Retail Merchandiser - September/October 2012 - (Page 38)

Licensing HASBRO Fashionable Fun Games Hasbro continues to expand its brand recognition and finds new ways to tell its story nearly 90 years after its founding, bringing iconic games like Monopoly and Battleship from the board to the catwalk. A Simon Waters Pawtucket, R.I. t Hasbro, not everything is fun and games. There are also fashion products, movies, television shows, digital apps and a variety of innovative ideas to tell the story of the company that introduced the world to iconic products such as Mr. Potato Head, the Monopoly game or one of the first action figures, G.I. Joe. The 89-year-old toy company is exploring unique ways of licensing its brand and telling its story in new, innovative and creative ways. Simon Waters, senior vice president of global brand licensing and publishing, and his team took the game of Monopoly from the board to the catwalk when they closed New York’s Fashion Week in February with a new fashion line based on the 77-year-old game. Hasbro teamed up with Junk Food Clothing and designers Aaron Rose and Sylvia Heisel to launch a line of T-shirts based on the Monopoly game board spaces. “It was such a great creative example of how you take a game experience, take the richness of Monopoly and express that in fashion,” Waters says. “What we’ve done is we’ve taken our brand to places that I don’t think people thought were possible just a couple of years ago.” The Mission Waters is a man on a mission. “We are a licensing team with the mission to become the most innovative, collaborative and responsive licensor of brands, stories and experiences,” he says. Waters explains that innovation is at the core of business success. “You have to innovate to compete,” 38 September/October 2012

Table of Contents for the Digital Edition of Retail Merchandiser - September/October 2012

Retail Merchandiser - September/October 2012
Brand Licensing Europe
Showrooming Mushrooming
Pinch the Grinch
Category Insight
Upfront: BJ's Wholesale
Mind Candy
Outfit 7
Halfbrick Studios
Redasign Studio
Sony Pictures Consumer Products
Brentwood Licensing
Andrews McMeel Publishing
Chestnut Petroleum Distributors Inc.
The Hartley Co.
Mollie Stone’s Markets
Regal Oil
80Purple Cow Stores
Ocean State Job Lot
Staples Canada
Brookshire Grocery Co.
Wally’s Food Pride
Jewelry Television
Skin Science Labs Inc.
Great Clips
New & Noteable

Retail Merchandiser - September/October 2012