Toy Company now has a death row archive – Rolling Stone



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Hasbro, a gigantic toy company with countless hours of joy in childhood – thanks to Mr. Patato Head, Monopoly, Joe GI, Transformers, My Little Pony, Power Rangers and well others announced on Thursday that they would partner with Death Row Records, a label synonymous with West Coast gang rap, with artists like Dr. Dre, Snoop Dogg and Tupac.

More specifically, Hasbro has purchased Entertainment One, a multimedia company with the Peppa Pig and PJ Masks, franchises for children (apparently very popular among young people, although they are out of proportion to Mr. Potato Head). Entertainment One also has a music division, which happens to be one of the biggest independent labels in the sector – it took more than 30 million dollars turnover in the first quarter of 2019. And in 2013, eOne spent about $ 280 million to buy the Death Row catalog, which had already been forced to declare bankruptcy in 2006.

The cross-branding opportunities here are fundamentally written, but we do not know if a Monopoly game on the theme of Death Row Records is coming. There is however "$ 130 million in cost synergies "for both companies if they manage to adopt Go in 2022, according to Deadline.

In a statement, the CEO of Hasbro Brian Goldner celebrated his purchase. "The acquisition of eOne has resulted in the addition of well-loved, history-driven global family brands that generate strong operating revenues for Hasbro's portfolio and provide a portfolio of new brands based on storytelling. about the family, "he said.

Mr. Potato Head and the Power Rangers did not respond to requests for comment.

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