Mattel and Hasbro Took Different Hollywood Paths — One Found a $1B Hit This Year
and Play-Doh also expected that nabbing eOne would allow Hasbro to find licensing revenues from newly acquired family brands and to develop non-core IP not part of the separate long-term deal with Paramount to jointly finance projects that the Hollywood studio distributes worldwide.
But following Goldner’s death in 2021, Chris Cocks, his successor as Hasbro CEO, set about to turn the toy maker into a digital gaming giant, rather than an entertainment powerhouse as envisioned by Goldner. And that pivot put eOne in the position of being non-core to the company’s new strategy. In the end, Hasbro saw value in focusing on its toy businesses, which put eOne on the auction block late last year, before Lionsgate on Aug. 3 unveiled its $500 million acquisition .
And it gets Hasbro’s Hollywood strategy closer to Mattel, which takes popular toys whose brands are well known to audiences and looks to manage them as franchises in partnerships with major studios. Here Mattel is developing a feature with Universal based on Rock ‘Em Sock ‘Em Robots, which has Vin Diesel attached to star, as well as an adaptation with MGM of doll line Polly Pocket, with Lily Collins starring, and a Hot Wheels movie with J.J. Abrams’ Bad Robot producing.
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