Hasbro’s franchise-first licensing strategy
Hasbro is showcasing its franchise-first strategy at Brand Licensing Europe 2026, highlighting how its brands are expanding through licensing, entertainment and consumer products. Reaching more than one billion fans worldwide, the company is developing collaborations across collectibles, fashion, experiences, gaming, publishing, music and promotions.
Its portfolio includes Transformers, My Little Pony, Peppa Pig, Magic: The Gathering, Dungeons & Dragons, Power Rangers, Monopoly, Clue/Cluedo and Play-Doh.
“The strongest brands create multiple ways for fans to engage, whether that's through content, consumer products, experiences or licensing,” said Kim Boyd, President, Global Licensing & Entertainment at Hasbro. The company’s focus, she added, is on building connected franchise ecosystems that offer more opportunities for fans and create long-term value for partners.
Collaborations across categories
Hasbro’s latest licensing activities span a broad range of categories. In collectibles and games, Magic: The Gathering is expanding beyond tabletop play with an upcoming Star Trek collection from Sirius Dice, while Transformers continues collaborations with Hot Wheels and Blokees. Other initiatives include Magic: The Gathering accessory collections from Ultimate Guard and Gamegenic, a collectible Cluedo 50p coin from The Royal Mint, and expanded My Little Pony product offerings in Europe through Simba Dickie Group.
Fashion and lifestyle
In fashion and lifestyle, Magic: The Gathering is collaborating with BAIT on apparel and skate decks, while East Continental Gems is creating a luxury gemstone collectible inspired by the Mox. My Little Pony continues its agreement with Sanrio for co-branded Hello Kitty products in China and the US. Additional collaborations include My Little Pony collections from Gentle Woman and Matter Makers, as well as lifestyle collections for Transformers, Power Rangers and Magic: The Gathering with WOLFpak.
Experiential licensing
Experiential licensing is another area of expansion. Peppa Pig is opening a third Play Café in China, while upcoming attractions in Saudi Arabia include Transformers: Battle of Cybertron and Play-Doh Imagination Center destinations from SEVEN. Monopoly Experience: Treasures of Brazil and Clue: Murder on the Menu also bring Hasbro brands into interactive, real-world settings.
Digital gaming and music initiatives
Digital gaming and music initiatives include Monopoly GO! crossover events with Netflix’s KPop Demon Hunters and Sony Pictures’ Ghostbusters, alongside mobile experiences such as Transformers: Eternal War, Cluedo: Painted Red Gallery and Dungeons & Dragons: Long Rest Tavern. Peppa Pig’s music portfolio is also growing through a new Super Simple Songs mash-up and a collaboration with Sesame Street.
Publishing, collectibles and audio
In publishing, collectibles and audio, My Little Pony is expanding its Kayou Mini Card launches across EMEA and North America. Upper Deck collectible programmes cover Transformers, Power Rangers, G.I. Joe, M.A.S.K. and Jem and the Holograms. Hasbro has also signed a new publishing agreement with Little Bee Books for Clue and Ouija, expanded its Hasbro Games x tonies range with additional games planned for 2027, and is developing new Dungeons & Dragons novels, lore guides and cookbooks.
Promotional partnerships
Promotional partnerships include shimmer-effect beverages inspired by Transformers and My Little Pony from The Potions Group, themed family-game-night popcorn kits from Poppowls, the Monopoly promotion at McDonald’s, Peppa Pig collaborations with Pampers, and promotions with Energizer, SONIC and Domino’s.
Upcoming entertainment projects
Looking ahead, Hasbro highlighted My Little Pony: Forever Friendship, a new YouTube series scheduled to arrive in early 2027, and Netflix’s Dungeons & Dragons: Ravenloft, a live-action adaptation set in the franchise’s gothic-horror world. The announcements follow the recent return of The Transformers: The Movie and the debut of Optimus Prime: Awakening.
“Great stories are often the spark that brings a franchise to life across categories,” Boyd said, adding that Hasbro will continue investing in content, experiences and collaborations to create opportunities for partners and deepen fan engagement worldwide.