Hasbro’s acquisition of eOne was a $4 billion deal that shook up the toy industry, and in 2021, the partnership will flourish, expanding Hasbro’s storytelling expertise and toy know-how further into the preschool category.
Now, by consolidating its preschool portfolio together with eOne’s, the businesses are set to expand the full franchise value of their combined new and evergreen brands.
2021 will see this preschool powerhouse maximise its collective might and resource in TV and film expertise, toy and game innovation and licensing capabilities to inspire kids, fans and families to engage with their brands across multiple touchpoints in ‘21 and beyond.
"We recognise that Hasbro is truly at an inflection point on our preschool journey and are incredibly excited to unlock the full potential of our winning portfolio of brands, backed by amazing storytelling," says Hasbro Managing Director, Pacific David McNeil.
"We have never been better positioned to become a leading player in the preschool category than right now, with the powerful combination of Hasbro and eOne."
Backed by eOne’s extensive experience in the category, Hasbro will turn up the fun on highly popular brands PJ Masks and Peppa Pig.
Taking over the toy manufacturing and sales of PJ Masks in August, Hasbro will bring an all-new line of products to Australian kids who just can’t get enough of the dynamic superhero trio Catboy, Owlette and Gekko.
Fans will also be able to engage with a whole new slate of PJ Masks content, with the fifth season scheduled to launch in late 2021 on Disney+ locally.
The PJ Masks power up like we've never seen them before, with new powers ready to take on even more new villains, from a territorial plant-loving flower girl to a villainous pirate robot!
Fan-favourite Peppa Pig will also undergo the Hasbro treatment in 2021.
This year is set to be another big year for Peppa Pig, with new episodes, new friends, and more fun.
Series nine is on the horizon with new episodes set to air in March/April ’21 including the brand new four-part special where Peppa and her family travel to the United States of America for the first time ever!
As well as a new Christmas special where Peppa and her family spend Christmas in Australia on the beach with Kylie Kangaroo!
2021 brings with it a new annual global brand theme; Peppa’s Adventures, starting from June.
This newness is set to extend off-screen with Hasbro launching a brand-new, innovative toy range tied to entertainment, together with an exciting consumer products program, further expansion into live events and partnerships with Save The Children and Penguin.
eOne’s latest CGI-animated preschool series, Ricky Zoom, raced onto TV screens across Australia in July, 2020. Series two is slated to air Q2 ’21.
Alongside the series, Ricky is ready to zoom into 2021 with a raft of new content, product launches, and an annual theme that sees the franchise revved and ready to take pole position in the preschool category.
As the brand enters its first full year in market, new consumer products including toys, apparel and publishing will be launching and offering kids plenty of ways to engage and enjoy Ricky.
Hasbro will undoubtedly halo the great momentum it has in the Play-Doh brand as well as Hasbro Gaming classic preschool titles such as Elefun and Hungry Hippos – both titles revealing refreshed versions of the game this September.
In 2021 Play-Doh is celebrating its 65th birthday, fortifying its legendary status as the trusted leader in creative play.
The Play-Doh brand will kick-off the party with new playset launches from February including a reinvention of the classics ‘Drill N Fill Dentist’ and ‘Crazy Cuts Stylist’, alongside a new segment ‘DINO Crew’.
The brand will also host a series of celebratory Play-Doh Play-date events designed to showcase new product lines and deliver free-flowing, creative playtime by bringing friends and families together – virtually from June onwards.
The much-loved Transformers Rescue Bots will also see new lines launch in 2021. This crazy-popular, entry level range offers the Transformers heritage in a modern format, creating a new generation of lifelong fans.
With wholesome humour, mix-and-mash fun, and open-ended play, Mr Potato Head has provided endless creative possibilities to pre-schoolers for almost 70 years.
In 2021, this global iconic brand will continue to inspire children to express themselves and explore emotions with new products launching in September.
All in all, 2021 is set to be one of innovation, advancement, and excitement for Hasbro in the preschool market.
Are you ready to watch the fun unfold?