Hasbro CEO: We’re NOT a Toy Company Anymore!


Hasbro CEO Chris Cox says Hasbro is not a toy company, but a GAME company that happens to also make toys. For now. But they’re clearly outsourcing more and more of their IP to other companies that still want to make toys.

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Hasbro is transitioning from a traditional toy company to a game company targeting adult consumers, with a focus on revitalizing Dungeons and Dragons and game streaming.

00:00 Hasbro CEO says company is now a game company targeting adult consumers, facing stock drops and show cancellations.

02:07 Hasbro, world’s largest toy company, shifting towards gaming, leading to stock decline, divesting from Hollywood and acknowledging lack of focus on core toy business.

04:56 Hasbro is shifting focus from toys to games and adult products, acquiring board game companies and Wizards of the Coast, and revitalizing Dungeons and Dragons for Gen Z.

08:04 Hasbro CEO targets female demographic to increase sales by turning Dungeons and Dragons into a lifestyle brand, acknowledges lack of innovation in popular games and streaming.

10:38 Hasbro is transitioning from a toy company to a game company, focusing on Dungeons and Dragons and game streaming.

12:10 Hasbro is shifting away from making toys and focusing on games, but it may not go as planned.

13:25 Hasbro is shifting focus from toys to games due to adults being the primary purchasers of toys, but may struggle to compete with established games like Fortnite, while Lego remains popular with both kids and adult collectors.

15:37 Hasbro CEO says they are no longer a toy company, as kids are not playing with toys like they used to.

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