Hasbro CEO Discusses Becoming a Branded Play Company

CANNES: Brian Goldner, the president and CEO of Hasbro, spoke about the move into becoming a branded play company in his keynote speech at MIPCOM, followed by a Q&A with Anna Carugati, the group editorial director of World Screen.

After describing the company’s history, which includes more than 25 years of involvement in television, Goldner discussed the importance of brands. In particular, the need to “re-imagine, re-invent, re-ignite.” He stressed the need of refreshing assets: “Brands don’t get tired, people get tired,” he said.

Goldner further discussed the importance of placing brands in multiple categories, including digital gaming, lifestyle licensing, immersive experiences and toy and game production innovation. Then, he said, the goal is to "take that around the world."

In discussing Hasbro’s new joint-venture network with Discovery Communications, as well as the launch of Hasbro Studios, Goldner reaffirmed that the company’s approach is for all screens. The company’s content creation is not limited to the new network, as third-party deals are also a focus. “We’re open for business,” he explained.

More on Goldner’s keynote and his subsequent Q&A with Anna Carugati will be featured in an upcoming edition of TV Kids Weekly.