Hasbro’s Chris Cocks on inventors and innoation

Chris, it’s great to catch up. To kick us off, how was 2024 for Hasbro?
2024 was a big year for Hasbro. We’ve really pushed forward, reaching new fans and boosting our digital games while keeping up our reputation for creating fun, quality games and toys for everyone.

It was a milestone year too… Peppa Pig turned 20, Transformers hit 40 and Dungeons & Dragons celebrated its 50th. We’ve had awesome collaborations, launched the new Transformers One movie, and rolled out the latest D&D Core Rulebooks. The new Player’s Handbook is now our fastest seller in D&D’s history.

On the toy front, we’ve added some cool stuff like Beyblade X and the interactive Peppa’s Muddy Puddles doll. Our games division has been busy too, bringing out new hits from fun party games for adults to unique board games like Life in Reterra. And Magic: The Gathering’s new sets? They’ve been flying off the shelves! We’ve also expanded our reach with some fun new theme parks and gaming spots, like the Peppa Pig park in Germany and The Gameroom in New Jersey. It’s all about bringing fans closer to our worlds…

I also have to give a shout-out to Monopoly GO! It’s rocked the charts as our quickest-growing mobile game ever, showing that even our classic games can make a splash in digital form. It’s been exciting to see our teams jump on these opportunities and deliver, fast. It’s also helped to have such a visionary partner onboard with Scopely. So, yeah – it was a busy but successful year, and we’ve got even more in store.

Amazing! You began your life at Hasbro as President of Wizards of the Coast. How did that role shape your view of design and creativity?
I’ve been a huge fan of our brands since I was a kid, starting with D&D around age 10 and getting into Magic: The Gathering in college. That deep, personal connection has really shaped how I approach creativity and design here at Hasbro.

Leading Wizards taught me that our real magic makers are the designers and product creators. By giving them the right tools and freedom – while keeping true to what our fans adore – we not only spark creativity but also drive strong results. Sure, marketing and finance are crucial, but the real Hasbro magic begins with design.

My time there also showed me our customers aren’t just buyers – they’re fans. They have a personal stake in our products. We’re not just selling them toys and games; we’re handling memories. Respecting this is key. I also believe a creative culture needs to be actively supported from the top and woven into every part of our organisation. Our leadership team is really focusing on defining and supporting the behaviours that make our culture stand out, updating our tools and processes to keep that culture vibrant.

Hasbro remains a key ally of the global inventor community. Why do inventors remain vital to Hasbro’s success?
Inventors are at the heart of what we do, and we get to work with some of the best in the world. More than half of the revenue in our Toy and Games business comes from brands and products that started life as an inventor concept. From Furby and Nerf Super Soaker to Play-Doh, Jenga and more… Our role is to share what we know fans want to see, what a product should achieve and how it will engage our community – then we let inventors work their magic.

We also make an intentional effort to broaden our inventor community. Programs like Hasbro’s Women Innovators of Play and our global inventor submissions platform – Spark – help us collaborate with a diverse network of inventors to source fresh game ideas that serve a wider audience.

On Hasbro’s Women Innovators of Play initiative, how has this evolved over the past few years? Do you see it being a key initiative moving forward?
Our Women Innovators of Play program was spearheaded by Tanya Thompson in our Inventor Relations team, with the goal of expanding the pipeline of future toy and game design talent. We’re only two years into the program, which includes a thought leadership conference and a Design Challenge. We’re already seeing momentum: this year, we doubled the number of registrations who tuned in.

Empowering the creative community, and specifically women creatives, will continue to be a priority for us. We want our creators to reflect our global player base. We’re also supporting the next generation through initiatives like our Girl Innovators of Play Bootcamp and challenge, partnering with Girl Up – a girl-centered leadership development initiative of the United Nations Foundation. This all starts from within Hasbro, where we’re proud to have women leading at all levels of Hasbro and are better for it.

What are some key opportunities for the company this year?
Digital play isn’t going anywhere. We’re evolving with our fans, making sure they can connect with their favourite brands both in-person and online. We’ve got over 30 million accounts on platforms like D&D Beyond and MTG: Arena, and we’re planning to keep boosting our digital presence. Here in the US, over half of adults game weekly – and we’ve been prepping for this shift for years. We’ve got a great line up of games from our internal studios set to launch this year and in 2026.

We’re also mixing it up with some cool collaborations, like with Marvel and Final Fantasy in our Magic: The Gathering Universes Beyond series. These partnerships make the game more approachable for newbies and keep things exciting for long-time fans. We’re committed to staying ahead by continually innovating. We’re launching new IPs and reimagining what we offer to keep both our young and adult fans happy and engaged.

And what do you see as being a key challenge to navigate?
Balancing our offerings to cater to both kids and adults. To thrive for another century, we need to engage the little ones who are just starting with us and the dedicated adult fans who have grown with us.

You have a portfolio of iconic brands. How do you navigate sustaining and growing them with finding and introducing new ones?
We don’t see choosing between new and existing IPs as an either/or situation. With over 1,900 brands, we’re flexible in our approach, focusing on what makes the biggest splash and offers the best play experiences. If there’s a great new idea, we’re all in. It’s all about listening to our community and inspiring play.

Our audience is diverse, and their needs vary. Some are collectors who chase every new expansion, while others prefer a more laid-back approach, dipping in and out of online play. We aim to satisfy both types of players. We’re also excited about developing new IPs, like our upcoming sci-fi RPG, Exodus, at Archetype Entertainment – spearheaded by James Ohlen of BioWare fame.

And though it may seem like we’re just getting started, as I often say “We’re only in the second inning of a nine-inning game” when it comes to expanding our existing IP. Keep an eye out for some fun surprises from our toy division this year – though I can’t spill the beans just yet…

Nicely teased! Now, what fuels creativity for you?
I get my creative spark from a genuine love for gaming, both tabletop and digital. I’m always up for a game!
Reflecting on why people cherish our products is crucial. Some of my most treasured memories are tied to games… Whether it’s playing Candyland with my mom, battling it out in Wing Commander 2 as a teen, or being beaten by my son in Magic for the first time – and seeing the genuine surprise and pride in his face. It’s vital to remember we’re in the business of sparking imagination, forging friendships and creating lasting memories.

Great answer. And what kills creativity for you?
Creativity can really suffer in isolation – when people don’t collaborate or share ideas. For instance, when our business units operated too independently, we missed out on blending ideas and innovations. That’s why we’ve shaken up our team structures and leadership to encourage better collaboration and drive creative synergy across departments.

One last question, Chris. What do you feel is Hasbro’s most underrated brand or product line? Is there an IP that remains filled with untapped potential?
That’s the beauty of our franchises – they’re full of untapped potential. Take a moment to appreciate the Play-Doh brand team. Even after 60 years, Play-Doh keeps bringing new ideas to life. For instance, last year saw us launch the first-ever Play-Doh Pizza Delivery Scooter ride-on toy. It snagged a TOTY nomination in the vehicle category.

We’re also broadening Play-Doh’s appeal with cool collaborations – like teaming up with Marvel for action figures thanks to our partnership with Disney. We’re using Play-Doh to make a difference, too… Our Kids Can campaign boosts imagination and critical thinking. We’ve worked with educators to roll out an Imagination Curriculum that provides educational materials for schools and online resources for teachers and parents.

It’s all about harnessing the power of play to educate, inspire and bring joy… A goal we aim for in everything we do at Hasbro.

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