hair you can brush. APPLEJACK is my favourite because she is kind and kicks apples out of the trees to feed her friends.”
P-D 26-27-29_NEW LSB 2008 GRID 03/03/2016 08:42 Page 26
Inset: PLAY-DOH sparks children’s imaginations and inspires creativity in their lives.
Below: New in 2016 is PLAY-DOH TOWN, including a fire house playset.
A childhood must-have since its introduction in 1956, the PLAY-DOH franchise continues to captivate the imaginations of children and artists of all ages as it celebrates its 60th year in 2016. Hasbro continues to invest in this preschool favourite, with new products and initiatives, ensuring that the next 60 years will be as successful as the first.
he PLAY-DOH brand is a fan favourite, with 80% (NPD 2015) of UK modelling sales and 97% brand recall (Global Scorecard 2014). Targeted at children 3 to 5 years-old, the product is a fun, engaging and fascinating creative toy. The PLAY-DOH franchise sparks the imaginations of children and inspires creativity in their daily lives. The brand allows kids to enjoy imaginative, tactile fun, while helping to build fine and gross motor skills. PLAY-DOH was first manufactured in the USA in
the 1930s as wallpaper cleaner. In the mid-1950s, when a classroom of children began using the wallpaper cleaner as a modelling compound, the product was reworked. Originally marketed to schools, PLAY-DOH quickly gained popularity outside of the educational sector. Fast forward 60 years, and the PLAYDOH franchise is as popular as ever, with over 50 colours available and over three billion cans sold worldwide. The world of PLAY-DOH is much more than the cans of colourful fun. Joining the iconic line up in 2016 is the brand new PLAY-DOH TOWN segment, which includes a fire house, fire truck, pet store, ice cream truck and pizza delivery truck. “The PLAY-DOH TOWN segment inspires creative storytelling through the use of figures, characters and townthemed playsets and vehicles,” says Craig Wilkins, Hasbro UK Marketing Director. “Children can play with the sets in a different way every time, allowing them to tell their own unique stories.” While PLAY-DOH is a staple product in the
P-D 26-27-29_NEW LSB 2008 GRID 03/03/2016 08:43 Page 27
homes of most preschoolers, Hasbro hasn’t forgotten its roots as an educational product and has introduced a series of Early Years Foundation Stage (EYFS) toolkits for nursery and reception years. “The PLAY-DOH Early Years resources are aimed at supporting and enthusing children up to the age of five,” says Craig. “Hasbro knows that fun activities help to interest children in the basics of literacy learning. Nursery staff and primary teachers are invited to register to receive PLAY-DOH Early Years resources including PLAY-DOH play mats - which deliver ongoing informed and vital support to help children learn through play. They will receive four resource packs including; literacy, numeracy, Above: PLAY-DOH activity exploring backpack from Sambro. Below: Anything is the world possible with PLAY-DOH! and art and design.” On the licensing scene, Hasbro works with the Perpetual Play Group on innovative storage solutions that will extend the play possibilities with the PLAYDOH franchise. Popular products include a PLAYDOH EZ
Why we love PLAY-DOH Daniel (aged 4)
“I can make people and animals and cars. I like using my cutters to make different shapes. I like PLAY-DOH because when I make a mistake I can start all over again.” Mum says: “Daniel loves playing with PLAY-DOH. As he’s got older his creations have got more and more detailed, using different colours and cookie cutters. He often makes whole families of ‘people’ and makes up little stories about what they’re doing.”
Mat that is designed with inspiring graphics and the Creation Station. A key arts and crafts partner, Sambro has an extensive range of activity sets, tables and work stations. “We’re currently seeing huge consumer demand in the arts and crafts area at the moment,” says Holly Oldham, UK Licensing Director at Hasbro. “We are working with new partners on our arts and crafts segment and developing an exciting publishing programme to support creative play and storytelling. We continue to build the presence of the PLAY-DOH franchise at retail, making it a top brand choice in the arts and crafts segment.” “The PLAY-DOH franchise invokes strong memories in so many people,” says Craig. “Today’s parents probably played with PLAY-DOH when they were children, so it is seen as a trusted brand. We want to ensure that children, and parents alike, get excited about the brand. We need to remain true to our roots, but also ensure we deliver innovative products and experiences each year.” Left: Create and transport all your PLAY-DOH, tools and creations with you.
10083 Create‘n’Store: Big Bucket 15070 Spinning Target Wheel 10234 Create‘n’Store: Creation station
15080 Target Tin Can & six darts 15060 Blow Dart Blaster
10410 Create‘n’Store Roller: Double Decker 211 Create‘n’ Store EZ-mat: Blue round mat
236 Hip Holster & Range P.A.K.
PLAY-DOH is a trademark of Hasbro and is used with permission. © 2016 Hasbro. All Rights Reserved.
NERF is a trademark of Hasbro and is used with permission. © 2016 Hasbro. All Rights Reserved.
Retail enquiries: +44 (0)1295 768078 email: email@example.com
Trends PP ad 2 A5.indd1 1 28_Hasbro 2016.indd
22/02/2016 14:30 09:06 23/02/2016
P-D 26-27-29_NEW LSB 2008 GRID 02/03/2016 13:24 Page 29
Inset: Butlin’s and Hasbro collobarated with themed PLAY-DOH activities at Butlin’s resorts. Below right: Eurotunnel’s PLAY-DOH event was very successful, engaging with over 2000 children.
Did you know? Consumer engagement Outside of the classroom, Hasbro’s consumer engagement includes a tie-up with Butlin’s and Just For Tots breaks, which are designed for families with children under five. In 2015 Butlin’s hosted PLAY-DOH activity sessions at Just For Tots break in three locations: Bognor Regis, Minehead and Skegness. The breaks will be returning to Butlin’s in 2016 with even more PLAY-DOH fun in store. Over the October half term in 2015, the PLAY-DOH franchise took part in a collaboration with Eurotunnel. “PLAY-DOH and Eurotunnel Le Shuttle hosted a PLAY-DOH Halloweenthemed experiential and competition activity at Victor Hugo Terminal and Charles
1. Four colours started it all: red, blue,
yellow, and white. Now the PLAY-DOH compound is available in more than 50 colours. 2. The inside scoop: PLAY-DOH compound has three core ingredients: water, salt, and flour. 3. To the moon: Since 1956, more than three billion PLAY-DOH cans have been sold. That’s enough PLAYDOH to reach to the moon and back three times. 4. Around the World in PLAY-DOH cans: It would take more than 631 million PLAY-DOH cans to circle around the globe. 5. Claim to fame: The PLAY-DOH franchise was inducted into the National Toy Hall of Fame in 1998. 6. Creating around the world: PLAY-DOH compound and playsets are sold in more than 80 countries. 7. On The Edge: Did you know that PLAY-DOH cans are made with a tapered edge to easily stack and store empty cans to reuse again?
Why we love PLAY-DOH Tallulah (aged 3) “I like playing with PLAY-DOH and squishing it. Mummy makes balls and I squash them!” Mum says: “Both Tallulah and her older sister love playing with PLAY-DOH. The girls like playing together and Tallulah will watch what her sister makes. I love the way they can use their imaginations and make anything they want. One of their favourite games is playing tea parties and making all the food out of PLAY-DOH.”
Dickens Terminal,” says Craig. “The onsite activity was supported by a social media competition and exposure via website, social media channels and email. The ‘take over’ on the Eurotunnel Le Shuttle Facebook page included a train sculpture and a special profile photo of the Eurotunnel Le Shuttle logo all made out of PLAY-DOH.” The collaboration with Eurotunnel was really successful, with over 2,000 children engaging in craft sessions, a 41% increase in footfall in the terminals and social media reaching over 900,000 people.
30-31-33 Hasbro Gaming NEW_NEW LSB 2008 GRID 02/03/2016 14:09 Page 30
Hasbro’s gaming portfolio continues to make a splash in the industry. Its new games, such as PIE FACE, have done exceptionally well in retail stores, while the MONOPOLY brand remains a perennial favourite in the family chest. A number of high-profile campaigns this year will put Hasbro Gaming in the spotlight and ensure that everyone – from consumers to retailers – is excited about Hasbro’s new and beloved games.
Above: Board games are still a favourite pastime of many families. Right: A focus for 2016 is building the overall Hasbro Gaming brand.
oard games are as popular as ever. A leader in the family gaming market, Hasbro owns a variety of classic family gaming favourites such as CLUEDO, TWISTER, TRIVIAL PURSUIT, GUESS WHO and the number one property in the games market, the MONOPOLY game (UK NPD 2015 data, excluding trading cards). “We’re seeing a resurgence of ‘traditional’ gaming, with board games becoming cool again,” says Craig Wilkins, Hasbro UK marketing director. “We’re seeing board game cafes popping up all over the UK. We know digital gaming is popular across all ages, but parents are keen to spend time together as a family. They see a traditional
30-31-33 Hasbro Gaming NEW_NEW LSB 2008 GRID 02/03/2016 14:10 Page 31
Right: MONOPOLY has over 10 million fans on Facebook. Below centre: MONOPOLY tee-shirt from Truffle Shuffle.
game as a chance to provide quality time with their young ones.” It’s been a busy time for Hasbro Gaming. In 2015 the awardwinning PIE FACE game was added to the portfolio while the MONOPOLY brand launched two new MONOPOLY editions: the MONOPOLY Here & Now and MONOPOLY Star Wars games. The PIE FACE game was BIG BOARD GAME DAY named the winner of the BTHA ‘Toy of the Year’ at the Hasbro Gaming will once again be supporting the 2016 London Toy Fair. NSPCC Big Board Game on 27 May, when people are encouraged to get together with family, friends “A big focus for us is or colleagues to host a board game event and raise building out the overall money for charity. “Play is a natural way for Hasbro Gaming brand. children to express themselves and it's a great way Whether in-store, online or for all families and friends to spend time together,” says Craig. “We’re proud to support this event and throughout our media we make raise money for the important sure our overarching Hasbro work that the NSPCC does. Gaming brand is first and This year the campaign will foremost,” says Craig. be supported by an extensive TV, social and radio “Everyone knows our classic gaming brands and campaign to drive awareness products but our mission is to really make sure and participation.” Hasbro Gaming is synonymous with bringing people the MONOPOLY brand. The brand celebrated its games that create 80th anniversary in 2015 and has been played by family fun more than one billion people in 114 countries and memories.” around the world. For the first time According to Craig, it’s not just the traditional ever, Hasbro will format that is proving a success. create its own “More people are playing the Hasbro Gaming TV WHEN PIE MONOPOLY game than ever spot across adult FACE WENT before, thanks to digital media. This exciting versions,” says Craig. VIRAL advancement will “MONOPOLY is available for all encompass the Hasbro Gaming’s PIE FACE was one of the major platforms including Hasbro Gaming most popular games of Christmas 2015, with mobile, console, and online message and showcase many parents taking to social media to track down retailers with games in stock. The game’s the breadth and popularity began in April, when a YouTube strength of video of a grandfather and grandson playing the Hasbro the game went viral, earning around 30 million brand portfolio. views in a week. The game has been a hit with all ages, even making an appearance on the At the core of Hasbro Jonathan Ross Show. through Gaming is the iconic Above: PIE FACE was one of the ‘must-have’ toys for Christmas 2015.
firstname.lastname@example.org Ph: +44 1286 511 522 @cartamundiuk
12_Hasbro 2016.indd 1
ÂŠ 2016 Hasbro. All Rights Reserved. Licensed by Hasbro.
30-31-33 Hasbro Gaming NEW_NEW LSB 2008 GRID 02/03/2016 14:11 Page 33
Left: If you’re set to take a flight out of Gatwick this year you might just see Mr. MONOPOLY himself on the way to your gate.
MONOPOLY IN TRAFALGAR SQUARE
collaborations with licensees such as Ubisoft and EA. Although the brand has evolved over the past 80 years, the gameplay and iconography of the classic MONOPOLY game has remained unchanged.” One of the biggest MONOPOLY partnerships is with McDonald’s. Now in its 11th year in the UK, customers collect tokens corresponding to property space on the MONOPOLY board. The 2016 campaign is expected to make another big splash, reaching 3.8 million people every day across 1200 UK restaurants throughout the 6 week promotional window. Cartamundi and WinningMoves are the two most prominent licensees developing Hasbro’s gaming business. “Cartamundi has EMEA rights to the gaming portfolio and brings Hasbro Gaming brands to life in the card game segment,” says Holly Oldham, Hasbro’s UK Licensing Director. “Cartamundi developed a new ‘way to play’ with the Shuffle range of cards that can be played on
In support of Games London in April 2016, a 15 square metre MONOPOLY board will be erected in the middle of Trafalgar Square. “Film London and Ukie (the trade body for UK's games and interactive entertainment) have partnered with the Mayor of London’s office to form Games London, a new strategy for supporting the games industry in London,” says Craig. “Our giant MONOPOLY board will celebrate ‘play’ in its broadest sense encouraging people to interact with gameplay in a fun outdoor setting. The outdoor MONOPOLY board will be open to the public for photo opportunities and the chance to take a lap of the board within one of the most iconic landmarks in London.”
their own or with the Shuffle app. WinningMoves takes our iconic game play and marries it with hot pop culture properties, licensed brands and local city editions. The Game of Thrones edition of the MONOPOLY game was a key item that launched last year and was well received by fans. We are also unlocking the iconic features of the MONOPOLY game across various other consumer product segments. The most exciting of which will launch later this year." Above: Cartamundi bring Hasbro Gaming brands to life in card games. Left: MONOPOLY Game of Thrones from WinningMoves was a key product launch in 2015. Bottom: The MONOPOLY McDonald’s promotion is now in its 11th year.
MONOPOLY AT MCDONALDS One of the biggest MONOPOLY partnerships is with McDonald’s. Now in its 11th year in the UK, customers collect tokens corresponding to property space on the MONOPOLY board. The 2016 campaign is expected to make another big splash, reaching 3.8 million people every day across 1200 UK restaurants throughout the 6 week promotional window.
NERF 34-35_muk_NEW LSB 2008 GRID 03/03/2016 08:34 Page 34
Inset: The TRI-STRIKE is a new blaster in the N-STRIKE MODULUS line, coming to retail in summer.
With a strong focus on improved power, speed, distance and accuracy, 2016 is shaping up to be one of the biggest years yet for the NERF brand. Gaining three new blasters and two new market segments, this product development, coupled with a high-profile marketing campaign and new licensing opportunities, will ensure the NERF franchise continues to grow.
Below centre: Perpetual Play Group will be expanding its range of NERF products beyond storage solutions in 2016.
t’s been over 45 years since the original NERF foam ball revolutionised the world of play. But what really took the brand to new heights was the introduction of the action blasters in the early 1990s. Reported in NPD’s 2015 findings, the NERF brand is now the biggest action toy brand in the UK market. “This year will be one of the biggest that NERF has ever seen, driven by incredible momentum for the brand, with two new product segments and three new blasters for the autumn/winter,” says Craig Wilkins, Hasbro UK Marketing Director. “Additionally, we are planning an incredible summer of activity for our
consumers, and throughout retail locations. This begins with a constant TV presence where, throughout the summer months, we will be running two experiential campaigns set to reach an audience of over seven million people.” For the first time ever, the NERF brand will launch three hero blasters, with the first being released in the summer. The first to hit shelves is the all-new N-STRIKE MODULUS line, the TRI-STRIKE – NERF’s most customisable blaster. This will be followed by the N-STRIKE ELITE line, the HYPER-FIRE in late summer. This will be the fastest firing blaster NERF has ever created, firing an incredible five darts per second. In the autumn, the MASTODON from the MEGA line will be available to consumers. Fans
Below: The new MASTODON from the MEGA range of blasters.
Above: NERF product display in Toys R Us.
NERF 34-35_muk_NEW LSB 2008 GRID 03/03/2016 08:34 Page 35
NERF N-STRIKE ELITE
The NERF N-STRIKE ELITE line is the biggest segment and core product range for the NERF brand. It allows players to achieve new levels of speed, distance, and capacity.
NERF MEGA Below: The NERF Vault tours around the country, giving the chance to try out new blasters.
can also look forward to two new product segments: NERF DOOMLANDS, a new range of fantasy blasters, and NERF RIVAL, a new line designed for an older audience and created to offer fans ages 14 and up a competitive, teambased experience. The NERF brand’s product portfolio is supported by strong consumer products partnerships. “Perpetual Play Group has designed innovative storage solutions and role play items that complement and extend the play possibilities,” says Holly Oldham, Hasbro’s UK Licensing Director. “For 2016 and beyond we are working together on expanding the range into other areas such as spinning target wheels and a new battle racer. We're also seeing an increased demand for live NERF events and attractions, which we are leading the way in the UK.” Currently Hasbro is working with Sakar, a Above: Walkie talkies from Sakar. leading provider of consumer electronics, on developing a range of walkie talkies, gadget watches and drones. Hasbro is even exploring a new four-legged audience with a NERF dog range. “It’s going to be an amazing year for the NERF brand, supported by exciting and ground-breaking marketing,” says Craig. “This summer, we’ll be touring the MINI VAULT in shopping centres around the country to get blasters into more kids’ hands. In addition, the MINI VAULT will also be touring across all key retailers, from February half term right through to the end of the year. Hasbro will also be running a main VAULT
The NERF MEGA line is all about power and performance! These long-range blasters send big foam darts screaming through the air for a range of up to 85 feet.
NERF N-STRIKE MODULUS The NERF N-STRIKE MODULUS segment, introduced in 2015, is designed to offer unprecedented blaster customization. New firepower and tactical gear expand the possibilities in 2016.
NERF ZOMBIE STRIKE
Launched in 2013, the ZOMBIE STRIKE line was the NERF brand’s first fantasy segment.
Doomlands is Nerf’s second fantasy segment. Launching in spring/summer 2016 it is set in the year 2169 in a post-apocalyptic world.
The NERF RIVAL line is expanding to include two new high-performance blasters, designed with high-impact power, increased capacity, and precision targeting in mind.
experience, to supplement the MINI VAULT. The VAULT experience lets players fully immerse themselves in the world of the NERF brand. Players can partake in target-based activities on the outside of the VAULT and are given a chance to try out our new hero blasters on the inside.” At the heart of the NERF brand are amazing products, which are continually evolving to meet and exceed customers’ expectations.
Left: The HYPER-FIRE from the N-STRIKE ELITE line is the fastest firing NERF blaster ever.
ÂŠ 2016 Hasbro. All Rights Reserved.
For more information contact Hasbro on 0208 744 1234
36-37_Hasbro 2016.indd 36
NPD December 2015
ÂŠ 2016 Hasbro. All Rights Reserved.
For more information contact Hasbro on 0208 744 1234 36-37_Hasbro 2016.indd 37
38-39_41_43_Licensee Feedback_REV2_NEW LSB 2008 GRID 02/03/2016 14:19 Page 38
The licensed look Hasbro's brands define the very essence of childhood and the joy it brings is reaching an increasingly large audience, spanning all demographics. As its consumer products programme continues to grow across a wide range of diverse categories, some of its many licensees share their views of the potential for the company's franchise brands.
Alex Kovacevic, Marketing and Licensing Manager, Simba Dickie Group
“ The team at Hasbro has been amazing and we’ve
had a fantastic experience working with them on the TRANSFORMERS brand. The licensing, brand and retail teams all work with us closely and that enables a truly collaborative partnership to sell in and then promote the entire brand. The Dickie range include TRANSFORMERS vehicles of all different types and functions, including die cast, light and sound, feature mechanical and radio control lines. The stand out hero will definitely be the big light and sound OPTIMUS PRIME Battle Truck. It’s our main TV line for 2016 and has so many cool features for kids to play with. The new Dickie TRANSFORMERS vehicles range will be available from July. ” Right: The OPTIMUS PRIME Battle Truck from Simba.
Sarah Holden, Marketing Communications Manager, HTI
“ The licensing partnership between HTI and Hasbro is now in its fourth year. The teams work closely together on new product development from initial cooperative brainstorm sessions to input on conceptual designs with an understanding for commerciality. With a multiterritory licence partnership for MY LITTLE PONY roleplay toys, HTI continues to offer an exciting toy range. The RAINBOW DASH Style ‘n’ Groom was supported by an extensive TV advertising and PR campaign in 2015 to great effect. We have some really exciting new products coming in 2016 including a FLUTTERSHY styling pony, a Teapot Palace and a FLUTTERSHY Pet Care Case. ” Above right: The new FLUTTERSHY Pet Care Case from HTI.
Stephen Gomez, Director, Ty UK
“ We have been working with Hasbro
for around three years now with the MY LITTLE PONY range and it's been a fun ride so far. We have a range of Beanie Babies, Buddies, XL and Jumbo sizes. We currently have TWILIGHT SPARKLE, PINKIE PIE, RARITY, APPLEJACK, FLUTTERSHY and RAINBOW DASH in the range. We have seen a great consumer response to RAINBOW DASH, TWILIGHT SPARKLE and PINKIE PIE and we are hoping to launch our MY LITTLE PONY Princess range in September 2016. ” Right: RAINBOW DASH from Ty.
Mark Segalov, Director, Smith & Brooks
“ Our working relationship with Hasbro
goes back over 20 years. We built our boys’ daywear around ACTION MAN and it was our number one boys’ licence for several years. Fast forward 10 years and we’re now creating cool aspirational ranges for the MY LITTLE PONY franchise, which have been boosted by Hasbro’s recent collaborations with high-end fashion houses. Hasbro has ensured that the mass market the MY LITTLE PONY franchise but still maintains the commerciality of the garment. Today this is our number one girls’ brand.” Above right: Smith & Brooks tee-shirt for Next.
38-39_41_43_Licensee Feedback_REV2_NEW LSB 2008 GRID 02/03/2016 14:20 Page 39
Nikki Samuels, Director, Sambro
“ We have worked with Hasbro for
around 10 years. They are a fantastically pro-active team that works closely with us so that our design team can create product lines that are consistently fresh and true to each brand. We were proud to receive an award from Hasbro in 2015 in recognition of our design and innovation. The PLAY-DOH franchise is currently our most exciting brand within the Hasbro portfolio. Our focus items include backpacks and trolley bags filled with PLAY-DOH creative elements. The MY LITTLE PONY franchise goes from strength to strength in 2016 and we will be offering a strong range of arts and craft products. ” Above: PLAY-DOH Creative Workshop from Sambro.
Karen Lawler, Executive Manager of Licensing, Hachette Children's Group
“ We have been working with Hasbro
on The MY LITTLE PONY franchise since 2013 with great success. It is a brilliant licensor, ensuring its brands reach as many children as possible and really supporting licensees at retail. 2015 was a fantastic year for MY LITTLE PONY publishing. We grew our sales over 90 percent through Nielsen Bookscan, with strong sales across both our fiction and activity lines. The Christmas season was particularly strong, with the MY LITTLE PONY Annual finishing in the top 20 and the publication of a brand new box set. In 2016 we will launch titles for the LITTLEST PET SHOP and TRANSFORMERS brands. ” Above: Hachette’s MY LITTLE PONY Annual was a top seller for Christmas 2015.
Louise Goss, Licensing and Marketing Manager, TVM Fashion Lab
“ We have worked with Hasbro for the last four or five years and have seen the business grow and the team develop immensely. It’s been a very exciting time for us. We develop a wide variety of MY LITTLE PONY fashion lines including tee-shirts, dresses, nightwear and underwear. We have some truly beautiful products, including different print types and applications and will continue to develop innovative, fashion-focused products to meet the demand at retail. ”
Above right: Fashion-focused girlswear from TVM Fashion Lab.
Mel Beer, Licensing Director EMEA, Amscan International
“ Amscan has been working closely with Hasbro for over 12 years to create exciting children’s partyware and foil balloon ranges. The MY LITTLE PONY franchise continues to perform fantastically and it is one of our bestselling girls’ licensed ranges. Our collection of partyware and balloons has recently been refreshed to feature a new design. One of the standout pieces within the range is the impressive Pinkie Pie AirWalker standing at 119cm high. The feedback we have received at retail has been superb. New for 2016 we have a MY LITTLE PONY themed sing-a-tune balloon and favour cups. In 2017 we will be launching a new range of TRANSFORMERS partyware and balloons. ” Above right: The new PINKIE PIE AirWalker from Amscan.
David Martin, Director of Sales UK, Funrise
“ Funrise is delighted to be working with Hasbro and have TONKA
back in its portfolio for 2016 as it is one of the world's most loved children's vehicle properties. We have great plans for the brand across the entire range, from the largest of steel trucks, to the smallest of MINI collectables. The brand new TONKA Climb-Overs collection is also a really exciting direction for the brand, and will be the focus of our main TV advertising plan.”
Right: TONKA fire engine.
Have a magical celebration with
My Little Pony Partyware & Balloons! Pinkie Pie AirWalker®
New Sing-A-Tune® Balloon
New Favour Cup
Discover more with Amscan The One Stop Party Shop TEL: +44 (0)1908 288 500 E-MAIL: email@example.com WEB: www.amscan.co.uk ©Amscan 2016, ©Anagram 2016 All rights reserved HASBRO and its logo, MY LITTLE PONY and all related characters are trademarks of Hasbro and are used with permission. © 2016 Hasbro. All Rights Reserved.
42_Hasbro 2016.indd 1
38-39_41_43_Licensee Feedback_REV2_NEW LSB 2008 GRID 02/03/2016 14:20 Page 41
Martin Withers, Commercial Director, Spearmark International
“ Spearmark has worked with Hasbro for over 10 years across the TRANSFORMERS and MY LITTLE PONY franchises and it has been fun to see the company change from pure toy to a broad entertainment platform with the opportunities that presents. We manufacture products such as lunch bags, cool bottles and dinner sets as well as functional lighting products. I would say we are most excited by out MY LITTLE PONY illumi-mates. Our key buyers have already asked us to fast-track these, always a good sign! ” Right: MY LITTLE PONY lamps from Spearmark.
Graham Dyer, Sales and Marketing Director, Bon Bon Buddies
“ Bon Bon Buddies and Hasbro have
worked together for over 17 years now. We started out with chocolate board games and over the years have worked with some huge characters and brands to inspire some great ranges. Our current product range covers both the MY LITTLE PONY and TRANSFORMERS franchises. The most popular products sit within our Surprise range, in particular, our MY LITTLE PONY Surprise Egg, which is one of our top three Surprise Eggs across all licences. 2016/17 sees the launch of the MY LITTLE PONY Crispy Chocolate Tins – four to collect with an addictive chocolate coated biscuit fill. ” Left: New MY LITTLE PONY tins from Bon Bon Buddies.
David Aykroyd, Joint Managing Director, Aykroyd and Sons
“ Aykroyd and Sons is delighted to have been working with Hasbro on the MY LITTLE PONY franchise now for several years. The MY LITTLE PONY line is a consistent best seller wherever listed and is always on retailers’ lists for selection. We will be listing pyjamas, robes and nighties, but we think sublimation onesies will be the biggest hit in 2016. We are therefore looking forward to yet another excellent year with this prestigious and popular property. ” Right: Onesies from Aykroyd and Sons are sure to be big hits.
Danny Morris, Managing Director, Signature Publishing
“ We have been a licensing partner of Hasbro since the launch of MY LITTLE PONY magazine in 2011. Since then the magazine, along with our relationship with Hasbro, has grown enormously. MY LITTLE PONY magazine has generated an amazing £4.2m RSV and we are now the UK and Australia/New Zealand magazine licence holder for MY LITTLE PONY Above: Magazines from Signature EQUESTRIA GIRLS, LITTLEST PET are selling very well. SHOP and the newly launched TRANSFORMERS Robots In Disguise magazine. Working with their licensing team is an absolute pleasure and we work together to create the best possible products. ” Warren Traeger, Licensing Director, Icon Live
“ We are very excited to be working
with Hasbro on the MY LITTLE PONY franchise. Our design and development team all grew up with the MY LITTLE PONY franchise and have had a lot of fun working on the range. Due to hit stores by the end of March, the range is a mix of jewellery, hair and novelty accessories. The RAINBOW DASH and TWILIGHT SPARKLE headbands are destined to be the best sellers from the collection with all fans young and old. The demand for MY LITTLE PONY products is growing across all retail and we can’t wait to see the brand hit the big screen in 2017. ” Right: New headbands from Icon Live.
42_Hasbro 2016.indd 1
38-39_41_43_Licensee Feedback_REV2_NEW LSB 2008 GRID 02/03/2016 14:21 Page 43
Lindsay Hardy, Marketing Director, Trends UK
“ I have very happy memories of playing with PLAY-DOH as a child and of working on it at Stockley Park, so being involved with this fabulous range of complementary accessory products is a bit like coming home really. Trends UK is the distributor for The Perpetual Play Group in the UK with product coming to retail in July. The Create & Store EZ Mat is a best-seller in the USA because you can pull up the drawstring around the mat and it gathers everything into a handy bag. A fun new introduction is the Create & Store Roller shaped like a red double decker bus. ” Above right: New Create & Store Roller from Trends UK.
Phil Ratcliffe, Sales and Marketing Director, MV Sports
“ We’ve worked with Hasbro
for many years and have always found the licensing team to be passionate about its properties, with a positive attitude and a collaborative approach. Our range consists mainly of scooters, bikes, skates and ride ons for the MY LITTLE PONY franchise. For the TRANSFORMERS franchise we have bikes, scooters, skateboards, helmets and battery-operated ride ons. We’ve recently launched a new design for our MY LITTLE PONY range and initial signs in certain key retailers are good with scooter sales holding up well against competitive licences. We’ve also completed a refresh of our TRANSFORMERS line to reflect the new Robots In Disguise TV series. ” Above right: New designs for MY LITTLE PONY for MV Sports.
Trevor Jones, Licensing Director, Danilo
“ Danilo has been a Hasbro
licensee for over 15 years. They are very supportive with product development and retail activity. Hasbro’s pro-active toy marketing campaigns also mean that licensees can benefit from the retail exposure and in-store theatre that they create. Danilo produces Above: Cards from Danilo’s range. TRANSFORMERS and MY LITTLE PONY calendars, greetings cards and wrap. Both brands enjoy classic status as evergreens for us, as well as being updated each year around toy releases, TV and movie events with new artwork. In 2016 we will be releasing new updated card designs and calendars. ”
Tim Kilby, Brand Director, Character World
“ Character World has a long established relationship with Hasbro and its brands. A hit in the 1980s, the MY LITTLE PONY franchise has had a resurgence in popularity since the new animated television series started in 2010. With the MY LITTLE PONY movie set to be released in 2017, we anticipate the brand will continue to go from strength to strength. We first launched the ‘Dash’ MY LITTLE PONY range in 2015 which includes a duvet cover, cushion and fleece blanket and other products. The MY LITTLE PONY range is one of our most popular girls’ ranges in the UK and I’m delighted with the success. We’ve also launched a toddler range too to cater for younger girls. ” Left: MY LITTLE PONY duvet from Character World.
Tracey Devine, Head of Licensing and Marketing EMEA, Rubie’s Masquerade
“ Hasbro has been a great partner to work with over the last eight years. We first signed with them for the launch of the second TRANSFORMERS film. Hasbro is a global, fast-moving and innovative company and works with us along each stage of the development process through to retail activation. Our product range consists of some fabulous and innovative costumes for the MY LITTLE PONY, TRANSFORMERS and MR POTATO HEAD franchises. In 2016 we are extending our new MY LITTLE PONY line with the addition of a beautiful FLUTTERSHY costume; including dress and wings alongside some very innovative accessories. ” Right: Dress ups from Rubie’s.
e h t g n i Continu
M G N I Z A AM © Hasbro
l Launched October 2015 with great success and fantastic newstrade feedback and support l Listings secured in all the major retail groups l +18 page action-packed comic in every issue l Unique bespoke branded cover gifts l The ‘must stock’ primary boys magazine For more information on selling My Little Pony Simbarashe.Chigwada@seymour.co.uk
wonder ad FINAL.indd 44-45_Hasbro 2016.indd2 44
29/02/2016 17:45 16:25 02/03/2016
My Little Pony
l Incredible growth continues with record sales achieved in January 2016 l Igniting the imagination of the fans while introducing the brand to a new and ever-growing audience l Exclusive branded cover gifts on every issue l Premium-priced packages at key seasonal periods l The â€˜must stockâ€™ primary girls magazine
h t i w g n i l l e t y r o t s
S E N I Z A G MA
or Transformers RID magazine contact:
44-45_Hasbro 2016.indd 45
Retail Feedback_NEW LSB 2008 GRID 02/03/2016 16:50 Page 46
Hasbro is working closer than ever with retailers focussing on building strong partnerships to deliver consumers a complete brand experience. Its core brands are having a phenomenal time at retail, and with MY LITTLE PONY, TRANSFORMERS, PLAY-DOH and MONOPOLY movies on the horizon, it’s a great time for everyone involved. Inset: Emma Stocking and Sally Fee.
The retail round up A
t the start of 2015, Hasbro introduced Retail Franchise Managers to assist with its step change of the Hasbro franchises in-store, online and in print. “Retail is at the heart of everything we do,” Sally Fee, Retail Franchise Manager at Hasbro, explains. “It’s the final critical step in the consumer journey and we aim to deliver better than ever before. Our collaborations with retail partners are at their peak and we remain focused on long term, sustainable franchise growth to ensure that we’re delivering now and in the future.” The MY LITTLE PONY franchise continues to go from strength to strength and is offering some fresh, exciting updates in the girls’ category. “The MY LITTLE PONY franchise is now the number one licence in several categories in key retailers,” says Emma Stocking, Retail
Franchise Manager. “The TRANSFORMERS franchise is also really heating up, targeting 20 million viewers across CITV, Cartoon Network and Bin Weevils in 2016. That's four times more than in 2015. We are also launching our new vehicle range with partner Simba Dickie in summer, making it a fantastic year for the franchise. The PLAY-DOH franchise is also getting a lot of attention as a leading arts and crafts brand, which is currently in double-digit growth.” As Hasbro continues its rapid evolution from a toy company into a global entertainment company, its licensed ranges have really taken off. Outside of toys and games, Hasbro is experiencing strong growth in clothing, publishing, role play, home, party and arts and crafts. This makes relationships with both licensees and retailers of critical importance.
“We are intrinsically linked with our retailers and licensees from product development right through to brand activation in store,” Sally explains. “We want to maximise our brands, drive footfall and win at the point of purchase.” With a strong movie slate for the core Hasbro franchises coming in 2017 and beyond, the buzz at retail is sure to explode. “We’re delighted that planning for the MY LITTLE PONY and TRANSFORMERS movies is already underway and firmly on the radar of our retail partners,” says Emma. “We are already discussing plans with retailers and we know we’ll be in great shape to create real impact at retail. We have big ambitions on bringing our movies to life and will be challenging ourselves to be brave, push the boundaries and really take our movie activation to the next level.”
Retail Feedback_NEW LSB 2008 GRID 02/03/2016 16:50 Page 47
Left: Linzi Walker.
Linzi Walker, Trading Manager for toys, Argos “Hasbro is an important partner for Argos and we are fully aligned with the majority of its portfolio in our stores and catalogues, with an extended range online. The MY LITTLE PONY franchise has been the star of the show throughout 2015, especially at the back end of the year, and we’re seeing significant growth with our SS16 lines. NERF is always a strong performer and we’re really excited about the three massive new launches this year. The MODULUS range in particular is going down well and has really stimulated growth for this brand. We’ve spent considerable time over the past few years aligning ourselves around product launches and films; one of our first promotions was for the last TRANSFORMERS movie in 2014. We built a fully integrated campaign, including homepage presence, email campaigns, competitions, branding in our catalogues as well as an impressive display in-store. It made such a difference to our sell-through rate and actually has become the blueprint of what we do for other launches. We’ve got some strong plans for 2016, especially around our MY LITTLE PONY lines. We’re really excited about our initial discussions for AW16.
Kate French, Buyer – Kids’ Character Clothing and Footwear, Argos Below: Kate French.
“Our new MY LITTLE PONY clothing range has had a great reaction with the customers. The February half term event with clothing product displayed alongside the toy range supported sales growth. In fact when visiting a store a little girl was overheard pestering her dad to buy her the top and legging set as well as the scooter! The range continues to expand for the autumn/winter season, and we are particularly excited about the opportunity for the MY LITTLE PONY lines during the back to school and peak gifting seasons with great nightwear products planned.”
Top: Transformers: Age of Extinction display in Argos in 2014. Below: Rachel Wakley.
Rachel Wakley, Head of Licensing, Tesco “The developments in forward scoping and joint business planning has been fantastic and we’re in the strongest position we have ever been with Hasbro in this regard. The licensing team, across hardlines and softlines, are a real credit to the Hasbro business. They are genuinely are a Above: MY LITTLE PONY in Tesco. pleasure to work with, combining commercial acumen with passion and enthusiasm. There are big opportunities within the portfolio over the next three years, and we’re really looking forward to bringing these propositions to life.”
Right: MY LITTLE PONY apparel from Argos.
Gary Grant, Managing Director, The Entertainer
“From Hasbro we stock the TRANSFORMERS, MY LITTLE PONY, Hasbro Gaming, PLAY-DOH and NERF franchise brands; as well as its licensed ranges. Across the board, the Hasbro franchise and licensed ranges sell well within our stores. We perform very well with the NERF lines as we do regular demonstrations in stores of the range of blasters. We also work with Hasbro on in store events for the PLAY-DOH franchise and run character visits. Hasbro has some really strong brands, supported by great content, which definitely helps their performance. The company continues to invest in the ranges to deliver great product development based on sound research and insight. We have a very comprehensive marketing plan with Hasbro which covers the whole year. This includes TV campaigns, in-store demonstrations, window takeovers, character visits, web page takeovers, email campaigns, in-store POS, the NERF tours, competitions and permanent store fixtures in our larger stores. Our plan for 2016 with Hasbro is really strong with some great 360 campaigns planned in. The one that performed particularly well last year and we are repeating this year is with the TRANSFORMERS lines over Easter.” Above: MY LITTLE PONY in The Entertainer.
Right: Gary Grant.
48_Hasbro 2016.indd 48
Retail Feedback_NEW LSB 2008 GRID 03/03/2016 08:39 Page 49
Michael Figg, Buying Manager – Toys, Asda
“The MY LITTLE PONY franchise is absolutely flying at the moment, particularly with the new EQUESTRIA GIRLS Mini Dolls which we currently have in all stores on a display unit, and the “My Little Pony: Friendship is Magic” segment which is available exclusively at Asda until April. The TRANSFORMERS franchise continues to perform strongly even outside of a movie year, and the PLAY-DOH franchise is going from strength to strength with the launch of PLAY-DOH TOWN, adding an exciting new play pattern to the brand. We support the ranges in store through our core range space, gondola ends and shipper display units, and drive the sales through rolling back the key products to offer our customers the best value in the market Our George.com website allows us to create a hub for each of our key licenses where we can merchandise all of the toys, homewares, George apparel and other categories together to make our customers’ shopping experience as seamless as possible. This is supported through social media campaigns such as our ‘Freebie Friday’ where we give our customers the chance to win bundles of Hasbro’s best products. We have great plans in place to drive the business with Hasbro in 2016, with our cross-category gondola ends on the MY LITTLE PONY segments with stationary, DVD, homewares and George apparel, our PLAY-DOH display units and bundle deals we offer through George.com.”
Lisa Senior, European Buyer - License products, Claire’s “The MY LITTLE PONY franchise has been stocked at Claire's for a couple of years. During that time it has become an evergreen brand for girls up to six years old. For summer 2016 we will be launching an extended range of more fashion-focused products for older girls. Within this segment, we have developed an exclusive range of fashion bags, stationery and cosmetics. Leading into 2017, and the launch of the MY LITTLE PONY movie, we will be building the brand up with a larger product range across UK and Europe, including gifting lines for Christmas, and an integrated marketing campaign.”
Inset: Michael Figg.
Above: PLAY-DOH is performing well at Asda. Right: NERF display in Toys R Us.
Above: Claire's is extending its MY LITTLE PONY range in 2016/17.
Andrew Brocklehurst, Director of Merchandise, Toys R Us “Over recent years we have strengthened our relationship with Hasbro across its portfolio and work closely with the team to help deliver exciting and engaging experiences for our customers, including in-store demonstrations, character visits, digital campaigns, POS, product tours and competitions. NERF is a great example of this, and is one of our biggest Hasbro success stories with in-store demonstrations, the Vault tour and our NERF brand store online contributing to tremendous growth. The MY LITTLE PONY and PLAY-DOH franchises are going from strength to strength. The TRANSFORMERS franchise also continues to perform well and we expect this to peak next year when the new movie comes out.”
Untitled-1 50_Hasbro12016.indd 1
22/02/2016 11:12:51 23/02/2016 14:35
Retail Feedback_NEW LSB 2008 GRID 02/03/2016 16:51 Page 51
Right: Geoff Sheffield.
Geoff Sheffield, Director of Purchasing and Licensing, The Toy Store
“We currently stock the full Hasbro line with particular focus on the MY LITTLE PONY, PLAY-DOH, TRANSFORMERS, NERF and LITTLEST PET SHOP franchises. The NERF franchise has performed very well thanks, no doubt, to our superb in-store installation of the sound and lightactivated NERF target. As far as plans for 2016 are concerned, we are hoping to partner with Hasbro to continue our roll-out of best-in-class retail execution to support their core stable of product. With plenty of content both within Hasbro’s own IP and those under licence, there will be no shortage of opportunities for window takeovers, character visits and many ways for the consumer to engage with their favourite characters, which is so key to our store. I believe Hasbro has had a solid refresh on its core properties, which should mean a stellar year for Hasbro’s collaboration with The Toy Store.”
Above: The NERF target in The Toy Store’s Oxford Street store is very popular.
Above: PLAY-DOH is going from strength to strength for Sainsbury’s.
Jess Wilkinson-Mair, Buyer Toys, Sainsbury’s “We had many highlights over 2015 across our businesses, but one we would have to call out is the PLAY-DOH franchise. It just goes from strength to strength for us delivered both in core space and secondary and it continues to be our number one range within creative. We’re excited to see what the new PLAY-DOH TOWN range brings this year and we’ll continue to excite our customers with the new ranges and executions in-store.” Above: Jess Wilkinson-Mair.
Inset: MY LITTLE PONY in Smyths.
Padraig Smyth, Director, Smyths
“The success of both our businesses centres around one key strength: teamwork. We collaboratively develop strong strategic plans, which ultimately deliver the end goal of increasing the customers’ experience with both of our brands. We have seen really strong performances across all of Hasbro’s franchise brands over the last two years or so in particular, the MY LITTLE PONY, NERF and PLAY-DOH franchises have delivered some fantastic results. It has been incredibly exciting to see the plans we’ve both worked on come to life in our stores and online.”
Orchard Home of My Little Pony Books
HASBRO and its logo, MY LITTLE PONY and all related characters are trademarks of Hasbro and are used with permission. ÂŠ 2016 Hasbro. All rights reserved.
52_Hasbro 2016.indd 52
53_Meet The Team_REV4_NEW LSB 2008 GRID 03/03/2016 08:36 Page 53
Meet the team Working at Hasbro would be any child’s dream. Meet some key members of the Hasbro team who make that dream a reality and find out their fondest childhood memories.
Licensing Director, UK and Ireland Holly.Oldham@hasbro.co.uk
Sales Director, UK and Ireland Malcolm.Ottley@hasbro.co.uk
“I loved writing; I would write stories everywhere I went. I remember writing about a speaking mouse that lived in my pocket and would perform a dance for my classmates. It's all about storytelling.”
“I loved watching cartoons on TV and playing with my ACTION MAN toys.”
Marketing Director, UK and Ireland Craig.Wilkins@hasbro.co.uk
Franchise Marketing Manager Louisa.Parast@hasbro.co.uk
“Every day was an adventure for me. One minute I was saving the world as my favourite superhero and the next, scoring the winning goal in the World Cup.”
“I remember the great sense of adventure and excitement that every day would bring. When you’re armed with nothing but your imagination, you can make anything possible.”
Senior Brand Manager, Franchise Henry.Gordon@hasbro.co.uk
Senior Brand Manager, Franchise Anita.Nutchey@hasbro.co.uk
“I loved hanging out with my best friends. Whether playing cricket in the back yard, playing video games or out exploring on our BMX bikes, it was always good times.”
“I was a huge MY LITTLE PONY fan and loved watching the TV show with my sister. We had all the videos, toys and everything else. Now my daughter is a big fan too!”
Senior Brand Manager, Franchise Games Martin.Rowe@hasbro.co.uk
Director, Fashion and Home, EMEA Nikki.Gie@hasbro.co.uk
“I loved board game night every Sunday. We would play Cluedo and I always played as my favourite super sleuth, Colonel Mustard. As long as I beat my brother the weekend was complete!”
“I still feel like a child working at Hasbro. I was a huge fan of MY LITTLE PONY and JEM AND THE HOLOGRAMS back in the 80s. So I have the perfect job!”
Retail Franchise Manager Emma.Stocking@hasbro.co.uk
Retail Franchise Manager Sally.Fee@hasbro.co.uk
“For me, childhood was all about not questioning ‘why’ but instead just thinking ‘wow’ – yes, the rabbit did just come out of the hat by magic.”
“I was the youngest girl with four big brothers. When I wasn’t completing ‘challenges’, which was code for running errands, I loved playing outside on my electric pink bike and hitting swing ball in the garden.”
Interim Senior Licensing Category Manager, UK and Benelux Julie.Scott@partners.hasbro.com
Category Manager Toy and Game, UK and Nordics Caroline.Spooner@hasbro.co.uk
“Nothing was better than playing practical jokes on my Nan and Grandad.”
“As a child, every day is an adventure, you can play all day, you get looked after, you don’t have to iron, people are nice to you and you get protected from the real world!”
Team Coordinator/Product Development Specialist Chloe.Higgins@hasbro.co.uk
UK, Nordics and Benelux Product Development Specialist Kellie.Timms@hasbro.co.uk
“I enjoyed playing at the park with the other children from the area, and having a great time with nothing more than a ball.”
“For me it was all about having an imagination where anything is possible.”
Contact Hasbro: 020 8744 1234
54-55_Listings_REV2_Art & Design LSB 02/03/2016 15:04 Page 54
Babywear Dennicci, tel. +44 (0) 1621 859 119 Eyewear Alfred Franks, tel. +44 (0) 1727 833 877
CELEBRATION Party Amscan International, tel. +44 (0) 1908 288 500 Procos, tel. +30 (0) 2 262 031 434
Footwear William Lamb, tel. +44 (0) 1924 820282 Elan Polo, tel. +44 (0) 1858 469 826
Greeting Cards Danilo Promotions, tel. +44 (0) 1992 702 903
Accessories Icon Live, tel. +44 (0) 1444 240 000 Misirli, tel. +44 (0) 116 2645 860 Roy Lowe & Sons, tel. +44 (0) 1623 441144 VMC Accessories, tel. +44 (0) 1538 392500
HOMEWARE Bedding and home Character World, tel. +44 (0) 845 004 9217
Backpacks Sambro, tel. +44 (0) 845 873 9380
TOYS AND GAMES Arts and crafts Canal Toys, tel. +33 (0)1 47 15 70 50 John Adams, tel. +44 (0) 1480 414361 MAAD Toys, tel. +44 (0) 161 925 7646 Sambro, tel. +44 (0) 845 8739380 Toy Character Options, tel. +44 (0) 161 6339800 Funrise, tel. +44 (0) 1908 555640 Hauck, tel. +44 (0) 1978 664362 HTI Group, tel. +44 (0) 1253 778888 Markwins International, tel. +44 (0) 1256 374010 Sakar, tel. +44 (0) 2476 518500 Ty, tel. +44 (0) 1329 829 828 Trends UK, tel. +44 (0) 1295 768 078 Wheeled MV Sports & Leisure, tel. +44 (0) 121 748 8000 Robbie Toys, tel. +44 (0) 1843 604448
PUBLISHING International Greetings, tel. +44 (0) 1525 887310 Orchard, tel. +44 (0) 203 122 6000 Panini, tel. +44 (0) 1892 500 100 Parragon, tel. +44 (0) 1225 478 888 Phidal, tel. +1 (0) 514 738 0202 Redan Publishing, tel. +44 (0) 1743 364 433 River Horse, +44 (0) 7976 253069 Signature Publishing, tel. +44 (0) 1483 779 500 STATIONERY/GIFTING Stationery Bluesky, tel. +44 (0) 113 387 9670 Gifts GB Eye, tel. +44 (0) 114 276 7454 Stickers Fun Stickers, tel. +44 (0) 1760 338 888
Home Decor Walltastic, tel. +44 (0) 208 569 2001 Worlds Apart Limited, tel. +44 (0) 1637 882200 Lighting Spearmark, tel. +44 (0) 1480 222 335 3DLightFX, tel. +44 (0) 1228 586 100 FOOD/CONFECTIONERY Confectionery Bon Bon Buddies, tel. +44 (0) 1495 241600 Gamesformotion, tel. +31 (0) 570 631 160 Cakes and Baking Fiddes Payne, tel. +44 (0) 1295 253 888 Finsbury Foods, tel. +44 (0) 1698 285 227 Drinks Surprise Drinks, tel. +42 (0) 553 652 920 HEALTH AND BEAUTY H&A, tel. +44 (0) 1904 429400 Stand Up & Smile, tel. +44 (0) 203 794 2913 HOME ENTERTAINMENT Primal Screen, tel. +44 (0) 20 3371 9469
Dress up Rubies, tel. +44 (0) 1491 826 500 Puzzles & Games Cartamundi, tel. +44 (0) 1268 511522 Ravensburger, tel. +44 (0) 1869 363800 Winning Moves, tel. +44 (0) 207 2629696 APPAREL AND ACCESSORIES Apparel Aykroyds, tel. +44 (0) 161 929 1122 Bravado, tel. +44 (0) 330 587 1234 Smith & Brooks, tel. +44 (0) 845 129 9216 Somerbond, tel. +44 (0) 208 438 2500 TDP, tel. +44 (0) 1283 550 400 TVM Fashion Lab, tel. +44 (0) 207 563 8526
TOYS Hauck, tel. +44 (0) 1978 664 362 Sakar, tel. +44 (0) 2476 518500 Trends UK, tel. +44 (0) 1295 768 078
APPAREL AND ACCESSORIES Eyewear Alfred Franks, tel. +44 (0) 1727 833 877
Games Cartamundi, tel. +44 (0) 1268 511522
Footwear Elan Polo, tel. +44 (0) 1858 469 826
Lunchware Spearmark, tel. +44 (0) 1480 222 335
54-55_Listings_REV2_Art & Design LSB 02/03/2016 15:08 Page 55
Babywear Dennicci, tel. +44 (0) 1621 859 119
TOYS AND GAMES Vehicles Simba Dickie, tel. +44 (0) 1274 765 030 Wheeled MV Sports & Leisure, tel. +44 (0) 121 748 8000 Robbie Toys, tel. +44 (0) 1843 604 448 Dress up Rubies, tel. +44 (0) 1491 826 500 Electronics Sakar, tel. +44 (0) 2476 518 500 Toy Trends UK, tel. +44 (0) 1295 768 078 Games Cartamundi, tel. +44 (0) 1268 511 522 Winning Moves, tel. +44 (0) 207 2629696 APPAREL AND ACCESSORIES Apparel Bravado, tel. +44 (0) 330 587 1234 Cooneen By Design, tel. +44 (0) 161 273 5213 Misirli, tel. +44 (0) 116 2645 860 TVM Fashion Lab, tel. +44 (0) 207 563 8526 Somerbond, tel. +44 (0) 208 438 2500 Eyewear Alfred Franks, tel. +44 (0) 1727 833 877
Footwear Elan Polo, tel. +44 (0) 1858 469 826 William Lamb, tel. +44 (0) 1924 820 282 Accessories Icon Live, tel. +44 (0) 1444 240 000 Misirli, tel. +44 (0) 116 2645 860 Roy Lowe & Sons, tel. +44 (0) 1623 441 144 Backpacks Sambro, tel. +44 (0) 845 873 9380 PUBLISHING Igloo Books, tel. +44 (0) 1604 741 116 Orchard, tel. +44 (0) 203 122 6000 Parragon, tel. +44 (0) 1225 478 888 Scholastic, tel. +44 (0) 20 7756 7756 Signature Publishing, tel. +44 (0) 1483 779 500 STATIONERY/GIFTING Gifts GB Eye, tel. +44 (0) 114 276 7454 Paladone, tel. +44 (0) 1273 230 037 Stickers Fun Stickers, tel. +44 (0) 1760 338 888 CELEBRATION Party Amscan International, tel. +44 (0) 1908 288 500 Procos, tel. +30 (0) 2 262 031 434
TOYS AND GAMES Card games Cartamundi, tel. +44 (0) 1268 511 522
Toy Trends UK, tel. +44 (0) 1295 768 078
Arts and crafts Sambro, tel. +44 (0) 845 873 9380
Publishing Egmont, tel. +44 (0) 20 3220 0400
Greeting Cards Danilo Promotions, tel. +44 (0) 1992 702 903 HOMEWARE Bedding and home Character World, tel. +44 (0) 845 004 9217 Home Decor Walltastic, tel. +44 (0) 208 569 2001 Lighting 3DLightFX, tel. +44 (0) 1228 586 100 FOOD/CONFECTIONERY Confectionery Bon Bon Buddies, tel. +44 (0) 1495 241600 Baking Fiddes Payne, tel. +44 (0) 1295 253 888 Drinks Surprise Drinks, tel. +42 (0) 553 652 920 Health and beauty Stand Up & Smile, tel. +44 (0) 203 794 2913 Home entertainment Primal Screen, tel. +44 (0) 20 3371 9469
TOYS AND GAMES Cartamundi, tel. +44 (0) 1268 511 522 Winning Moves, tel. +44 (0) 207 2629696 APPAREL AND ACCESSORIES Apparel Bravado, tel. +44 (0) 330 587 1234 Somerbond, tel. +44 (0) 208 438 2500 Accessories Icon Live, tel. +44 (0) 1444 240 000 Roy Lowe & Sons, tel. +44 (0) 1623 441 144 GIFTING Gifts Gift Republic, tel. +44 (0) 208 542 4836
HOMEWARE Bedding and home Character World, tel. +44 (0) 845 004 9217 CONFECTIONERY Gamesformotion, tel. + 31 (0) 570 631 160
Creating the World’s Best Play Experiences
Hasbro: 4 The Square, Stockley Park, Uxbridge, UB11 1ET Telephone - 0208 569 1234 © 2016 Hasbro. All Rights Reserved.
00_Hasbro 2016.indd 2