Hasbro has partnered with the YouTube comedy duo Rhett & Link to co-develop games and branded content under its Hasbro Gaming arm.
The award-winning duo are known globally for their scripted sketches, challenges, music videos and their long-running YouTube comedy series Good Mythical Morning.
The pair boast more than 21 million subscribers and have amassed more than five billion views on their videos since debuting in 2006.
Hasbro will no create branded content to launch its new games on the duo’s daily episodic YouTube series.
“We want everything to be original, innovative and, of course, a lot of fun,” said Link or Rhett & Link. “And that’s why we are beyond excited to collaborate with Hasbro. This is not a game to us – well actually, it’s exactly that. Several games, in fact.”
To kick off the collaboration, Rhett & Link’s Mythical Crew will make a special appearance at the Hasbro Gaming booth at VidCon, the online video conference held annually in California from June 20 to 23.
“Every year, VidCon presents us unparalleled opportunities to engage our fan bases in new, innovative ways,” said Jonathan Berkowitz, senior vice president of Hasbro Gaming.
“With Good Mythical Morning’s robust, passionate fan base – and their love of games – we knew they’d be the perfect partner to not only help us elevate our VidCon experience, but to collaborate on Hasbro Gaming as a whole.”
Hasbro and Rhett & Link will also be joining forces to co-develop and promote unique games, partner on event experiences and more.