{"id":4014,"date":"2026-07-23T07:11:17","date_gmt":"2026-07-23T07:11:17","guid":{"rendered":"https:\/\/crosscountrymovingteams.com\/?p=4014"},"modified":"2026-07-23T07:11:17","modified_gmt":"2026-07-23T07:11:17","slug":"hasbros-growth-strategy-isnt-just-about-kids-anymore-its-about-kidults","status":"publish","type":"post","link":"https:\/\/crosscountrymovingteams.com\/?p=4014","title":{"rendered":"Hasbro\u2019s growth strategy isn\u2019t just about kids anymore\u2014it\u2019s about \u2018kidults\u2019"},"content":{"rendered":"
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CEO Chris Cocks, appointed in 2022, is refashioning the company into one that gets most of its sales from card games and bets heavily on demand from grown-ups, or\u2014as Cocks calls them\u2014\u201ckidults.\u201d<\/p>\n

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Cocks\u2019 strategy is helping reinvigorate Hasbro after a period of sales declines that coincided with an industry-wide slump and a product pipeline that had grown stale. Hasbro on Tuesday reported a 16% increase in revenue to $1.14 billion, topping analysts\u2019 expectations of $1.07 billion, sending shares up sharply; they are up 9% for the year.<\/p>\n

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A major contributor to those stellar results was the runaway success of the 33-year-old \u201cMagic: The Gathering\u201d card game business, which got a boost from its collaboration with Marvel Super Hero collectibles. Hasbro has reinvigorated Magic in recent years through aggressive digital integration and by making it easier for large groups of people to play together. That business grew 32% year-over-year to pass the quarterly $500 million mark for the first time. And Cocks sees a lot more upside.<\/p>\n

\u201cMagic is not a niche hobby business,\u201d Cocks told Wall Street analysts on Tuesday morning. \u201cIt is a mega franchise. \u2018Magic: The Gathering\u2019 belongs in the same company as Pok\u00e9mon, EA Sports, World of Warcraft, and Minecraft.\u201d<\/p>\n

Hasbro has also gotten a boost from the traditional toy market waking up from a long slumber. Research firm Circana found toy sales rising by double-digit percentage this spring, including 13% in April, the most recent month for which it published data. Toys had been slumping for several years after a pandemic-era boom. <\/p>\n

Adults, specifically women, are the demographic fueling Hasbro\u2019s comeback. According to Circana, more than 50% of overall industry growth is coming from women as toymakers capitalize on nostalgia for longtime brands and demand for updated versions of the classics.\u00a0<\/p>\n

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Hasbro\u2019s latest launch is aimed directly at female toy lovers. Last week, it introduced Blooms by Play-Doh, which allows consumers to craft realistic-looking floral arrangements that can be preserved and displayed. It\u2019s the first time in the brand\u2019s 70-year history that Play-Doh has designed a product specifically for grown-ups.\u00a0<\/p>\n

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\u201cWhere they are leaning in and are pretty eager for more product is in the gamified, entertainment-driven, multi-purchase, multi-generational products, basically stuff for kidults,\u201d Cocks said of the toy stores that sell Hasbro products.<\/p>\n

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Cocks became CEO in 2022 after a stint at Microsoft\u2019s Xbox division, where he managed game portfolios and marketing strategies for key Xbox launches. He\u2019s prioritized Hasbro\u2019s core businesses, but modernized them too. Early on, he radically shrank Hasbro by selling its eOne television and movie business to Lionsgatefor a fraction of the $4 billion ithad paid for it in 2018. Hasbro had aspired to become a major media contender, but the high cost of film and TV production caused it to burn through a ton of cash, and Cocks decided Hasbro\u2019s strategy needed a reset.<\/p>\n

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Under Cocks, Hasbro has also refocused its video games strategy on getting more mileage out of its existing properties. The CEO announced on Tuesday that Hasbro would lower spending on the video game business by at least 25% every year. Hasbro will still create new titles but will do so with a co-publisher and tie them to trading card and role-playing games, as it\u2019s doing with its upcoming releases Exodus<\/em> and Warlock<\/em>, scheduled for next year.<\/p>\n

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In a Fortune interview in 2024, Cocks said Hasbro hadn\u2019t focused enough on its toy business, adequately filled its innovation pipeline, or even had a clear philosophy to guide it through a reinvention.<\/p>\n

Cocks\u2019 new philosophy reframes Hasbro as operating in \u201cthe industry of play\u201d\u2014rather than defining the company purely as a toy or video game maker. At the moment, it\u2019s working.<\/p>\n

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CEO Chris Cocks is betting the toymaker’s future on grown-up collectors, card games, and nostalgia\u2014and Wall Street likes what it’s seeing.<\/p>\n","protected":false},"author":1,"featured_media":4013,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68],"tags":[],"class_list":["post-4014","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chief-executive-officer-ceo"],"yoast_head":"\nHasbro\u2019s growth strategy isn\u2019t just about kids anymore\u2014it\u2019s about \u2018kidults\u2019 - Cross Country Moving Team<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/crosscountrymovingteams.com\/?p=4014\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hasbro\u2019s growth strategy isn\u2019t just about kids anymore\u2014it\u2019s about \u2018kidults\u2019 - 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