Hasbro unveils Buzz Lightyear Monopoly board

Hasbro has revealed the new Disney and Pixar’s Lightyear Edition Monopoly board game, giving another sneak peek into the highly anticipated Disney and Pixar movie Lightyear, which hits UK cinemas on 17 June.

The board takes players on a journey with Buzz Lightyear and an adventurous band of misfits on a hostile planet. As players race around the board to build Towers and Bases, they must take actions shown on the Hyperspeed and Crystallic Fusion cards – all while avoiding meeting Zurg.

Monopoly: Disney and Pixar’s Lightyear Edition Game is suitable for 2-6 players aged 8 and above. Retailing at £29.99, it will be available shortly to pre-order at Amazon.

Champion and Hasbro set to win big with board game-inspired apparel

Sportswear brand Champion has launched a limited-edition collection with Hasbro Gaming, featuring characters and graphics from some of world’s most beloved games: Monopoly, Twister, Scrabble and Candy Land.

“Spirited play, competition and board games go together during the holiday season, and this collection lets fans look good doing it,” says Jon Ram, Group President of Global Activewear at Hanesbrands Inc, owner of the Champion brand.

“Hasbro and Champion deliver products that consumers love and are enjoyed by generations of fans. Champion is about letting people express themselves. And the collection is one more way consumers can ‘Be Your Own Champion,’ both on the board and off.”

The collection features hoodies, joggers, t-shirts and more, as well as footwear such as slides and slippers. Designs feature familiar iconography such as Monopoly money, Mr. Monopoly, the Twister spinner, colored dots from the Twister mat, Scrabble tiles spelling out “Champion” and “Be Your Own Champion” and magical Candy Land-inspired graphics, including Mally Mallo, Twirly Girl, Cutie Cone and Giggly Gumdrop. Footwear will be sold in custom shoe boxes with graphics to align with each game’s branding.

“Just like Champion, Hasbro Gaming offers a memorable experience for everyone in the family,” says Casey Collins, Head of Global Licensed Consumer Products and Business Development at Hasbro. “So, this collaboration was an easy yes for us. We want to continue to encourage families and friends to use our games as the perfect way to make memories this holiday season as well as incorporate their favourite games into their everyday life. Now, they can do so in this extremely comfortable (and fun!) collection.”

Champion has designed the collection for fans of all ages, including adults, youth, and toddlers.

The collection is available now on Champion.com, in select Champion retail stores and at select retailers. Adult sizes range from XS-2XL and prices range from $30 – $80.

 

Hasbro is scaling down its classic gaming titles in Mini Puzzles partnership with YWow Brands

YWow Brands, a toy company specialising in novelty puzzles and games, has landed a new partnership with Hasbro to develop an assortment of five collectable Mini Puzzles based on its popular Hasbro Gaming titles.

Monopoly, Monopoly Junior, Cluedo, Operation, and Trivial Pursuit all feature in the new range of Mini Puzzles, each designed to resemble a miniature version of the iconic games, enabling gaming fans across the world to experience their favourite titles in a new way.

YWow Brands has quickly become a recognisable name in the Mini and Supersized licensed puzzles arena,  and today boasts a range of global licensing partners across its portfolio. YWow products are currently being shipped to more than 40 markets around the world and are sold in various toy and department stores.

“Some Mini Puzzles are highly sought after in the puzzle market and are catching the attention of internet users due to their massive viral potential. YWOW is revolutionizing the puzzle industry, opening doors to endless possibilities by combining popular brands with puzzles, ‘puzzlizing’ any brand or product loved by all ages,” read a statement from the company.

YWow’s collaboration with Hasbro aims to ‘bring home the fun for all families and all children, globally’.

The 24-piece puzzles will be available in most major markets as unique collectibles starting this year.

Hasbro and Gamepath release first details of the Monopoly: Lifesized attraction coming to London this summer

Hasbro and Gamepath – a new division of Selladoor Worldwide – have released the first details of the Monopoly Lifesized experience – a new gameplay attraction due to open in London on August 14th this year.

The attraction will bring together the best of the iconic board game with escape room challenges and team co-operation for the ‘first of its kind in the world’ experience as players move around the board, participating in missions in order to acquire properties, earn money, and progress through the game.

Monopoly Lifesized is an immersive, on-your-feet version of the world’s favourite family game brand. Players will be able to experience the thrill of staging a heist in Mayfair, competing against the clock to build some of London’s most iconic buildings, or solve a baffling murder mystery.

The experience will be held at 213 – 215 Tottenham Court Road, a 22,000sq ft building over three floors in the West End. The building will house a retail outlet selling a range of Hasbro game merchandise, as well as The Top Hat – a Monopoly themed bar and restaurant serving signature cocktails and a British small plates menu.

Monopoly Lifesized will consist of a 75 minute gameplay segment on a 15 x 15m board, featuring eight properties, two Utility Companies, two Train Stations, Jail, Free Parking, Go, and Just Visiting. Each board can host between eight and 24 people split into four teams, all playing against each other.

Each team will have their own personal Monopoly token  – Scottie Dog, Boot, Racing Car, etc. – leading them around the game, taking scores, and giving hints where required. Each property square will have a full-sized location specific room behind it that players enter to participate in a challenge to ‘acquire’ that particular property.

The challenges will be a mixture of physical and mental puzzles and games that will test players’ skills and lateral thinking, and will be themed appropriately for the square, featuring either some historical or current day relationship with that part of London.

Monopoly: Lifesized will be created by a team drawn from across the immersive theatre, tech, and escape room worlds. Creative producers on the experience are Tom Beynon and Paul Mansfield, with set design by Tim McQuillen-Wright (designer for Secret Cinema experiences Stranger Things, Blade Runner, and Moulin Rouge) with costume design by Sarah Mercade, sound design by Luke Swaffield, and production management by Entourage.

Julia Posen, head of development at Gamepath, said: “Hasbro’s original board game continues to lead the market year in, year out and is loved globally by every generation that has grown up with the game. It has been an exciting journey to work with the talented Gamepath production team to bring this new experience to central London.

“We’re very excited as we know we have created something really special for people of all ages. When you step into the world we’re creating, we promise a dynamic, lively interactive experience and a great night out. Get ready for high risks and high rewards where there’s no ceiling to winning. As long as you can stay out of jail.”

David Hutchinson, CEO of Gamepath, added: “For us, Monopoly: Lifesized represents a major entry into a growing and exciting marketplace. Audiences want to consume live performance differently, and what better way than to jump into a lifesized version of the world’s favourite board game? Our creative team has been working their magic to fuse an experience that puts our audiences centre place on the board, and brings together our theatrical roots with innovative, digital and immersive storytelling.

“After everything we’ve missed out on individually and collectively and given the decimation of our high streets and city centres, it’s really exciting to be launching this now – we hope that we’ll be able to contribute to the recovery of Central London, and bring people back together in our fabulous Capital with a major new attraction in a major new destination building.”

Matt Proulx, vice president, Location Based Experiences at Hasbro said: “We are thrilled to be working with our best-in-class partners at Gamepath. Given its track record creating world class live performances, we believe that combining their skills along with our beloved Monopoly brand will create an exceptional, one-of-a-kind experience that truly brings the Monopoly game to life in a way only once imagined. We cannot wait for individuals of all ages to be able to once again get out and play together.”

The venue will be Covid-secure, adhering to all latest government guidelines, including one-way systems for the retail and food and beverage areas, hand sanitisers throughout the building, an enhanced deep cleaning regime, and with temperature checks undertaken for patrons and staff on arrival.

The capacity for each gameboard is limited to 24 maximum, and players are encouraged to form teams within their household bubbles. The producers will keep guidelines under constant review.

Hasbro partners with Star Editions to launch online Personalised Monopoly shop

Hasbro has struck up a new partnership with the personalised giftware specialist, Star Editions, to launch a new online shop for the family gaming brand, Monopoly. The new site has now launched to feature an extensive range of customisable, Monopoly-themed products.

Star Editions has created a bespoke, online shopping destination for Monopoly fans, featuring the property’s iconic colours, game pieces, and classic board design. Products include Personalised Art Prints, Mugs, Bags, Apparel, Homewares, Stationery, and even furniture.

Will Marston, CEO of Star Editions Ltd, said: “Working with Hasbro and the Monopoly brand has always been on our wishlist and I am thrilled to say that we have achieved that goal this year and are proudly launching www.PersonalisedMonopoly.com.

“Exclusive personalised and non-personalised gifts for Monopoly fans on a range of over 30 different product types. Together we have created some truly unique gifts which combine state of the art personalisation software and a ground-breaking product offering – raising the bar in online retailing.”

Online shopping and gaming surge helps Hasbro hit $1bn ecommerce revenue in 2020

Online shopping and the world’s lean into family gaming throughout the pandemic have helped global entertainment company, Hasbro maintain a steady ship on 2020’s waters as the firm hit $1bn in ecommerce revenue for the first time last year.

Increased revenue across Hasbro Gaming and Hasbro entire gaming catalogue, including Wizards of the Coast and Dungeons of Dragons, have helped the toy maker maintain an even keel over the course of what’s been billed ‘a most challenging year.’

The pandemic has forced a year of changes most notably across the physical retail space and the TV and film sector. It comes as no surprise then, that in its full year 2020 financials, Hasbro has reported a decrease in film and TV revenues through its eOne segment, as well as lower Family Brands revenue due to retail disruption.

However, the global business did see a marked uptick in its ecommerce business that, for the first time in its history, hit the $1bn mark as shoppers have turned to online purchasing in response to lockdown restrictions.

Meanwhile, Revenues in Hasbro Gaming grew 21 per cent while revenues across its total gaming category picked up 20 per cent, and while net revenues for the full year 2020 dipped eight per cent year on year, the surge in ecommerce witnessed an increase of 43 per cent to hit the $1bn mark.

Hasbro bosses have credited the team’s resilience, tenacity, creativity, flexibility, and empathy’ for seeing it through what CEO Brian Goldner called ‘a most challenging year.’

“Our teams successfully drove demand for several product categories across our portfolio including our entire gaming portfolio from Wizards of the Coast brands to face-to-face gaming,” said Brian Goldner, Hasbro’s chairman and chief executive officer.

“They found ways to reach the global consumer despite retail closures throughout the year, delivering over $1bn in ecommerce revenues for the first time. We leveraged our global supply chain capabilities and our evolving geographic manufacturing supplier base to get products made and distributed.

“We integrated our acquisition of eOne and while live-action TV and film production was limited, we made substantial progress developing Hasbro IP for storytelling that we believe will lead to enhanced revenues and earnings power from Hasbro brands from multiple income streams.

“We developed toy and game lines for valuable pre-school brands Peppa Pig and PJ Masks to launch later this year. We concentrated on managing expenses and cash, growing adjusted operating profit margins and finishing the year with $1.45bn in cash on our balance sheet.”

Fourth quarter 2020 revenues four per cent which included growth across its franchise brands such as Magic: The Gathering, Monopoly, and Nerf, as well as products for the Star Wars and The Mandalorian franchises, and Hasbro Gaming. Dungeons and Dragons also saw a standout year.

Deborah Thomas, Hasbro’s chief financial officer, added: “Throughout 2020, the global Hasbro team did an excellent job executing in a challenging environment. In the fourth quarter, we grew revenues and adjusted operating profit, overcoming tough comparisons within the Partner Brand category and last year’s theatrical releases.

“Our focus on working capital and expense management delivered $976.3 million in operating cash flow for the year, and as part of our commitment to paying down our debt, we repaid $123 million of the debt we raised to finance the eOne acquisition.

“We continue to see strong retail, consumer and audience support for our brands and content as we look to the coming year. Global points of sale increased last year, despite lockdowns and retail disruption, and 2021 is starting with a strong year-over-year momentum.”

Hasbro partners with PATH to launch Monopoly themed refillable water bottles

Hasbro is marking the 85th anniversary of the Monopoly brand with a special partnership with PATH to launch a series of limited edition refillable bottles featuring Rich Uncle Pennybags and other nostalgic Monopoly icons.

“It’s an honor to partner with Hasbro and bring Monopoly fans a commemorative refillable PATH collector’s bottle,2 said Shadi Bakour, CEO and co-founder of PATH. “Generationally, both Monopoly and sustainability has been a big part of my family, and I’m excited to give Water Works a new meaning with this partnership.”

Face to face gaming has been at the centre of a resurgence since the late 2000s, while the inter-generational

Since the late 2000s, there has been a drastic rise in face to face gaming, while inter-generational game Monopoly continues to gain popularity across the age groups. Likewise, environmental stewardship is on the rise, and youth are becoming more involved in taking sustainable actions.

“I love that we are merging sustainability and fun to create a deeper connection and engage with so many people of all ages through this partnership,” said Ali Orabi, chief marketing officer and co-founder at PATH. “It helps seal the deal for making a commitment to stewardship for this new generation and for generations to come.”

The bottles will be available online at drinkpath.com/themoneybottle and via select retail channels. Adhering to a playful vibe and sustainable choices, the bottles will inspire fun and “Free Parking” for your favorite water.

Hasbro extends representation deal with WildBrain CPLG to cover CEE and Turkey

Hasbro has extended its agreement with the sport, lifestyle, and entertainment licensing agency, WildBrain CPLG to cover both CEE and Turkey. The move is an extension of the deal it had with the firm, naming it the Hasbro sub-representative in the Nordics and Benelux regions as of January 1st this year.

Under the agreement, WildBrain CPLG will now represent Hasbro’s merchandise, publishing, promotions, and short-term location based entertainment business across Benelux, Nordic, CEE, and Turkey regions.

“We are moving our direct business to an agent model in CEE and Turkey as both regions have tremendous growth potential for our consumer products business,” said Marianne James, vice president of Hasbro Consumer Products in EMEA. “We believe that the strength of WildBrain CPLG to cover Benelux, Nordic, CEE and Turkey will allow us to scale our efforts in a meaningful way.

“WildBrain CPLG will develop our strong portfolio of brands such as Nerf, Monopoly, Play-Doh, and My Little Pony.”

Maarten Weck, executive vice president and managing director at WildBrain CPLG, added: “We are very pleased to extend our geographical footprint to represent Hasbro in CEE and Turkey, where we see tremendous opportunity for their leading family brands.

“The addition of these new markets to our remit strengthens our strategic relationship with Hasbro and gives us even more opportunity to synergise our European efforts, without losing the local touch.”

Experiential production outfit Gamepath will mark UK launch with immersive Monopoly deal

Gamepath, a new company dedicated to developing and staging experiential and live gameplay productions in partnership with leading global entertainment brands has launched into the UK. The new outfit will make its UK debut with the launch of an immersive Monopoly experience in collaboration with Hasbro.

Further details of inaugural projects will be revealed in the coming months, but will include partnerships with other major and iconic titles across the gaming and cinematic genres.

Gamepath comes in under the umbrella of H&R Entertainment, the parent company of Selladoor Worldwide theatrical production company. Gamepath’s work will encapsulate the best of escape rooms – a booming global industry – combined with immersive theatrical magic, and innovative translations of much-loved titles in Covid-secure venues in London and beyond.

With the gaming industry in the UK projected to be worth an estimated £23bn by 2023, and the global tabletop board games market projected to be worth more than $12bn by the same year, and with over 10,000 escape rooms in existence worldwide, Gamepath will look to bring new audiences for live entertainment from the growing gaming sector and with a unique fusion of theatrical storytelling, thrilling gameplay and global brands.

Led by head of development Julia Posen, who came to the company from Walker Books and previously BBC Worldwide, the company comprises associate producer Paul Mansfield, development producer Tom Beynon, and is headed up by CEO David Hutchinson and CFO Philip Rowntree.

Hutchinson said: “We’re delighted to launch our new company, Gamepath, dedicated to developing and producing experiential productions in partnership with leading global brands. The gaming sector is a huge industry, and by working alongside household brands developing them into innovative, dynamic live gaming experiences – we’re hoping we can bring a whole host of new audiences to live performance who want to consume entertainment in a different way.”

Posen added: “We’re excited to be working with the leading industry players like Hasbro. For each project we work on, we always seek to ensure the creative heart is worthy of the brand name its based upon. It’s a responsibility taking such iconic properties into a live arena and making sure the experience really delivers something special to our audiences. Our projects will have genuine creative purpose and storytelling that honours all that has gone before.”

H&R Entertainment Ltd is made up of Selladoor Worldwide, I Am Marketing, Desk Tidy Design, and now Gamepath.

Gaming and YouTube properties fuel growth in demand for licensing in the toy space, says Kids Insights’ Global Toys and Games Report

The rise of YouTube and gaming properties, spanning the likes of Minecraft, Fortnite, Sonic, and Ryan’s World have fuelled a growth in demand for licensed properties across the children’s toys and games space over the course of the last 12 months, according to findings of Kids Insights’ first Global Toys and Games Report 2020.

The same report has underlined a number of key highlights from the children’s space, including a universal rise in awareness around sustainability, as well as the role that analogue gaming has to play in children’s and family wellbeing. The findings are all part of the first in a series of industry-spanning reports from Kids Insights.

The Global Toys and Games Report 2020 is the first in a series of studies focusing on the macroeconomics shaping toys, industry trends, and developments in advertising and marketing today.

Among the key findings of the report – the first in a series of reports from Kids Insights (a research organisation that surveys some 105,000 children a year across across Europe and India) – is up to the minute insight on topics spanning wellbeing, sustainability, demand for licensing, and consumer spend.

The initial report has found that today’s children are finding greater financial empowerment and in the US, kids are receiving $3.76bn a year to spend as they wish, with a growing number utilising Debit cards. With that greater means of spend, children are being faced with greater choice when it comes to how they spend their money.

Kids Insights has found that children now spend £581 million on in-experience purchasing, such as Apps and In Game Purchasing, compared to spending £969 million on toys and games.

In the UK, over one third of kids aged six to nine play with classic board games such as Monopoly, Guess Who, and Jenga monthly, while the team’s data shows a positive link between playing board games and positive wellbeing. According to Kids Insights, tweens who play board games as a hobby reported feeling frequently happy 51 per cent more than average. Similarly, they feel anxious at a lower rate.

Meanwhile, the report has also highlighted the growing importance of sustainability, underlining that as families become more eco-centric, brands need to have more focus on their sustainability strategy as this becomes a more important purchasing decision factor.

Other findings include the impact of Generation Speak, as well as the growth in demand for licensed properties, driven by a significant increase in gaming and YouTube properties, with the likes of Minecraft, Fortnite, Sonic, Ryan’s World, and Jojo Siwa performing the strongest over the last 12 months.

Utku Tansel LLB, MBA head of global industry reports, Kids Insights, said: “I have been working in this industry for 12 years and in my career, I have not witnessed such speed of change.

“The industry is increasingly embracing sustainability and inclusivity while AR and AI push limits on innovation-driven largely by ever-rising smart phone/tablet penetration among children.

“Our study takes readers to an exciting journey shaped by key developments and opportunities showcased in new world order.”

To enquire for a full copy of Kids Insights’ Global Toy & Games Report 2020, click on this link.

Or 

To purchase a full copy of Kids Insights’ Global Toy & Games Report 2020, click on this link.