Hasbro is doubling down on transmedia storytelling in a major way. Following its Q3 earnings call, the company revealed that it currently has 45 to 50 film and television projects in active development, including collaborations with Netflix, Disney, Universal, Paramount, Warner Bros., and Lionsgate.
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A key highlight of this new transmedia approach is Kpop Demon Hunters, a Netflix animated feature that now has both Hasbro and Mattel serving as co-master toy licensees. Hasbro CEO Chris Cocks called the collaboration “really cool,” citing it as a model for how entertainment and merchandising can develop hand-in-hand under their new “asset-light” strategy, licensing IP to top-tier studios rather than producing everything in-house.
This strategy marks a clear shift toward brand ecosystems that bridge film, TV, games, and physical merchandise, allowing Hasbro to expand reach while minimizing production overhead. With projects like Monopoly (a Lionsgate feature produced by Margot Robbie’s LuckyChap, plus a Netflix game show), Kpop Demon Hunters, and other franchise collaborations in the pipeline, Hasbro is positioning itself as a transmedia IP powerhouse.
For creators, this signals a growing demand for stories that live beyond the screen, adaptable worlds that can fuel products, experiences, and spin-offs across multiple mediums.
What do you think of Hasbro’s shift to an “asset-light” transmedia model?
Does this create more opportunities for independent creators to partner with major IP holders, or will it tighten the ecosystem around existing brands?
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I didn't know Hasbro had enough products to have 45 to 50 film and TV projects in active development, but it's a smart move, Ashley Renee Smith! I think Hasbro’s shift to an “asset-light” transmedia model creates more opportunities for indie creators to partner with major IP holders, but I think it'll benefit major studios the most.
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Maurice Vaughan I agree that major studios will likely see the first wave of benefits, but there’s also a growing window for indie creators who can bring fresh takes to established properties or help develop new ones across multiple platforms. It’s definitely a space worth watching for creators who understand storytelling beyond a single medium.