Aofei Entertainment may not just pursue becoming a toy business、anime、Film and TV、Game、“Oriental Disney” in theme parks and other fields，The transformation path of Hasbro, a global amusement and entertainment company, may be more useful for it。

July 23，Hasbro announced its second quarter financial results ended June 30。Financial report display，Hasbro’s second quarter revenue 9.USD 0.5 billion，Down 7% year-on-year，But because both revenue and earnings per share exceeded analysts’ expectations，The stock price rose as much as 13% after the financial report was released，Set the company’s largest single-day increase since February 2017。

Hasbro has suffered three consecutive quarters of revenue decline this year，Mainly due to the closure of all toy stores in the United States after the supplier Toys "R" Us went bankrupt，Toy makers including Hasbro have to find ways to fill the chain’s $6.5 billion sales gap last year。But Hasbro’s revenue is 8.USD 4.4 billion and EPS 0.The good performance of US$48, which both exceeded market expectations, also depends on the real estate tycoon、My Little Pony and other toy and game pillar brands are pulling in。This is related to the fact that Aofei Entertainment is in a capital chain dilemma due to rapid expansion，Leading the company to high debt，Even through executives’ continuous reduction of holdings and cash out, it is a sharp contrast to the company’s blood transfusion。

188bet online sports betting

Mention Hasbro，Many people may not be familiar with it yet，But the Transformers IP jointly created by Hasbro and Japanese entertainment company Takara Tomy has been popular around the world for more than 30 years since it was first launched in 1984。

A set of data can illustrate the strong influence of this IP in the world。The total global box office revenue of the six "Transformers" movies is 43.USD 8.5 billion；As of December 2017，Transformers IP including 188bet app download movies、Multimedia franchise revenue including retail and home entertainment business reaches US$14.4 billion。With the "Transformers" series of movies to be released in the next two years，The influence of the Transformers brand is likely to further expand。

Hasbro is currently the world’s second largest toy and game company in terms of market value and revenue, second only to the LEGO Group，Its brands mainly include its own IP authorized brands、Partner IP authorized brand、Hasbro games and emerging brands，Can be divided into the United States and Canada、Three major business segments: international, entertainment and brand licensing。where，IP licensing and games are the mainstay of Hasbro’s business，The proportion of revenue from these two major businesses in total revenue in 2017 was 62% respectively.1% and 28.8%。Especially the two major game brands, Real Estate Tycoon and Magic: The Gathering: Magic: Gathering，Can be classified as IP authorization business，Can also be included in the game business，The revenue generated by the two major brands in 2017 was as high as 6.USD 0.7 billion。

Transformers by Hasbro、My Little Pony、Play-Doh and other brands

Hasbro’s own IP authorized brands mainly include Transformers、My Little Pony、Real Estate Tycoon、Play-Doh、Magic: The Gathering: Magic: The Gathering Reunion、NERF toys、Little Pet Shop。The brands authorized by partners mainly include Disney Princess、Disney's "Frozen"、Battle Beyblade、Star Wars、Marvel、Sesame Street、DreamWorks "Trolls"、Disney's "Descendants"、Japanese video game "Yo-Kai Watch" etc.。

Although toys and games have always been the mainstay of the business，But Hasbro has begun to transform from a traditional toy manufacturer to a global amusement and entertainment company。In recent years，In addition to improving storytelling capabilities through Allspark Pictures and Allspark Animation film, television and animation studios，Hasbro is also focused on further exploring existing brand IP，Create stories from innovative and interesting perspectives，Let the company have a greater sense of control over the content production process。

In the transformation process over the past few years，Hasbro with Transformers、My Little Pony、Little Pet Shop and other well-known IP brands have produced movies with themes such as "My Little Pony: My Little Pony Equestria Girls", "Transformers: 188bet app download Online", and "Transformers: Combat Trilogy"、TV series "My Little Pony: The Magic of Friendship", "Littlest Pet Shop" and "Hanazuki"，Telling stories through film and television lays a solid foundation for consolidating and strengthening the influence of toy and game brands。2017，Hasbro produces the company’s first feature-length animated feature film, “My Little Pony: The Movie”，Distributed by Lionsgate。The company also plans to launch the sixth Transformers movie "Transformers: Bumblebee" in December 2018。

Real Estate Tycoon Theme Hotel

On the other hand，The transformation into a play and entertainment company also means that Hasbro pays more attention to the development of interactive experience projects。Hasbro announced in February this year plans to begin construction of the world’s first hotel themed after the Real Estate Tycoon game brand, Monopoly Mansion by Sirocco, in Kuala Lumpur。Also，Hasbro in February this year cooperated with Kingsmen Xperience, the US subsidiary of Singapore’s Kingsmen Creatives, to design in the Asia-Pacific region、Build and operate a family entertainment center attraction with the theme of NERF toy brand。

Hasbro not only has strong influence as its own IP brand，Disney in cooperation with it、DreamWorks、Brands such as Paramount are also very well-known around the world。It’s worth noting，In IP authorization business，In 2017, Hasbro’s own IP licensing revenue and partner IP licensing revenue were 32 respectively.US$3.3 billion and 12.US$7.2 billion，The proportion of total revenue is 49.2% and 24.4%，This profit framework based on its own IP prevents the company's revenue from being too dependent on external IP or being greatly affected by changes in the external environment。

How Hasbro creates successful IP

Hasbro attaches great importance to building a comprehensive brand。The brand blueprint is the company’s strategic framework for building the brand into an experience product，Hasbro via Insight、Provide interesting brand experiences to users around the world through storytelling and innovation。A comprehensive storytelling strategy that brings brands and characters into entertainment events to drive innovation，is an important magic weapon for Hasbro to create differentiated competition。Also，The company also sells movies around the world、TV、New media and other forms attract families, parents and children to participate in various experience activities。

Hasbro Brand Blueprint

Hasbro Global Brand Experience Director Matthew Proulx said in an interview，For potential customers and partners，Hasbro’s real advantage is having a stable and long-lasting brand，Transformers、My Little Pony、Brands such as Real Estate Tycoon can be integrated into almost all interactive entertainment spaces。These brands share three attributes: Relevance、Commonality and repeatability。

RelevanceRefers to the fact that most people have a certain awareness of brands such as Hasbro Transformers。These brands have grown up with them，Leave them many wonderful childhood memories，Many even end up becoming fans of the Hasbro brand。Fans will talk to other people laterShare stories,Create more experience products around these brands。For example，Real Estate Tycoon game brand has 86 years of history，Probably many generations of families have played this game at the family dinner table。Now they also have the opportunity to experience the real estate tycoon theme hotel opening in Kuala Lumpur at the end of the year。For the new generation of young consumer groups，Hasbro can add interactive and social elements to its products and services。As forRepeatability,Mainly refers to people wanting to return to the original place to experience the same project again，Hasbro’s entertainment and game brands share this attribute。For example，NERF attractions reflect friends and family-themed entertainment experience activities，Because the settings will not be completed in advance，So the experience results are different every time。

Similar to Disney，Continuously launching new movies based on existing film and television IP is an important driver of Hasbro’s toy and game revenue growth。Hasbro’s self-created IP licensing business revenue fell 8% year-on-year to 5% in the second quarter of 2018.USD 0.7 billion，Real Estate Tycoon、Magic: The Gathering: Magic: The Gathering Reunion、Naughty Baby and other brand-related businesses achieved growth，The revenue of the Transformers brand, which has greater brand influence, declined，This is because the movie "Transformers: The Last Knight" was released at the same time last year。This is also Hasbro’s announcement of 5 in May this year.USD 2.2 billion acquisition of Saban Real Estate’s Power Rangers、My Pet Monster and other brands，One of the reasons why we plan to develop new movies based on these brand IPs。

Hasbro has a 188bet Online Sports Betting and Casino very flexible approach to cooperation with partners or various platforms in creating IP。The company has entered into a partnership with Paramount Pictures，Established joint venture Discovery Family with Discovery Channel，Partners with streaming platform Netflix to create original TV series，Also established an animation studio in Ireland。

Take Paramount Pictures as an example，Back in December 2015，Hasbro Pictures has already proposed to cooperate with Paramount Pictures，Plan to "Special Forces"、《MSI Superboy》、"Magic Knight"、"The Masked Rider"、"Space Knight" and other Hasbro brands are combined together，Creating a “Hasbro Universe” similar to the Marvel Cinematic Universe。Also，"Transformers: Bumblebee", which will be released in December, will be distributed by Paramount Pictures and DreamWorks。Obviously，Hasbro obtains IP brand authorization from Hollywood film and television company to sell toys，These studios can in turn distribute movies produced by Hasbro，This is undoubtedly a win-win cooperation that is mutually beneficial to both parties。

New product launched、Add new user、While expanding new channels and new platforms，Hasbro considers brand licensing for live entertainment and experiential events a priority。Fans around the world have joined NERF、Real Estate Tycoon、Transformers、My Little Pony and other Hasbro brands establish emotional connections，Introducing these brands into live event experiences can provide audiences with new ways to experience them in indoor spaces。

Hasbro Live Entertainment Experience Attraction

For example，Universal Studios introduces Transformers-themed attractions in the theme park，Hasbro cooperated with Victory Hill Exhibitions, an interactive experience exhibition promotion and design company, to launch the real-life entertainment experience project "Transformers Autobots Tour" in Chongqing Shin Kong World in December last year。In retail，March this year，Hasbro collaborates with eight Indonesian designers to design derivatives related to the My Little Pony brand，These items are not only sold in traditional retail stores，Also sold in brand pop-up shops in every corner of big cities around the world。

The value of IP lies in its repeatability。Proulx said，Hasbro considers whether an IP will still be influential in 5-7 years，This is also the reason why the company continues to invest in IP brands。He gave an example，Mr. Potato is the first toy to be advertised on TV in the history of toy games，It is still related to the company’s product system，The company has also been promoting this brand through long-term endorsement of Lay's potato chips。For Hasbro，It’s not just a toy，It is also part of the important IP character image and product system。In fact，In addition to relying on the series of movies to obtain high global box office revenue, Transformers，Hasbro also through TV shows、Electronic Games、Promote this brand in novels and other forms，This is also in line with Hasbro’s philosophy of creating successful IP。

Hasbro’s revenue in 2017 was US$5.2 billion，International business revenue increased by 8% year-on-year。The cartoon "Nezha and Transformers" co-produced with CCTV will be broadcast on CCTV early next year，Transformers game launched on Tencent platform，Hasbro flagship store was awarded the Best Social Interaction Award by JD.com。Maybe，It is not surprising that Hasbro, which focuses on creating and continuously expanding the boundaries of core IP such as Transformers, will have a wider and wider road in the future。