©2026 Hasbro.
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WELCOME
WELCOME
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here has never been a more dynamic time for our industry. The relationship between consumers and the brands they love is becoming more immersive, participatory and unconstrained by age, platform or geography. For Hasbro, this shift is opening an extraordinary new chapter for play and demonstrating the powerful role of licensing in building enduring global franchises. At Hasbro, we’re seeing this evolution come to life across our portfolio. Peppa Pig continues to connect with families through relatable storytelling that reflects everyday life, from George’s character evolution to the firstever adult-targeted animated Peppa Pig special, expanding the brand’s audience while staying true to its heart and authenticity. The Transformers powerhouse continues to grow through entertainment, collectibles and fandom-driven experiences. From Transformers: Cyberworld creating new entry points for younger audiences to the 40th anniversary of The Transformers: The Movie, the franchise is celebrating its legacy while finding fresh ways to engage both new and lifelong fans. The next chapter of My Little Pony is already taking shape. The upcoming My Little Pony: Forever Friendship series builds
on the universal themes of friendship, optimism and self-expression that have defined the brand for generations, while creating a fresh platform for storytelling, consumer products and licensing. At the same time, some of the most powerful growth in our industry is being driven by community. Dungeons & Dragons continues to expand beyond the tabletop, bringing its rich world of storytelling and imagination to new audiences and creating opportunities for fans to engage with the brand in new ways. Magic: The Gathering similarly demonstrates the power of a deeply engaged global fanbase, fueled by compelling storytelling, collectability and experiences that keep the community connected. Meanwhile, Monopoly, Cluedo and our broader Hasbro Games portfolio continue to evolve through new formats, partnerships and experiences that bring people together through play. Our vault and retro portfolio offers another powerful avenue for growth, with brands including Power Rangers, Tonka, Lite-Brite and Littlest Pet Shop turning nostalgia into new relevance through creative, cultural and commercial partnerships. The consumer landscape tells us why this matters. Play is no longer something people leave behind. Ninety-seven percent of adults say they play in some capacity, and 74% say they play differently than they did as children. The boundaries between toys, games, entertainment, fashion, experiences, collecting and digital worlds are becoming increasingly fluid, and that is fundamentally expanding the canvas for licensing. We’re excited to continue building the future of play together. KIM BOYD, President, Global Licensing & Entertainment at Hasbro
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WELCOME
INSPIRING A LIFETIME OF PLAY
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t Hasbro, Inspiring a Lifetime of Play is at the heart of our global licensing strategy, guiding how we unlock new opportunities for our brands and partners while engaging fans of all ages around the world.
That strategy is powered by a combination of iconic brands, consumer insights and strong regional execution. Across categories and markets, we’re partnering with bestin-class companies to create more ways for consumers to engage with the worlds they connect with and drive meaningful growth. EMEA plays a critical role in Hasbro’s global licensing strategy, with a team of more than 20 licensing and brand specialists working seamlessly across regions to balance global brand consistency with locally relevant execution. It’s a market where brands connect with consumers across generations, life stages and occasions, whether they’re buying for themselves or someone else. With deep market expertise and strong partner relationships, the team is able to spot opportunities earlier, share learnings across markets and move quickly to bring them to life. BELOW: Transformers AW26 collection from PUMA. BELOW RIGHT: Skullpanda x My Little Pony from Pop Mart.
Whether it’s Peppa Pig’s George storyline extending across LEGO DUPLO products and family attractions, or the Transformers brand’s 40th anniversary celebration of INSET: New LEGO The Transformers: The Movie DUPLO lines feature spanning categories from toys George with his and gifting to comic books, hearing aid. posters and men’s apparel, EMEA continues to demonstrate how great storytelling can unlock engagement across products, retail, entertainment and experiences. That opportunity is translating into strong partnerships across categories. Play is at the heart of what makes our brands unique, while innovation and product excellence keep consumers coming back for more. In fashion and lifestyle, partners including PUMA, H&M, Zara, Sinsay, Reserved and NAME IT are bringing our brands to consumers through trend-driven collections. Collaborations with P&G, Yoplait, Staedtler and SNEAK Energy are creating everyday consumer touchpoints, while Basic Fun!, LEGO, Character Options, Ravensburger, Culture Fly and Pop Mart are helping us capture growing demand across toys, games, collectibles and fandom-focused products. These partnerships are part of a broader brand ecosystem that extends far beyond traditional licensing. We don’t see products, content or experiences as separate businesses, but as connected ways to grow our brands and deepen fan engagement. Together with our partners, we’re setting the stage for the next era of growth, creativity and connection across our brands.
MARIANNE JAMES
Senior Vice President, Global Licensing at Hasbro This Hasbro publication was produced by Max Publishing. Editor: Michelle Urquhart. Editor in Chief: Jakki Brown. Designer: Gary Freeman. Copyright 2026. 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.
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PEPPA PIG
FROM PRESCHOOL ICON TO CULTURAL ICON Few preschool brands have achieved the global reach of Peppa Pig. Today, the beloved property is evolving beyond preschool entertainment into a modern family franchise, connecting with audiences through content, consumer products, publishing and experiences around the world.
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t the heart of that evolution is Peppa’s own family. The arrival of baby Evie last year marked one of the most significant moments in the brand’s history, transforming Peppa’s family into a family of five and creating a new chapter that resonated with audiences across the globe.
Hear Me Out An expanding music slate includes the Peppa Pig One Pig Happy Family Album and pop covers like Rihanna’s ‘Diamonds’, Kelly Clarkson’s ‘Stronger’ and Wham’s ‘Last Christmas, plus collaborations with Baby Shark and Sesame Street. The Peppa Pig back catalogue includes 1300 original songs with over 1 billion lifetime music streams.
ABOVE: Peppa and co love making music.
That momentum has continued this year with a meaningful new storyline for George, who has been revealed to be moderately deaf in one ear and wears a hearing aid. Inspired by real-life experiences, the story adds another dimension to George’s character while reinforcing Peppa Pig’s long-standing commitment to inclusive representation and authentic family storytelling. The Peppa universe is also expanding its appeal beyond preschoolers alone. In August, Hasbro teamed up with podcast host and mother of four, Kylie Kelce, for its first-ever adult-targeted animated Peppa Pig special, which launched on the Not Gonna Lie YouTube channel. Offering an honest and humorous look at modern parenthood, the special demonstrated how Peppa’s relatable family stories can resonate with mums and dads as strongly as they do with young children. The family story continues in September with another milestone: Evie’s first tooth, a special Peppa Pig Tales episode celebrating a moment familiar to families everywhere.
ABOVE: The Whizz Around play sets from Character Options have experienced strong early sales and high retail demand. BELOW: Hear the Fun is a new range from Character.com which makes a donation to the National Deaf Children’s Society with every purchase.
“Peppa Pig has always been about celebrating family, friendship, curiosity and the everyday moments that children recognise,” says Esra Cafer, SVP of Franchise Strategy and Management at Hasbro. “As families evolve, it’s important that the brand
ABOVE: Next debuted a brand-new Peppa Pig capsule collection in late2025, featuring Peppa, George, and Baby Evie.
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PEPPA PIG evolves with them. We’re creating stories and experiences that reflect a broader range of families.” Experiences have become a particularly powerful extension of the franchise. Peppa Pig is a leader in family entertainment, with 18 branded parks and attractions worldwide, more than 31 million visitors to date and more than 150 live shows across 10 global markets in 2025. New for 2026 is Peppa Pig Space Adventure at the NEC in Birmingham, UK. Running through November, the seasonal attraction offers preschoolers a hands-on, walk-through experience. Looking ahead, a major standalone outdoor Peppa Pig theme park is scheduled to open in China, representing a major investment in the brand’s long-term growth in China. The strength of the entertainment and experience ecosystem continues to drive new opportunities across consumer products. Character Options has launched the innovative Whizz-Around range, bringing exciting new track-andvehicle play to the brand, while HTI has introduced new Peppa Pig role-play products in the UK. Across Europe, Mookie has expanded its Grow with Peppa Pig range into wooden toys, while Goliath has incorporated the brand into its Colorific and Doodle Town ranges, extending Peppa into arts-and-crafts activities for preschoolers. The ranges are also available in the United States. Fashion and lifestyle continue to evolve alongside the brand’s family storytelling. The arrival of baby Evie provided licensees with a new character to build into collections and campaigns. Baby Mori expanded its RIGHT: The Pampers campaign included a new Peppa-inspired musical track ‘It’s Time for Nappy Pants’.
Drive with Peppa Chinese car manufacturer Voyah launched its new Zhiyin electric SUV with a Peppa Pig activation in February 2026. The programme included a launch event, test drives, mall activations, car club member activities, a consumer loyalty programme, and broad media support spanning TV, digital, and social.
ABOVE: Peppa Pig and family helped promote the new Voyah Zhiyin in China.
Peppa Pig range with apparel featuring the newest member of the family while extending the partnership for another two years. Character.com is celebrating George with a dedicated range of childrenswear and sleepwear. Featuring George alongside Peppa and Evie, the collection highlights a story of family support and discovery, supported by a bespoke style guide and a donation to the National Deaf Children’s Society with every purchase. RuffleButts in the United States, Matalan and William Lamb in the United Kingdom, and Next globally are among the many partners bringing Peppa’s evolving family story to consumers around the world. Beyond apparel, Peppa Pig continues to show remarkable versatility across familyfocused categories. Collaborations with Pampers, Humble Co., My Carry Potty and Yoplait help integrate the brand into
everyday routines, from morning preparation and potty training to mealtimes and bedtime. “Peppa Pig has an ability to make everyday moments feel special,” Esra adds. “That creates a powerful proposition for licensees because the brand can authentically participate in so many aspects of family life, from getting ready in the morning and going to bed to mealtimes and developmental milestones.” Publishing remains one of the franchise’s strongest categories, with more than 60 million books sold globally and more than 400 million audio minutes consumed. The publishing programme spans books, magazines and audio with partners including Penguin, Scholastic, Egmont, Tonies and Audible. “Commercial relevance comes
ABOVE: Kylie Kelce became a kangaroo in the first-ever adulttargeted Peppa Pig episode.
from understanding what families need and giving them more ways to connect with a brand they already love,” says Esra. “That’s what makes Peppa Pig such an exciting opportunity for our partners. We’re not just extending a preschool character into more categories; we’re building a modern family franchise that can grow with audiences and remain meaningful for generations to come.”
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TRANSFORMERS
MORE THAN MEETS THE EYE Constantly evolving through fresh storytelling, innovative collaborations and experiences, the Transformers brand is as relevant today as it was when it first rolled out in the 1980s.
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rom entertainment and Strategy and Management, gaming to fashion, Action Brands at Hasbro. collectables and live “Our focus is on honouring experiences, Hasbro is the incredible ensuring the Transformers legacy of the franchise reaches fans franchise while wherever they choose to continuing engage. This year, much to push it of that momentum has forward through centred around the 40th bold storytelling, anniversary re-release of innovation and The Transformers: The Movie, ABOVE: Energy experiences that celebrating the enduring feel distinctly drink from legacy of the iconic animated Sneak Energy. Transformers.” film and the generations of The fans it continues to inspire. The worldwide theatrical milestone was commemorated re-release of The through anniversary events, RIGHT: LEGO Soundwave is collectables and, fan experiences, rolling out in retail globally. BELOW: PUMA’s newest kids’ collection features including international screenings graphic tee-shirts. of The Transformers: The Movie and the premiere of Optimus Prime: Awakening, a brand-new, never-before-seen animated short shown after the credits. “The Transformers brand has always been one that evolves with its fans,” says Alyse D’Antuono, Vice President, Global Brand
Transformers: The Movie began on 17 September, Transformers Day, bringing one of the franchise’s most iconic stories back to the big screen. Exclusive collectables, including popcorn buckets and specialty drinkware, were available in theatres, while audiences in the United States and United Kingdom enjoyed screenings in 4K and premium largeformat 4DX. The film also returned to theatres across Ireland, Canada, Australia, New Zealand, Mexico, France and Germany. The anniversary celebration extends beyond the cinema. Fans can now experience the
Hasbro’s Celebration of Life Concert at SDCC 2026 This sold-out concert at San Diego Comic-Con featured music from The Transformers: The Movie: The Soundtrack: The Reformatted Edition, performed live by Knights of Unicorn, along with a special performance of “The Touch” by Stan Bush. The re-recorded and re-released soundtrack brings together a line-up of musicians including Sebastian Bach, Stan Bush and Vince DiCola, revisiting classics from the film such as “Dare” and “Nothin’s Gonna Stand in our Way.” ABOVE: Fans pack the House of Blues in San Diego during The Transformers: The Movie 40th Anniversary Celebration of Life Concert on 23 July 2026 to celebrate the cultural impact and legacy of the 1986 animated film.
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TRANSFORMERS
ABOVE: The soundtrack to The Transformers: The Movie is being re-released in coloured vinyl special editions.
Matrix of Leadership electronic prop replica alongside new additions to the Studio Series line and licensed collaborations with Super7, Threezero, Culture Fly, Skybound Entertainment, Insight Editions and Upper Deck. The music release of The Transformers: The Movie: The Soundtrack: The Reformatted Edition has further amplified excitement around the milestone year. “The 40th anniversary has been an incredible opportunity to celebrate the emotional connection fans have with the brand,” Alyse explains. “By bringing this iconic film back to the big screen and surrounding it with new collectibles, music and fan experiences, we’re celebrating the moments fans love while creating new memories around them.” That momentum is reinforced through an always-on entertainment strategy. Alongside the theatrical re-release, Hasbro continues to engage audiences through Transformers: Cyberworld, the animated digital series that introduces younger fans to the franchise, while Transformers: Eternal War from Yodo1/ Wanda Cinemas Games expands the brand’s presence in mobile gaming. Across toys and collectables, the Transformers brand continues to be one of Hasbro’s strongest and most versatile franchises. High-profile
collaborations with LEGO, Hot Wheels, Funko, Pop Mart, Stern Pinball, Robosen and The Noble Collection are creating new ways for fans to collect, display and engage with the brand. “The strength of the Transformers franchise Building on the Hot Wheels x Transformers World Hot Wheels x Transformers Bumblebee rolls into the collection as the third 1:64 collaboration between the two iconic brands. Inspired by the G1 version and reimagined with Hot Wheels flair, Bumblebee goes undercover in a 1967 Volkswagen Beetle body, complete with a weathered paint finish and Real Riders wheels. When it’s time for action, this Mattel Creations exclusive vehicle converts into a robot with 13 points of articulation.
ABOVE: Transformers Bumblebee is a new release from Hot Wheels.
is its ability to connect with fans in different ways throughout their lives,” says Alyse. “A first action figure can become a lifelong passion for the franchise, evolving into entertainment, gaming, premium collectibles and experiences that offer something meaningful at every stage of fandom.” The franchise is also gaining momentum in fashion and lifestyle.
PUMA recently launched a new Transformers kids’ collection featuring metallic co-branded labels, character-driven graphics and design details inspired by iconic Autobots and Decepticons. Growth also continues across complementary categories, including an adult and kids’ fashion from OppoSuits (globally), a new arts-and-crafts range from Craft Buddy, and food-and-beverage partnerships such as Sneak Energy in the United Kingdom. Experiential entertainment remains another major focus. In China, Dreamland Powered by Hasbro will bring Transformers, My Little Pony and Peppa Pig together in a new family entertainment destination. In Riyadh, SEVEN’s Transformers: Battle of Cybertron indoor entertainment destination offers another immersive Transformers experience, while in Brazil, Hasbro and Dream Cars Automóveis e Eventos are preparing to launch Transformers: Mission Energon, the country’s first immersive Transformers attraction. “The versatility of our robots creates tremendous opportunities for licensing,” says Alyse. “Together with world-class partners, we bring Transformers to life in unexpected ways across fashion, collectibles, food, gaming and immersive entertainment, while staying true to what fans love about the brand.”
ABOVE: A new season of Transformers: Cyberworld is now available on YouTube.
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MY LITTLE PONY
A NEW CHAPTER FOR A TIMELESS BRAND For more than four decades, My Little Pony has captivated millions of fans with its enduring messages of friendship, inclusivity and self-expression, evolving with each new audience while remaining true to the values that made it a global phenomenon.
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ith 94% brand awareness, entertainment. Together, more than 400 million pony these experiences figures sold worldwide signal Hasbro’s and billions of views and streams commitment to across YouTube, Netflix and keeping My Little Pony Spotify, My Little Pony is enjoying relevant across major remarkable momentum, supported consumer touchpoints. by a resurgence in entertainment This new content consumption, a growing consumer stream provides a products portfolio and innovative solid foundation for an collaborations that continue to increasingly diverse expand its reach. licensed products “My Little Pony has always programme, positioning been more than entertainment,” My Little Pony as a contemporary says Esra Cafer, SVP of Franchise lifestyle brand that resonates with Strategy and Management at children, families and adults alike. Hasbro. “Its enduring themes “We’re excited to unlock a of friendship, inclusivity and new chapter for the franchise,” individuality have created a deep continues Esra. “With fresh emotional connection across generations, giving the brand a unique ability to evolve while remaining unmistakably My Little Pony.” The magic lives on, as Hasbro unveiled My Little Pony: Forever Friendship, a feelingsfirst fantasy series debuting exclusively on YouTube in early 2027 and introducing the ABOVE: A new look for the YouTube series next generation of pony My Little Pony: Forever Friendship. adventures to audiences RIGHT: Rainbow Dash in crochet form by The Woobles. around the world. At storytelling the same time, development across new continues for the brand’s firstformats and platforms, ever live-action feature film with Amazon MGM Studios. In we’re building an entertainment China, digital and interactive ecosystem that invites today’s mobile gameplay with Game for kids to discover My Little Pony Peace/Yodo1 and Arknights/ while giving longtime fans new Hypergryph offers even more pony
ABOVE: My Little Pony collection in MINISO.
reasons to stay connected.” That momentum is reflected across toys, collectables and consumer products. Partners including Basic Fun!, Pop Mart, TY, MINISO and The Woobles are bringing the magic of My Little Pony to fans through innovative products and collectables. Most recently, the Polly Pocket x My Little Pony collaboration was unveiled at San Diego ComicCon, bringing together two iconic brands in a new collectible format. Earlier this year, MINISO launched its 2026 Chinese New Year collection, and The Woobles introduced My Little Ponyinspired crochet kits across North America, Europe, Australia and New Zealand. Fashion and lifestyle continue to be key areas of opportunity for the brand. Globally, OppoSuits brought My Little Pony to adult and kids’ fashion with suits, summer apparel
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MY LITTLE PONY
in a new sonic direction called Neigh-Pop, signalling the start of a new music era for the brand. “Our licensing strategy starts with understanding what different fans love about My Little Pony and finding the right partners to bring those passions to life,” says Esra. “From fashion and collectables to music and location-based experiences, each collaboration gives us an opportunity to show up in unexpected ways and expand what the brand can mean to consumers.”
ABOVE: Kids’ duvet set from Zara Home. RIGHT: Monsoon’s design-led collection included ditsy prints and florals.
and onesies. Across Europe, collaborations with Zara and Zara Home, Monsoon, LPP, CCC and Name It, span childrenswear, accessories, home and lifestyle. In Spain, craft jewellery brand La Vidriola recently launched a new My Little Pony collection, bringing the brand’s colourful characters and playful spirit to a range of handmade, limited-edition accessories. While in Asia-Pacific, hygge. hoo partnered with influencer Ploy Chava on a brand-inspired collection that generated strong consumer engagement. Publishing and collectables remain significant growth drivers. Building on successful launches in China and North America, Hasbro’s collaboration with Kayou is expanding across EMEA through a broad network of mass-market, specialist and online retailers. Combining premium design with creative reinterpretations of iconic characters, Kayou’s My Little Pony collectable cards offer fans new ways to collect, trade and celebrate RIGHT: hygge.hoo’s capsule collection sparked excitement from fans.
the brand, while helping it connect with a young and highly engaged global audience. Beyond products, My Little Pony continues to come to life through immersive experiences. Dreamland Powered by Hasbro, a new family entertainment destination in Zhongshan, China, features My Little Pony alongside Peppa Pig and Transformers. Additional attractions at Hasbro City in Mexico, Galaxyland Powered by Hasbro in Canada and The Gameroom Powered by Hasbro in New Jersey provide fans with even more ways to engage with the brand. Music remains a central pillar of the franchise ecosystem, with My Little Pony continuing to build on its strong streaming legacy while evolving for new audiences. The release of the single Forever Friendship in July introduced the new fresh, pop-forward sound for the brand, grounded
BELOW: Hangzhou Bank and My Little Pony co-branded debit card.
You can bank on it! The Bank of Hangzhou teamed up with My Little Pony to launch a year-long campaign. Designed as a youth-focused financial campaign for families, the collaboration featured cobranded debit cards, city pop-up tours and exclusive premium. To celebrate the activation’s success, the Bank of Hangzhou is hosting a dedicated Magic Adventure Art Exhibition from September to November at its flagship branches, displaying user-submitted card designs and memories from the standout program.
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POWER RANGERS
RE-IGNITING THE PASSION
With more than 30 years of cultural impact rooted in action, teamwork, and optimism, Power Rangers continues to engage a passionate global fanbase through consumer products, entertainment, publishing, digital gaming and experiences.
LEFT: All the Thunderzords combine to form the Mega Thunderzord action figure.
Re-Ignition toy line, introducing a fresh range of action figures, roleABOVE: A racing jacket from BoxLunch. play items and vehicles inspired by the Mighty Morphin Power digital, and gaming. The Fortnite Rangers legacy. This year marks digital gaming integration became the launch of season two of the one of the most talked-about ew franchises have the multiexpanded toy line from Playmates season launches of the year, generational reach of Power Toys, distributed by Character generating a trailer that surpassed Rangers. With over 1,000 Options in the UK and other 28.7 million views. episodes across 33 seasons, leading partners across EMEA A growing merchandise portfolio three feature films and hundreds international markets. Launching includes the Power Rangers vs of acclaimed comics, the brand in autumn 2026, the range brings Godzilla product collaboration toy, has built a passionate global the Re-Ignition aesthetic to a along with lifestyle and fashion fanbase around its unmistakable broad portfolio of figures, roleplay collaborations with BoxLunch mix of action, teamwork, courage and Zords. and Loungefly. and optimism. The new release has Entertainment is creating BELOW: Season two of Playmates “Power Rangers Toys launched earlier this year. generated early excitement further opportunities for fans to has an incredible across EMEA, with reconnect with iconic moments legacy, and the positive retail response and characters. YouTube remains a Re-Ignition toy from Character Options major destination for the franchise line gives us the and launch partners in globally and the home of new Reopportunity to markets including the Ignition content. Beyond YouTube, move forward in UK, Germany, Austria, fans can continue to engage a way that feels Switzerland and France. with Power Rangers content on fresh, energetic Beyond toys, Power Netflix. The brand is also bringing and relevant Rangers is expanding its the world of Power Rangers to for today’s footprint across softlines, BELOW: BOOM! Studios life through family audiences,” says publishing, lifestyle experiences, continues to roll out its Esra Cafer, SVP graphic novel series. including Hasbro of Franchise Strategy City in Mexico. and Management at “Our focus is on Expanding the Hasbro. continuing to build a Storytelling At the heart of connected ecosystem this Re-Ignition is a Universe around Power Rangers,” growing consumer Esra adds. “From BOOM! Studios continues to develop the products Power Rangers universe for older fans and toys and publishing to collectors with the launch of three new series. programme. entertainment, fashion First up is Mighty Morphin Power Rangers In 2025, and experiences, we’re (2026), from writer Marguerite Bennett and Playmates creating new ways for artist Andrew Lee Griffith, followed by Power launched fans to engage with Rangers Unlimited and Power Rangers Green. the Power the brand at every Rangers touchpoint.”
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PLAY-DOH
CREATIVITY WITHOUT LIMITS Play-Doh is expanding beyond traditional play into arts and crafts, wellness, lifestyle, digital gaming, entertainment and experiences, unlocking new opportunities to engage kids, families and adults while inspiring a lifetime of creativity.
ABOVE: Škoda Auto kicked off its year-long European wide collaboration with Play-Doh at Milan Design Week to support the launch of the all-new electric Škoda Epiq.
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s consumers increasingly seek hands-on, screen-free experiences, Play-Doh is evolving from a childhood toy into a broader creativity platform that serves multiple audiences and life stages. Brian Baker, Senior Vice President, Board Games, Play-Doh and Nerf at Hasbro explains that Play-Doh has always stood for creativity without limits. “What is exciting about the brand today is the opportunity to take that same sense of creative freedom into new categories, audiences and experiences, while staying rooted in the hands-on play that has made Play-Doh so enduring.” One of the most significant expansions for the brand is Blooms by Play-Doh, a new creative platform designed specifically for adults. It combines the iconic tactile experience of Play-Doh compound with a guided crafting process that enables consumers to create realistic, display-worthy floral arrangements. “Designed as a craft and home
décor experience rather than a traditional toy, Blooms by PlayDoh showcases how the brand can authentically evolve to serve consumers beyond childhood while remaining rooted in its core purpose of imagination and creative expression,” says Brian. Following the successful launch of Play-Doh Barbie in 2025, Hasbro and Mattel continue to expand the line in 2026 with innovative fashionfocused experiences that blend arts and crafts with imaginative storytelling. The Play-Doh x Disney partnership is also expanding to include Marvel Iron Man and Toy Story items. BELOW: The Play-Doh Zone at the Portal del Quindío shopping mall in Colombia.
ABOVE RIGHT: Blooms by Play-Doh is a new range for adults.
Hasbro’s partnership with Horizon Group is broadening the compound proposition with crystal clay, puffy foam, colour-changing dough and sand putty, alongside a new range with Nerf, Candy Land, Koosh and Lite-Brite. Like other Hasbro brands, consumer promotions are an important way to amplify the brand with new audiences. Recent Play-Doh promotional partnerships include Škoda Auto, TreeTop, Pantone, McCormick and Dodo Pizza, demonstrating the brand’s ability to connect creativity with culture, design and everyday experiences. “Play-Doh was a heritage brand for children, but we’ve been able to look beyond that and focus on creativity to take the brand to new audiences and into new experiences. That gives us a powerful platform for continued innovation and licensing growth,” sums up Brian. BELOW: A new crossover with Candy Land from Horizon Group.
PLAY-DOH Zone In June 2025, Hasbro and REIL opened The PLAY-DOH Zone, a fun play area inspired by PLAY-DOH, at the Portal del Quindío shopping mall in Colombia. This pop-up sensory experience featured colourful PLAY-DOH stations, creative building zones, and hands-on activities designed for kids during holiday time.
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RETRO BRANDS
INSIDE 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.
LEFT: The Littlest Pet Shop toy line includes a range from influencer, Like Nastya.
Littlest Pet Shop More than 30 years since its debut, Littlest Pet Shop continues to reinvent the collectable play experience through a steady pipeline of fresh, trend-led innovation. With more than 1 billion pets sold worldwide, the brand keeps fans coming back by tapping into the latest cultural and collector trends, delivering new characters, creative play patterns and must-have releases that make every new drop feel fresh and discoverable. The Littlest Pet Shop toys were relaunched in 2024 by Basic Fun! and grew rapidly from there, with the Generation 7 pets quickly became best-sellers, thanks to a new generation of young fans, as well as devoted long-time collectors. Building on this momentum, the World of LPS collection, first unveiled in February 2026, launched at retail in July alongside the first LPS products created in collaboration with global influencer Like Nastya. Aside from toys, Littlest Pet Shop is expanding into fashion and lifestyle categories with crafting kits from Fashion Angels and footwear and accessories in EMEA and Poland from CCC.
Tonka Built on a simple promise — TONKA TOUGH — Tonka has earned its place as the ultimate vehicle brand for tough play, inspiring confidence, durability and limitless adventure. Marking its 80th anniversary in 2027, the iconic brand is building on this legacy through new toys, licensing partnerships and experiences that connect with a new generation of kids while strengthening its emotional bond with parents and grandparents around the world. Tonka recently launched a global capsule collection with Zara, extending the brand into fashion and reaching a new generation of consumers. Looking ahead to the 80th anniversary, Basic Fun! is expanding the iconic Tonka vehicle range with exciting new expressions, giving kids even more ways to turn their imaginations into action and take Tonka play to bold new places.
Lite-Brite Since 1967, Lite-Brite has made creativity shine. This autumn, the brand expands with Lite-Brite Lite-Style, introducing new ways to use light-based creativity across personal expression, style and room décor. The range includes Trace & Dot Glowboards, 3D builds, collaborations and new formats that extend Lite-Brite beyond its traditional play experience. Nearly six decades after its launch, the brand continues to evolve its offering for a new generation.
ABOVE: Tonka branded teeshirt from the Zara collection.
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©Hasbro 2026
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GAMES, TOYS AND SPORTING GOODS
PLAY YOUR WAY From retro toy lines to sports gear, outdoor play, novelties and more, Hasbro 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 crosscategory appeal.
Lite-Brite ChatBubble The iconic LiteBrite has been reimagined for today’s creative generation. Rooted in creativity and self-expression, Lite-Brite inspires girls to ABOVE: Lite-Brite ChatBubble. lite-style their rooms, their vibe, and their world. LiteBrite ChatBubble allows users to create customised glowing messages and emoji art using colourful pegs on a light-up board.
Spirograph Masterpiece, Mona Lisa by Leonardo De Vinci Create a Spirograph masterpiece inspired by Leonardo Da Vinci’s Mona Lisa. Using the simple, beginnerfriendly Spirograph-by-number system, match each hexagon on the grid with the correct module and coloured pencil, then spin your pencil to fill the spaces with beautiful spiral patterns. As each section is completed, the artwork gradually comes to life, resulting in a stunning finished piece. RIGHT: Spirograph Masterpiece, Mona Lisa by Leonardo De Vinci.
Dungeons & Dragons Questers Dungeons & Dragons Questers brings the imagination, characters and storytelling of D&D to a new generation through ABOVE: Dungeons & Dragons Questers. accessible, handson play, with no rulebooks required. Designed as a gateway for kids and families, Questers transforms iconic D&D creatures, adventurers and monsters into collectable, customisable figures built for mixing, matching and storytelling. Kids can create their own characters, build unexpected combinations and roll into new adventures, capturing the spirit of character creation and imaginative play at the heart of Dungeons & Dragons.
FurReal Gabby the Grow & Roar Tiger The newest addition to the furReal line, Gabby the Grow & Roar Tiger grows 25 percent larger through nurture and play, from an adorable baby cub to a playful toddler tiger. Feed her, pet her, and play together as she responds with 100+ combinations of sounds and motions. After growing, kids can press on her back to watch her return to her original cub size for repeat play. LEFT: FurReal Gabby the Grow & Roar Tiger.
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HASBRO GAMES
BEYOND THE BOARD With iconic games such as Monopoly, Cluedo, Connect 4 and Operation in its stable, Hasbro is showing how great games can evolve far beyond the traditional game board. Hasbro’s top 20 board game brands – which includes Monopoly, Cluedo, Connect 4 and Operation – generate more than $750 million globally each year (Circana). Monopoly leads the way with over 275 million copies sold historically and a portfolio of 300+ licensed editions, ensuring constant retail refresh and broad consumer appeal. “Board games have a unique ability to create connection, and that is more important than ever,” says Brian Baker, Senior Vice President, Board Games, Play-Doh and Nerf at Hasbro. “Our licensing strategy is about taking that power of play into new spaces, finding innovative partners and creating experiences that feel relevant to today’s consumers while remaining true to what makes these brands special.” Monopoly is the key brand for Hasbro games, with 99% brand awareness, over one billion players, and presence in 114 countries, making it one of the most recognised and played brands in the world. The Monopoly licensing programme now spans fashion, collectables, FMCG, publishing, promotions and LBE. In recent years, the brand has taken on more premium and high-profile collaborations across apparel and lifestyle, reinforcing Monopoly
of premium artworks from artist Romero Britto. Monopoly’s roots in gameplay mean consumer promotions are a natural fit for the brand. The Monopoly game promotion at McDonald’s is a regular event in EMEA, but had been absent from the US for nearly a decade, ABOVE: Monopoly Steakhouse in before it made its comeback in San Pedro Garza García, Mexico. 2025. In late-2025, Arla Foods brought back its Puck on-pack as both a nostalgic and Monopoly promotion in the contemporary brand. Middle East. Pringles Stand-out rolled out its Big collaborations Night In campaign include Monopoly with Monopoly in x Mattel Hot 38 countries in Wheels, with a late 2025, giving 90th anniversary shoppers the die-cast collectable chance to win prizes – the first-ever including a trip to collaboration New York City. between the two LBE is another iconic brands; a major growth driver collectable 50p for Monopoly, coin from The with more than 18 Royal Mint in the themed experience ABOVE: Limited edition UK released in 2025 Hot Wheels die-cast locations globally, to celebrate the collectable based on the including Monopoly 90th anniversary; classic race car token. Lifesized, an immersive and a new bold attraction in London and now new limited-edition collection
Contemporary living The Scrabble Studio Edition from WS Game Company in the US is a full-size board with all components neatly stored inside a coffee-table-sized, book-style box. Its cosy neutral aesthetic fits into a contemporary living space, showing that games can also double as décor. RIGHT: Scrabble Studio Edition is available exclusively at Target in the US.
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HASBRO GAMES
Turning Leeds into a game board Over summer this year Leeds (UK) was transformed into a giant Trivial Pursuit board game to celebrate 400 years of Leeds. Players travelled across the city from category to category answering questions and collect wedges, just like the classic game. RIGHT: Science and Nature questions at Victoria Gate in Leeds.
on tour in LATAM countries; the Monopoly Tea Tour, an afternoon tea experience on a London bus; the Monopoly Steakhouse in San Pedro Garza García, Mexico; and Monopoly Experience: Treasures of Brazil, an immersive experience Shopping Cidade São Paulo. “Monopoly is a great
from Netflix will bring the game to life in a large-scale reality format, premiering in autumn 2027. Across the broader Hasbro Games portfolio, the Game of
ABOVE: The Candy Land popup café in San Diego. LEFT: A 50p coin from the Royal Mint to celebrate 90 years of Monopoly.
example of what happens when heritage and innovation work together. We’ve taken a very traditional brand and reimagined it across digital, lifestyle, restaurants, experiences and promotions. Each gives consumers another way to engage with this iconic brand,” says Brian. Monopoly has become a blueprint for licensing success across Hasbro Games, expanding the iconic game into new entertainment formats while creating a model for other brands to follow. Building on that momentum, a new global Monopoly competition series
Life feature film is in development at Amazon MGM Studios, while Trivial Pursuit and Scrabble have expanded to television through game shows broadcasted on the American commercial television channel The CW Network. A scripted film and TV series, as well as an unscripted TV show, are in development with Sony for Clue/Cluedo. Like Monopoly, LBE plays an important part in licensing for Hasbro Games brands. In July this year, a Candy Land Café pop-up opened in San Diego inviting guests to journey through interactive environments inspired by the game. Clue naturally lends itself
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to immersive experiences, with the brand continuing to expand its experiential footprint globally. The first-ever Clue escape room in Latin America launched in São Paulo, Brazil, over the summer, joining 16 Clue Escape Room locations at Breakout Games across the US. Two new US experiences are also launching this year: CLUE: Murder on the Menu, a live, ticketed murder mystery dining experience coming to Charlotte in October, and CLUE: Mystery at the Mansion, a portable, actor-led experience in New York designed for brand activations, product launches, luxury hospitality, private celebrations, corporate events and more. A Cluedo promotion ran across Slim Chickens restaurants across the UK earlier in 2026, with customers collecting clues to win instant prizes and compete for a £10,000 grand prize. The campaign consisted of an influencer event, in-store POS, app integration and social media to create a seamless omnichannel experience. “By combining traditional gameplay with the reach of licensing, entertainment and experiences, Hasbro is building a portfolio that continues to reinvent our brands for new audiences, platforms and the next generation of players.” says Brian. BELOW: Artist Romero Britto with his Monopoly-inspired art.
©Hasbro 2026
18/09/2026 14:03
SPOTLIGHT
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 2026.
Play-Doh Super Sizzlin’ Kitchen playset
ABOVE: Play-Doh Super Sizzlin’ Kitchen playset.
This innovative pretend play kitchen features real cooking toy sounds activated by the interactive cookware and kids’ Play-Doh creations. Fry up a pretend burger on the skillet to hear sizzling sounds or throw some make-believe pasta into the pot to hear bubbly boiling sounds. The removable deluxe pasta maker comes with four attachments to make different varieties of pasta. With over 25 pretend foods to create and customise, future chefs have so many options for their make-believe menu.
Peppa Pig Ready, Pedal, Go Peppa Help Peppa learn to ride her bike with the Ready, Pedal, Go Peppa playset. Put on Peppa’s helmet and attach the push stick to the bike. Kids can push the toy bike along while she ‘learns’ to ride, then detach the stick, give her a push, and watch her magically pedal her bike all by herself. Peppa knows when she’s on the bike and when the push stick is attached or detached and will react with more than 75 sounds and phrases. BELOW: Peppa Pig Ready, Pedal, Go Peppa. ABOVE: Nerf K-Pop Demon Hunters Zoey’s Spirit Blades.
Nerf K-Pop Demon Hunters collection Kids can imagine themselves as part of HUNTR/X with the Nerf KPop Demon Hunters collection of Zoey’s Spirit Blades, Mira’s Curved Moon Sword and Rumi’s Four Tiger Sword; all inspired by the ones from the Netflix animated film. These are perfect accessories for role play, cosplay, and epic demon-fighting adventures. Each sold separately.
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SPOTLIGHT
Transformers Cyberworld Energon Surge Bumblebee Power Spark This giant 28cm (11in) robot action figure changes to a car toy in four quick, simple steps. Bumblebee’s chest lights up with Energon Surge power; Energon Surge figures and accessories (sold separately) inside to reveal glow-inthe-dark details. Press the button ABOVE: Transformers Cyberworld Energon Surge Bumblebee Power Spark. to hear exciting sounds and phrases and hold the button down to overload Bumblebee with Energon power and activate villain sound effects.
Monopoly F1 Edition board game Drive to victory in this Monopoly F1 Edition game. Each player chooses their favourite F1 team, moves their car token around the board and takes the lead at races around the world. Defend that lead against challenges from rivals and collect a challenge fee from opponents when you succeed. Designed for F1 fans, this is a thrilling board game for two players or up to six. ABOVE: Monopoly F1 Edition board game.
ABOVE: Beyblade x Sneak Attack battle set.
Beyblade x Sneak Attack battle set This stadium features a pop-up rail that sends tops moving in a different way, changing the course of battle. The set comes with everything to begin battling: Beystadium, two UX Infinity Tops and two launchers. The stadium’s X-Celerator Rail can super-accelerate tops into an Xtreme Dash around the arena for crushing collisions and epic bursts.
Monopoly Cheaters Edition Lean into those iconic (yet unspoken) Monopoly moments in which rules are bent, money is borrowed and funny business is welcomed. Fake a die roll, steal some bills from the bank, and even skip out on rent. Complete a cheat to get a reward but fail a cheat and pay the consequences. No houses in this edition – only hotels. The pretend handcuff unit that may leave players chained to the board is a fun addition to the game.
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ABOVE: Monopoly Cheaters Edition. ©Hasbro 2026
18/09/2026 14:03
DUNGEONS & DRAGONS
REACHING BEYOND THE TABLETOP What began as a tabletop roleplaying game has grown into a rich universe spanning video games, novels, comics, live experiences, music and an increasingly diverse consumer products programme, with more than 150 million fans embarking on adventures across the brand’s many touchpoints.
W
ith more than 40 content, gaming and entertainment projects in development through 2028, Hasbro and Wizards of the Coast are building an ambitious roadmap for Dungeons & Dragons (D&D) that extends far beyond the tabletop. Entertainment is playing a central role in that expansion. HBO is developing a Baldur’s Gate television series based on the beloved Baldur’s Gate video games and Netflix recently announced a series focused on D&D’s gothic horror setting, Ravenloft, to be produced by Alfonso Cuarón. On YouTube, the Dungeon Masters Actual Play series will debut its third
Beyond Retail D&D continues to deepen fan engagement through immersive experiences. The live touring production D&D: The Twenty-Sided Tavern and activations at Universal Studios Hollywood’s Fan Fest Nights bring the fantasy world to life, while promotional campaigns with brands including Dragon’s Milk and Mythical Meats demonstrate the franchise’s growing cultural reach.
ABOVE: The second annual Universal Fan Fest Nights at Universal Studios Hollywood included an immersive D&D experience.
ABOVE: BlackMilk’s capsule collection was very popular with fans.
ABOVE: Questers is a new range of toys targeted at Gen Alpha.
campaign in October. That momentum is further amplified through digital gaming. The continued success of Baldur’s Gate 3 has helped introduce millions of players to the franchise. “D&D has always been about bringing people together through shared storytelling,” says Nick Strann, Director, Franchise Strategy D&D. As new fans discover the brand, consumer products are creating additional entry points into the D&D universe. Recent highlights include a fashion capsule collection with Nailcissist, which sold through 76% of the collection during its opening week and a successful crossover collaboration with Stranger Things. Toys, games and collectables continue to be a cornerstone of the licensing programme. D&D Questers from Basic Fun! brings the brand to a new generation through collectable action figures designed with Gen Alpha in mind. Other recent launches also
include pre-painted modular terrain kits from Archon, D&D x World of Warcraft adventure dice from Sirius Dice and miniature collectables from Funko Bitty POP! Publishing remains another important pillar of the brand ecosystem. An expanding portfolio of novels, interactive workbooks, cookbooks and lifestyle titles from Random House Worlds, Clarkson Potter, Dark Horse Comics and Ten Speed allow fans to immerse themselves more deeply in the worlds and characters. “The depth of the D&D universe creates incredible opportunities for licensing,” Nick continues. “By collaborating with best-in-class partners, we can translate the creativity, imagination and sense of adventure at the heart of D&D into products that feel authentic to longtime fans while welcoming new audiences into the brand.”
ABOVE: Blind bag collectables from Funko Bitty Pop!
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MAGIC: THE GATHERING
A MULTIVERSE OF OPPORTUNITY
With more than $1 billion in revenue for five consecutive years, Magic: The Gathering has established itself as one of the world’s leading tabletop and entertainment franchises and its licensing potential continues to expand far beyond the trading-card table.
M
agic: The audiences into the Gathering has brand.” reached more Publishing continues than 50 million players to be a leading to date, supported category for the brand, by more than 12,000 with the success Wizards Play Network of Random House stores worldwide Worlds’ Strixhaven: including more than Omens of Chaos, a 2,500 across Europe New York Times bestand over 1 million live- ABOVE: The new colouring book seller. A growing slate from Penguin Random House. play events annually. of novels, guide books, comics and manga from Random The strength of the brand lies in its passionate player base and a rich House Worlds, Ten Speed Press, universe of characters, worlds and Dark Horse, Panini and Viz Media stories, offering licensees multiple offer longtime fans new ways to routes into a highly engaged immerse themselves in the story, while providing an accessible entry global fandom. point for newer fans to discover its “Magic: The Gathering is not just a game – it’s a multiverse, BELOW: The Final Fantasy crossover has been one a platform and a cultural engine of the most successful collabs to date. where imagination meets storytelling,” says Megan Margolis, Senior Director, Emerging Business at Wizards of the Coast, a division of Hasbro. “That incredible foundation lets us keep pushing the brand forward, bringing fans new and unexpected experiences as the universe evolves.” The brand’s growing licensing programme spans premium fashion, publishing, collectables, The power of lifestyle, gaming accessories the crossover and more. “There’s tremendous Crossovers with other digital and opportunity to take the distinctive entertainment brands have been worlds, characters and artwork particularly successful for the brand, of Magic: The Gathering into going beyond traditional collaborations categories that complement the to thoughtfully bring together distinct core trading-card experience and worlds and fandoms in ways that feel authentic to both. Recent and upcoming celebrate the community,” says collaborations include Final Fantasy, Megan. “The goal is to create Avatar: The Last Airbender, Teenage products that feel authentic to Mutant Ninja Turtles, Marvel and Star Trek. the fandom while welcoming new
ABOVE: MagicCon in Las Vegas attracted 25,000 fans in May 2026.
rich lore and storytelling. Apparel and lifestyle are also opening new avenues. BoxLunch is a key partner with exclusive merchandise and licensed product bundles launching alongside tentpole releases. Meanwhile, an adult animated Magic: The Gathering series is currently in production at Netflix, alongside a live action film and television series that is in development with Legendary Entertainment. Building on the success of the MagicCon experience, there will be four MagicCons in Detroit, Las Vegas, Tokyo and Amsterdam in 2027. Additionally, a mobile game is in development that will bring the brand to broader digital platforms. “It’s a really exciting time for Magic as the universe continues to expand,” continues Megan. “The depth of the lore and the passion of this community are what makes Magic: The Gathering such a powerful platform for partners to connect with fans in meaningful and authentic ways.” BELOW: The new drop from BoxLunch for Magic: The Gathering x Marvel.
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What is TikTok Shop?
Case Studies
Within just 90 days, POP MART reached 40,000 orders per month, establishing itself as a leader in the designer toy category on TikTok Shop UK.
POP MART transformed TikTok Shop into an immersive shopping experience by making LIVE commerce the centerpiece of its growth strategy.
The key takeaway is that success on TikTok Shop goes beyond simply listing products—it comes from creating engaging shopping experiences.
Leveraging the excitement of its iconic blind box By combining a strong brand IP with interactive collectibles, the brand hosted engaging LIVE events LIVE shopping, POP MART built notshopping only sales TikTok Shop is where entertainment and come together. featuring popular products like Labubu, attracting but also a passionate community of collectors, up to 3,000 concurrent viewers and generating can discover Customers products through videos, LIVE shopping, and demonstrating the power of more than $150,000 in sales per LIVE session. entertainment-driven creators, then purchase instantlycommerce. without leaving the app.
Unlike traditional marketplaces, TikTok Shop combines content, creators, commerce to drive By closely monitoring productand performance and responding rapidly to viral momentum, product discovery anditssales. Crayola successfully used TikTok Crayola exceeded launch expectations, Shop UK to re-establish its direct-to-consumer presence and connect with a new generation of parents and gift buyers.
increased its year-end sales target by 150%, and also saw a positive halo effect across its other retail channels.
Why now?
Rather than launching its full catalogue, the brand focused on a curated selection of hero products, distributed over 100 product samples to creators in its first month, participated in key TikTok Shop campaigns, and quickly scaled winning content with GMV Max ads.
40M+ 1 in 3 monthly active users in the UK
The key lesson: brands that combine great products with creators, content, advertising, and active campaign participation can accelerate growth significantly on TikTok Shop.
#3
UK online shoppers have purchased from TikTok Shop
TikTok Shop is already the #3 Home & Living online retailer in the UK
Launch Support
Toys & Hobbies is one of the platform's fastest-growing categories
As part of the Hasbro × TikTok Shop initiative, selected licensees will receive guidance throughout the onboarding process, including: Shop setup
How Brands Scale on TikTok Shop Brand Authorisation
Product onboarding Affiliate strategy
The brands that grow the fastest focus Fulfilment options on four key pillars: TikTok Shop best practices
Scan to discover more!
Please complete this short survey before registering through Affiliate Strategy the standard TikTok Shop registration link. for you, sends product Build a creator community that sells
Sell on TikTok Shop
samples to creators and offerwillahelp competitive commission. This information us Scan QR code
review your application and provide the appropriate onboarding support.
Content Create content that drives discovery Short-form video • Product demos • Live Shopping
Campaigns & Advertising Participate in platform campaigns, drive on seasonality. Scale winning products and content with paid media.
Operations Deliver the best-in-class shopping experience. Provide fast fulfilment, maintain healthy stock levels and excellent customer service.
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Case CaseStudies Studies
Case Studies Within just 90 days, POP MART reached Within just 90 days, POP MART reached POP MART transformed TikTok Shop 40,000 orders per month, establishing itself shopping into an immersive 40,000 orders per month, establishing itself as a leader in the designer toy category on making LIVE as a leader in the designer toyexperience categoryby on TikTok Shop UK. commerce the centerpiece of its TikTok Shop UK. growth strategy.
POP MART transformed TikTok Shop POP MART transformed TikTok Shop into an immersive shopping into an immersive shopping experience byby making LIVE experience making LIVE commerce the centerpiece ofof itsits commerce the centerpiece growth strategy. growth strategy.
The key takeaway is that success Leveraging on TikTok Shop of its iconic blind box the excitement The key takeaway is that success on TikTok Shop goes beyond simply listing products—it comes collectibles, the brand hosted engaging LIVE events goes beyond simply listing products—it comes featuring popular from creating engaging shopping experiences.products like Labubu, attracting up to 3,000 concurrent viewers and generating from creating engaging shopping experiences. more than $150,000 in sales per LIVE session.
Leveraging the excitement of its iconic blind box Leveraging the excitement of its iconic blind box collectibles, the brand hosted engaging LIVE events collectibles, the brand hosted engaging LIVE events featuring popular products like Labubu, attracting featuring popular products like Labubu, attracting up to 3,000 concurrent viewers and generating up to 3,000 concurrent viewers and generating more than $150,000 in sales per LIVE session. more than $150,000 in sales per LIVE session.
By combining a strong brand IP with interactive By combining a strong brand IP with interactive LIVE shopping, POP MART built not only sales LIVE shopping, POP MART built not only sales but also a passionate community of collectors, but also a passionate community of collectors, demonstrating the power of demonstrating the power of entertainment-driven commerce. entertainment-driven commerce. Crayola successfully used TikTok
Shop UK to re-establish its direct-to-consumer presence and connect with a new generation of parents and gift buyers.
Rather than launching its full catalogue, the brand By closely monitoring product performance By closely monitoring product performance focused on a curated selection of hero products, and responding rapidly to viral momentum, distributed over 100 product samples to and responding rapidly to viral momentum, creators in its first month, participated in key TikTok Crayola exceeded its launch expectations, Crayola exceeded its launch expectations, Shop campaigns, and quickly scaled winning increased its year-end sales target by 150%, content with Max ads. increased its year-end sales target by GMV 150%, and also saw a positive halo effect across its and also saw a positive halo effect across its other retail channels. other retail channels.
Crayola successfully used TikTok Crayola successfully used TikTok Shop UK to re-establish its Shop UK to re-establish its direct-to-consumer presence and direct-to-consumer presence and connect with a new generation ofof connect with a new generation parents and gift buyers. parents and gift buyers.
Launch Support
The key lesson: brands that combine great The key lesson: brands that combine great products with creators, content, As advertising, part of the Hasbroand × TikTok Shop initiative, products with creators, content, advertising, and guidance selected licensees will receive active campaign participation can accelerate throughout the onboarding process, including: active campaign participation can accelerate growth significantly on TikTok Shop. growth significantly on TikTok Shop.
Rather than launching its full catalogue, the brand Rather than launching its full catalogue, the brand focused on a curated selection of hero products, focused on a curated selection of hero products, distributed over 100 product samples to distributed over 100 product samples to creators in its first month, participated in key TikTok creators in its first month, participated in key TikTok Shop campaigns, and quickly scaled winning Shop campaigns, and quickly scaled winning content with GMV Max ads. content with GMV Max ads.
Shop setup
Brand Authorisation Product onboarding Affiliate strategy
Launch LaunchSupport Support As part of the Hasbro × TikTok Shop initiative, As part of the Hasbro × TikTok Shop initiative, selected licensees will receive guidance selected licensees will receive guidance throughout the onboarding process, including: throughout the onboarding process, including: Shop setup Shop setup
Fulfilment options TikTok Shop best practices
Scan toto Scan discover more! discover more! Sell on Sell on TikTok Shop TikTok Shop
Brand Authorisation Brand Authorisation Product onboarding Product onboarding Affiliate strategy Affiliate strategy
Scan QR code Scan QR code
Fulfilment options Fulfilment options TikTok Shop best practices TikTok Shop best practices
Please complete this Please complete this short survey before short survey before registering through registering through the standard TikTok the standard TikTok Shop registration link. Shop registration link. This information will help us This information will help us review your application and review your application and provide the appropriate provide the appropriate onboarding support. onboarding support.
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MEET THE TEAM
MEET THE TEAM MARIANNE JAMES
SALLY CARNOTA
Senior Vice President, Global Licensing
Senior Licensing Director, UK, Ireland & Iberia Sally.Carnota@hasbro.co.uk
Marianne.James@hasbro.com
DELPHINE DE KOOL
JESSICA QIAN
Senior Licensing Director, EMEA Agent Markets
Senior Director, China Licensing Consumer Products
Delphine.DeKool@hasbro.nl
Jessica.Qian@ap.hasbro.com
SUE PEREZJACKSON
CAT O’BRIEN
Senior Director, North America Licensed Consumer Products
Retail Director UK & EMEA
Sue.Perez-Jackson@hasbro.com
catrina.o’brien@hasbro.co.uk
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MEET THE TEAM
MARIE-CECILE BOURDILLON
KATIE FRAME
Director, Global Publishing Consumer Products
Senior Director, Global Creative & Product Development
Marie-Cecile.Bourdillon@hasbro.co.uk
Katie.Frame@hasbro.co.uk
MAJA ELLIOTT
GLORIA RUIZ
Director, Global Toys & Games, Licensed Consumer Products
Manager, Promotions and Partnerships, EMEA
Maja Elliott@hasbro.com
Gloria.Ruiz@hasbro.co.uk
HANNAH SWEENEY
ASTRID VILLALOBOS
Senior Manager, Location Based Entertainment
Senior Manager, Latin America
Hannah.Sweeney@hasbro.co.uk
Astrid.Villalobos@c.hasbro.com
Meet some of the key members of the Hasbro Consumer Products team who make things happen.
Playing to Win 23 22-23_Meet The Team.indd 5
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UK & IRE Caroline.Spooner@hasbro.com Head of Category - UK
Andy.Gosling@hasbro.co.uk
Bianca.Thompson-Phillips@hasbro.co.uk
Conor.Pullen@hasbro.com
Emily.Conetta@hasbro.co.uk
Maki.Aguilar@hasbro.co.uk
Mimi.Lui@hasbro.co.uk
Tasmyn.Knight@hasbro.co.uk
Monica.Limbachia@hasbro.co.uk
Head of New Business Development, Hardlines Licensing Manager, Hardlines Retail Development Manager Retail Franchise Manager
Licensing Manager, Softlines Licensing Manager, Softlines
Senior Ecommerce Manager - EMEA Retail Marketing Manager
SOUTHERN EUROPE Fabiola.OrtizdeZuniga@hasbro.es
Nuria.JimenezSalazar@hasbro.es
GSA
AGENT MARKETS
Nicole.Pavlovic@hasbro.de
Ula.Barwicka@hasbro.co.uk
Carina.Herold@hasbro.de
Fernanda.Monaco@hasbro.it
Sanja.Tunanovic@hasbro.de
Hanneke.vanWilligenburg@hasbro.nl
PROMOTIONS & LBE
PUBLISHING
Renae.Brown@hasbro.co.uk
Katie.Price@hasbro.co.uk
Gloria.Ruiz@hasbro.co.uk
Amy.StJohnston@hasbro.co.uk
Nicole.Barnes@hasbro.co.uk
Samantha.Robinson@hasbro.co.uk
Head of Licensing - Iberia
Senior Licensing Manager - GSA Licensing Manager - GSA
Associate Licensing Manager - GSA
LBE Manager – UK & Europe
Promotions Manager – UK & Europe Promotions Manager – UK & Europe
FC_OBC_Hasbro_LSB 2026.indd 2
Senior Licensing Manager - Iberia
Senior Licensing Manager – EMEA Agents Senior Licensing Manager - EMEA Agents Senior Licensing Manager - EMEA Agents
Head of Publishing - Europe
Publishing Manager - Europe Publishing Manager - Europe
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