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How Hasbro has been powering up play for 100 years

Hasbro has been entertaining and connecting generations of fans through the wonder of storytelling and exhilaration of play for 100 years and plans to do this for the next hundred years and beyond.

What started out as a small toy company founded by the Hassenfeld family one century ago has transformed into a global toy and gaming powerhouse with an iconic portfolio of brands – from Transformers and Peppa Pig to Play-Doh, Dunegons & Dragons, Monopoly, NERF and so many more.

While its strategies have evolved over time, Hasbro’s purpose has remained simple: to create joy and community for all people around the world, one game, one toy, one story at a time.

Looking ahead to 2024, the company will be celebrating milestone anniversaries for several of its beloved brands with the 50th for Dungeons & Dragons, 40th for Transformers and the 20th for Peppa Pig.

With so much history to honour and new offerings, openings and entertainment in the pipeline, the next year will be jam-packed with licensing opportunities that lean into the nostalgia of these brands while welcoming the next generation of fans.

Read all about the plans for 2024 in the special Hasbro publication in the autumn 2023 edition of Licensing Source Book.

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