Hasbro’s CEO, Chris Cocks, is hitting the reset button and refocusing the company on what it does best: games and toys. After selling its Entertainment One (eOne) film and TV division to Lionsgate for $500 million, Hasbro is stepping away from Hollywood to concentrate on what it knows its fans love—interactive play and immersive experiences.
Cocks, who took over as CEO in 2022, isn’t your typical exec. He’s a self-proclaimed gaming nerd who previously led Hasbro’s Wizards of the Coast division (the folks behind Dungeons & Dragons and Magic: The Gathering). His leadership marks a clear pivot back to the brand’s roots, aiming to deliver top-notch gaming experiences in a world increasingly leaning toward digital and interactive fun.
So why leave the movie biz? While Hasbro had some flashy productions recently—like Transformers: Rise of the Beasts and Dungeons & Dragons: Honor Among Thieves—these films didn’t quite hit the financial jackpot they were hoping for. Critics may have loved them, but the box office returns told a different story. Instead of doubling down on Hollywood gambles, Hasbro decided to invest those resources in areas that already thrive, like their gaming empire.
This strategy makes sense. Wizards of the Coast has been a goldmine, with Magic: The Gathering and D&D continuing to dominate their markets. Hasbro’s decision to go all-in on its gaming divisions is about playing to its strengths (pun intended) while meeting the growing demand for creative, interactive entertainment.
The takeaway? Hasbro knows its audience. By returning to its core focus, the company is doubling down on fun in all the ways that matter. Whether it’s rolling a D20 in a campaign or shuffling a deck of Magic cards, Hasbro’s putting the play back where it belongs.
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