hasbro

Repositioning, Branding, Logo Redesign

Hasbro, the second largest toymaker in the world, realized the notion of ‘play’ was changing. No longer was it monkey bars, board games, toys and video games. It’s now digital gaming, social networking, TV and movies, and more interactive and immersive entertainment, like theme parks and restaurants, hotels & resorts, awaits. 

As Hasbro entered all these various vehicles, it needed to let consumers know there would be a consistency and a standard of quality in everything they would be embarking on. They needed a new logo that went beyond toys, games and kits and had the gravitas to enter these emerging channels. Still, at its core, the logo itself had to be fun. The logo itself almost had to be…almost a toy. 

agency:  Lipman/NY