Hasbro’s CEO has an AI Peppa Pig help design toys

image via The Verge

March 9, 2026, 2:05 PM

• •Hasbro is focusing on the "GEM Squared" insight: gamified, entertainment-driven, multipurchase, and multi-generational experiences.
• •The company is increasingly targeting adult collectors, which impacts toy design and pricing strategies.
• •Hasbro is integrating AI tools to streamline processes, including design and production, and to gain productivity savings.
• •The company is expanding its video game presence through in-house studios and licensing agreements, with Exodus as a key investment.
• •Hasbro approaches IP management by separating the art from the artist and focusing on the core fanbase.

In an interview, Hasbro CEO Chris Cocks discusses the evolution of the toy industry, focusing on the shift towards adult collectors and the impact of AI. He addresses Hasbro's strategy for adapting to digital experiences and the challenges of the video game market. Cocks also touches on the company's approach to IP licensing, the complexities of fandoms, and future initiatives like the KPop Demon Hunters. The conversation reveals Hasbro's strategic framework, and the steps taken to navigate a dynamic entertainment landscape.

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