Toy maker Hasbro has announced a newly launched Hasbro Entertainment content studio.
The new division aims to unify film, TV, animation and digital media production and follows on from Hasbro selling eOne to Lionsgate for around $500 million.
In the wake of that sale, Hasbro aims to focus on branded assets like “Peppa Pig,” “Transformers” and “Dungeons & Dragons” in an effort to become a ‘digital gaming powerhouse’.
Other brands at the company with adaptations in development include “G.I. Joe,” “Nerf,” “Play-Doh,” “Magic: The Gathering” and “My Little Pony”.
The new team will be led by Olivier Dumont as president of Hasbro Entertainment, with Zev Foreman and Gabriel Marano installed as head of film and head of television. All three were previously major execs at eOne.
Hasbro’s aim now is to reinvest in fewer and more profitable properties, teaming with outside partners to reduce production costs and risk.
Already in the works are the animated “Transformers One” film along with a “Dungeons & Dragons” series for Paramount+. Both franchises had new film instalments this year, with those scoring better notices than past films even as the box-office came in soft for both.
It also follows in the wake of rival Mattel making over a billion dollars in box-office with the “Barbie” movie which has become a pop culture phenomenon.
Source: THR
