24-25 LSB 2020 Hasbro_muk.qxp_NEW LSB 2008 GRID 02/07/2020 11:39 Page 25
THE BIG INTERVIEW: HASBRO
Marianne offers: “With some retailers still closed now one fully integrated licensing team, operating and even when they do re-open, operating under as one, meaning we have new organisational social distancing rules, more and more consumers structure to support our expanded portfolio across will turn to online shopping and we’re ready to EMEA, with a good mix of talent brought over from embrace that with our product offering and what was the eOne team and the Hasbro team to promotional mix. make up one “As consumer behaviour powerhouse of a team changes, we are also seeing for the UK.” growth in Food, Health & As well as the eOne Wellness, Personal Care, brands, Hasbro is also Puzzles & Games, Home seeing great Goods and Classic Play from momentum with Nerf in our Vault brands like multiple categories Spirograph and Lite Brite.” across the region, and Looking at the remainder of in particular in the UK 2020 and into 2021, a key across apparel and focus is on achieving a home. In addition, “smooth and compelling” Marianne promises integration of the new some “exciting” combined portfolio into collaborations and retail, says Marianne. announcements “Our brand portfolio is our planned for later in the strength that will set us up year and through 2021 for success in 2021 to to celebrate the activate in adjacent retail Monopoly brand’s Inset: Monopoly celebrates its 85th anniversary in 2021. channels to the traditional 85th anniversary. and boldly lead the market in As consumer a 360 approach from consumer products, digital, behaviour changes due to the COVID-19 pandemic, experiential, content and brand marketing,” Marianne is keen to highlight that Hasbro she concludes. recognises the need to remain agile, diversifying its category focus and mix to address the changing needs of the world. One example of this has been Home-based fun the introduction of the Bring Home the Fun Hasbro announced the launch of Bring Home the Fun in initiative (see separate box out), while the March in response to millions of families worldwide adjusting to staying at home. company also has an eye on the ecomms and The global initiative was created to further Hasbro’s value channel.
Right: Hasbro now has something for everyone in its portfolio, says Marianne - from infant and preschool through to older kids, adults and families.
purpose to ‘make the world a better place for children and their families’ by providing parents and caregivers resources to help keep kids occupied and engaged during extended time at home and indoors. The site – www.bringhomethefun.com - includes a raft of family-focused resources such as tips for family playtime, activity challenges, ideas for using games and toys to stimulate kids’ brains and suggestions on how to cope with emotional stress. Hasbro’s brands and content are used to help parents and caregivers find inspiration for not only bringing the power of play into homes, but also keeping an emphasis on fun and creativity. Crafts using Play-Doh compounds, trickshot challenges which get kids active with Nerf blasters, plus content from Transformers, Power Rangers and My Little Pony and others are all featured.
LICENSING SOURCE BOOK EUROPE 2020
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