Bradley Bowman, Senior Director of Global Toy & Licensed Consumer Products at Hasbro, sat down with Total Licensing to talk about the incredible breadth of assets and activities Hasbro has planned, including anniversaries, evergreen brands, and of course, a certain baby piggy…

Q:  Can you tell us which of your brands, in your opinion, will enjoy the greatest growth this year? And why?

A:  We’ve seen strong performance across our brands throughout the first half of the year, and our momentum isn’t slowing down any time soon! We’ve been celebrating MONOPOLY’s 90th anniversary all year long, refreshing the classic board game with new expansions that take the game in exciting new directions that will keep fans passing “Go” for another 90 years. We’ve also expanded our consumer touchpoints with pop culture-themed editions, immersive live experiences like MONOPOLY LIFESIZED, and our slam-dunk shoe and game collaboration with Nike and LeBron James.

Based on our intricate consumer insights, nostalgia is also an area that we’re tapping into with our powerhouse brands TRANSFORMERS, POWER RANGERS, and G.I. JOE, as well as our re-introduction of ‘80s brands like JEM AND THE HOLOGRAMS. These brands continue to resonate strongly on an emotional level with our adult fanbase decades later, but we’ve found ways to elevate each brand’s charm and bring newer generations into the fold. For example, our recent Mighty Morphin Power Rangers: Re-Ignition and Mighty Morphin Minute series bring our original teenagers with attitude to YouTube, meeting younger Gen Z and Gen Alpha kids on their most-used platforms. Plus, Playmates’ fresh lineup of POWER RANGERS toys and accessories deliver the action-packed thrills from the original series.

Q:  Peppa Pig has enjoyed huge publicity recently. How do you see the Peppa and family program growing?

A:  Certainly! The viral reaction to Peppa and George’s younger sister Evie is absolutely incredible and a major testament to the brand’s ability to drive pop culture conversations and sales uplift across the business. Evie’s introduction is the start of many firsts for the Pig Family as the expanded family dives into all the unique experiences and challenges that come with a new baby. Beyond the series and fun toy ranges incorporating Evie, we’re rolling out live experiences, publishing, fashion, and more globally. While the family and brand will continue to evolve, families can still expect Peppa’s unwavering curiosity and excitement for the world she lives in to remain.

Q:  Hasbro is very much an entertainment company and not ‘just’ a toy company now. How do you see this developing?

A:  Our fans are passionate, and we owe it to them to provide even more meaningful ways for them to connect beyond the toy aisle. The way that we consume entertainment is ever-changing, so we’re always looking for new ways to transport fans into the worlds of their favorite brands.

Similar to our POWER RANGERS series, not only are we launching the TRANSFORMERS: CYBERWORLD series alongside our CYBERWORLD toys, we’re continuing to build upon our award-winning publishing program with Skybound Entertainment for TRANSFORMERS and G.I. JOE’s shared Energon Universe. We’ve also had success with our global experiences, like PEPPA PIG theme parks, the DUNGEONS & DRAGONS: The Twenty-Sided Tavern theatre tour, and TRANSFORMERS: The Ark restaurant, which have captivated fans with our ability to innovate and engage brand fandoms in unexpected ways.

Q:  Toys, understandably, are key to your licensing programs. Which other product categories do you see as growing moving forwards?

A:  Music is a fun category for us to explore. You may have heard (pun intended), but for those who remember the infamous Cold Slither from the G.I. JOE: A Real American Hero animated series, the heavy metal band is about to unleash complete chaos and ‘80s rebellion with their full-length self-titled album and Cobra-fuelled power. The band will perform live for a can’t miss one-night show during San Diego Comic-Con. Timed to its 40th anniversary, JEM AND THE HOLOGRAMS is also releasing an album of re-imagined tracks from the original series led by a world-class all female-led team. We can’t wait to see how fans react to both of these albums when they become available in July.

Elsewhere, several high-profile fashion collaborations are available now or launching soon—including Baseball Lifestyle 101, Lola + The Boys, and Hill House—featuring MONOPOLY, MY LITTLE PONY, and PEPPA PIG, respectively. Our fans live and breathe these brands, and we’re thrilled to partner with top fashion names to give them stylish new ways to wear what they love.

form Total Licensing