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Hasbro CEO on Monopoly’s New Token

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    Hasbro CEO Brian Golder on reinventing the company’s successful toys.

  • Duration 3:58
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-- hasn't been treated though it's been it's really been terrific me if you go back to 2000 when this -- all got together.

The company was two point seven billion dollars in revenue today we're just north of four billion dollars.

You know that the fact is at that time we had spent the decade.

Really focused on other people's properties it was back in the eighties when we really it invented all these brands transformers my little pony GI Joseph vs -- wall invented in the eighties.

And put first on television back then and then.

In the ninety's it was more about all the other people's -- and it was about licensing and and other things what's in the planning are you most excited about.

Oh my god.

They can't choose between my children it's like you know there's so many things.

If you think about the next couple of years between the brand blueprint on a brand like transformers.

On the fact that Disney and marvel at teamed up in the fact the Disney and Star Wars -- teamed up and think about those initiatives that transformers movie for next year.

As well as the fact that we have TV shows my little pony transformers.

Littlest patch up going all around the world connect with consumers.

And emerging markets grew 16% last year.

In fact we're grown -- twice the rate and emerging markets in the industry over the last five years so to last that's the future.

We're gonna be everywhere ubiquitous in our brands are really connecting with consumers what went transformers franchise gets old what's next you re -- So this year we've reinvented transformers it's all about these hunters the TV show completely changes the game completely changes in next -- in the movie all the characters as Wellesley cast.

Completely change a whole -- story so always something new for some your biggest problem I would imagine it is kids.

I think he hurt your core customer they change their -- -- to do what you bringing kids to play with every day as we have to bring kids every day.

We have something we call the fun lab.

And the -- -- -- place so we learn something from kids every day we take it all around the world this -- lab idea so we've learned from kids in Germany -- from kids in China.

We learn from young girls about my little pony and about littlest pet shop.

And we have to do that.

But the fact is we're also creating those kinds of experiences for kids so whether it's a transformers that goes across all these different platforms -- whether it's.

Angry Birds Star Wars is one of the great new games initiatives that we launch was -- and with Lucas film.

This fall we're launching this brand new gaming platform.

That we haven't really start to talk about yet we should talk about soon that's going to be.

Very interactive and now allow kids to play -- -- characters and do it in a mobile -- easy pick -- -- sure you're going.

Making them in gender neutral colors well we're gonna make room for everybody you know there's plenty RE -- -- -- Boys and girls the girls of love -- forever in fact.

Over many years we've actually had many different color so this is.

Not exactly new but it's new for this generation and so we thought it was high time that we do this -- -- the monopoly pieces that are -- and a token gates.

Can you believe so.

The iron was jettisoned for the -- Well I think if you really think about he had talked to any kid I think most kids had no idea what that was on the board anyway and what kid would -- -- play an -- They -- never use what I'm sure in most households.

You know they're not really using that ignore it wasn't just your wired right like the old high grade it was what are some of the suggestions that you've got that well little out of out of people want to know what people want everything from robots.

You know other kinds of terror cell phone that's exactly -- mean so.

-- for us you know so often people play with the Scottie dog and there's so many dog owners feel so well sort of with monopoly.

And the cat owners of the world united we got votes in from -- 185 countries around the world talk about how people all feel that monopoly is their game and I don't know if you know this but the properties on the game are actually different all around the world so there.

Consistent with whatever properties exists in that country a token of -- claim that are Charlie Gasparino and I couldn't find -- good we've we've learned -- -- We were hoping for -- -- and I finally it -- we have a great team and I USA awfully who makes.

Very specialized additions I'm sure they could figure out how to do disclosure was willing to sit -- Arabia.

For sculpting --

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