HASBRO SHOWCASES ITS FRANCHISE-FIRST LICENSING STRATEGY AT BRAND LICENSING EUROPE 2026
At Brand Licensing Europe 2026, Hasbro is highlighting its franchise-first strategy and the latest ways its brands are coming to life through licensing, entertainment and consumer products. Reaching more than a billion fans worldwide, Hasbro continues to expand franchises including Transformers, My Little Pony, Peppa Pig, Magic: The Gathering, Dungeons & Dragons, Power Rangers, Monopoly, Clue/Cluedo, Play-Doh and more through collaborations spanning 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, Global Licensing & 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.”
Licensing continues to serve as a catalyst for franchise growth, giving fans more ways to engage with the brands they love across consumer products, storytelling, digital platforms and real-world experiences.
Across Hasbro’s portfolio, that momentum is taking shape in distinct forms, with Peppa Pig connecting with families in new ways, My Little Pony entering a new chapter, Transformers celebrating its legacy while building for the future, Magic: The Gathering expanding for players and collectors, and Dungeons & Dragonsbringing its storytelling to new formats. A few highlights showcasing this franchise-first approach include:
• Play, Collect and Connect: Magic: The Gathering continues to expand beyond the tabletop through new offerings like the upcoming Magic: The Gathering | Star Trek™ collection from Sirius Dice. Meanwhile, the Transformers brand continues to grow through collaborations with leading partners including Hot Wheels and Blokees. Additional highlights include Magic: The Gathering | Reality Fracture accessory collections from Ultimate Guard and Gamegenic, and the collectible Cluedo 50p coin from The Royal Mint. Across Europe, Simba Dickie Group is also expanding My Little Pony’s product presence.
• Fashion, Lifestyle and Everyday Culture: Magic: The Gathering continues to expand into lifestyle through new collaborations with BAIT for an apparel and skate deck collection, and East Continental Gems, which is bringing the legendary Mox to life through a luxury gemstone collectible. My Little Pony is also extending its global reach through a continued agreement with Sanrio that brings co-branded Hello Kitty products to China and the U.S. Additional highlights include My Little Pony collections from Gentle Womanand Matter Makers; lifestyle collections for Transformers, Power Rangersand Magic: The Gathering with WOLFpak; and collaborations with New Holland Brewing, SNEAK Energy and
• Experiences and Live Engagement: Peppa Pig continues to expand its global experiences footprint, including a third Peppa Pig Play Café in China. Across the portfolio, Hasbro is creating new opportunities for fans to engage with its brands through immersive attractions and location-based entertainment, including SEVEN’s upcoming Transformers: Battle of Cybertron and Play-Doh Imagination Center destinations in Saudi Arabia. Experiences such as Monopoly Experience: Treasures of Brazil and Clue: Murder on the Menu further extend beloved brands into interactive, real-world environments.
• Digital Gaming and Music: Hasbro continues to broaden fan engagement across gaming, digital experiences and music, creating new ways for audiences to connect with its brands beyond traditional consumer products. Recent highlights include Monopoly GO! crossover events with Netflix’s KPop Demon Hunters and Sony Pictures’ Ghostbusters, mobile gaming experiences such as Transformers: Eternal War, Cluedo: Painted Red Gallery and Dungeons & Dragons: Long Rest Tavern, as well as Peppa Pig’s growing music portfolio through a new Super Simple Songs mash-up and collaboration with Sesame Street.
• Publishing, Collectibles and Audio: My Little Pony is building momentum through new Kayou Mini Card launches across EMEA and North America, while Hasbro brands continue to expand their collectibles presence through Upper Deck programs for Transformers, Power Rangers, G.I. Joe, M.A.S.K. and Jem and the Holograms. Additional highlights include a new publishing agreement with Little Bee Books for Clue and Ouija, the expansion of the Hasbro Games x tonies lineup with additional games launching in 2027, and new Dungeons & Dragons novels, lore guides and cookbooks.
• Promotions, Partnerships and Food & Beverage: Hasbro is bringing its brands into new food and beverage categories through new collaborations with The Potions Group, introducing shimmer-effect beverages inspired by Transformers and My Little Pony, and Poppowls, which is bringing Hasbro Games brands to themed popcorn kits inspired by family game night. Additional promotional campaigns include the popular Monopoly game at McDonald’s, Peppa Pig collaborations with Pampers, as well as promotions with Energizer, SONIC and Domino’s.
• Looking Ahead in Entertainment: Following the recent return of The Transformers: The Movie and the debut of “Optimus Prime: Awakening,” upcoming projects include My Little Pony: Forever Friendship, an all-new YouTube series arriving in early 2027, and Netflix’s Dungeons & Dragons: Ravenloft, a live-action adaptation set within the franchise’s iconic gothic-horror world.
“Great stories are often the spark that brings a franchise to life across categories,” said Boyd. “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.”

LE MOULIN ROUGE
Moulin Rouge® x Atelier St Eustache : la Féérie jusqu’au bout des gambettes
Alors que tout le monde entame sa liste de cadeaux pour le Père Noël, Moulin Rouge® et Atelier St Eustache présentent leur collaboration pensée pour faire vivre la fête jusqu’au bout des gambettes. Depuis plusieurs mois, les deux marques françaises développent secrètement trois paires de chaussettes audacieuses, inspirées du cabaret et de ses costumes emblématiques. Les modèles Froufrous, Bijou et Ohlala évoquent les jupons virevoltants, les parures de perles et de cristaux et, bien sûr, la mode et l’élégance.
Unies par une conviction commune, Moulin Rouge® et Atelier St Eustache célèbrent le mouvement et le savoir-faire, avec notamment une fabrication 100% italienne. Les chaussettes sont disponibles dès aujourd’hui sur les réseaux de distribution Moulin Rouge® et Atelier St Eustache

BRAND LICENSING FRANCE
LE FRANCE LICENSING DAY DEVIENT BRAND LICENSING FRANCE, ET REVIENT LE MERCREDI 30 JUIN
Bienvenue au Brand Licensing France & Licensing International Awards ! Même événement, même lieu, même format, même partenariat avec Licensing International. Nous nous sommes juste offert un petit relooking inscrivant davantage cet évènement dans la grande famille “Brand Licensing by Informa”:
Brand Licensing Europe, Brand Licensing Expo (anciennement Licensing Expo), Brand Licensing France (anciennement France Licensing Day), Brand Licensing China (anciennement Licensing Expo China) et License Global.
Nous sommes donc heureux de vous donner rendez-vous le mercredi 30 juin 2027 au Pavillon Chesnaie du Roy, au Parc Floral de Paris.
Pour 2027, ce lieu unique nous permet de proposer une expérience améliorée :
Des salles adjacentes pour organiser des conférences de qualité
– Un petit-déjeuner inclus dans le Pass (viennoiseries, café, thé)
– Un déjeuner inclus dans le Pass (buffet)
– Un espace extérieur privatif ouvert toute la journée, avec vue directe sur le Parc Floral lors du cocktail
– Une climatisation pour des rendez-vous sans transpiration 😉
– Une soirée des Licensing International France Awards encore plus festive.
– Un cocktail dinatoire avec champagne et canapés sur notre terrasse privative pour un networking garanti dans une ambiance conviviale !

BAMBOO EDITIONS
Les Sisters développent leur présence en retail avec une opération Direct-to-Retail menée avec le groupe JouéClub – La Grande Récré.
Pour Noël 2026, 7 produits Les Sisters sont disponibles en exclusivité, dont 3 nouveautés, avec une mise en avant dédiée dans le catalogue de Noël JouéClub.
Le 21ème album des Sisters est paru il y a quelques jours et les 20 premiers tomes se sont déjà vendus à plus de 11 millions d’exemplaires. La BD a par ailleurs été déclinée en une série animée diffusée notamment sur Gulli, Netflix et Disney+.