Editing Hasbro (section)

== History==
=== Hassenfeld Brothers ===
Three [[History of the Jews in Poland|Polish-Jewish]] brothers,<ref>{{Cite book|url=https://books.google.com/books?id=mGGcTsNWYSkC&q=hassenfeld+brothers+poland&pg=PA204|title=Twin Killing|first=James|last=Stanley|date=September 15, 2003|publisher=AuthorHouse|isbn=9781410776587|via=Google Books|access-date=November 11, 2020|archive-date=August 17, 2023|archive-url=https://web.archive.org/web/20230817015738/https://books.google.com/books?id=mGGcTsNWYSkC&q=hassenfeld+brothers+poland&pg=PA204|url-status=live}}</ref><ref>{{cite web|title=Companies That Almost Weren't: Hasbro|url=http://www.minyanville.com/businessmarkets/articles/hasbro-toys-textiles-hassenfeld-family-pencil/12/11/2009/id/25774|date=December 11, 2009|website=Minyanville|url-status=live|archive-url=https://web.archive.org/web/20150228050124/http://www.minyanville.com/businessmarkets/articles/hasbro-toys-textiles-hassenfeld-family-pencil/12/11/2009/id/25774|archive-date=February 28, 2015}}</ref><ref>{{cite web|url=https://www.encyclopedia.com/social-sciences-and-law/economics-business-and-labor/businesses-and-occupations/hasbro-inc|title=Hasbro Inc &#124; Encyclopedia.com|website=Encyclopedia.com|access-date=July 15, 2019|archive-date=January 13, 2023|archive-url=https://web.archive.org/web/20230113075405/https://www.encyclopedia.com/social-sciences-and-law/economics-business-and-labor/businesses-and-occupations/hasbro-inc|url-status=live}}</ref><ref>[https://forward.com/culture/film-tv/375181/why-the-transformers-movies-are-really-stories-of-jewish-resilience-and-ada Why The Transformers Movies Are Really Stories Of Jewish Resilience and Adaptability] {{Webarchive|url=https://web.archive.org/web/20230716032426/https://forward.com/culture/film-tv/375181/why-the-transformers-movies-are-really-stories-of-jewish-resilience-and-ada/ |date=July 16, 2023 }} Nathan Abrams, Forward/</ref> Herman, Hillel, and Henry Hassenfeld,<ref name=idch/> founded Hassenfeld Brothers in [[Providence, Rhode Island]], in late 1923, a company selling textile remnants. Over the next two decades, the company expanded to produce pencil cases and school supplies. On January 8, 1926, Hassenfeld Brothers was incorporated in Rhode Island;<ref name=":2">{{Cite web |title=Entity Summary {{!}} Hasbro, Inc. |url=https://business.sos.ri.gov/CorpWeb/CorpSearch/CorpSummary.aspx?FEIN=000015908 |access-date=2023-04-28 |website=RI Business Portal {{!}} Rhode Island Department of State, Business Services Division}}</ref> Hillel left for another textile business while Henry took charge of the corporation. They began making their own pencils after their pencil supplier began making pencil cases as well.<ref name=idch>{{cite web|title=Hasbro, Inc. History|url=https://www.fundinguniverse.com/company-histories/hasbro-inc-history/|work=International Directory of Company Histories Vol. 16.|publisher=St. James Press|access-date=February 6, 2013|archive-date=May 14, 2017|archive-url=https://web.archive.org/web/20170514002912/http://www.fundinguniverse.com/company-histories/hasbro-inc-history/|url-status=live}}</ref>

Hassenfeld Brothers produced modeling clay and then doctor and nurse kits as their first toys, and they became primarily a toy company by 1942. Hillel died in 1943 and Henry Hassenfeld became CEO, while his son Anthony Merrill became president. The company entered the plastic fields during World War II to support its toy line.<ref name=idch/> The Hassenfeld brothers, immigrants from [[Ulanów]], Poland, also spent the war years helping to rescue and employ fellow Jews from Ulanów;<ref>{{Cite book |last=Benioff |first=Marc |url=https://books.google.com/books?id=H_HM3mmDYLwC |title=Compassionate Capitalism: How Corporations Can Make Doing Good an Integral Part of Doing Well |date=2009-01-22 |publisher=ReadHowYouWant.com |isbn=978-1-4429-5682-7 |language=en}}</ref> Jacob Klapper, a holocaust survivor born in Ulanów, recalled being told when he arrived in the United States that Hassenfeld Brothers would employ any survivor from Ulanów, no questions asked.<ref>Memoirs of Jacob Klapper (Privately Printed)</ref> Hassenfeld Brothers' first popular toy was [[Mr. Potato Head]],<ref name=idch/> which the company purchased from [[George Lerner]] in 1952. In 1954, the company became a [[The Walt Disney Company|Disney]] major licensee.<ref name=idch/>
[[File:Mr Potato Head 1952.jpg|thumb|The original version of [[Mr. Potato Head]], introduced in 1952]]
In 1960, Henry died and Merrill took over the parent company, and his older brother Harold ran the pencil-making business of Empire Pencil. Hassenfeld Brothers expanded to Canada with Hassenfeld Brothers (Canada) Ltd. in 1961. 

In 1962, Hasbro purchased the former Potter & Johnston manufacturing company building on Newport Avenue in [[Pawtucket, Rhode Island]]. The Pawtucket plant facilities were eventually expanded to over 300,000 square feet.<ref>{{cite web |title=Hasbro Headquarters (Potter & Johnston Manufacturing Company) |url=https://theclio.com/entry/63509 |website=Clio |access-date=30 June 2024 |archive-url=https://web.archive.org/web/20240630232529/https://theclio.com/entry/63509 |archive-date=30 June 2024}}</ref>

In 1963 the company introduced [[Flubber (material)|Flubber]], but reports of sore throats and rashes from the product and knock-offs prompted an investigation by the [[Food and Drug Administration]] and a voluntary recall by Hassenfeld Brothers.<ref name="turnto2">{{cite news |last1=Heim |first1=R.J. |title=What Happened to Recalled Flubber 50 Years Ago? |url=https://turnto10.com/archive/what-happened-to-recalled-flubber-50-years-ago |access-date=December 13, 2021 |work=[[WJAR]] |date=May 19, 2014|archive-url= https://web.archive.org/web/20200918081229/https://turnto10.com/archive/what-happened-to-recalled-flubber-50-years-ago|archive-date= September 18, 2020}}</ref> The company was approached in 1963 to license a toy based on ''[[The Lieutenant]]'', which they turned down because they did not want to be tied to a possibly short-lived television series. Instead, Hassenfeld Brothers produced the [[G.I. Joe]] toy in 1964 which they termed an "[[action figure]]" in order to market it to boys who wouldn't want to play with dolls. In 1964 and 1965, G.I. Joe accounted for two-thirds of Hassenfeld's sales.<ref name=idch/>

=== Hasbro Industries ===
The company had previously sold toys under the Hasbro trade name, and it shortened its name to '''Hasbro Industries''' on July 12, 1968,<ref name=":2" /> and sold a minor stake in the corporation to the public. The [[Vietnam War]] was at its height in 1969, so Hasbro redesigned GI Joe to be less militaristic and more adventure-oriented.<ref name=idch/> Its promotional efforts included the catchphrase "Boy Oh Boy! It's A Hasbro Toy!" in television commercials and print ads. Also in 1969, Hasbro bought [[Claster Television|Burt Claster Enterprises]] which produced "[[Romper Room]]" and had just begun a Romper Room toy line. A month-long Teamsters strike and Far Eastern supplier troubles caused the company to post a $1 million loss for the year.<ref name=idch/>

In 1970, Hasbro began a plan of diversification and opened the Romper Room Nursery School franchise chain to cash in on President [[Richard Nixon]]'s [[Family Assistance Plan]] which subsidized day care for working mothers. By 1975, the company had ended the nursery chain. Hasbro also entered the cookware field with the [[Galloping Gourmet]] line based on a television cooking show.

Two new 1970s toys were public relations disasters. One of the toys was named [[Lawn darts|Javelin Darts]] which were similar to the ancient Roman ''[[plumbata]]''. On December 19, 1988, the [[U.S. Consumer Product Safety Commission|Consumer Product Safety Commission]] banned lawn darts from sale in the United States due to their hazards as a flying projectile with a sharp metal point causing multiple deaths.<ref name="CPSC">{{cite web |url=https://www.cpsc.gov/CPSCPUB/PREREL/PRHTML97/97122.html |title=Lawn Darts Are Banned and Should Be Destroyed |access-date=January 25, 2011 |date=May 15, 1997 |publisher=U.S. Consumer Product Safety Commission |quote=Pointed lawn darts, intended for use in an outdoor game, have been responsible for the deaths of three children. The most recent injury occurred last week in Elkhart, Ind., when a 7-year-old boy suffered a brain injury after a lawn dart pierced his skull. |url-status=dead |archive-url=https://web.archive.org/web/20101216065043/http://cpsc.gov/cpscpub/prerel/prhtml97/97122.html |archive-date=December 16, 2010 }}</ref> The other toy was named The Hypo-Squirt, a hypodermic needle-shaped water gun tagged by the press as a "junior junkie" kit. Both were recalled. Romper Room and its toy line had continued success, although [[Action for Children's Television]] citizens group considered the program to be an advertising channel for toys.<ref name=idch/>

Merrill Hassenfeld took over as CEO in 1974, and his son [[Stephen D. Hassenfeld]] became president. The company became profitable once again but had mixed results due to cash flow problems from increasing the number of toys in the line to offset G.I. Joe's declining sales. Hasbro ended the G.I. Joe line in 1975 because of the rising prices of plastic and crude oil. In 1977, Hasbro's losses were $2.5 million, and the company held a large debt load. That same year, Hasbro acquired licensing rights to ''[[Peanuts]]'' cartoon characters. With the financial situation poor, Hasbro's bankers made the company temporarily stop dividend payments in early 1979. The toy division's losses increased Harold Hassenfeld's resentment regarding the company's treatment of the Empire Pencil subsidiary as Empire received lower levels of capital spending relative to profits than did the toy division.

With Merrill's death in 1979, Harold did not recognize Stephen's authority as the successor to the chairman and CEO position. As a solution, Hasbro spun off Empire Pencil in 1980, which was the nation's largest pencil maker, with Harold trading his Hasbro shares for those of Empire. Stephen then became both the CEO and chairman of the board. Between 1978 and 1981, Stephen reduced the Hasbro product line by one-third and its new products by one-half. Hasbro focused on simple, low-cost, longer life-cycle toys like Mr. Potato Head. Hasbro thus stayed out of the electronic games field which went bust in the early 1980s.

In 1982, Hasbro revived its G.I. Joe line with the help of [[Marvel Comics]], as an [[Counter-terrorism|anti-terrorist]] special forces team based on current events. Following an interest in [[Takara]]'s ''[[Diaclone]]'' and ''[[Micro Change]]'' toylines in the 1983 {{ill|International Tokyo Toy Show|ja|東京おもちゃショー}}, the company licensed the toylines and subsequently launched the successful ''[[Transformers]]'' toy line along with a [[The Transformers (TV series)|children's animated TV series]] two years later. With the toys and TV series being popular, Stephen Hassenfeld posed with the toys for a ''People'' magazine cover photo.

In 1982, Hasbro produced the successful toy franchise ''[[My Little Pony]]''. In 1983, they purchased GLENCO Infant Items, a manufacturer of infant products and the world's largest bib producer, and Knickerbocker Toy Company, a struggling [[Warner Communications]] subsidiary. Hasbro paid 37% of its stock to Warner, which was paid into Hasbro's executive-controlled voting trust, and also received a cash infusion. In 1984, [[Alan G. Hassenfeld]] took over as president from his brother Stephen, who continued as CEO and chairman. That same year, the company was the nation's sixth best-selling toymaker, and then acquired the [[Milton Bradley Company]], which was the nation's fifth best-selling toymaker. This brought [[The Game of Life]], [[Twister (game)|Twister]], [[Easy Money (board game)|Easy Money]], and [[Playskool]] into the Hasbro fold and on September 10<ref name=":2" /> transformed Hasbro into '''Hasbro Bradley'''. Stephen Hassenfeld became the merged company's president and CEO, with Milton Bradley chief James Shea Jr. taking the chairman position. However, the executives clashed and Shea left after a few months, and Stephen and Alan returned to their previous positions.<ref name=idch/>

=== Hasbro ===
==== 1985–2007 ====
On June 6, 1985,<ref name=":2" /> the company changed its name again to just '''Hasbro, Inc.'''<ref name=idch/> The Jumpstarters toys were the subject of a lawsuit in 1985 when Hasbro sued a toy manufacturer for selling toys based on their Transformers design. Hasbro won the suit.<ref>{{Cite web|url=https://www.law.cornell.edu/wex/copyright|title=Copyright|website=Law.cornell.edu|access-date=February 16, 2022|archive-date=October 10, 2021|archive-url=https://web.archive.org/web/20211010190729/https://www.law.cornell.edu/wex/copyright|url-status=live}}</ref>

In the mid-1980s, Hasbro moved past [[Mattel]] to become the world's largest toy company. Hasbro then moved to outsell Mattel's [[Barbie]] in the fashion doll market with the 1986 introduction of [[Jerrica Benton|Jem]], a record producer/rock musician dual identity fashion doll. Jem initially posted strong sales but plummeted and was withdrawn from the market in 1987. Hasbro followed up in 1988 with [[Maxie's World#Maxie toy line|Maxie]], a Barbie-sized blonde doll, so that Barbie clothing and accessories would fit. Maxie lasted until 1990.<ref name=idch/>

Under Alan's initiative in the late 1980s, Hasbro moved to increase international sales by taking toys overseas that had failed in the US market and selling them for as much as four times the original price. This increased international sales from $268 million in 1985 to $433 million in 1988.<ref name=idch/>

In 1988, Hasbro purchased part of [[Coleco]] Industries' indoor and outdoor children's furniture and ride-on toy product lines for $21 million including two just closed manufacturing plants in Amsterdam, New York.<ref>{{cite news|title=Company News; Hasbro in Accord For Coleco Lines|url=https://www.nytimes.com/1988/07/12/business/company-news-hasbro-in-accord-for-coleco-lines.html?src=pm|access-date=February 8, 2013|newspaper=New York Times|date=July 12, 1988|archive-date=December 22, 2012|archive-url=https://web.archive.org/web/20121222005936/http://www.nytimes.com/1988/07/12/business/company-news-hasbro-in-accord-for-coleco-lines.html?src=pm|url-status=live}}</ref> In July 1989, Hasbro acquired bankrupt [[Coleco]] for $85 million.<ref>{{cite news|title=Company News; Hasbro's Purchase Of Coleco's Assets|url=https://www.nytimes.com/1989/07/13/business/company-news-hasbro-s-purchase-of-coleco-s-assets.html?src=pm|access-date=February 8, 2013|newspaper=New York Times|date=July 13, 1989|agency=AP|archive-date=August 30, 2024|archive-url=https://web.archive.org/web/20240830064458/https://www.nytimes.com/1989/07/13/business/company-news-hasbro-s-purchase-of-coleco-s-assets.html?src=pm|url-status=live}}</ref> Stephen Hassenfeld died later that year with the company having gone from sales of $104 million in the year he took control to 1989 sales of over $1.4 billion.<ref name=idch/>

Alan succeeded Stephen as chairman and CEO. In 1991, Hasbro purchased [[Tonka|Tonka Corp.]] for $486 million, along with its units [[Parker Brothers]], the maker of [[Monopoly (game)|Monopoly]], and [[Kenner Products]]. Milton Bradley and Parker Brothers were merged into one division. Alan moved to expand Hasbro overseas with new units in Greece, Hungary, and Mexico.<ref name=idch/>

Alan saw the Far East as an important market to expand. In 1992, Hasbro purchased Nomura Toys Ltd. in Japan, and majority ownership of Palmyra, a Southeast Asian toy distributor. These increased the proportion of international sales from 22% in 1985 to 45% ($1.28 billion) in 1995. In 1993, Hasbro lost its bid for [[J. W. Spear & Sons]], a U.K.-based game maker, to [[Mattel]].<ref name=idch/>

In the US, Hasbro's growth since 1980 was from acquisitions and the leveraging of the new assets. New product development was not as successful except for film and TV tie-in product lines with [[Jurassic Park (film)|Jurassic Park]] and [[Barney & Friends|Barney]]. Thus, US sales were stagnant in the early 1990s, falling from 1993 to 1995. To turn domestic performance around in 1994, Hasbro merged the Hasbro Toy, Playskool, Playskool Baby, Kenner, and Kid Dimension units into the Hasbro Toy Group.  Meanwhile, Mattel purchased [[Fisher-Price]] and retook the top spot in the toy industry.<ref name=idch/>

[[Hasbro Interactive]] was started in 1995 and released the Monopoly game on CD-ROM. Mattel also proposed a merger that year, but was turned down by the Hasbro board in 1996 due to antitrust issues and Justice Department investigation into exclusionary policies between toy manufacturers and toy retailers, particularly [[Toys "R" Us]].<ref name=idch/>

[[File:Hasbro wordmark and smile.svg|thumb|Wordmark used since October 1, 1998]]
[[File:Hasbro logo (1998-2009).svg|thumb|Logo used from October 1, 1998 to 2009, the wordmark is still in use]]
In 1998, Hasbro bought [[Avalon Hill]] for $6 million<ref>{{cite news|last=Leffall|first=J.|title=Monarch Avalon to sell game unit to Hasbro In wake of loss, local company to get $6 million in cash|url=https://www.baltimoresun.com/1998/08/05/monarch-avalon-to-sell-game-unit-to-hasbro-in-wake-of-loss-local-company-to-get-6-million-in-cash-acquisitions/|access-date=February 9, 2013|newspaper=The Baltimore Sun|date=August 5, 1998|archive-date=September 11, 2016|archive-url=https://web.archive.org/web/20160911152817/http://articles.baltimoresun.com/1998-08-05/business/1998217009_1_avalon-hasbro-monarch-services|url-status=live}}</ref><ref>{{cite journal|last1=de Rosa|first1=Peter L.|title=The Fall of Avalon Hill|journal=Academic Gaming Review|date=Summer 2002|volume=4|issue=4|url=https://home.earthlink.net/~pdr4455/fah.html|access-date=June 2, 2017|archive-url=https://web.archive.org/web/20160129025756/http://home.earthlink.net/~pdr4455/fah.html|archive-date=January 29, 2016|url-status=dead}}</ref> and [[Galoob]] for $220 million.<ref name="hasbrosale">Fost, Dan.[https://www.sfgate.com/business/article/Hasbro-Adds-Galoob-to-Its-Toy-Chest-2988518.php Hasbro Adds Galoob to Its Toy Chest] {{Webarchive|url=https://web.archive.org/web/20100722052517/http://articles.sfgate.com/1998-09-29/business/17730903_1_hasbro-galoob-star-wars-lucasfilm |date=July 22, 2010 }}." ''[[San Francisco Chronicle]]''. Tuesday September 29, 1998. Retrieved on April 25, 2010.</ref> That same year, Milton Bradley merged with Parker Bros. to form Hasbro Games. In 1999, Hasbro paid {{US$|325 million|long=no}} for rights to ''[[Pokémon]]'' toys.<ref>{{cite book |last1=Kohler |first1=Chris |title=Power-Up: How Japanese Video Games Gave the World an Extra Life |date=October 21, 2016 |publisher=[[Courier Dover Publications]] |isbn=978-0-486-80149-0 |page=234 |url=https://books.google.com/books?id=lD4fDQAAQBAJ&pg=PA234 |access-date=October 22, 2021 |archive-date=January 17, 2023 |archive-url=https://web.archive.org/web/20230117000839/https://books.google.com/books?id=lD4fDQAAQBAJ&pg=PA234 |url-status=live }}</ref> The same year, [[Wizards of the Coast]] was bought in a deal worth $325&nbsp;million.<ref>{{cite web|title=Hasbro to Acquire Wizards of the Coast|url=http://boardgames.about.com/library/news/bl990911.htm|date=September 11, 1999|publisher=[[About.com]]|url-status=live|archive-url=https://web.archive.org/web/20000818163917/http://boardgames.about.com/library/news/bl990911.htm|archive-date=August 18, 2000|access-date=January 4, 2008}}</ref> Wizards of the Coast is now a subsidiary of Hasbro and has Avalon Hill as its division. In 2001 money-losing Hasbro Interactive was sold to [[Infogrames]], a French software concern, for $100&nbsp;million.<ref>[https://www.nytimes.com/2001/01/30/business/company-news-hasbro-completes-sale-of-interactive-business.html Company News; Hasbro Completes Sale Of Interactive Business] {{Webarchive|url=https://web.archive.org/web/20110314170927/http://query.nytimes.com/gst/fullpage.html?res=9F00E4DC1E3FF933A05752C0A9679C8B63&n=Top/News/Business/Companies/Hasbro%20Inc |date=March 14, 2011 }} from ''[[The New York Times]]''</ref> Hasbro entered the building block toy with its [[Built to Rule]] line in 2003, which did not hold together well or were too hard for the targeted age group, thus ended in 2005.<ref name=ut>{{cite news|title=Hasbro pushes into Lego's land with new blocks|url=https://usatoday30.usatoday.com/money/companies/2011-02-12-hasbro-transformers_N.htm|access-date=November 6, 2015|work=USA Today|agency=AP|publisher=Gannett Co. Inc.|date=February 13, 2011|archive-date=April 29, 2016|archive-url=https://web.archive.org/web/20160429083347/http://usatoday30.usatoday.com/money/companies/2011-02-12-hasbro-transformers_N.htm|url-status=live}}</ref>

In 2004, the company entered into a deal with [[Paramount Home Entertainment]] to release its programs based on its games and toys on VHS and DVD.<ref>{{Cite web |last=Tformers.com |title=Hasbro and Paramount to Join Forces |url=https://tformers.com/transformers-/3031/news.html |access-date=2024-02-20 |website=Tformers |archive-date=February 20, 2024 |archive-url=https://web.archive.org/web/20240220151554/https://tformers.com/transformers-/3031/news.html |url-status=live }}</ref>

==== 2008–2018 ====
[[File:Mr Potato Head at Hasbro Pawtucket headquarters.jpg|thumb|right|Hasbro world headquarters in [[Pawtucket, Rhode Island]], featuring Mr. Potato Head]]
In 2008, Hasbro acquired game maker [[Cranium, Inc.]] for $77.5&nbsp;million. The deal was announced on January 4 and closed on January 25.<ref>{{cite web|title=Hasbro Acquires Cranium|url=http://boardgames.about.com/od/companies/a/hasbro_cranium.htm|date=January 4, 2008|publisher=Boardgames.about.com|url-status=live|archive-url=https://web.archive.org/web/20080202010034/http://boardgames.about.com/od/companies/a/hasbro_cranium.htm|archive-date=February 2, 2008|access-date=June 9, 2011}}</ref>

Hasbro and [[Universal Pictures]] signed an agreement in February 2008 to derive four films from seven Hasbro properties for production.<ref>{{cite news|last=Fritz|first=Ben|title=Universal-Hasbro deal fizzles with departure of 'Stretch Armstrong'|url=https://www.latimes.com/archives/blogs/company-town-blog/story/2012-01-30/universal-hasbro-deal-fizzles-with-departure-of-stretch-armstrong|access-date=February 6, 2013|newspaper=Los Angeles Times|date=January 30, 2012|archive-date=April 25, 2022|archive-url=https://web.archive.org/web/20220425005121/https://latimesblogs.latimes.com/entertainmentnewsbuzz/2012/01/universal-hasbro-deal-fizzles-with-departure-of-stretch-armstrong.html|url-status=live}}</ref> In May, Bennett Schneir was hired to lead its [[Allspark Pictures|Hasbro Films]] division,<ref name="ign">{{cite news|last=Collura|first=Scott|title=More Hasbro Movies Coming|url=https://www.ign.com/articles/2008/05/13/more-hasbro-movies-coming|access-date=February 6, 2013|newspaper=ign.com|date=May 13, 2008|archive-date=July 28, 2023|archive-url=https://web.archive.org/web/20230728013238/https://www.ign.com/articles/2008/05/13/more-hasbro-movies-coming|url-status=live}}</ref> while Hasbro also reacquired series based on their properties from [[Sunbow Entertainment|Sunbow Productions]].<ref>{{cite news|title=Hasbro Reacquires Sunbow Cartoons|url=https://icv2.com/articles/comics/view/12571/hasbro-reacquires-sunbow-cartoons|access-date=April 6, 2013|newspaper=icv2.com|date=May 15, 2008|archive-date=October 24, 2014|archive-url=https://web.archive.org/web/20141024193738/http://www.icv2.com/articles/news/12571.html|url-status=live}}</ref>

The year of his promotion to CEO of Hasbro, [[Brian Goldner]] was named CEO of the year by [[News Corporation]] affiliate website [[MarketWatch]].com.<ref name=mwceo>{{cite news|author=Andria Cheng|title=Hasbro's chief transformer|work=[[MarketWatch]]|date=December 4, 2008|url=https://www.marketwatch.com/news/story/goldner-scripts-blockbuster-hasbros-chief/story.aspx?guid={978E3D48-FCD3-4ABC-BCF6-3C0242AC1622}|access-date=December 4, 2008}}</ref> Goldner became the first person not from the founding Hassenfeld family to hold the position.

In 2009, the Milton Bradley and Parker Bros. brands were retired after 25 years and eighteen years of Hasbro ownership respectively. That same year, [[Hasbro Studios]] was formed for TV development, production and distribution. On December 11, 2012, Hasbro transferred all entertainment divisions to Hasbro Studios, including their LA-based film group, and Cake Mix Studio, the company's Rhode Island–based producer of commercials and short form content.<ref>{{cite news|last=Graser|first=Marc|title=Hasbro Studios chief Davis takes charge of entertainment|url=https://variety.com/2012/film/news/hasbro-studios-chief-davis-takes-charge-of-entertainment-1118063443/|access-date=February 6, 2013|work=[[Variety (magazine)|Variety]]|date=December 11, 2012|archive-date=January 23, 2013|archive-url=https://web.archive.org/web/20130123091115/http://www.variety.com/article/VR1118063443/?|url-status=live}}</ref>

Hasbro collaborated with [[Discovery, Inc.|Discovery]] on [[Discovery Family#As Hub Network (2010–2014)|The Hub]], a cable television network targeting younger children and families, which launched on October 10, 2010. The venture found unexpected success with the revival of the ''My Little Pony'' franchise, ''[[My Little Pony: Friendship Is Magic]]'', which became the network's highest-rated program and attracted a significant [[cult following]]<ref name="wired commercial">{{cite journal | url = https://www.wired.com/underwire/2012/11/my-little-pony-bronies-commercial/ | title = Bronies' TV Spot Shows Changing Face of My Little Pony Herd | first = Angela | last = Watercutter | date = November 5, 2011 | access-date = November 5, 2012 | journal = [[Wired (website)|Wired]] | archive-date = March 19, 2014 | archive-url = https://web.archive.org/web/20140319225136/http://www.wired.com/underwire/2012/11/my-little-pony-bronies-commercial | url-status = live }}</ref> [[My Little Pony: Friendship Is Magic fandom|among teens and adults]].<ref>{{cite web|url=https://www.tvguide.com/news/bronies-my-little-pony-friendship-magic-1068692|title=Give Bronies a Break! In Defense of Adult My Little Pony Fans|last=Gennis|first=Sadie|work=TV Guide|date=July 31, 2013|access-date=September 23, 2014|archive-date=January 31, 2015|archive-url=https://web.archive.org/web/20150131110657/http://www.tvguide.com/news/bronies-my-little-pony-friendship-magic-1068692/|url-status=live}}</ref> The Hub was renamed to Hub Network in 2013, and was rebranded again as [[Discovery Family]] on October 13, 2014. In 2013, Hasbro renewed its deal to produce [[Marvel Comics]] and ''[[Star Wars]]'' toys through at least 2020.<ref>{{cite news|url=https://variety.com/2013/biz/news/hasbro-extends-disney-pact-for-marvel-star-wars-toys-and-games-1200566115/|title=Hasbro Extends Disney Pact for Marvel, Star Wars Toys and Games|agency=Variety|date=July 22, 2013|access-date=August 10, 2013|archive-date=June 23, 2021|archive-url=https://web.archive.org/web/20210623125405/https://variety.com/2013/biz/news/hasbro-extends-disney-pact-for-marvel-star-wars-toys-and-games-1200566115/|url-status=live}}</ref>

In 2011, [[Greenpeace]] accused Hasbro of purchasing paper for its packaging from ancient forests in Indonesia. Hasbro changed its paper purchasing policy, earning the company praise from Greenpeace executive director [[Phil Radford]], who said: "The new Hasbro policy will also increase the recycled and Forest Stewardship Council (FSC) certified paper in its toy packaging. Hasbro's new commitments are great news for Indonesian rainforests and the people and wildlife that depend on them."<ref name="Huffington Post">{{cite web |url=https://www.huffingtonpost.com/philip-radford/hasbro-turns-over-a-new-l_b_1071252.html |title=Hasbro Turns Over a New Leaf, Steps Up for Rainforests |work=[[Huffington Post]] |author=Phil Radford |author-link=Phil Radford |access-date=August 24, 2011 |archive-date=November 5, 2011 |archive-url=https://web.archive.org/web/20111105080106/http://www.huffingtonpost.com/philip-radford/hasbro-turns-over-a-new-l_b_1071252.html |url-status=live }}</ref>

By April 2011, Hasbro started 360 Manufacturing Services, a contract [[OEM]] game manufacturing operating out of Hasbro's USA plant.<ref>{{cite news|last1=Gottlieb|first1=Richard|title=Manufacturing your products in the USA; Hasbro steps up with a domestic contract manufacturing service|url=https://globaltoynews.com/2011/04/manufacturing-your-products-in-the-usa-hasbro-steps-up-with-a-domestic-contract-manufacturing-servic.html|access-date=July 21, 2015|work=Global Toy News|date=April 27, 2011|archive-date=August 26, 2015|archive-url=https://web.archive.org/web/20150826064507/http://www.globaltoynews.com/2011/04/manufacturing-your-products-in-the-usa-hasbro-steps-up-with-a-domestic-contract-manufacturing-servic.html|url-status=dead}}</ref> Having been absent from the building block market since the failure of the Built to Rule line, Hasbro re-entered the market with the [[Kre-O]] line in late 2011, starting with some ''Transformers''-based sets.<ref name=ut/>

In 2012, Hasbro received a $1.6 million tax credit from the state of [[Rhode Island]] with a promise to create 245 new jobs in the state. Instead, they laid off more than 125 workers. This was followed in 2013 with further layoffs of North American workers, amounting to 10% of its salaried employees. Meanwhile, CEO Brian Goldner signed a new five-year contract.<ref name="independent.co.uk"/><ref>[https://www.golocalprov.com/business/hasbro-continues-to-lay-off-workers-despite-expansion-plans/ Hasbro Continues To Lay Off Workers Despite Expansion Plans]. GoLocalProv (April 30, 2013). Retrieved on 2013-09-27.</ref><ref>[https://web.archive.org/web/20121121032803/http://games.yahoo.com/blogs/unplugged/six-old-schools-hasbro-gender-equality-182500683.html "Six-year-old schools Hasbro on gender equality"] from "[[Yahoo Games]]"</ref> As of fiscal year 2012, Goldner had a total calculated compensation of $9,684,285.<ref>[https://web.archive.org/web/20140722062327/http://investing.businessweek.com/research/stocks/people/person.asp?personId=1095883&ticker=HAS Brian Goldner: Executive Profile & Biography - Businessweek]. Investing.businessweek.com. Retrieved on September 27, 2013.</ref> On July 9, 2013, Backflip Studios sold a 70% stake in the company to Hasbro for $112 million in cash.<ref>{{cite news|last1=Patane|first1=Matthew|title=Boulder's Backflip Studios sells majority stake to Hasbro|url=https://www.denverpost.com/2013/07/09/boulders-backflip-studios-sells-majority-stake-to-hasbro/|access-date=June 2, 2017|work=The Denver Post|publisher=Digital First Media|date=July 9, 2013|archive-date=April 7, 2016|archive-url=https://web.archive.org/web/20160407221334/http://www.denverpost.com/ci_23626507/boulders-backflip-studios-sells-majority-stake-hasbro|url-status=live}}</ref>

On November 6, 2012, it was rumored that [[the Walt Disney Company]] was discussing a multi-billion dollar deal to acquire Hasbro.<ref>{{Cite web |last=Jagernauth |first=Kevin |date=2012-11-06 |title=Disney Will Own Your Youth, Rumored To Be In Talks To Buy Hasbro |url=https://www.indiewire.com/2012/11/disney-will-own-your-youth-rumored-to-be-in-talks-to-buy-hasbro-250369/ |access-date=2022-10-01 |website=IndieWire |language=en |archive-date=October 1, 2022 |archive-url=https://web.archive.org/web/20221001143236/https://www.indiewire.com/2012/11/disney-will-own-your-youth-rumored-to-be-in-talks-to-buy-hasbro-250369/ |url-status=dead }}</ref><ref name=":0">{{Cite web |title=RUMOR: Disney Buying Hasbro? |url=https://www.mtv.com/news/x12geb/disney-buying-hasbro |archive-url=https://web.archive.org/web/20221001143236/https://www.mtv.com/news/x12geb/disney-buying-hasbro |url-status=dead |archive-date=October 1, 2022 |access-date=2022-10-01 |website=MTV |language=en}}</ref> While Hasbro declined to discuss the rumor, advisors stated there was "absolutely nothing going on" they knew of between the two companies.<ref>{{Cite web |last=Han |first=Angie |date=2012-11-07 |title=Hasbro Denies Disney Acquisition Rumors - /Film |url=https://www.slashfilm.com/523719/hasbro-denies-disney-acquisition-rumors/ |access-date=2022-10-01 |website=[[/Film]] |language=en-US |archive-date=October 1, 2022 |archive-url=https://web.archive.org/web/20221001143237/https://www.slashfilm.com/523719/hasbro-denies-disney-acquisition-rumors/ |url-status=live }}</ref><ref name=":1">{{Cite web |date=2012-11-06 |title=Kostrzewa - Wall Street focuses on spike in Hasbro stock {{!}} Business {{!}} providencejournal.com |url=http://news.providencejournal.com/business/2012/11/kostrzewa---wall-street-focuses-on-spike-in-hasbro-stock.html |access-date=2022-10-01 |website=The Providence Journal |language=en |archive-date=November 8, 2012 |archive-url=https://web.archive.org/web/20121108111012/http://news.providencejournal.com/business/2012/11/kostrzewa---wall-street-focuses-on-spike-in-hasbro-stock.html |url-status=bot: unknown }}</ref> Additionally, financial analysts said the deal was illogical, as the rumor came out just a week after Disney had bought out [[Lucasfilm]].<ref name=":0" /><ref name=":1" />

Hasbro was named by ''[[Fortune (magazine)|Fortune]]'' magazine as one of the top 100 companies to work for in 2013, citing that the "company enhanced its vacation policy by giving new employees three weeks off in their first year instead of having to wait five years."<ref>{{cite web |url=https://money.cnn.com/magazines/fortune/best-companies/2013/snapshots/92.html?iid=bc_lp_arrow2 |title=Hasbro – Best Companies to Work For 2013 – Fortune |publisher=Money.cnn.com |date=February 4, 2013 |access-date=July 10, 2013 |archive-date=March 13, 2013 |archive-url=https://web.archive.org/web/20130313044130/http://money.cnn.com/magazines/fortune/best-companies/2013/snapshots/92.html?iid=bc_lp_arrow2 |url-status=live }}</ref>

On November 12, 2014, it was reported that Hasbro was in talks to buy [[DreamWorks Animation]]. The proposal reportedly calls for the combined company to take the name "DreamWorks-Hasbro" and for [[Jeffrey Katzenberg]] to become its chairman, but as a matter of policy, neither Hasbro nor DreamWorks publicly comment on mergers and acquisitions.<ref>{{cite news|last1=Lieberman|first1=David|last2=Patten|first2=Dominic|title=DreamWorks Animation & Hasbro In Merger Talks; Deal With Hearst Looming|url=https://deadline.com/2014/11/dreamworks-animation-hasbro-merger-negotiations-in-works-1201282751/|access-date=November 15, 2014|work=[[Deadline Hollywood]]|publisher=Penske Business Media|date=November 12, 2014|archive-date=November 15, 2014|archive-url=https://web.archive.org/web/20141115075936/http://deadline.com/2014/11/dreamworks-animation-hasbro-merger-negotiations-in-works-1201282751/|url-status=live}}</ref> Two days later, the talks were reported to have fallen through.<ref>{{cite news|last1=de la Merced|first1=Michael J.|last2=Barnes|first2=Brooks|title=Hasbro Said to End Talks to Take Over DreamWorks Animation|url=https://archive.nytimes.com/dealbook.nytimes.com/2014/11/14/hasbro-said-to-end-talks-to-take-over-dreamworks-animation/|access-date=November 15, 2014|work=[[The New York Times]]|date=November 14, 2014|archive-date=November 15, 2014|archive-url=https://web.archive.org/web/20141115103415/http://dealbook.nytimes.com/2014/11/14/hasbro-said-to-end-talks-to-take-over-dreamworks-animation/|url-status=live}}</ref> The company has been owned by [[NBCUniversal]] since 2016.

On July 14, 2015, the company announced the intent to sell its last two factories, in Ireland and [[East Longmeadow, Massachusetts]] (including its 360 Manufacturing Services), to [[Cartamundi]]. The deal was set to close in sixty days. Hasbro signed a five-year deal with Cartamundi to produce their board games at the East Longmeadow plant.<ref name=ml>{{cite news|last1=Kinney|first1=Jim|title=Hasbro to sell East Longmeadow plant to Belgian playing cards and games manufacturer|url=https://www.masslive.com/business-news/2015/07/hasbro_in_east_longmeadow_new_owners_see.html|access-date=July 14, 2015|work=MassLive|publisher=The Republican|date=July 14, 2015|archive-date=July 15, 2015|archive-url=https://web.archive.org/web/20150715055613/http://www.masslive.com/business-news/index.ssf/2015/07/hasbro_in_east_longmeadow_new_owners_see.html|url-status=live}}</ref>

With Mattel adding two competing lines, and the expiration of their [[Disney Princess]] license at the end of 2015, Disney gave Hasbro a chance to gain the license given their work on ''Star Wars'', which led to a ''[[Descendants (2015 film)|Descendants]]'' license. [[Disney Consumer Products|DCP]] was also attempting to evolve the brand from one of them less as damsels and more as heroines. In September 2014, Disney announced that Hasbro would be the doll licensee for the Disney Princess line starting on January 1, 2016.<ref>{{cite news |last1=Suddath |first1=Claire |title=The $500 Million Battle Over Disney's Princesses |url=https://www.bloomberg.com/features/2015-disney-princess-hasbro/ |access-date=February 18, 2016 |work=Bloomberg Businessweek |date=December 17, 2015 |archive-date=February 8, 2017 |archive-url=https://web.archive.org/web/20170208181738/https://www.bloomberg.com/features/2015-disney-princess-hasbro/ |url-status=live }}</ref>

On July 13, 2016, Hasbro acquired Dublin-based [[Boulder Media Limited]] and placed it under the control of its chief content officer.<ref name=vty>{{cite news|last1=Schwindt|first1=Oriana|title=Hasbro Acquires Dublin-Based Animation Studio Boulder Media|url=https://variety.com/2016/tv/news/hasbro-boulder-media-dublin-acquired-1201813589/|access-date=July 14, 2016|work=Variety|date=July 13, 2016|archive-date=July 14, 2016|archive-url=https://web.archive.org/web/20160714194805/http://variety.com/2016/tv/news/hasbro-boulder-media-dublin-acquired-1201813589/|url-status=live}}</ref> Hasbro announced that it would launch its own convention, named [[HasCon]], and featuring "all things Hasbro" in 2016, with the inaugural event being held at the [[Rhode Island Convention Center]] in September 2017.<ref>{{cite web|url=https://www.cbr.com/hasbro-announces-hascon-convention-for-2017/|title=Hasbro's HASCON Convention Celebrates My Little Pony, Transformers & More|publisher=[[Comic Book Resources]]|first=Christos|last=Tsirbas|date=October 19, 2016|access-date=May 18, 2017|archive-date=August 30, 2024|archive-url=https://web.archive.org/web/20240830064459/https://www.cbr.com/hasbro-announces-hascon-convention-for-2017/|url-status=live}}</ref>

On November 15, 2017, Mattel rejected an offer from the company.<ref name=wsj-hasbro>{{cite news |last1=Zaiobro |first1=Paul |last2=Mattioli |first2=Dana |date=November 10, 2017 |title=Hasbro Sets Its Sights on Mattel |url=https://www.wsj.com/articles/hasbro-makes-takeover-approach-to-mattel-1510351281 |work=[[The Wall Street Journal]] |access-date=November 11, 2017 |archive-date=November 11, 2017 |archive-url=https://web.archive.org/web/20171111013916/https://www.wsj.com/articles/hasbro-makes-takeover-approach-to-mattel-1510351281 |url-status=live }}</ref><ref name=cnbc-hasbro>{{cite news |date=November 10, 2017 |title=Hasbro approaches Mattel about takeover, says WSJ, citing sources |url=https://www.cnbc.com/2017/11/10/hasbro-approaches-mattel-about-takeover-says-wsj-citing-sources.html |work=[[CNBC]] |access-date=November 10, 2017 |archive-date=November 12, 2017 |archive-url=https://web.archive.org/web/20171112061835/https://www.cnbc.com/2017/11/10/hasbro-approaches-mattel-about-takeover-says-wsj-citing-sources.html |url-status=live }}</ref> At the time, Mattel's worth was $5 billion, while Hasbro's worth was about $11 billion.<ref name=cnbc-hasbro/><ref name="Reuters25Nov2017">{{cite news|last1=Roumeliotis|first1=Greg|title=Mattel snubs Hasbro's latest acquisition approach – sources|url=https://www.reuters.com/article/us-mattel-m-a-hasbro-exclusive/exclusive-mattel-snubs-hasbros-latest-acquisition-approach-sources-idUSKBN1DF32W|access-date=November 25, 2017|work=[[Reuters]]|archive-date=November 25, 2017|archive-url=https://web.archive.org/web/20171125145742/https://www.reuters.com/article/us-mattel-m-a-hasbro-exclusive/exclusive-mattel-snubs-hasbros-latest-acquisition-approach-sources-idUSKBN1DF32W|url-status=live}}</ref> On February 27, 2018, ''[[Variety (magazine)|Variety]]'' reported in a detailed article that Hasbro came close to buying Lionsgate (now [[Starz Entertainment Corp.|Starz Entertainment]]), exploring options to expand its entertainment division and bolster its content production capabilities due to interest in film and television ventures, but the deal fell through.<ref>{{cite web|url=https://variety.com/2018/film/features/lionsgate-sale-merger-shares-1202711913/|title=Lionsgate Courts Buyers as It Struggles to Compete With Industry Heavyweights|first=Brent Lang,Ricardo|last=Lopez|date=February 27, 2018|access-date=March 22, 2018|archive-date=March 30, 2018|archive-url=https://web.archive.org/web/20180330002648/http://variety.com/2018/film/features/lionsgate-sale-merger-shares-1202711913/|url-status=live}}</ref>

==== 2018–present ====
On February 16, 2018, [[Saban Brands]] appointed Hasbro as the global master toy licensee for ''[[Power Rangers]]'' with a future collaboration and option to purchase the franchise.<ref name="Hasbro">{{cite web |url=https://newsroom.hasbro.com/news-releases/news-release-details/hasbro-named-global-master-toy-licensee-sabans-power-rangers |title=Hasbro Named Global Master Toy Licensee for Saban's Power Rangers |publisher=Hasbro |date=February 16, 2018 |access-date=February 18, 2018 |archive-date=March 24, 2023 |archive-url=https://web.archive.org/web/20230324213333/https://newsroom.hasbro.com/news-releases/news-release-details/hasbro-named-global-master-toy-licensee-sabans-power-rangers |url-status=live }}</ref> On May 1, 2018, Hasbro agreed to purchase ''Power Rangers'' and other entertainment assets from Saban Brands for $522 million in cash and stock with the licensing fee recently paid with credit. The sale, which also collaborated with  ''[[My Pet Monster]]'', ''[[Popples]]'', ''[[Julius Jr.]]'', ''[[Treehouse Detectives]]'' and additional properties, was expected to close in the second quarter until it was finished with Saban's collab.<ref>{{cite news|title=Hasbro buying Power Rangers, other brands in $522M deal|url=https://abcnews.go.com/Business/wireStory/hasbro-buying-power-rangers-brands-522m-deal-54850725|access-date=August 3, 2018|work=ABC News|agency=AP|date=May 1, 2018|language=en|archive-url=https://web.archive.org/web/20180502135848/http://abcnews.go.com/Business/wireStory/hasbro-buying-power-rangers-brands-522m-deal-54850725 |archive-date=May 2, 2018}}</ref> On October 19, 2018, the company announced plans to cut jobs amounting to less than 10% of its 5,000-plus global workforce in response to changes in how consumers buy toys.<ref>{{Cite news|url=https://www.wsj.com/articles/hasbro-to-cut-workforce-in-new-round-of-layoffs-1539969190|title=Hasbro to Cut Workforce in New Round of Layoffs|last=Ziobro|first=Paul|date=October 19, 2018|work=[[The Wall Street Journal]]|access-date=October 19, 2018|language=en-US|issn=0099-9660}}</ref>

In 2018, Hasbro signed a number of licensing agreements for hospitality deals based on Hasbro brands. On May 1, 2018, the Monopoly Mansion hotel agreement was announced by Hasbro, with M101 Holdings overseeing construction and M101's Sirocco Group assigned to manage the hotel when it opened in 2019.<ref>{{cite news |last1=Bernama |title=World's first Monopoly hotel to open in KL in 2019 |url=https://www.nst.com.my/lifestyle/jom/2018/03/340477/worlds-first-monopoly-hotel-open-kl-2019 |access-date=December 21, 2018 |work=New Straits Times |date=March 2, 2018 |archive-date=December 21, 2018 |archive-url=https://web.archive.org/web/20181221230612/https://www.nst.com.my/lifestyle/jom/2018/03/340477/worlds-first-monopoly-hotel-open-kl-2019 |url-status=live }}</ref> Hasbro granted Kingsmen Creatives a license to build a chain of NERF Action Xperience family entertainment centers, with the first to be opened in Singapore in fall/winter 2019.<ref>{{cite news |last1=Foster |first1=Elizabeth |title=NERF to open first indoor attraction |url=https://kidscreen.com/2018/12/05/nerf-to-open-first-indoor-attraction/ |access-date=December 28, 2018 |work=Kidscreen |date=December 5, 2018 |archive-date=December 29, 2018 |archive-url=https://web.archive.org/web/20181229031616/http://kidscreen.com/2018/12/05/nerf-to-open-first-indoor-attraction/ |url-status=live }}</ref> In November, the company issued a license for family entertainment centers to Kilburn Live, who were to launch a new division for the centers.<ref>{{cite news |last1=Griepp |first1=Milton |title=Hasbro Licenses Chain of Family Entertainment Centers |url=https://icv2.com/articles/news/view/41831/hasbro-licenses-chain-family-entertainment-centers |access-date=December 13, 2018 |work=ICv2 |date=November 13, 2018 |language=en |archive-date=August 30, 2024 |archive-url=https://web.archive.org/web/20240830064458/https://icv2.com/articles/news/view/41831/hasbro-licenses-chain-family-entertainment-centers |url-status=live }}</ref> That December, the company granted a license for theme parks to Imagine Resorts and Hotels, co-founded by Bruce Neviaser. Neviaser had previously co-founded Great Lakes Companies, which launched [[Great Wolf Resorts]] indoor waterpark resorts. On December 18, 2019, Hasbro and [[West Edmonton Mall]] announced that [[Galaxyland]] would get a makeover, with rides being redone and renamed to Hasbro properties. Construction was begun later that month and scheduled to wrap up in late 2020.<ref>{{cite news |last1=Griepp |first1=Milton |title=Hasbro Enters the Parks Business |url=https://icv2.com/articles/news/view/42041/hasbro-enters-parks-business |access-date=December 13, 2018 |work=ICv2.com |date=December 12, 2018 |language=en |archive-date=August 30, 2024 |archive-url=https://web.archive.org/web/20240830064459/https://icv2.com/articles/news/view/42041/hasbro-enters-parks-business |url-status=live }}</ref>

On August 22, 2019, Hasbro announced its purchase of [[Entertainment One]] for about US$4 billion.<ref name="CBC">{{cite news |title=Hasbro to buy Entertainment One for $4B US |url=https://www.cbc.ca/news/business/hasbro-to-buy-entertainment-one-1.5256786 |website=CBC |publisher=Thomson Reuters |access-date=August 22, 2019 |archive-date=March 29, 2023 |archive-url=https://web.archive.org/web/20230329082111/https://www.cbc.ca/news/business/hasbro-to-buy-entertainment-one-1.5256786 |url-status=live }}</ref> The deal was completed on December 30, 2019.<ref name=thr>{{cite news |last1=Vlessing |first1=Etan |title=Hasbro Closes $3.8B Entertainment One Takeover |url=https://www.hollywoodreporter.com/news/entertainment-one-shares-suspended-as-4b-hasbro-deal-nears-conclusion-1265176 |access-date=December 30, 2019 |work=[[The Hollywood Reporter]] |date=December 30, 2019 |language=en |archive-date=March 8, 2021 |archive-url=https://web.archive.org/web/20210308122351/https://www.hollywoodreporter.com/news/entertainment-one-shares-suspended-as-4b-hasbro-deal-nears-conclusion-1265176 |url-status=live }}</ref> On October 24, 2019, Hasbro announced the closing of Backflip Studios,<ref name="vbeat">{{cite news |last1=Takahashi |first1=Dean |title=Hasbro closes Backflip, studio behind DragonVale and Transformers mobile games |url=https://venturebeat.com/2019/10/24/hasbro-shuts-down-backflip-studios-maker-of-mobile-game-dragonvale/ |access-date=December 30, 2019 |work=VentureBeat |date=October 24, 2019 |archive-date=October 25, 2019 |archive-url=https://web.archive.org/web/20191025013636/https://venturebeat.com/2019/10/24/hasbro-shuts-down-backflip-studios-maker-of-mobile-game-dragonvale/ |url-status=live }}</ref> while its Wizards of the Coast subsidiary purchased [[Tuque Games]] in October.<ref name="wpost">{{cite news |last1=Favis |first1=Elise |title=Dungeons & Dragons has a long history in video games. Dark Alliance wants to take that further. |url=https://www.washingtonpost.com/video-games/2019/12/12/dungeons-dragons-has-long-history-video-games-dark-alliance-wants-take-that-further/ |access-date=December 30, 2019 |newspaper=[[The Washington Post]] |date=December 12, 2019 |language=en |archive-date=January 4, 2020 |archive-url=https://web.archive.org/web/20200104022558/https://www.washingtonpost.com/video-games/2019/12/12/dungeons-dragons-has-long-history-video-games-dark-alliance-wants-take-that-further/ |url-status=live }}</ref> On February 28, 2020, Hasbro announced that Campbell Arnott's former CMO David McNeil had joined the company as the managing director for Pacific operations.<ref>{{cite web|url=https://www.cmo.com.au/article/671405/campbell-arnott-cmo-takes-up-pacific-md-post-hasbro/|title=Campbell Arnott's CMO takes up Pacific MD post at Hasbro|last1=Cameron|first1=Nadia|date=February 28, 2020|website=cmo.com.au|language=en-au|access-date=February 28, 2020|archive-date=February 28, 2020|archive-url=https://web.archive.org/web/20200228101830/https://www.cmo.com.au/article/671405/campbell-arnott-cmo-takes-up-pacific-md-post-hasbro/|url-status=live}}</ref> On September 30, 2020, [[Renegade Game Studios]] announced they had acquired licensing for creating tabletop games for multiple Hasbro brands. Several of the games would be using the [[D20 System#5E: Renewed popularity|5E role-playing system]] owned by Wizards of the Coast.<ref name="RenegadeGameStudios">{{cite web|url=https://www.forbes.com/sites/robwieland/2020/09/30/exclusive-renegade-game-studios-extends-partnership-with-hasbro/|title=Exclusive: Renegade Game Studios Extends Partnership With Hasbro|date=September 30, 2020|website=[[Forbes]]|access-date=October 6, 2020}}</ref><ref name="Icv2Renegade">{{cite web|url=https://icv2.com/articles/news/view/46640/renegade-game-studios-licenses-more-hasbro-brands-for-games|title=Renegade Game Studios Licenses More Hasbro Brand for Games|date=September 30, 2020|first=Jeffrey|last=Dohm-Sanchez|website=[[ICv2]]|access-date=October 6, 2020|archive-date=August 30, 2024|archive-url=https://web.archive.org/web/20240830064459/https://icv2.com/articles/news/view/46640/renegade-game-studios-licenses-more-hasbro-brands-for-games|url-status=live}}</ref>

On February 25, 2021, during the 2021 Investor Event, Hasbro announced a company reorganization with three divisions: Consumer Products, Entertainment, and Wizards & Digital.<ref name=":9">{{Cite news|last=Ewalt|first=David M.|date=February 25, 2021|title=Dungeons & Dragons Gets a Bigger Role at Hasbro|language=en-US|work=[[The Wall Street Journal]]|url=https://www.wsj.com/articles/dungeons-dragons-gets-a-bigger-role-at-hasbro-11614254403|url-status=live|access-date=February 26, 2021|archive-url=https://web.archive.org/web/20210225172500/https://www.wsj.com/articles/dungeons-dragons-gets-a-bigger-role-at-hasbro-11614254403|archive-date=February 25, 2021|issn=0099-9660}}</ref><ref>{{cite web|date=February 25, 2021|title=Wizards of the Coast Gets a Big Promotion at Hasbro|url=https://comicbook.com/gaming/news/wizards-of-the-coast-dungeons-dragons-magic-hasbro-reorganizatio/|access-date=February 26, 2021|website=[[ComicBook.com]]|language=en|archive-date=February 26, 2021|archive-url=https://web.archive.org/web/20210226063241/https://comicbook.com/gaming/news/wizards-of-the-coast-dungeons-dragons-magic-hasbro-reorganizatio/|url-status=live}}</ref> The ''[[The Wall Street Journal|Wall Street Journal]]'' reported that "Hasbro's net revenue fell 8% last year to $5.47 billion, due in part to retail shutdowns related to Covid-19," however, its Wizards of the Coast subsidiary "posted revenue of $816 million last year, up 24% from 2019, fueled by what Hasbro says were record years for" ''[[Dungeons & Dragons]]'' and ''[[Magic: The Gathering]]''.<ref name=":9" /> ''[[ICv2]]'' reported, "the WotC and Digital Gaming segment is over $112 million more than the operating profit for Hasbro's entire consumer products segment" and that "Wizards of the Coast on its own is also more profitable than Hasbro's consumer products segment [...]. From the outside, Hasbro looks like a toy company, but with these numbers, it's revealed to be a geek game company with toy and entertainment divisions".<ref>{{cite web|last=Griepp|first=Milton|date=February 26, 2021|title=WotC Makes More Money than Hasbro's Toy Business|url=https://icv2.com/articles/news/view/47698/wotc-makes-more-money-hasbros-toy-business|access-date=February 26, 2021|website=[[ICv2]]|language=en|archive-date=February 26, 2021|archive-url=https://web.archive.org/web/20210226194302/https://icv2.com/articles/news/view/47698/wotc-makes-more-money-hasbros-toy-business|url-status=live}}</ref>

In April 2021, Hasbro agreed to sell eOne Music unit to Blackstone for $385 million, offloading part of the Entertainment One operations that it acquired in 2019.<ref>{{Cite news |date=2021-04-26 |title=Hasbro to Sell EOne Music Unit to Blackstone for $385 Million |language=en |work=Bloomberg.com |url=https://www.bloomberg.com/news/articles/2021-04-26/hasbro-to-sell-eone-music-unit-to-blackstone-for-385-million |access-date=2022-11-30 |archive-date=January 11, 2024 |archive-url=https://web.archive.org/web/20240111122939/https://www.bloomberg.com/news/articles/2021-04-26/hasbro-to-sell-eone-music-unit-to-blackstone-for-385-million |url-status=live }}</ref> Hasbro's longtime CEO Brian Goldner died on October 12, 2021, after a 7-year battle with cancer.<ref>{{cite web|last=Saperstein|first=Pat|date=October 12, 2021|title=Hasbro CEO Brian Goldner, Producer on 'Transformers' Movies, Dies at 58|url=https://variety.com/2021/film/news/brian-goldner-dead-hasbro-transformers-1235087482/|access-date=October 13, 2021|website=Variety|language=en-US|archive-date=March 29, 2023|archive-url=https://web.archive.org/web/20230329061017/https://variety.com/2021/film/news/brian-goldner-dead-hasbro-transformers-1235087482/|url-status=live}}</ref><ref>{{cite news|last=McLean|first=Rob|date=October 13, 2021|title=Hasbro CEO Brian Goldner has died|url=https://www.cnn.com/2021/10/12/business/hasbro-brian-goldner/index.html|access-date=October 13, 2021|website=CNN|archive-date=October 22, 2021|archive-url=https://web.archive.org/web/20211022170633/https://www.cnn.com/2021/10/12/business/hasbro-brian-goldner/index.html|url-status=live}}</ref> Richard Stoddart served as the [[Interim management|interim CEO]] of the company following Goldner's death; Chris Cocks was named as Goldner's successor on January 5, 2022, and became CEO on February 25, 2022.<ref name="bloomberg_0122">{{cite news |last1=Eckhouse |first1=Brian |title=Hasbro Names Chris Cocks CEO Following Death of Longtime Head Goldner |url=https://www.bloomberg.com/news/articles/2022-01-05/hasbro-appoints-chris-cocks-ceo-after-longtime-head-goldner-died?srnd=premium&sref=CIpmV6x8 |access-date=January 6, 2022 |work=Bloomberg.com |date=January 5, 2022 |archive-date=January 6, 2022 |archive-url=https://web.archive.org/web/20220106024849/https://www.bloomberg.com/news/articles/2022-01-05/hasbro-appoints-chris-cocks-ceo-after-longtime-head-goldner-died?srnd=premium&sref=CIpmV6x8 |url-status=live }}</ref> Cocks was formerly the president and chief operating officer of Wizards of the Coast, a division of Hasbro.<ref name="bloomberg_0122" />

In June 2022, Hasbro defeated a board challenge from [[activist investor]] Alta Fox Capital Management LLC.<ref>{{Cite news |date=2022-06-07 |title=Hasbro Fends Off Activist Alta Fox's Push for Board Shake-Up |language=en |work=Bloomberg.com |url=https://www.bloomberg.com/news/articles/2022-06-07/hasbro-is-said-to-fend-off-activist-s-push-for-board-shake-up |access-date=2022-06-08 |archive-date=June 24, 2022 |archive-url=https://web.archive.org/web/20220624224552/https://www.bloomberg.com/news/articles/2022-06-07/hasbro-is-said-to-fend-off-activist-s-push-for-board-shake-up |url-status=live }}</ref><ref>{{Cite web |last=Whitten |first=Sarah |date=2022-06-08 |title=Dungeons & Dragons maker Hasbro wins board battle against activist investor Alta Fox |url=https://www.cnbc.com/2022/06/08/dungeons-dragons-maker-hasbro-wins-board-battle-against-activist-investor.html |access-date=2022-06-08 |website=CNBC |language=en |archive-date=June 8, 2022 |archive-url=https://web.archive.org/web/20220608195336/https://www.cnbc.com/2022/06/08/dungeons-dragons-maker-hasbro-wins-board-battle-against-activist-investor.html |url-status=live }}</ref> The [[hedge fund]] company, which owns a 2.5% stake of Hasbro, had been pushing to spin out Wizards of the Coast<ref>{{Cite web |date=May 31, 2022 |title=An epic proxy battle comes to Hasbro |url=https://www.npr.org/2022/05/31/1102294858/an-epic-proxy-battle-comes-to-hasbro |access-date=June 8, 2022 |website=The Indicator from Planet Money |publisher=[[NPR]] |language=en |format=Transcript |archive-date=June 8, 2022 |archive-url=https://web.archive.org/web/20220608074235/https://www.npr.org/2022/05/31/1102294858/an-epic-proxy-battle-comes-to-hasbro |url-status=live }}</ref><ref>{{Cite web |last=Whitten |first=Sarah |date=2022-05-18 |title=Hasbro slams activist investor's proposed board directors as proxy battle heats up |url=https://www.cnbc.com/2022/05/18/hasbro-slams-activist-investors-proposed-board-directors-amid-proxy-battle.html |access-date=2022-06-08 |website=CNBC |language=en |archive-date=June 8, 2022 |archive-url=https://web.archive.org/web/20220608195337/https://www.cnbc.com/2022/05/18/hasbro-slams-activist-investors-proposed-board-directors-amid-proxy-battle.html |url-status=live }}</ref> "into its own company in an attempt to create what they saw was more value by making a second publicly traded company with a more profitable line of business".<ref>{{Cite web |date=June 8, 2022 |title=Hasbro Board of Directors Re-Elected, Defeats Attempt to Spin Out Wizards of the Coast |url=https://comicbook.com/gaming/news/hasbro-board-directors-election-wizards-of-the-coast-alta-fox/ |access-date=June 8, 2022 |website=[[ComicBook.com]] |language=en |archive-date=June 8, 2022 |archive-url=https://web.archive.org/web/20220608153813/https://comicbook.com/gaming/news/hasbro-board-directors-election-wizards-of-the-coast-alta-fox/ |url-status=live }}</ref>
On November 17, 2022, Hasbro announced they had put Entertainment One up for sale. This includes their film and TV business but would exclude the company's kids and family division, which would remain under Hasbro.<ref>{{Cite web |title=Hasbro puts Entertainment One film and TV business up for sale, retains Peppa Pig |url=https://www.c21media.net/news/hasbro-puts-eone-film-and-tv-business-up-for-sale-but-retains-peppa-pig/ |access-date=2022-11-18 |website=C21media |language=en-us |archive-date=November 17, 2022 |archive-url=https://web.archive.org/web/20221117160036/https://www.c21media.net/news/hasbro-puts-eone-film-and-tv-business-up-for-sale-but-retains-peppa-pig/ |url-status=live }}</ref> On March 15, 2023, it was reported that [[Fremantle (company)|Fremantle]], [[Lionsgate]] and [[Legendary Entertainment]] are interested in the buyout. However, Fremantle dropped out of the bid while [[CVC Capital Partners]] and [[GoDigital Media Group]] joined in the bid for the eOne buyout.<ref>{{Cite web |last1=White |first1=Nellie Andreeva,Peter |last2=Andreeva |first2=Nellie |last3=White |first3=Peter |date=2023-03-15 |title=eOne: Fremantle, Lionsgate & Legendary In Pursuit Of Hasbro Company As Sale Process Enters Final Stage |url=https://deadline.com/2023/03/eone-sale-fremantle-lionsgate-legendary-acquisition-hasbro-1235299956/ |access-date=2023-03-16 |website=[[Deadline Hollywood]] |language=en-US |archive-date=March 16, 2023 |archive-url=https://web.archive.org/web/20230316002856/https://deadline.com/2023/03/eone-sale-fremantle-lionsgate-legendary-acquisition-hasbro-1235299956/ |url-status=live }}</ref> On April 20, 2023, it was reported that Hasbro was in talks with Throop on the possibility of buying the company back.<ref>{{cite web|url=https://www.bloomberg.com/news/articles/2023-04-20/hasbro-is-in-talks-to-sell-yellowjackets-studio-to-its-founder|title=Hasbro Is in Talks to Sell 'Yellowjackets' Studio to Its Founder|first1=Lucas|last1=Shaw|first2=Thomas|last2=Buckley|website=Bloomberg|date=April 20, 2023|access-date=June 19, 2023|archive-date=April 20, 2023|archive-url=https://web.archive.org/web/20230420233832/https://www.bloomberg.com/news/articles/2023-04-20/hasbro-is-in-talks-to-sell-yellowjackets-studio-to-its-founder|url-status=live}}</ref> On July 17, 2023, ''[[Deadline Hollywood|Deadline]]'' reported that Lionsgate was a frontrunner to acquire eOne.<ref>{{cite web|url=https://deadline.com/2023/07/lionsgate-pole-position-entertainment-one-acquisition-the-dish-1235439940/|title=Lionsgate In Pole Position On Entertainment One Acquisition: The Dish|first1=Mike Jr.|last1=Fleming|first2=Nellie|last2=Andreeva|website=[[Deadline Hollywood]]|date=July 17, 2023|access-date=July 17, 2023|archive-date=July 17, 2023|archive-url=https://web.archive.org/web/20230717191048/https://deadline.com/2023/07/lionsgate-pole-position-entertainment-one-acquisition-the-dish-1235439940/|url-status=live}}</ref>

On August 3, 2023, Hasbro announced that Lionsgate would acquire Entertainment One for $500 million, with the transaction closed on December 27, 2023.<ref>{{cite press release|date=August 3, 2023|title=Hasbro to Sell eOne Film & TV Business to Lionsgate|url=https://investor.hasbro.com/news-releases/news-release-details/hasbro-sell-eone-film-tv-business-lionsgate|access-date=August 3, 2023|archive-date=August 3, 2023|archive-url=https://web.archive.org/web/20230803122451/https://investor.hasbro.com/news-releases/news-release-details/hasbro-sell-eone-film-tv-business-lionsgate|url-status=live}}</ref> eOne was rebranded as [[Lionsgate Canada]] in 2024, the same year that it became a subsidiary of [[Lionsgate Studios]]. Hasbro kept eOne’s family brands and its stake in [[Astley Baker Davies]], and created a division called [[Hasbro Entertainment]] later that month, which held Astley Baker Davies and Discovery Family.

On December 12, 2023, [[TechCrunch]] reported that paperwork Hasbro filed with the SEC contained information announcing layoffs of 1,100 employees (20% of their entire workforce across all divisions) effective immediately. President and COO Eric Nyman left the company. Hasbro's CEO, Chris Cocks, stated that this reduction is part of a broader cost-saving strategy, aimed at saving $350 million to $400 million by 2025, with a renewed focus on high-profit areas like licensing and entertainment, particularly in the [[Wizards of the Coast]] division.<ref>{{cite web |last1=Silberling |first1=Amanda |title=Hasbro to cut 1,100 jobs despite Dungeons & Dragons thriving |url=https://techcrunch.com/2023/12/11/hasbro-layoffs-dungeons-dragons-wizards/?fbclid=IwAR3LJfCB2AKFg449CSkgMVMf538SI636KAX4VnSa2uCM7GR-o-JgBg5iKxI |website=TechCrunch |access-date=13 December 2023 |date=11 December 2023 |archive-date=December 13, 2023 |archive-url=https://web.archive.org/web/20231213155229/https://techcrunch.com/2023/12/11/hasbro-layoffs-dungeons-dragons-wizards/?fbclid=IwAR3LJfCB2AKFg449CSkgMVMf538SI636KAX4VnSa2uCM7GR-o-JgBg5iKxI |url-status=live }}</ref><ref>{{Cite news |date=2023-01-27 |title=Hasbro lays off 15% of staff to cut costs |url=https://www.eurogamer.net/hasbro-lays-off-15-of-staff-to-cut-costs |access-date=2024-03-02 |work=Eurogamer.net |language=en |archive-date=March 2, 2024 |archive-url=https://web.archive.org/web/20240302164240/https://www.eurogamer.net/hasbro-lays-off-15-of-staff-to-cut-costs |url-status=live }}</ref> Hasbro also announced to have signed a deal with [[McFarlane Toys]] as part the latter's Page Punchers line-up.<ref>{{Cite web |last=Smith |first=Sam |date=2023-12-12 |title=McFarlane Toys and Hasbro Sign Multi-Brand Licensing Deal |url=https://www.cbr.com/mcfarlane-toys-hasbro-multi-brand-deal/ |access-date=2023-12-14 |website=CBR |language=en |archive-date=December 14, 2023 |archive-url=https://web.archive.org/web/20231214103617/https://www.cbr.com/mcfarlane-toys-hasbro-multi-brand-deal/ |url-status=live }}</ref>

On February 13, 2024, following the completion of its sale of Entertainment One assets, Hasbro reported losses of $1 billion for the fourth quarter of 2023 and $1.49 billion for the full year,<ref>{{cite web|date=2024-02-14|title=ICv2: Hasbro Loses $1.06 Billion in Q4|url=https://icv2.com/articles/news/view/56234/hasbro-loses-1-06-billion-q4|access-date=2024-03-14|archive-date=August 30, 2024|archive-url=https://web.archive.org/web/20240830064459/https://icv2.com/articles/news/view/56234/hasbro-loses-1-06-billion-q4|url-status=live}}</ref> resulting in its entire total net income from December 31, 2019 to December 31, 2023 to plummet to $0.<ref>{{cite web|date=31 December 2023|title=Hasbro Net Income 2010-2023|url=https://www.macrotrends.net/stocks/charts/HAS/hasbro/net-income|access-date=2024-03-14|website=MacroTrends|archive-date=January 29, 2023|archive-url=https://web.archive.org/web/20230129162808/https://www.macrotrends.net/stocks/charts/HAS/hasbro/net-income|url-status=live}}</ref> The company now plans to cut its costs by $750 million by December 31, 2024.

On July 18, 2024, Hasbro announced the appointment of two new leadership positions: Holly Barbacovi, former COO of Bungie, as Chief People Officer, and John Hight, previously the Senior Vice President and General Manager of the Warcraft Franchise at [[Blizzard Entertainment]], as President of Wizards of the Coast and Digital Gaming.<ref>{{Cite web |date=2024-07-18 |title=Former Bungie COO Holly Barbacovi Joins Hasbro As Chief People Officer |url=https://destinybulletin.com/news/former-bungie-coo-holly-barbacovi-hasbro/ |access-date=2024-07-18 |language=en-US |archive-date=July 18, 2024 |archive-url=https://web.archive.org/web/20240718234655/https://destinybulletin.com/news/former-bungie-coo-holly-barbacovi-hasbro/ |url-status=live }}</ref>

On November 20, 2024, Cocks announced to [[Bloomberg News|Bloomberg]] that Hasbro would stop co-financing future movies based on the company's list of brands in order to focus on mobile games and digital entertainment, leaving film studios that hold the film rights to various Hasbro brands to exclusively finance such projects.<ref>{{Cite news |date=2024-11-20 |title=Hasbro's Gamer CEO Refocuses on Play After Selling Film Business |url=https://www.bloomberg.com/news/articles/2024-11-20/hasbro-s-gamer-ceo-refocuses-on-play-after-selling-film-business?leadSource=uverify%20wall |access-date=2024-11-23 |work=Bloomberg.com |language=en}}</ref>