Kidscreen » Archive » Hasbro to sell eOne TV, but keep family brands

In a development that many saw coming, Hasbro announced today that it was launching a sales process for eOne’s library and scripted and unscripted adult content business.

eOne’s family brands and its crown jewel Peppa Pig, the billion-dollar franchise that piqued Hasbro’s interest in the first place, are unaffected by the move. Peppa has been named as a priority IP for the toyco, along with other heavy hitters such as My Little Pony, Transformers, Play-Doh, Dungeons & Dragons and Magic: The Gathering. eOne’s newest up-and-coming brand, Kiya and the Kimoja Heroes, will also remain with Hasbro, which plans to launch the 52 x 11-minute preschool series on Disney Junior and Disney+ next year.

“As we execute Blueprint 2.0 with a focus on strategic investment in key franchise brands like D&D, Peppa Pig and Transformers, we plan to expand our entertainment offerings across scripted television, digital shorts and blockbuster movies,” CEO Chris Cocks said in a statement.

Olivier Dumont, president of children’s and family brands at eOne, confirmed to Kidscreen that his division would not be affected by the sale. The eOne Family Brands portfolio includes successful IPs such as PJ Masks, Power Rangers, and preschool series Ricky Zoom. PJ Masks, in particular, has a strong Hasbro-branded consumer product program spanning toys, playsets, and costumes, as well as a wide range of licensed merchandise from top-tier partners.

Assets for sale include eOne’s library content, unscripted series, and non-Hasbro scripted series and movies, as well as Hasbro’s stake in eOne’s film and television distribution business.

Today’s announcement builds on Hasbro’s latest investment round, in which the company introduced a strategy to leverage its legacy IPs for brand building, while utilizing the capabilities of the eOne studio to develop new ones like Kiya. In February, Hasbro hired Ruedilyn Cox as VP of Global Franchise Strategy and Management for this fledgling TV IP that revolves around a young superhero and his best friends.

“The company plans to maintain significant development, production and financing capabilities to support its core brands of film, television, animation and digital shorts,” according to Hasbro’s investor statement, which notes that its entertainment team will continue to operate under the eOne production banner. until – and if – a sale is made.

With files from Children’s screensister publication of Proofreading and Ryan Tuchow.

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