Hasbro

What Hasbro does

Hasbro is a publicly traded (NASDAQ:HAS), century-old entertainment and consumer products company headquartered in Pawtucket, Rhode Island, operating across three primary segments: Wizards of the Coast and Digital Gaming (anchored by Magic: The Gathering and Dungeons & Dragons), Consumer Products (traditional toys and games including Transformers, Play-Doh, Nerf, Peppa Pig, Monopoly, Clue, Guess Who?, and The Game of Life), and Entertainment. The company reported Q1 2026 revenue of approximately $1 billion, up nearly 13% year-over-year, with the Wizards segment posting $582 million in revenue (up 26%) and Magic: The Gathering growing 36%, supported by Universes Beyond collaborations with Marvel, Hobbit, Star Trek, and Teenage Mutant Ninja Turtles.

Hasbro's technology and IP monetization stack spans physical products, digital gaming platforms (Magic: The Gathering Arena, D&D Beyond), licensed digital games (Monopoly Go with Scopely has generated over $5 billion cumulatively), casino gaming licensing (Aristocrat Gaming slots, Galaxy Gaming table games), audio-first experiences (tonies SE's Toniebox 2), and a newly launched AI licensing layer — Sixth Wall, with its proprietary CharacterOS system, which enables authorized generative AI character experiences and introduces Behavioral Licensing as a distinct IP category. The platform launched in June 2026 with a flagship partnership placing 12 Hasbro characters on ElevenLabs' Iconic Marketplace. Recent product milestones also include the Transformers: The Movie 40th anniversary "Apology Tour," Toy Story 5 merchandise collections, and a D&D: Warlock AAA video game collaboration with Sabre Interactive slated for 2027.

Hasbro's revenue model blends unit-priced retail toy and game sales, subscription and recurring revenue from Magic: The Gathering and Dungeons & Dragons ecosystems, high-margin licensing royalties (Monopoly, Transformers, D&D across entertainment, casino, and digital channels), transaction-based revenue from licensed mobile games, and an emerging enterprise AI character licensing stream. Go-to-market combines major retail partnerships (Amazon, Target, Walmart, Kroger), a direct-to-consumer Hasbro Pulse storefront, enterprise licensing partners, and a global licensing footprint spanning North America, Europe (Germany), Asia-Pacific (India), and Latin America (Colombia). The company is executing a "Playing to Win" strategic plan targeting $1 billion in annual gross savings by 2027, while continuing to invest in gaming and AI-enabled character IP.

Name

Hasbro

Legal name

Hasbro

Website

https://shop.hasbro.com

Company type

Public

Founded year

1923

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Hasbro is a publicly traded entertainment and consumer products company producing toys, trading card games, and AI-enabled character licensing experiences across Magic: The Gathering, Dungeons & Dragons, Transformers, and Monopoly franchises for consumers and enterprise partners globally.

Ownership category

akta.pro rank

Product category

Toys and Games

NAICS

Doll, Toy, and Game Manufacturing (339930), Hobby, Toy, and Game Retailers (459120)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Hobby Games & Miniatures Retail (Tabletop RPGs, Wargaming) (CRALAFAH)

akta.pro secondary industry

Gaming Collectibles, Merchandise & Toys Retail (CRACAFAI)

Keywords

• Toy manufacturing
• Trading card games
• Tabletop gaming
• Entertainment licensing
• Consumer products

Headquarters

HQ city

Pawtucket

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Wizards of the Coast and Digital Gaming: Magic: The Gathering and Dungeons & Dragons franchises drive high-margin recurring revenue. Q1 2026 Wizards segment revenue of $582 million, up 26% year-over-year. Magic: The Gathering specifically generated 36% growth in Q1 with releases including Lorwyn Eclipsed and Teenage Mutant Ninja Turtles Universes Beyond.
2. Consumer Products (Toys and Games): Traditional toy and game sales through major retail channels including Amazon, Target, Walmart. Revenue was flat in Q1 2026. Includes Play-Doh, Transformers, Nerf, Playmobil, and other branded products.
3. Licensing Royalties: Licensing of Hasbro IP including Monopoly, Transformers, Magic: The Gathering, and Dungeons & Dragons across entertainment, digital gaming, merchandise, and themed experiences. Includes partnerships with Lionsgate (Monopoly movie), Amazon Prime Video (Jem series), and gaming collaborations.
4. Branded Digital Gaming: Monopoly Go, developed by Scopely, has generated over $5 billion in revenue as of April 2025. Social casino games and digital collectible experiences contribute to branded digital revenue streams.
5. Casino Gaming Licensing: Hasbro licenses Monopoly brand for casino gaming products including slot machines and table games. Galaxy Gaming is exclusive Monopoly table games licensee; Aristocrat Gaming produces Monopoly Big Board Bucks slot games.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels6 records

Core offering

Hasbro designs, manufactures, and sells toys, board games, and trading card games under iconic franchises including Magic: The Gathering, Dungeons & Dragons, Transformers, Monopoly, Play-Doh, Nerf, and Peppa Pig. The company also licenses its intellectual property for digital games, films, television, casino gaming, and AI-powered character experiences through its Sixth Wall AI studio.

Product overview

Hasbro is a diversified entertainment and consumer products company organized into three primary operating segments: Wizards of the Coast and Digital Gaming (Magic: The Gathering and Dungeons & Dragons), Consumer Products (traditional toys and games including Transformers, Play-Doh, Nerf, Peppa Pig, Monopoly, Clue, Guess Who?, and The Game of Life), and Entertainment (film and TV content). The company also operates Sixth Wall, an AI studio launched in June 2026 focused on Behavioral Licensing of Hasbro characters for AI-powered experiences via the proprietary CharacterOS platform, in partnership with ElevenLabs. Hasbro's portfolio is anchored by iconic franchises Magic: The Gathering (trading card games, digital arena play, and conventions), Dungeons & Dragons ( tabletop RPG, digital content on D&D Beyond, and video games), Transformers (toys, film, and AI licensing), and Monopoly (board games, casino games, mobile gaming via Monopoly Go by Scopely, and an upcoming film with Lionsgate). The company also maintains extensive licensing agreements extending its IP across new digital formats (Toniebox audio experiences, Galaxy Gaming and Aristocrat casino products, online games via tombola), consumer product collaborations, and media adaptations. Hasbro operates across both physical products and digital platforms, with recent strategic focus on gaming, licensing, and AI-enabled character experiences as growth drivers under its 'Playing to Win' strategic plan.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Q1 2026 revenue of $1 billion, up nearly 13% year-over-year
• +4 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability6 records

Feature4 records

Partnerships

16 partnerships are on record, tiered regional, minor, core and flagship.

• Striders ImpexregionalChannel Partner/ Reseller/ Distributor · 24 June 2026Non-exclusive merchandise license agreement with Hasbro Consumer Products Licensing Limited, valid until December 31, 2029. Manufacture and sell products based on Peppa Pig and Transformers properties in India.
• Top Trumps USAminorChannel Partner/ Reseller/ Distributor · 17 June 2026Huntsville, Alabama became second city in state to receive officially licensed Hasbro Monopoly game. Top Trumps USA announced project at press conference accepting community recommendations for properties and landmarks until mid-July. Planned release March 2027.
• LionsgatecoreStrategic or Co-development Partner · 12 June 2026Monopoly movie development partnership with Lionsgate and LuckyChap. Two writing teams developing ideas with two outlines already presented. Project builds on Lionsgate's 2023 acquisition of eOne from Hasbro which gave studio rights to develop Monopoly for the big screen.
• tonies SEcoreOEM/ Whitelabel/ Licensing Partner · 11 June 2026Launch of three classic Hasbro games—MONOPOLY, GUESS WHO?, and THE GAME OF LIFE—as interactive audio-first experiences on the Tonieplay platform for Toniebox 2. Games reimagined as screen-free, story-driven adventures with new mechanics for children aged 5 and up. Debut in Summer 2026 with phased global rollout.
• Amazon Prime VideocoreStrategic or Co-development Partner · 8 June 2026Amazon Prime Video developing new live-action TV series based on Jem and the Holograms 1980s property with Kilter Films (Jonathan Nolan and Lisa Joy) attached. Described as an 'elevated take' joining Prime Video's slate of female-driven YA content.
• Sneak EnergyminorGTM or Marketing Partner · 4 June 2026Limited edition Transformers-themed energy drink range featuring Optimus Prime (Frostberry Blast) and Bumblebee (Mango Meltdown) flavors, both containing 150mg caffeine and zero sugar. Products available through wholesale and convenience channels including CJ Lang & Son, AF Blakemore, Bobby's Foods, and Co-op Wholesale.
• Marvel EntertainmentcoreStrategic or Co-development Partner · 4 June 2026Magic: The Gathering 'Marvel Super Heroes' Universes Beyond set releasing June 26 featuring characters spanning Marvel Universe including Agents of S.H.I.E.L.D. Part of Wizards of the Coast's 50/50 strategy balancing external IP collaborations with internal Magic sets.
• ElevenLabsflagshipTechnology or Integration · 3 June 2026Strategic partnership to place 12 iconic Hasbro characters including Optimus Prime, Megatron, and Mr. Potato Head on ElevenLabs' Iconic Marketplace. Initiative powered by Sixth Wall's CharacterOS system with voice talent compensated through participation model. First major AI licensing partnership for Hasbro's behavioral licensing division.
• ChangecoreStrategic or Co-development Partner · 19 May 2026Partnership to expand and streamline global cause marketing campaigns across Magic: The Gathering and Dungeons & Dragons. Leverages Change's donor-advised fund infrastructure for compliance and scalable charitable efforts supporting initiatives like Children's Miracle Network and environmental causes.
• Reigning Phoenix MusicminorGTM or Marketing Partner · 19 May 2026Collaboration for reformatted 40th anniversary edition soundtrack for 'The Transformers: The Movie' releasing July 24. Features reimagined versions of all 10 tracks from the 1986 animated film with returning artists like Stan Bush and new collaborators including Sebastian Bach.
• Fathom EntertainmentcoreGTM or Marketing Partner · 18 May 2026Collaboration to bring 'The Transformers: The Movie' (1986) back to theaters for 40th anniversary limited theatrical run from September 17-21, 2026. Presented in 4K with select international markets launching day-and-date. Part of Hasbro's year-long 'Apology Tour' acknowledging the film's iconic Optimus Prime death.
• Galaxy GamingcoreChannel Partner/ Reseller/ Distributor · 14 May 2026Galaxy Gaming is the exclusive Monopoly table games licensee through agreement with Hasbro. MONOPOLY Table Games Progressive debuted at Pechanga Resort Casino in Temecula, California featuring Mr. MONOPOLY appearances with multipliers up to 10x. First-to-market themed table game product.
• tombolacoreChannel Partner/ Reseller/ Distributor · 12 May 2026Exclusive partnership to launch online games inspired by Monopoly brand. Games designed and developed internally by tombola's teams, released at end of March as company's largest coordinated launch to date. Combines globally recognised brands with familiar gameplay mechanics for online gaming.
• Disney Consumer ProductscoreStrategic or Co-development Partner · 29 April 2026Toy Story 5 merchandise partnership featuring Hasbro products including Play-Doh Space Creations, Potato Head variants, and Buzz Lightyear Edition Bop It! game available at major retailers including Amazon, Target, Walmart, and Kroger.
• Aristocrat GamingcoreChannel Partner/ Reseller/ Distributor · 15 April 2026Multiyear licensing partnership for MONOPOLY Big Board Bucks slot game launch in North America. First casino debut at Yaamava' Resort & Casino at San Manuel in California. Game combines classic Monopoly board game elements with modern slot mechanics featuring triple metamorphic gameplay features.
• ScopelycoreChannel Partner/ Reseller/ Distributor · 22 April 2025Monopoly Go mobile game developed by Scopely has generated over $5 billion in revenue as of April 2025, making it a major revenue contributor from licensed digital gaming.

Scale indicators14 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Mattel: Mattel is Hasbro's closest direct competitor in toys and games, with overlapping portfolios including Barbie vs Play-Doh, Hot Wheels vs Transformers, and UNO vs Magic: The Gathering. Both companies compete head-to-head for shelf space at Amazon, Target, and Walmart and pursue similar IP licensing and media adaptation strategies. Mattel's recent push into licensed gaming and collectibles directly parallels Hasbro's strategy.
• The Pokémon Company: The Pokémon Company is the dominant competitor to Magic: The Gathering in the trading card game category, with Pokémon TCG consistently ranking among the top-selling TCGs globally. Both companies operate digital companions (Pokémon TCG Live vs Magic: The Gathering Arena), organized play circuits, and licensed media extensions. The competition for TCG hobbyists is direct and intense.
• Games Workshop: Games Workshop's Warhammer franchise competes directly with Dungeons & Dragons and other Wizards of the Coast tabletop gaming properties in the hobby games and miniatures category. Both companies operate enthusiast-driven tabletop gaming ecosystems with deep lore, painted miniatures, and recurring revenue from rulebooks, expansions, and community events. Games Workshop's premium pricing and dedicated hobbyist model parallel Magic's collector focus.
• Spin Master: Spin Master is a direct competitor to Hasbro in toys and games, with franchises like PAW Patrol, Hatchimals, and Bakugan competing against Hasbro's Nerf, Transformers, and Beyblade X. Both companies compete in similar age brackets and distribution channels and are pursuing entertainment IP strategies with associated media content. Spin Master's recent push into digital gaming also overlaps with Wizards of the Coast's digital initiatives.
• MGA Entertainment: MGA Entertainment is a privately held direct competitor to Hasbro's toy portfolio, best known for Bratz dolls and L.O.L. Surprise!, which compete against Hasbro's doll and collectible brands. MGA and Hasbro compete for similar retail channels and target the same tween and family demographics with fashion dolls and collectibles.
• LEGO (Kirkbi A/S): LEGO is a direct competitor in the construction toys and family entertainment space, with brick-building products competing against Playmobil and other Hasbro construction lines. LEGO also competes for licensing relationships with major entertainment IP and operates its own branded theme parks and media productions. Both companies are similarly anchored by a single dominant product category.
• Bandai Namco: Bandai Namco is a direct peer in toys and games, with overlapping product lines in action figures, model kits (Gundam), and trading card games. Bandai Namco also operates digital gaming and IP licensing businesses similar to Wizards of the Coast and Hasbro's consumer products licensing. The Japanese company's global IP monetization parallels Hasbro's multi-format strategy.
• Konami: Konami is a direct peer through its Yu-Gi-Oh! trading card game, which competes head-to-head with Magic: The Gathering for TCG hobbyists. Konami also operates a digital gaming business and licenses its IP across media formats. The Yu-Gi-Oh! franchise's structure — physical cards, digital play, esports circuits, and media adaptations — closely mirrors Magic's approach.
• Funko: Funko is a direct peer in the collectibles and licensed merchandise category, with Pop! vinyl figures competing against Hasbro's collectible figures and convention-exclusive products. Both companies target adult collectors and nostalgia-driven buyers and rely heavily on licensed IP from major entertainment franchises. Funko and Hasbro also partner with Toy Story 5 and similar major media tie-ins.
• Asmodee: Asmodee is a direct peer in tabletop board games and hobby gaming, with franchises like Catan, Ticket to Ride, and Star Wars: Legion competing against Hasbro's Monopoly, Risk, and other board game properties. Asmodee also operates digital versions of its games and pursues similar hobby game store distribution channels. Both companies are major players in the family and hobby tabletop gaming space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/HasbroNews
• LinkedInlinkedin.com/company/hasbro

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A6 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hasbro