The two largest toy companies are taking starkly different positions on the role of feature films in their ecosystems. In a recent interview that Hasbro’s chief Chris Cocks gave to Bloomberg, the CEO detailed large investments that his company would be making in video games using properties that include “Monopoly,” “Magic the Gathering” and “Dungeons & Dragons.”
Cocks’ strategy is to double down on video games and away from movies after recent efforts that Hasbro co-produced including TRANSFORMERS ONE and DUNGEONS & DRAGONS: HONOR AMONG THIEVES underperformed at the box office. While Sony and Lionsgate will continue to make films based on Hasbro properties, Hasbro will no longer be financially involved in those projects as it recently sold its eOne film and television business to Lionsgate.
This stands in contrast to Hasbro’s main competitor Mattel, which is continuing to focus on the theatrical space after last year’s remarkable success with BARBIE. Mattel is said to have netted 5% of all box office receipts from the run in theatres, which adds up to $75 million for the toy company.
Mattel CEO Ynon Kreiz has stated that his company netted $125 million from BARBIE, after factoring in the increase in Barbie doll sales resulting from interest in the movie character. Mattel is now working on 12 new film projects, with movies under development that include MASTERS OF THE UNIVERSE and HOT WHEELS as part of a “multiyear franchise management strategy.”