©2025 Hasbro.
WELCOME
It’s an extraordinary time to be at Hasbro. MONOPOLY is celebrating 90 years of cultural influence, PEPPA PIG has welcomed an adorable new family member with baby Evie and MAGIC: THE GATHERING continues to reach new heights across tabletop, digital and direct-to-consumer channels. Across our portfolio, Hasbro brands are delivering cultural relevance and commercial results.
After nearly two decades at Hasbro, I can say with confidence that we’ve never been more aligned in our ambition or more energised by what’s ahead. Together with our partners across the world, we’re redefining how our brands connect with fans through toys, games, licensing and experiences.
At Hasbro, we are Playing To Win with purpose, passion and precision. Our strategy is built around five core growth pillars that guide every decision we make:
• Future of Play - Investing in digital-first, techenhanced toys and connected storytelling.
• Partner Scaled - Building collaborative, bestin-class partnerships to drive global reach.
• Portfolio Power - Leveraging 1,900+ IPs to build evergreen value.
• Forever Fans - Engaging across generations with content and products that resonate for life.
• Profitable Franchise - Scaling our biggest brands with discipline and innovation.
We’re also leaning into the power of nostalgia through our vault and retro portfolioreviving beloved properties for a whole new generation. This year, JEM & THE HOLOGRAMS and STRETCH ARMSTRONG both celebrate their 40th anniversaries, alongside the continued refresh of icons like EASYBAKE, LITTLEST PET SHOP, POWER RANGERS, SUBBUTEO and TONKA. These brands carry rich storytelling potential and multigenerational appeal, now unlocking exciting new licensing opportunities in fashion, food, collectibles and experiences.
Hasbro’s brands are built to play, scaled to stay - and that’s what sets them apart. We’re committed to creating joy and connection at every touchpoint, backed by a robust global licensing network and seamless digital-tophysical execution.
After all, 85% of adults in the UK say play is just as important for them as it is for children - and we couldn’t agree more. Whether it’s for kids, families or kids at heart, Hasbro is here to build lasting value with every partner and every product for every fan.
Thank you for being part of the journey.
KIM BOYD, President of Licensing and Entertainment
PLAYING TO WIN
At Hasbro, Playing to Win isn’t just a strategic headline. It’s how we show up every day across our licensing business. Our approach is driven by data, powered by insights and built on close collaboration between global and regional teams.
We often say Hasbro’s brands are built to play and scaled to stay, but that scale only happens when strategy meets flawless execution. In licensing, that’s exactly what we’re delivering.
Across categories and continents, we’re turning our strategy into action through global frameworks, deep local expertise and insight-led decision making. We’re connecting fans
across Smyths Toys, El Corte Inglés, Toy Center, Smyk, Bol. com and more, or the TRANSFORMERS immersive retailtainment destination at Battersea Power Station, EMEA continues to lead the way in modern brand engagement.
with the brands they love through play experiences that resonate and drive results.
Nowhere is this more visible than in EMEA. With Hasbro’s new four-region structure in place, our EMEA business is now positioned to move with more speed and agility. Led by Sally Carnota (UK & Iberia) and Delphine de Kool (remaining EU and agent markets). Together, they’re guiding a team of more than 20 dedicated brand builders across the region.
This hybrid structure gives us the best of both worlds; global alignment with local agility. Whether it’s PEPPA PIG’s Baby Evie storyline launched through exclusive retailer activations
Our model enables premium, full-flywheel activations across toy, publishing, apparel, global experience and digital. Across the region, we’re seeing meaningful traction with partners like Zara, Sinsay, Name It and Next, who are elevating preschool licensing with fashion-forward collections. MONOPOLY GO! is the number one mobile board game worldwide, and MTG Secret Lair continues to lead in premium drops. With more than 200 new branded music tracks launching through 2026 - from PEPPA PIG to TRANSFORMERS - we’re bringing even more emotion and energy to every brand moment.
Hasbro’s brands aren’t just participating in culture; they’re shaping it. Through smart licensing and deep regional execution, we’re making them more relevant, more resonant and more powerful than ever.
That’s how we Play To Win. And how we’ll continue to grow with our partners in every market.
MARIANNE JAMES Senior Vice President, Global Licensed Consumer Products
This Hasbro publication was produced by Max Publishing. Editor: Michelle Urquhart. Editor in Chief: Jakki Brown. Designer: Gary Freeman. Copyright 2025. 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 or omissions, nor can they accept responsibility for the standing of advertisers, nor any organisations mentioned in the text.
RIGHT: Smyths Toys had the exclusive gender reveal in the UK. BELOW: The TRANSFORMERS store at London’s Battersea Power Station.
RIGHT: New MY LITTLE PONY collection from Sinsay in European stores.
A NEW ERA FOR PEPPA PIG
A staple of preschool entertainment for over 20 years, PEPPA PIG is entering a bold new chapter - one that began in February 2025 with a storyline no one saw coming: Mummy Pig’s pregnancy. That moment sparked a thoughtful, cross-channel refresh designed to carry Peppa and her family into the hearts of a new generation.
At its core is Evie, Peppa’s baby sister, a brand-new character who reshapes the family dynamic for the first time in the franchise’s history. Just like any new baby, anticipation built steadily: a gender reveal in April, followed by Evie’s arrival and big-screen debut in May and a global roll out of new content and toys through summer and autumn. To support caregivers, Hasbro introduced Muddy Puddle Parenting, a digital resource hub on YouTube featuring video content with family experts like Dr. Becky and Stacey Solomon, reinforcing PEPPA’s role as an emotionally intelligent and family-first brand.
“Evie’s arrival opens the door to all kinds of storytelling that reflects the lived experiences of today’s families: messy, joyful and very real,” says Esra Cafer, senior vice president, global brand strategy and management, preschool and fashion.
“We want kids to see their own experiences reflected on screen, and parents to smile and say, ‘Yep, we’ve been there too.’”
With Evie came a tidal wave of product innovation. Hasbro’s Oinks & Snuggles Baby Evie Doll was one of the best pre-sell of any product and toys sold out within one week. The Big Family House and Big Family Car are all exceeding expectations too.
Global toy licensee Character Options has also launched WhizzAround, a dynamic new track and vehicle range, alongside updated plush and a refreshed wooden playhouse.
Across EMEA, regional partners are creating standout
Right: Peppa and Evie together in a new collection from Zara.
Below: Giftware from Widdop & Co.
offerings that spotlight Evie’s arrival and expand the PEPPA PIG world in meaningful ways. Ravensburger released an Evie-themed puzzle, while 8th Wonder debuted a charming baby shower wooden role-play set.
WOW Stuff! is preparing to launch the Drive & Learn Peppa toy for AW25, and HAMA has introduced a new bead set inspired by the expanded family. Barbo Toys also joined the celebration with Peppa Pig House Adventure Game, which lets kids design their own room with Evie.
On the plush and soft-lines front, Simba Toys and TY are expanding ranges with new characters and formats, while Character. com is enhancing figurine assortments across core SKUs.
In the US, Just Play has expanded its plush range to include both Evie and Big Sis Peppa, Tara Toy has launched new arts and crafts sets and Jada Toys has introduced a remote-controlled Family Car. Not to be outplayed, LEGO DUPLO remains a standout, with PEPPA PIG now the number one licensed property in junior building sets across Circana’s G10 markets (YTD May). Another key category for the brand is apparel and footwear. “Our partners are bringing some truly delightful pieces to the market, featuring premium details and on-trend colours and styles,” says Marianne James, senior vice
president, global licensing. “And now that Evie has arrived, there’s a new dimension to that offering.”
Zara continues to lead the way with dedicated Evie-inspired capsules and an exclusive brand section online. In EMEA, Sinsay stocks PEPPA in 1,500+ stores, while Next, Name It and others are launching regionally curated ranges. Meanwhile in the US, Hill House Home recently released a whimsical loungewear collection.
Apparel innovation will continue through 2026 with new designs from brands like Blues, Fashion UK, Mori, Roy Lowe, Sahinler, Skybrands, Sun City, Van der Erve, William Lamb and more.
In the home and lifestyle category, Character World’s AW25 bedding range features Peppa’s full family, while Danilo and Moonpig deliver celebratory new greeting cards and gifting collections.
Evie is now a fixture at mealtime too. DNC, Zak, Petit Jour and Widdop offer stylish new tableware, and a private-label line with ROSSMANN has paved the way for ongoing regional activations. Food and beverage collaborations are also thriving: Healthy Kids and Heimatgut bring organic snacks to Germany, plus Nutricia’s Peppa-branded products are performing well in Poland and Brompton House recently launched Evie-themed treats in major UK retailers.
Publishing partners are tapping into the refreshed family narrative. In the US, Scholastic’s Peppa Pig: The Biggest Sister, hit shelves in June, while UK readers were treated to Penguin’s Peppa’s New Baby Sister picture book, which went to number one best-selling licensed character book within five days of release. Story House Egmont is rolling out themed magazine
Welcome to the World
Mummy Pig’s pregnancy first made the news in February with the announcement via first-ever in-character interviews on Good Morning Britain and Not Gonna Lie… with Kylie Kelce, followed by an exclusive gender reveal episode of Peppa Pig Tales with Walmart (US) and Smyths Toys (UK) in April. On May 20, Good Morning Britain announced that Mummy Pig gave birth to a baby girl named Evie, named after Mummy Pig’s great-aunt.
Above: Walmart screened an exclusive gender reveal episode in the US.
Right: Whizz-Around is a new range from Character Options.
issues across GSA, Italy, CEE, Greece, Turkey, France, and entering the Netherlands with Peppa’s first Sinterklaas story with Evie, available via Big Balloon.
Peppa Meets the Baby cinema experience was a huge success for the brand, reaching the top five releases in its opening weekend in over six key markets. It was the best performing cinema release in PEPPA PIG history, up 106% on Peppa’s Cinema Party in 2024.
Music continues to be a winning category, as the brand surpassed 1B lifetime streams this year. Peppa Meets the Baby: The Album, a musical companion to this year’s cinema experience, was the best performing PEPPA PIG album of all time. The break out track E.V.I.E even outperformed the brand’s previous top single in the first week and YouTube views are 28 times higher than usual uploads.
Global Experiences are growing right alongside Peppa’s family, with Evie character meet-andgreets at attractions like PEPPA PIG Theme Parks, PEPPA PIG World of Play centres and PEPPA PIG World at Paultons Park. This summer also saw Peppa on the road. In Germany, the Super RTL Toggo Tour, across 10 cities attracted 700,000+ visitors, thanks to an immersive, life-sized Pig family home. In France, France Télévisions’ Okoo Tour offered
similar family fun. Both events spotlight Peppa’s European reach and fan engagement.
As the family-of-five heads into 2026, first moments as an even bigger family drive content and retail strategy.
“Families evolve and so does PEPPA,” says Cafer. “This new chapter helps us meet today’s kids where they are, while honouring the heart and humour that’s made Peppa a global icon for over two decades.”
Right: New family plush featuring Evie from Character Options.
MONOPOLY AT 90
This year marks 90 years of MONOPOLY, and Hasbro is celebrating the world’s favourite family board game all year-long. With new ways to play, fresh product innovation and an evergrowing licensing line-up, MONOPOLY proves that it’s not just built to last - it’s built to evolve.
Since its market debut in 1935, MONOPOLY has become a global phenomenon with 99% brand awareness, one billion players across 114 countries and over 275 million copies sold. But MONOPOLY is more than just a game; it’s a cultural icon, nostalgic touchpoint and a vibrant lifestyle brand.
“This milestone year is not just about looking back,” says Brian Baker, senior vice president of board games, PLAY-DOH and NERF. “It’s about celebrating
comes in a format for every kind of gamer. MONOPOLY Junior introduces kids to the fun of friendly competition, while MONOPOLY Board Crawl brings chaotic, 21+ fun to adult game nights. In an increasingly digital world, MONOPOLY is meeting fans where they are.
MONOPOLY GO! continues to break mobile app records, and this year’s App Banking Edition combines app-based money management with traditional on-board gameplay.
For 2025, the brand has also introduced even more ways to play, including a refreshed version of the classic game and themed expansion packs like Free Parking Jackpot, Go to Jail and Buy Everything. Add to that a growing library
Playing to Win
In celebration of MONOPOLY’s 90th anniversary, Singapore will host its first-ever National MONOPOLY Championship in 2025, inviting players of all ages to compete in a nationwide property showdown. Organised under license from Hasbro, the competition will culminate in a grand finale at Singapore Comic Con on December 6–7, following qualifying rounds across SAFRA and HomeTeamNS venues.
how MONOPOLY continues to reinvent itself for new generations and across formats, platforms and experiences.”
From classic fans to casual players, MONOPOLY now
of
300+ culturally relevant editions, from Stitch and Harry Potter to NBA Panini Prizm and The Beatles. These innovations deliver fresh twists designed to keep the gameplay relevant
without losing its iconic roots.
MONOPOLY’s reach goes far beyond the box. Collectables, luxury fashion, lifestyle goods, FMCG promotions and immersive experiences are all fuelling its cultural relevance.
“We’re unlocking a world of licensing opportunities that bring the brand to life far beyond the board,” says Marianne James, senior vice president, global licensing.
“From streetwear to luxury candles, MONOPOLY is a canvas for creativity.”
The 90th anniversary has provided a powerful promotional hook across FCMG and retail. Pringles’ Big Night In campaign brings MONOPOLY’s signature
RIGHT: The Lancôme collab celebrates the 90th anniversary of both brands.
BELOW: DRMERS CLUB brings MONOPOLY to life in its iconic street style.
iconography to 82 million cans across 38 markets. In Spain, El Almendro is offering consumers the chance to win a holiday with specially marked MONOPOLY chocolate turrons. And in seven EMEA markets later this year, the fan-favourite MONOPOLY game promotion at McDonald’s is set to return. Meanwhile in the Middle East, following an exceptional consumer response and strong sales lift in 2024, Arla Foods is bringing back its highly successful on-pack promotion for PUCK-branded products in 2025.
Celebrations are also taking over national retailers. In France, Carrefour hosted a MONOPOLY Month, offering more than $1 million in prizes. While in APAC, Lancôme Travel Retail Asia Pacific is activating a MONOPOLY-themed promotion in honour of both brand’s anniversaries across 25 duty-free stores.
MONOPOLY isn’t just about gameplay anymore; it’s a world fans can step into. That’s the idea behind MONOPOLY Lifesized, an award-winning, immersive experience that launched in London three years ago. Since then, the concept has expanded to Saudi Arabia and most recently to the US, with a touring model that has extended its run in Charlotte through to January 2026.
In the UK, Brigit’s Bakery provides the MONOPOLY Tea Tour Bus, a unique experience that pairs London sightseeing with afternoon tea and a captivating digital twist on the
The Sweet Smell of Success
Launched in the UK in June 2025, the MONOPOLY x Flamingo Candles collection celebrates 90 years of MONOPOLY with a cheeky, design-led twist. Each candle takes inspiration from the game’s most beloved elements, including diceshaped pillars, property-inspired tins and scented tokens shaped like classic MONOPOLY icons.
classic board game. Luxury fashion is another area that is expanding, with trend-driven collabs elevating the brand.
DRMERS CLUB released a 13-piece MONOPOLY-themed collection of streetwear, that fused MONOPOLY’s legacy with DRMERS CLUB’s upbeat design. Further collaborations with Timex watches and Loungefly accessories are elevating collectables, while lifestyle brands such as Arthur Sleep and Baseball Lifestyle 101 are tapping into nostalgic streetwear and comfort.
From high street to high design, MONOPOLY’s iconography is being reimagined as art and musthave collectibles through collaborations with BE@ RBRICK, FUNKO! Pop, New Zealand Mint and the Royal Mint in the UK.
New formats continue to expand MONOPOLY’s reach into entertainment. A reality competition series is in development. Meanwhile, Lionsgate and LuckyChap Entertainment (Margot Robbie’s production company) are working on a feature film, pushing the brand further into pop culture.
“The next chapter is about bringing more people into the MONOPOLY world than ever before,” says Baker. “It’s been the world’s favourite family board game for 90 years and we plan to keep it that way.”
As MONOPOLY turns 90, its future is as bold as its past. Whether through new play formats, immersive experiences, innovative partnerships or luxury collectables, the brand continues to adapt while remaining instantly recognisable.
ABOVE: Flamingo Candles MONOPOLY collection.
RIGHT: El Almendro’s specially marked MONOPOLY chocolate turrons.
ABOVE: Brigit’s Bakery MONOPOLY Tea Tour Bus in London.
THE POWER OF
From big-screen blockbusters to brick builds, the TRANSFORMERS franchise is shifting into high gear. With fresh storytelling, next-gen product innovation and dynamic crosscategory growth, the brand is stronger than ever.
TRANSFORMERS remains a truly cross-generational brand. It appeals to adults who remember the brand from the 1980s through to young kids who are meeting the Autobots and Decepticons for the first time,” says Marianne James, senior vice president of global licensing. “It’s really exciting from a licensing point of view, as one day we’ll be talking about fan-first collectables, and the next we’re playing with action figures for kids.”
At the heart of the brand’s success is a relentless focus on storytelling. The Energon Universe, launched by Skybound Entertainment in 2023, has reinvigorated the comics category with best-selling titles and actionpacked crossover storylines alongside another iconic Hasbro IP: G.I. JOE. These comics have become a phenomenon, consistently reprinting and selling out as longtime fans and newcomers of all ages are captivated with rich character arcs, bold visuals and deep lore.
On screen, TRANSFORMERS continues to build out for a new generation. In July, Hasbro debuted TRANSFORMERS: CYBERWORLD, a 36-episode CG-animated series airing on the official TRANSFORMERS YouTube channel. The series is off to a high performing start and has become a favourite among fans of all ages. Innovation isn’t just a theme in content, it’s embedded in the product strategy. Robosen’s high-end programmable
FAR RIGHT: TRANSFORMERS: CYBERWORLD is available to stream on YouTube now. RIGHT: LEGO TRANSFORMERS Soundwave.
TRANSFORMERS robots, including this year’s flagship Bumblebee auto-converting robot, have become the gold standard in highend robotics-meets-collectability, blending cinematic battle sequences with voice-controlled interactivity.
LEGO continues to tap into this fan-first creativity with its growing line of builds, including the newly released LEGO Soundwave, the first Decepticon in the collection. Meanwhile, the upcoming launch of Blokees in autumn 2025 introduces a fresh blind-box modular mech line, tailor-made for TikTok unboxings and customisation. Retailtainment also remains a
The most powerful crossover in the universe
Revealed at San Diego Comic Con in July, this exciting crossover sees Mattel and Hasbro joining forces to bring Hasbro’s TRANSFORMERS and Mattel’s Masters of the Universe together in an action figure. The first two characters in this collab are Megatron Armor Skeletor and Bumblebee Armor Man-At-Arms.
key pillar of the brand’s strategy. The world’s only standalone TRANSFORMERS store opened in 2024 at London’s Battersea Power Station, creating a destination space where fans can immerse themselves in branded storytelling through product displays, digital integrations and exclusive drops.
Looking ahead, 2026 promises a landmark celebration of the 40th anniversary of the cultclassic 1986 TRANSFORMERS film, a tribute to the enduring legacy and passionate fanbase that keeps TRANSFORMERS going strong.
James concludes, “We’re committed to honouring our fans, whether they are nostalgic adults or new generations, by delivering innovative products and storytelling experiences that keep the power of TRANSFORMERS alive and evolving.”
BELOW: TRANSFORMERS x Masters of the Universe Megatron Armor Skeleton.
MIGHTY MORPHIN MOMENTUM
POWER RANGERS is back: bolder, brighter and ready to morph into a whole new era. Fuelled by a powerful toy relaunch from Playmates Toys, a whole new generation of fans is about to experience its vibrant legacy and epic future.
Unveiled earlier this year, Mighty Morphin POWER RANGERS: Re-Ignition is a dynamic new toy line inspired by the beloved original series.
“This is more than a toy relaunch - it’s the reintroduction of a cultural icon to a new generation,” says Alyse D’Antuono, vice president of global franchise strategy and management, action brands. “We are reigniting the POWER RANGERS brand with fresh creative energy, immersive storytelling and innovative products, all grounded in the themes of teamwork, courage and dynamic action that define its legacy.”
: The new Re-Ignition
Hasbro is continuing to celebrate the franchise’s legacy with Mighty Morphin Minutes, a shortform YouTube series with content from the original Mighty Morphin POWER RANGERS series.
Now launching globally, the Re-Ignition range includes updated 15cm (6in) articulated action figures, combinable Dinozords that form the classic Megazord and fan-favourite role-play items like the Power Morpher and Blade Blaster, complete with lights, sounds and collectible features.
Character Options will distribute the range in the UK and Ireland, with additional distribution partners including Giochi Preziosi (France) and Boti (Germany). Early retail reaction has been promising. “There is strong anticipation and enthusiasm for this new chapter of POWER RANGERS,” confirms D’Antuono.
The Re-Ignition rollout marks a multi-platform revival, aligning toys, content, publishing, digital and gaming for the classic Mighty Morphin POWER RANGERS.
Boom for POWER RANGERS
The long-running BOOM! Studios POWER RANGERS comic series continues to be a storytelling engine for older fans and collectors. Acclaimed artist Michael Yg ushers in a new era into the Rangers mythos with an unmissable first chapter in the new ongoing series POWER RANGERS Prime.
This summer, Fortnite announced a collaboration with the Mighty Morphin POWER RANGERS, featuring classic Rangers and new weapons in a live-action trailer. This crossover has generated extensive global media coverage with over 5B media impressions and positive reception. The integration will run until October 2026.
Complementing the relaunch is a fresh lifestyle collaboration with SuperX, a limited-edition drop featuring 21 premium pieces. Meanwhile, Bums & Roses is bringing its signature bold style to an all-new collaboration with an exclusive collection channelling major nostalgia, and Funko continues to release waves of Ranger Pop! collectables.
As the franchise looks toward its 31st year, Mighty Morphin POWER RANGERS ReIgnition delivers a powerful new platform for global expansion; reimagined for today’s kids and remembered by generations of fans.
RIGHT
toy line has been popular with fans. LEFT: Playmates Toys updated action figures.
BELOW: POWER RANGERS comics have a popular following.
BELOW: The Fortnite crossover has been very well-received by fans.
FRIENDSHIP REIMAGINED
MY LITTLE PONY remains one of the most recognised and emotionally resonant girls’ brands in the world, boasting 94% global awareness, over 400 million pony figures sold and billions of views across YouTube, Netflix and Spotify. With a fresh vision guiding its next chapter, the magic of friendship is galloping into bold new territories.
Hasbro’s brand revitalisation is well underway, with a robust global licensing programme spanning publishing, fashion, health and collectables.
“MY LITTLE PONY is one of the most iconic brands in Hasbro’s stable,” said Esra Cafer, senior vice president, global brand strategy and management, preschool and fashion. “We’re embracing bold new ways to engage fans while staying true to the core message of friendship. Our LCP programme is not only about extending the brand, it’s about reimagining the magic for a new generation.”
An unexpected bright spot for the brand is its collaboration with Kayou in China. Building on the success of their massively popular trading cards, Hasbro and Kayou officially launched the MY LITTLE PONY Card Game in mainland China in April 2025. Launch events in Beijing, Shanghai and Chengdu kicked off a multi-language global rollout, with new storylines and a tournament system already in development.
and a 30-piece capsule from Lola + The Boys. In APAC, partnerships include stylish watches from Casio and XiaoTianCai, a nostalgia-tinged apparel drop from SMFK, and a footwear and accessory range with Anta Kids.
The brand’s appeal across generations is also fuelling momentum in the collectables space. Global pop culture retailer Pop Mart sold out of its blind bag series across
its 500+ stores and online. Mighty Jaxx continues to build on its range with new princesses in its Kwistal collection, and New Zealand Mint offers pure silver coins for collectors. And for younger fans, a new wave of MY LITTLE PONY TY Beanie Bouncers is on the way perfect for cuddling and storydriven play.
The brand is also trotting confidently into fashion. In EMEA, standout offerings include nostalgic children’s apparel from Name It, a 38-SKU softlines collection from Sinsay in 1,500+ CEE stores, and a retro hoodie collaboration with Jennyfer in France. The US saw strong retail response to bag and accessory lines from Sprayground
International Friendship Day at MINISO
MINISO developed a collection around the theme of friendship to celebrate International Friendship Day, which was launched in China on 30 July. The collection featured multiple categories including toy, fashion accessories and home, and has been very successful.
Momentum continues through end of year, as October 2025 marks the 15th anniversary of Friendship is Magic, a cultural touchpoint for millions of fans. “We’ll not only be celebrating the legacy of MY LITTLE PONY, but looking forward to a new era of connection and creativity,” Cafer promises.
BELOW: MY LITTLE PONY Totally Rad from Basic Fun! is a nod to the original ponies.
LEFT: Retro vibes from Lola + The Boys.
BELOW: Fans loved the MY LITTLE PONY collab with Miniso.
ABOVE: Kayou trading cards have taken off in China.
IT’S FURB-NOMINAL!
FURBY is back - louder, weirder and more lovable than ever. After a standout 2023 toy relaunch, the iconic chatterbox became the #1 growth property in special feature plush, racking up 700M+ TikTok views and winning over a new generation of fans.
The FURBYverse continues to grow.
This summer’s DJ FURBY brings triple the plush with sound-reactive LEDs, musical catchphrases and groovy movement. Meanwhile, FURBY Minis offer a collectable twist with blind bags perfect for tweens and collectors.
The brand’s latest treat is its sweetest yet: FURBY x The Hershey Company. The FURBY Furblets Reese’s Peanut Butter Cup features wiggly peanut butter cup ears, complete with a bite mark. Plus, new FURBY Minis Toy Candy Pack features 12 mini figures styled after some of Hershey’s most iconic confections.
FURBY’s success in the toy aisles is opening doors for licensing across music, fashion, stationery, collectables and tech accessories. In fashion, FURBY is strutting its stuff, from bold Y2Kstyles with Cakeworthy to unapologetically expressive Dolls Kill looks. And for your feet, in the US, Heydude’s kicks deliver cozy flair, while in the UK and Europe, KOI Footwear’s furry Mary Janes channel Gen 1 glory.
PURRFECT PETS
One of the most iconic collectible toy brands in history, with over one billion pets sold worldwide since its ’90s debut, LITTLEST PET SHOP continues to break records with Generation 7.
Consistently ranked among the top growth properties in G10’s playset, dolls and collectables category according to Circana, LITTLEST PET SHOP continues to capture hearts across generations.
The Gen 7 collection from Basic Fun! features over 220 bobblin’ pets and is sold in more than 35 countries, offering an everexpanding lineup of pets to collect and tell stories with.
Series four launched this autumn and is a feast of fun and bobblin’ style with pet surprise
singles, pet pairs, a new Sweet & Stylish collection and the ultimate holiday showstopper: Spin & Style Boutique.
Series four serves up 40+ all-new bobblin’ pets, including an ultra-special golden panda. The Sweet & Stylish collection features deluxe bobblin’ pets with elevated decorations, expressive eyes and fashion-
forward personality. And for the ultimate fashion moment step inside the Spin & Style Boutique. This playset unfolds into four exciting zones where pets can shop, style, pose and go.
Outside the toy aisle, the brand’s reach continues to grow with unique activations like LITTLEST PET SHOP x Fairytale CAMP, an interactive theatrical experience that ran in Los Angeles, Dallas and Chicago in May.
With its quirky humour, bold visual style and expressive characters, LITTLEST
PET SHOP is a natural fit for licensing categories like apparel, stationery, publishing, back-to-school, home décor, gifting and collectables. This is a brand that knows how to play - and stay.
LITTLEST PET SHOP
FURBY
ABOVE: Good enough to eat: The FURBY Furblets Reese’s Peanut Butter Cup
RIGHT: DJ FURBY moves, talks, sings, lights up and responds to speech.
BELOW: The latest series of blind bags have been very popular with fans.
BEYOND THE DOH
For nearly 70 years, PLAY-DOH has been a gateway to imagination and tactile play. The brand remains a leader in open-ended creativity, selling over 500 million cans annually in 80+ markets. Now, it’s stretching beyond its traditional roots into exciting new spaces across wellness, fashion, digital and sensory innovation.
PLAY-DOH is a brand rooted in creativity and self-expression,” says Brian Baker, senior vice president of board games, PLAY-DOH and NERF. “We see huge potential to expand into categories that celebrate those same values.”
In collaboration with Horizon Group, the PLAY-DOH brand now offers even more ways to spark imagination through sensory play with a vibrant line of alternative compounds. Each compound offers its own unique sensory experience from sculpting lasting keepsakes with air dry clay to moulding with sweet-scented sand. With a variety of unique textures, playful formats and select compounds enhanced by
delightful scents, each product is pre-made and packaged in resealable containers, perfect for kids ages four and up to enjoy anytime, whether it’s a quick burst of tactile fun or hours of imaginative play.
Another standout launch this year has been the PLAYDOH x Barbie collaboration, which was inspired by a key consumer insight. “We saw that kids were making their own clothes for Barbie from PLAY-DOH compound and that sparked the idea at Hasbro and Mattel,” says Baker.
That trend inspired Hasbro and Mattel to cocreate a fashion-focused line featuring dolls paired with unique PLAY-DOH tools - like a ruffle maker, faux fur roller and fashion pattern sheets - bridging creativity and storytelling through fashion play.
“It’s the PLAY-DOH brand’s mission to elevate the value of imagination, and fashion is a natural
manifestation of that creativity and self-expression. There are endless opportunities for unexpected and delightful cobrands like this,” Baker adds. With its 70th anniversary on the horizon in 2026, PLAYDOH continues to deliver joy, imagination and possibility; whatever shape it takes next.
Explore the world of PLAY-DOH
Hasbro has teamed up with mobile game developer Scary Beasties, for the launch of PLAY-DOH World on Apple Arcade. This is an immersive 3D experience where fans can imagine, make and play.
With its creative possibilities and regular content updates, players can explore their ever-expanding world and fill it with characters and creations; create PLAY-DOH characters and animals and watch them come to life; customise characters’ clothes or design their own from scratch, as well as style their hair at the PLAY- DOH hair salon; entertain their inhabitants with pizza, puzzles, artistic creations and mini games; and collect special PLAYDOH with new content and rewards.
ABOVE AND LEFT: Horizon Group has introduced several new play compounds.
BELOW: The collab with Barbie has been a standout success.
OPEN UP THE VAULT
With a portfolio of 1900+ associated brands, Hasbro’s vault contains some of the most iconic and emotionally resonant IP in play history. These brands spark instant recognition, multigenerational appeal and offer strong licensing opportunities into fashion, collectables, content and lifestyle.
Blythe
Blythe is experiencing a resurgence in popularity, particularly in Japan, where fans are customising dolls and posting on platforms like TikTok. The brand is thriving in APAC luxury retail and collectables; with the potential for Western expansion by tapping into the trending creepy-cute genre with stylised fashion, digital avatars and Gen Z gifting.
Mr Potato Head
With new entertainment on the horizon, Hasbro is shining the spotlight on its original Potato royalty. Mr and Mrs Potato Head will take centre stage across toys, publishing, apparel, novelty gifting and home categories. Look out for modernised toy packaging and character art, trendy fashion collabs and POS activations. Initial products will launch at the end of 2025 and scale globally through 2026.
Subbuteo
The cult tabletop football game is gearing up for a re-invention, with early-stage development around collectables, fashion kits and football culture tie-ins. With the UEFA Euro 2028 on the horizon, the brand has a prime window to tap into a new generation of fans while reigniting nostalgia for long-time players.
Elefun & Friend
This preschool favourite is poised for a fresh wave of play. Work is already underway on soft goods and publishing, with other categories to follow. The brand’s vibrant, character-led world offers strong crossover potential into licensed lifestyle categories.
ABOVE: Blythe is very popular in Japan.
LEFT: Mr Potato Head is poised for a big year in 2026.
ABOVE: There are big plans around Subbuteo.
ABOVE: Elefun is a preschool favourite.
LEVEL UP YOUR PLAY
While DUNGEONS & DRAGONS (D&D) has long been known as the World’s Greatest Roleplaying game, it has grown into something much bigger. It’s a gateway to imagination, community and collaborative storytelling, with over 85 million fans engaging across books, digital, entertainment, experiences, promotions and consumer products.
ACheers!
Dragon’s Milk and D&D reunite in a
s the brand expands into new realms, it continues to redefine what tabletop gaming can be in modern pop culture. “Over the past 50 years, D&D has become an engine for building friendships and telling stories,” says Greg Bilsland, executive producer of D&D. “Now, with more than 40 projects in motion through 2028, we’re investing more than ever in helping bring that engine to everyone through our games and entertainment.”
In fashion, BlackMilk released its second D&D capsule collection, selling through 65% of SKUs in its first week. Apparel remains a key growth engine, with new conversations underway across streetwear, accessories and fandom-first capsules for Gen Z and adult fans.
Collectables are booming too. Sirius Dice sold over 1 million
blind-bag sets globally in 2024, while WizKids extended its Icons of the Realms line with Underdark Expeditions - a 44-piece drop featuring glow-in-the-dark miniatures.
Ravensburger’s awardwinning co-op series, Horrified: DUNGEONS & DRAGONS also launched to critical and commercial success, completely selling out at GenCon 2025.
D&D’s storytelling legacy expands with new publishing.
Dark Horse Comics’ The Fallbacks introduces a fresh part of unlikely adventurers in a four-issue comic miniseries. For tabletop players, Dragon Delves: An Adventure Anthology offers 10 original adventures for characters level 1-12. Also launching this year is Stranger
Things: Welcome to the Hellfire Club, an adventure-in-a-box experience for D&D players of all skill levels that casts players as Hellfire Club members, completing trials created by season four’s Eddie Munson. From the stage to the classroom, D&D is delivering real-world adventure. The TwentySided Tavern stage show heads to Los Angeles this November after successful runs in New York and Sydney. Powered by audience participation, every performance is a one-of-a-kind quest.
Coming January 2026, Dungeon Master University launches in Atlanta. This two-day symposium will equip aspiring Dungeon Masters with campaign design, storytelling and worldbuilding skills.
“D&D is about shared stories and shared worlds,” says Bilsland. “We’re working with beloved creators and brands who see the magic of D&D the way our fans do - as something bold, inclusive, and limitless.”
LEFT: D&D is brought to life in The TwentySided Tavern in Sydney.
bold new flavour collaboration: the Coconut Rum Barrel Reserve, inspired by the legendary Dragon Turtle. Developed by New Holland Brewing Co., this limited-edition stout blends is an adventurous release for fans of craft beer and fantasy alike.
ABOVE: New Holland Brewing Co released its second D&D themed beer in August.
TOP: New collectables from WizKids glow in the dark. ABOVE: 65% of BlackMilk’s second drop sold through within a week.
THE POWER OF MAGIC
MAGIC: THE GATHERING continues to prove it’s more than a game; it’s a global phenomenon. With over $1 billion in revenue for three consecutive years, MAGIC stands among Hasbro’s top-performing tabletop and entertainment franchises.
MAGIC is a fantastic example of how a game can be both an experience and a form of storytelling,” says Rebecca Shepard, vice president, franchise, MAGIC: THE GATHERING . “And our fans are deeply invested in both. We’re constantly evolving to meet them where they are, whether that’s at the table, on the
Explore Untold Lore
Dark Horse Comics and Wizards of the Coast will debut MAGIC: THE GATHERING – Untold Stories: Elspeth, a four-issue comic miniseries launching in September 2025. Set in the underworld of Theros, the series follows Elspeth’s harrowing escape and ultimate battle against the god who betrayed her. Written
with art by Owen Gieni, the series marks the first in a new line of licensed MAGIC comics exploring untold lore from the multiverse.
screen, or in their wardrobe.”
The numbers tell a compelling story. MAGIC has welcomed over 50 million players to date, supported by more than 800,000 in-person play events annually and 9,000+ Wizards Play network stores, including 2,500 across Europe.
“What started as a strategy card game has become a cultural engine with an expanding
around the world.
BELOW: The Final Fantasy x MAGIC crossover was a huge hit with fans.
Last Airbender will feature not only a new premier booster set, but also a curated capsule collection with Box Lunch, customdesigned game accessories, and immersive play events.
ecosystem of entry points that now spans streaming, digital games, publishing, merch, live events and IP crossovers, with much more on the horizon” says Shepard.
High-profile tabletop collaborations with Final Fantasy, Marvel, and Assassin’s Creed have drawn massive fan engagement and in-store activations. “Final Fantasy x MAGIC deeply resonated with both fandoms and quickly became our best-selling set to date,” says Rebecca . Launching in November 2025, the collaboration with Avatar: The
The franchise’s gaming accessories lineup is also expanding through a new agreement with asmodee’s Gamegenic. Known for premium, innovation-driven design, Gamegenic will deliver card sleeves, deck boxes, storage and playmats that elevate the play experience.
Live events are a cornerstone of the brand’s identity, with MagicCon returning in 2026 at three cities, including Amsterdam from 28-30 June.
The brand’s digital format, MAGIC: The Gathering Arena offers players a flexible way to play anytime, with engaging events, cosmetics and more. Meanwhile, a Netflix animated series is in development featuring a bestin-class team and cast, and an emotionally resonant story of fan favourite Chandra.
MAGIC is evolving into a fully connected lifestyle brand. “It’s more than a trading card game,” says Shepard. “It’s about being part of a multiverse that players can explore, wear, collect and experience in entirely new ways.”
BELOW: Dark Horse Comics’ new series is coming in September.
by Dan Watters
RIGHT: BoxLunch launches new tee-shirts this year.
ABOVE: MagicCon events bring thousands of players together from
PLAYTIME’S GREATEST HITS
From retro toy lines to sports gear, outdoor play, novelties and more, Hasbro’s licensed Games, Toys and Sporting Goods team works with best-in-class partners to bring timeless favourites back into the spotlight. These legacy brands aren’t just making a comeback. They’re topping the charts in cool, collectible and cross-category appeal.
JEM & THE HOLOGRAMS
The glam rock icon returns with The Loyal Subjects, and she’s still truly outrageous. Celebrating its 40th anniversary, JEM’s new vinyl and digital album features six re-recorded tracks by original vocalist Britta Phillips. With momentum building in fashion, music, dolls and LGBTQ+ nostalgia, JEM is poised for expansion across apparel, beauty, publishing and digital.
EASY-BAKE
Just Play has re-fired imagination with a new EASY-BAKE lineup at Walmart. The redesigned Ultimate Oven now features retro-modern styling, sprinkle lights, a timer and upgraded mixes. Joining it is the Freezy-Bake Ice Cream Maker, offering a chill new way to DIY treats, proof that cool creativity never goes out of style.
STRETCH ARMSTRONG
STRETCH ARMSTRONG is the original stretchable superhero, and he’s still flexing after more than 45 years. From classic retro heroes to bold new designs and iconic licensed characters like Stitch, STRETCH delivers handson fun for every generation. Built tough with his legendary goo-filled core, every figure stretches up to 4x its size and always returns to form, no matter how wild the play.
LEFT: Basic Fun! has re-launched the iconic STRETCH ARMSTRONG.
INSET: The FreezyBake Ice Cream Maker.
ABOVE: JEM is making a comeback in time for her 40th anniversary.
GAMES, TOYS AND SPORTING GOODS
NERF
NERF continues to lead the way in active play, expanding its reach across sports, gaming, and even pets. Franklin Sports drives momentum with new NERF Sports innovations like the AirTee, Vortex Rocket Football, and QuietCourt Indoor Basketball, designed to bring energy and fun to all ages, indoors and out.
Wilder amps up the action with video game-inspired targets and accessories, featuring ambush challenges, zombie swarm modes, tag-team arcade play, and wearable gear like tactical vests and glasses that take blaster battles to the next level.
Extending the excitement, NERF Dog from Gramercy Products brings high-performance fetch and tug toys to four-legged fans, built for durability and outdoor fun.
TONKA
Made with cold-rolled steel, Tonka Steel Classics are built TONKA TOUGH for the TOUGHEST PLAY to handle any adventure children can imagine. Now, meet the next evolution of toughness - the Next Gen Mighty Dump Truck. Designed for the roughest play and the biggest jobs, this truck is built for action with more stamped steel than ever before, giving it the muscle to haul, dump, and dominate.
ABOVE: New toy line from The Loyal Subjects for M.A.S.K.
M.A.S.K, ROM, MY PET MONSTER, POPPLES, PLAYSKOOL MY BUDDY
These fan-favourite classics are staging fresh comebacks across toys, collectables and storytelling. The Loyal Subjects is helping drive renewed interest and shelf appeal with thoughtfully crafted product lines and collector-focused design.
ABOVE: TONKA Next Gen Mighty Dump Truck is built TONKA TOUGH.
INSET: NERF Vortex Rocket Football from Franklin Sports.
WHAT’S HOT IN TOYS AND GAMES?
While Hasbro has evolved over the years, toys and games remain at its heart. That’s why the company continues to invest in fresh ideas and innovative play experiences, delivering a diverse range of products for fans of all ages. Here’s a glimpse at some of the great gifts for 2025.
BEYBLADE X Drop Attack Battle set
ABOVE: BEYBLADE X Drop Attack Battle set.
CONNECT 4 Frenzy board game
Everyone plays at once in the CONNECT 4 Frenzy board game, an exhilarating, fast-playing take on the original CONNECT 4 board game. Instead of dropping discs, players go for four in a row by bouncing them off the table and into spots on the horizontal grid. If a team’s disc lands in an opponent’s spot, they get to steal it. In this unpredictable game, the lead can change within seconds, as players sink discs, swipe spots and sabotage opponents.
INSET: CONNECT 4 Frenzy board game.
The BEYBLADE X Drop Attack Battle set has all you need to begin battling: a Beystadium, two tops, and two launchers. With the Drop Attack Battle set, you can get a drop on your opponent’s top - the stadium’s elevated X-Celerator Rail can send BEYBLADE tops to a higher elevation, where they can drop down on their opponent’s tops below. Bladers launch their Top against their opponent’s scoring points – first to four points wins.
ABOVE: DJ FURBY Rainbow.
DJ FURBY Rainbow
A new FURBY is here with three times the plush and three times the FURB-ulous fun. DJ FURBY brings the music, games, lights, jokes and so much more. From upbeat jams and hilarious games to chill beats and lights, kids choose the vibe with this extra-fun FURBY toy and its soft, huggable body. With five modes and over 1,000 possible play combinations, there’s so much to do, like create custom music, remix and hear FURBY songs, chill with yoga moves, watch cool light shows, and more.
MONOPOLY App Banking board game
ABOVE: MONOPOLY App Banking board game.
The MONOPOLY App Banking game is the first MONOPOLY game that’s app-assisted for easy banking, mini games, and more. In this easy to play board game for kids, players enjoy classic MONOPOLY gameplay on the board, but the app is the banker and bank. No cash or counting. Faster than the classic MONOPOLY game, it’s great for everyday play and family game night.
TRANSFORMERS CYBERWORLD
Scorponok Strike Battle set
The Scorponok figure doubles as a dynamic and engaging playset, which works with all of the 10cm (4in) Cyber Changers figures in the line. Scorponok has a quick and easy conversion from robot mode to a scorpion tank mode, and lots of interactive features, including a buzzsaw arm, claw hand and a tail that converts into a sword and a cyber bike.
BELOW: CYBERWORLD Scorponok Strike Battle set.
NANO-MALS interactive pets
Nano-mals are electronic, interactive pets and adorable mini companions that need your love each day. Each Nano-mals pet has an electronic heart meter, fidget to find out what they need. The more you play, the more interactions you unlock. When their heart meter drops, they’ll make sounds to let you know they need care. Nano-mals are the perfect gift for kids who love animal toys and digital pets.
BELOW: NANO-MALS interactive pets.
PEPPA PIG Peppa’s Big Family House
The arrival of Peppa’s baby sibling means the Pig family is growing and so is their house. This large, two-story, seven-room house playset opens up to be over 80cm (2.5ft) wide and is packed with accessories that kids can use to decorate and set up the house however they like. Peppa, George and Evie each have their own bedroom including a rainbow loft bed for Peppa and a dino bed for George, just like in the show.
PLAY-DOH Barbie Designer Fashion Show playset
Imaginative play hits the runway with the PLAYDOH Barbie Designer Fashion Show playset. As the highlight of this exciting new brand collaboration, this PLAY-DOH Barbie set has so many fun ways to create fabulous DOH-ified fashions. Kids can create custom DOH-ified fashions using a new format of PLAY-DOH compound and special fashion-making tools. The Designer Fashion Show includes a 2-in-1 runway and designer studio playset, fashion-making tools like the ruffle maker and faux fur roller, and PLAY-DOH pattern sheets with chic designs that look just like fabric, except they’re PLAY-DOH compound.
ABOVE: PEPPA PIG Peppa’s Big Family House.
LEFT: PLAYDOH Barbie Designer Fashion Show.
Marianne.James@hasbro.com
Delphine.DeKool@hasbro.nl
GABRIEL CACCIABAUDO
Director, LATAM Licensed Consumer Products
Gabriel.Cacclabaudo@hasbro.com
KATIE FRAME
Senior Director, Global Creative & Product Development
Katie.Frame@hasbro.co.uk
Julia.Kamoda@hasbro.co.uk JULIA KAMODA
Director of Global Promotions and Partnerships
Marie-Cecile.Bourdillon@hasbro.co.uk MARIE-CECILE BOURDILLON
Director, Global Publishing Consumer Products
MAJA ELLIOTT
Director, Global Toys & Games, Licensed Consumer Products
Maja Elliott@hasbro.com
HANNAH SWEENEY
Senior Manager, Location Based Entertainment, Licensing Consumer Products
Hannah.Sweeney@hasbro.com
UK & IRE
Caroline.Spooner@hasbro.com
Head of Hardlines - UK
Andrew.Gosling@hasbro.com
Head of New Business Development, Hardlines
Conor.Pullen@hasbro.com
Licensing Manager, Hardlines
Catrina.O’brien@hasbro.co.uk
Retail Development Director
Pippa.Woods@hasbro.co.uk
Retail Franchise Manager
Tasmyn.Knight@hasbro.co.uk
Retail Franchise Manager
SOUTHERN EUROPE
Fabiola.OrtizdeZuniga@hasbro.es
Head of Licensing - Iberia
GSA & G7
Nicole.Pavlovic@hasbro.de
Senior Licensing Manager - GSA
Carina.Herold@hasbro.de
Licensing Manager - GSA
Sanja.Tunanovic@hasbro.de
Senior Licensing Coordinator - GSA
PROMOTIONS & LBE
Renae.Brown@hasbro.co.uk
LBE Manager – UK & Europe
Gloria.Ruiz@hasbro.co.uk
Promotions Manager – UK & Europe
Nicole.Barnes@hasbro.co.uk
Promotions Manager – UK & Europe
Catherine.Boulton@hasbro.co.uk
Head of Softlines - UK
Bianca.Thompson-Phillips@hasbro.co.uk
Licensing Manager, Softlines
Emily.Conetta@hasbro.co.uk
Licensing Manager, Softlines
Aysha.Kidwai@hasbro.co.uk
Retail Development Director - UK
Mimi.Lui@hasbro.co.uk
Senior Ecommerce Manager - EMEA
Abbie.Burrows@hasbro.com
Retail Development Manager
Nuria.JimenezSalazar@hasbro.es
Senior Licensing Manager - Iberia
Ula.Barwicka@hasbro.co.uk
Senior Licensing Manager – CEE, NOR, UKR
Fernanda.Monaco@hasbro.it
Senior Licensing Manager - ITA, TUR, GRC
Hanneke.vanWilligenburg@hasbro.nl
Senior Licensing Manager - BLX, FRA
PUBLISHING
Katie.Price@hasbro.co.uk
Amy.StJohnston@hasbro.co.uk
Samantha.Robinson@hasbro.co.uk Head of Publishing - Europe
Publishing Manager - Europe Publishing Manager - Europe