MASTER TRANSFORMER
How Brian Goldner is transforming Hasbro into a global entertainment and brand powerhouse.
Like the precision accuracy and symmetry that transforms an average automobile into a bot character with a distinct personality
and mission, Hasbro president and chief executive officer Brian Goldner has been leading the transformation of this venerable
toy company into a global entertainment entity, brand and licensing powerhouse, and digital leader.
Goldner has identified the company's bountiful portfolio of iconic brands—including Transformers, G.I. Joe, Monopoly, and
Trivial Pursuit—as so much "more than meets the eye" or just straightforward lines of toys and board games transforming them
into global lifestyle brands that embrace the realm of entertainment from blockbuster theatrical to television to live events.
Since taking over as president and chief executive officer last May when Hasbro veteran Al Verrecchia retired, the 45-year-old
"toy kid" has been focused on core strategies, but also on the summer of 2009, which could prove to be a milestone year for
two of the 85-year-old company's major brands—Transformers and G.I. Joe--and no doubt a testimony to the ceo's corporate vision
and legacy.
Goldner's strategy is based on an "immersive brand experience" and on the three-R mantra that has become the often-quoted
answer to various questions about the company's business—"Reinvent. Reignite. Re-imagine."
But unlike other companies with a clever, catchy and well-defined strategic mission, Goldner's focus on people reinforces
that Hasbro practices what it preaches. And that's another reason why it has become a darling of Wall Street—an especially
meaningful accolade during the current worldwide economic downturn.
Wrote a Piper Jaffray analyst in November following Hasbro's analysts meeting: ".... analysts' day supports our thesis that
not only is the toy company the best in the sector, but perhaps the highest-quality company in the universe. The company is
taking every opportunity to exploit its brands and leverage its leading product innovation.... And the company has spared
no expense in developing the most attractive portfolio of consumer products in the toy sector. It's clear that there is plenty
of room to grow to build its brands and market its product lines for years to come. Although the retail environment is difficult
at best, we expect Hasbro to emerge as the best player in the sector for the holidays and 2009."
Since 2004, Hasbro has grown from $2.9 billion in sales to a projected $4 billion in 2008 (4.5% increase over 2007), according
to a financial analysis by Needham & Company.
Needham projects total sales of $4.29 billion in 2010.
In addition to its partnership with Paramount and Dreamworks for Transformers and G.I. Joe, several other deals have reinforced
Goldner's commitment to entertainment and digital products. Hasbro inked a six-year deal with Universal to produce at least
four movies beginning in 2010 or 2011 based on such brands as Monopoly, Candy Land, Clue, Ouija, Battleship, Magic, The Gathering
and Stretch Armstrong. In 2007, Hasbro signed an exclusive deal with Electronic Arts to produce digital games for many of
its brands (except Transformers which is being handled by Activision). In 15 months, EA has produced about 30 games based
on various Hasbro brands.
