By Gary Symons
TLL Editor in Chief
Hasbro is showcasing its franchise-first approach to licensing, entertainment, and consumer products at Brand Licensing Europe 2026..
The toymaker said its brands reach more than a billion fans worldwide. Franchises on display include Transformers, My Little Pony, Peppa Pig, Magic: The Gathering, Dungeons & Dragons, Power Rangers, Monopoly, Clue/Cluedo, and Play-Doh.
Hasbro said it’s top priority at BLE this year is pursuing collaborations in collectibles, fashion, experiences, gaming, publishing, music, and promotions.
“The strongest brands create multiple ways for fans to engage, whether that’s through content, consumer products, experiences or licensing,” said Kim Boyd, president of global licensing and entertainment at Hasbro. “Our focus is building connected franchise ecosystems that bring those touchpoints together, creating more opportunities for fans and stronger long-term value for our partners.”
Two company executives are scheduled to speak Oct. 7 at The Networking Hub. Nicole Pavlovic, senior manager of category licensing, will join a Brandora panel at 11:30 a.m. on building strong intellectual property and tailoring social media content to different audiences.
Marisa Morgans, global creative lead for action brands and games, will join a Brands Untapped session from 3:30 p.m. to 4:15 p.m. on creative style guides and building enduring brands.
Some of the highlights the company announced at BLE this year include:
— Collectibles and play: A Magic: The Gathering and Star Trek collection from Sirius Dice is upcoming. Transformers is working with Hot Wheels and Blokees. Magic: The Gathering “Reality Fracture” accessory collections are coming from Ultimate Guard and Gamegenic, and The Royal Mint is producing a collectible Cluedo 50p coin. Simba Dickie Group is expanding My Little Pony products across Europe.
— Fashion and lifestyle: Magic: The Gathering is partnering with BAIT on an apparel and skate deck collection, and with East Continental Gems on a luxury gemstone collectible based on the Mox card. My Little Pony is continuing an agreement with Sanrio for co-branded Hello Kitty products in China and the U.S. Other partners include Gentle Woman, Matter Makers, WOLFpak, New Holland Brewing, and SNEAK Energy.
— Gaming and music: Monopoly GO! has held crossover events with Netflix’s “KPop Demon Hunters” and Sony Pictures’ “Ghostbusters.” Mobile games include Transformers: Eternal War, Cluedo: Painted Red Gallery, and Dungeons & Dragons: Long Rest Tavern. Peppa Pig is adding a Super Simple Songs mash-up and a collaboration with Sesame Street.
— Publishing and collectibles: My Little Pony is launching Kayou Mini Card products across Europe, the Middle East, Africa, and North America. Upper Deck is producing collectibles for Transformers, Power Rangers, G.I. Joe, M.A.S.K., and Jem and the Holograms. Hasbro has a new publishing agreement with Little Bee Books for Clue and Ouija, and additional Hasbro Games titles for tonies audio players are due in 2027. New Dungeons & Dragons novels, lore guides, and cookbooks are also planned.
— Food, beverage, and promotions: The Potions Group is making shimmer-effect beverages inspired by Transformers and My Little Pony, and Poppowls is selling popcorn kits themed around family game night. Promotions include Monopoly at McDonald’s and Peppa Pig with Pampers, as well as campaigns with Energizer, SONIC, and Domino’s.
One category that deserves special mention is location-based entertainment, as Hasbro has leaned heavily into experiential licensing opportunities, building themed entertainment complexes around the world.
The company has opened or announced several additions to its location-based entertainment portfolio with a slate of immersive attractions, themed dining destinations and live experiences spanning North America, Latin America, the Middle East and Asia.
Recent milestones include the upcoming opening of the third Peppa Pig Play Café in China and the unveiling of Transformers Mission Energon Gramado, Brazil’s first fixed immersive Transformers attraction, set to open in late 2026.
Additional highlights include Clue: Murder on the Menu in Charlotte, Nerf Coaster at Galaxyland Powered by Hasbro in Canada, Monopoly Experience: Treasures of Brazil in São Paulo and two major new attractions in Saudi Arabia: Play-Doh Imagination Center and Transformers: Battle of Cybertron.
In entertainment, Hasbro cited the recent return of “The Transformers: The Movie” and the debut of “Optimus Prime: Awakening.” Upcoming projects include “My Little Pony: Forever Friendship,” a new YouTube series due in early 2027, and Netflix’s live-action “Dungeons & Dragons: Ravenloft.”
“Great stories are often the spark that brings a franchise to life across categories,” Boyd said. “As we look ahead, we’re continuing to invest in content, experiences and collaborations that create new opportunities for partners while deepening fan engagement around the world.”
Hasbro is exhibiting at Booth A211.
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