We think that’ll be cool for existing players, but more importantly, I think it’s a great opportunity to introduce some new fans to Magic who might be geeks about Tolkien’s work but haven’t picked up a card game yet. This 2-6 player game features gameplay inspired by the Transformers universe and iconic Transformers artwork. I think the original rationale of, “We have a brand blueprint, and we want to make content that injects into it and drives merchandise sales,” still holds.

MONOPOLY: Transformers Edition Board Game for 2-6 Players

INCLUDES 14 ZINC TOKENS: Play as a favorite Transformers character in robot mode or alt mode -- players must swap modes throughout the game (Monopoly tokens do not convert. He’s also dealt with some crises: he’s fended off an activist investor that wanted him to spin off Wizards of the Coast into a new company. I think of Hasbro as a hardware company and you think of it as a product company — though, obviously, you make some digital products as well.Oh, I think it’s a seismic shift inside of the entertainment industry, and in the toy industry in particular. Obviously, we took a lot of feedback from both that activist investor as well as from our investors as a whole. For the final episode in our Centennial Series covering companies that are 100 years old, I’m talking to Chris Cocks, the CEO of Hasbro. All of the streamers were just throwing money at everyone to build a catalog, attract an audience, and I think become a monopoly. From our perspective, it made sense for us, given the size of the brand and nascency of the opportunity, to do a partnership approach to see 1,000 flowers bloom and to see what actually made sense.

Monopoly: Transformers Edition – Hasbro Pulse

If I had to take the most reductive version of the criticism, though — and I think this is too simple, but it’s worth saying out loud — it’s that toys aren’t for kids anymore. If something goes after a 13-plus audience, we have a little bit more flexibility to be able to learn and track how our products are performing and how our brand metrics look. Ultimately, we would have landed in a similar place, but I think it wouldn’t have caused as much churn and burned so much trust equity with our fans.

The Monopoly: Transformers Beast Wars Edition board game for kids ages 8 and up is a must for Transformers fans. As we’ve doubled and tripled the size of those businesses and those brands, it has become apparent that those brands are bigger than just the primary game expressions they have. Our toy teams are developing new IPs and new ways to extend and push the boundaries of where things like Nerf or My Little Pony live. Well, as big and beloved as the brands are at Hasbro, at the end of the day — and this is probably my bias — I think we’re a product company.