Hasbro is one of those brands that is imbedded into people’s consciousness. Nostalgia and fondness play a huge role in the company’s properties. Large as it is, the company is not standing still. In fact, many of its properties have been rejuvenated and reignited through the company’s synergy across platforms.
Simply put, My Little Pony is on fire. With the debut of MLP in 2010 on The Hub (a partnership with Hasbro and the Discovery Channel), the fan based soared, extending beyond its core audience of 3-6 year olds. Adults, both male and female, are fanatics of the show. At San Diego Comic-Con, one tweet about MLP poster giveaways sent a throng of fans converging on the tiny Hub booth in hopes of attaining a poster. Frequently during an episode’s airing, the designers at Mighty Fine, a licensed partner with Hasbro on MLP, design a shirt based on that episode and offer it online, much like a flash sale. The limited editions sell out quickly. Pop up brick-and-mortar shops installed sell out in two weeks.
MLP has moved into the tween and teenager space with apparel, accessories, and Ponification. At the Licensing Expo in Vegas, fans clamored to have their nails done and colored pony tails weaved into their hair. And yes, both men and women participated. The latest MLP entertainment product is the animated film, My Little Pony: Equestria Girls which depicts humanized versions of the ponies.
Little Pet Shop is targeted for girls 6 and up. It is the #1 show on The Hub for girls 2-12. Like all its properties, Hasbro never abandons its core audience, but enhances and expands it to an appreciative consumer base.
That is much true of its Monopoly. There was much uproar about the traditional play pieces being replaced, but the newest piece, The Cat, has become a symbol unto itself. Rollout of The Cat products are in the near future. Hasbro has also updated the Monopoly man to reflect a contemporary feel.
When one thinks of Transformers, synergy is almost synonymous with the brand. Toys and entertainment ventures feed off of the other, resulting in an unstoppable movement. Mid to high range partners such as Fila have partnered with the property, realizing the potential in the lifestyle arena.
Nerf itself is undergoing a major enhancement with its Rebel line striking a chord with the brand. With a focus on girl power, bows and blasters will soon debut along with apparel and accessories. There will also be a pet line-the opportunities are endless in that space. It makes you wonder why it hasn’t been thought of before-it’s so obvious.
Hasbro is a fixture at SDCC, and as the ultimate fan event nears, it’s an exciting time for Hasbro, with many of its properties exploding into phenomena. And that inspires somewhat of a sentimental feeling in all of us, as if a part of us is growing along with the brands. And yet, the toys and games are something we never truly outgrow. They just transform into something deeper in us.