Over the past few years Hasbro has gone to great lengths to show that it is much more than ‘just’ a toy company. Transformers, and soon GI Joe, made the transition to the big screen; then there’s the agreement with video games behemoth Electronic Arts to take its properties into the interactive area; and just recently it revealed a joint venture with Discovery which will include a TV channel and online elements.

“2008 was a year of expansion and investment for Hasbro,” explains Isabelle Gilmour, vice president of consumer products, EMEA. “While the global economic environment was extremely challenging and consumer spending retrenched dramatically, Hasbro held its own. As a result, Hasbro grew revenues in 2008 for the fourth consecutive year and, for the eighth consecutive year, grew earnings per share.”

One of its biggest recent success stories has, of course, been Transformers. “The brand has become a global phenomenon,” enthuses Gilmour, “with roots as a toy that has evolved into a major industry and cultural powerhouse with an engaging and compelling storyline that resonates with millions of fans worldwide. This fantasy has enabled us to re-invent, re-imagine and re-ignite the Transformers brand in a variety of extraordinary ways, from creating the ultimate in immersive experiences with the live action motion pictures [from Dreamworks and Paramount Pictures, in association with Hasbro], to the new Activision Transformers: Revenge of the Fallen video game, to the thousands of innovative toys, games and licensed products.”

The first Transformers film in 2007 generated global box office sales of $700 million, plus approximately $480 million in revenues for Hasbro. It’s no wonder there’s such excitement surrounding the upcoming release of the sequel, Revenge of the Fallen.

At Licensing International, Hasbro’s overall strategy will be to present its core brands and show how it’s reinvented them. Transformers and GI Joe will obviously be key focuses, with hundreds of licensees worldwide already lined up behind both properties. Other major brands being presented will include Littlest Pet Shop, My Little Pony, Playskool, Nerf and Hasbro Games. “The licensees we’re working with offer a deep roster of product across all categories,” says Gilmour, “a portion of which will be on display at this year’s Licensing show.”
Gilmour believes that the steps Hasbro has taken to diversify its offering means that the firm is well placed to cope with the current challenging economic climate.

“Everyone is feeling the effects of the current worldwide economy in some way or other. Industry-wide, it’s putting more of a focus on value, which is a good thing for Hasbro. As a company, we have always focused on bringing value to our customers with our strong global brand portfolio that is widely recognised as providing some of the highest quality and most recognisable play and recreational experiences in the world. We offer consumers many ways to enjoy our brands, with products in a range of price points to fit every wallet.

“2009 isn’t really a transition year for Hasbro,” Gilmour asserts. “Directionally, we’re continuing to invest in brands that will deliver exciting new immersive entertainment and play experiences to consumers worldwide. In difficult times, Hasbro has found that consumers often turn to brands they grew up with that provided great family entertainment experiences – experiences they can now share with their own families.”

And, thanks to the tie up with Electronic Arts, there are now considerably more ways of enjoying Hasbro’s brands then there were a few years ago, including the likes of Littlest Pet Shop on Nintendo’s DS handheld and Monopoly Here & Now making the leap onto Apple’s iPhone.

“No one knows exactly when the current worldwide recession will lift, so overall the industry needs to continue to be vigilant about providing products with a strong value proposition,” Gilmour concludes. “Hasbro remains committed to continuing to offer consumers many new, innovative and exciting ways to enjoy its global brand portfolio.”

Hasbro will be on booth 1825 at Licensing International, which takes place between June 2nd and 4th at the Mandalay Bay Hotel & Convention Center, Las Vegas.