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Toy maker Hasbro Inc.
AT 0.68%
is reorganizing to capitalize on a pandemic-fueled boom in old-school tabletop games, creating a distinct divide around the publisher of Dungeons & Dragons and Magic: The Gathering.
Dungeons & Dragons, the fantasy role-playing game, and Magic, a collectible card game, were bright spots for miniatures maker Monopoly and Transformers. Their publisher, Wizards of the Coast LLC, reported $ 816 million in revenue last year, up 24% from 2019, fueled by what Hasbro says were record years for both brands. .
Overall, Hasbro’s net income fell 8% last year to $ 5.47 billion, in part due to store closures linked to Covid-19.
Retail in the Age of Covid-19
As part of the new structure, which the company plans to unveil at an investor event on Thursday, Hasbro will be split into three units. Consumer products will include toys like Transformers action figures and classic board games like Monopoly. Entertainment will be dedicated to the licensing, distribution and production of film and television content. Wizards & Digital will house the assets of Wizards of the Coast and focus on expanding existing games, creating new games and overseeing digital licenses for the entire company.
Hasbro hopes the reorganization will allow it to replicate Wizards of the Coast’s success in digital games and licensing in other parts of the company and to bolster other properties like GI Joe, Ouija, and Transformers, according to a familiar person. with the subject. According to Brian Goldner, CEO of Hasbro, the Wizards unit is on track to double its revenue from 2018 to 2023.
Hasbro acquired Renton, Wash.-Based Wizards of the Coast in 1999 in an all-stock transaction valued at around $ 325 million. Its flagship games were designed to be played around a table and tend to reward social interactions in the real world. Last year, when coronavirus lockdowns made in-person game nights impossible, fans turned to digital solutions like Zoom teleconferencing for virtual dating.
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“This is a great time for role-playing, people have more free time, and if you want to relax and see your friends, the best way is to play virtually,” said Satine Phoenix, former head of community for Wizards of the Coast who now works as an author, D&D livestreamer and “Dungeon Master” coach.
Wizards of the Coast claims to have attracted new players by joining other fantasy and sci-fi franchises. In 2020, the company released new Magic Cards that featured characters from AMC TV show ‘The Walking Dead’ and giant monsters, including Godzilla from Japanese film company Toho. Co.
Another limited card game featured licensed paintings from the estate of TV host Bob Ross.
Hasbro will announce new partnerships at its Thursday event, including a deal with UK group Games Workshop to bring its war game “Warhammer 40,000” to Magic, and a deal with Middle Earth Enterprises for a “Lord of the Rings” theme. expansion. New video game projects include games developed by Bellevue, Washington-based Hidden Path Entertainment, and Boston-based OtherSide Entertainment.
Write to David M. Ewalt at [email protected]
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