Editing Hasbro (section)

==== 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>