branded entertainment

Hasbro Transforms Into Movie Studio

Posted by Mark J. Miller on February 14, 2012 01:01 PM

When you Google "Hasbro," the company is identified as “Hasbro Toys, Games, Action Figures and More.” While the first three have dominated the company’s business for most of its 89 years, it’s that last part that is getting a lot of the company’s attention these days.

The “and more” has taken the form of TV and film productions related to Hasbro products. Thanks to the success of the Transformers films, which have grossed $2.6 billion worldwide and are based on the toys that were strewn across the playrooms of little boys in the mid-’80s, Hasbro has begun delving deeper into the worlds of television and film production, according to the New York Times.

Helping to build Hasbro’s confidence in this area is the success of its G.I. Joe movie, which grossed $302 million worldwide. Now a sequel to that film is coming out this summer as well as an action-adventure film based on the Hasbro game Battleship, which was promoted with a Super Bowl commercial (at top).

The company has (at least) two other film projects in development: One is based on the doll Stretch Armstrong and the other is based on the game Candyland and will star Adam Sandler.

Increasing its clout in Hollywood, Hasbro partnered with Discovery Communications two years ago and created The Hub, a US-based kids TV channel that runs programming based on Hasbro toys such as My Little Pony. “Ratings have been steadily increasing; the number of viewers grew 16 percent in January over the same period the year before,” according to the Times.

“By investing in their own properties, they are making the company more profitable,” commented toy industry analyst Reyne Rice to the NYT. “It becomes a revenue stream for them in the form of royalties from licensed products.”

Also expanding its entertainment interests, Hasbro has also gotten into producing video games and, this May, will open "a 3-D thrill ride" at the Universal Studios Hollywood theme park.

There is no news on when the company will make an action-film involving the product that it originally produced: textile remnants.

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