Toy maker Hasbro Inc.
HAS 0.58%
is reorganizing to capitalize on a pandemic boom in old-school tabletop games, creating a separate division around the publisher of Dungeons & Dragons and Magic: The Gathering.
Dungeons & Dragons, the fantasy role-playing game, and Magic, a collectible card game, have been bright spots for the creator of Monopoly and Transformers action figures. Their publisher, Wizards of the Coast LLC, posted sales of $ 816 million last year, a 24% increase from 2019, fueled by what Hasbro said were record years for the two brands.
Overall, Hasbro’s net sales declined 8% last year to $ 5.47 billion, due in part to the closures of stores related to Covid-19.
Retail in the Age of Covid-19
Under the new structure, which the company plans to unveil at an investor event on Thursday, Hasbro will be split into three units. Consumer products include toys such as Transformers action figures and classic board games such as Monopoly. Entertainment will be devoted to licensing, distribution and production of film and television content. Wizards & Digital will house Wizards of the Coast’s assets and focus on expanding the existing games, creating new ones, and overseeing digital licensing across the business.
Hasbro hopes the reorganization will make it possible to replicate Wizards of the Coast’s success in digital games and licensing in other parts of the business and boost other properties such as GI Joe, Ouija and Transformers, one person said. who is familiar with the matter. According to Hasbro Chief Executive Brian Goldner, the Wizards unit is on track to double sales between 2018 and 2023.
Hasbro acquired Renton, Wash.-based Wizards of the Coast in 1999, in an all-stock deal worth approximately $ 325 million. The flagship games are designed to be played around a table and tend to reward real social interaction. Last year, when coronavirus lockdowns made in-person game nights impossible, fans turned to digital solutions like Zoom teleconferencing for virtual meetings.
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“Now is the perfect time for role-playing, people have more time to spare, and if you want to relax and see your friends, the best thing to do is virtual play,” said Satine Phoenix, a former community manager for Wizards of the Coast who now works as author, D&D livestreamer and “dungeon master” coach.
Wizards of the Coast says it has attracted new players by joining other fantasy and sci-fi franchises. In 2020, the company released new Magic cards featuring characters from the AMC television show “The Walking Dead” and giant monsters, including Godzilla from Japanese movie company Toho Co.
Another limited set of cards included paintings licensed from the estate of TV presenter Bob Ross.
Hasbro will announce new partnerships at its Thursday event, including a deal with UK-based Games Workshop Group to bring its war game “Warhammer 40,000” to Magic, and an agreement with Middle Earth Enterprises for “The Lord of the Rings” – theme. extension. New video game projects include games developed by Bellevue, Wash’s Hidden Path Entertainment. and OtherSide Entertainment from Boston.
Write to David M. Ewalt at [email protected]
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