Hasbro Shapes Licensing Trends with Nostalgia, Gen Z Appeal, and Collaborations

Hasbro executive shares insights on the company's latest licensing partnerships and how they are adapting to evolving consumer preferences.

Apr. 7, 2026 at 4:30pm

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A minimalist studio still life photograph featuring a Transformers Soundwave robot, a Peppa Pig plush, and a My Little Pony figurine arranged elegantly on a clean, monochromatic background, conceptually representing Hasbro's strategic brand collaborations and appeal across generations.Hasbro's diverse licensing portfolio, spanning nostalgic franchises and emerging consumer trends, positions the company at the forefront of the evolving toy and entertainment industry.Las Vegas Today

Sue Perez-Jackson, head of licensed consumer products for Hasbro in North America, discusses the company's recent high-profile licensing collaborations, the enduring power of nostalgia, and how Gen Z and Gen Alpha are influencing licensing trends. Perez-Jackson also previews Hasbro's plans for the upcoming Licensing Expo 2026 in Las Vegas.

Why it matters

As a leading toy and entertainment company, Hasbro's licensing strategy provides insights into broader shifts in the licensing industry, particularly around the growing influence of younger consumers and the importance of nostalgia-driven brand engagement.

The details

Hasbro has kicked off 2026 with a series of notable licensing collaborations, including a fashion collection with Samii Ryan for the My Little Pony brand and new apparel lines for Peppa Pig with Hanna Andersson and RuffleButts. The company is also expanding its Dungeons & Dragons Questers toy line to unlock new storytelling and play experiences for young adventurers.

  • Hasbro announced the My Little Pony x Samii Ryan collection in January 2026.
  • The Peppa Pig collaborations with Hanna Andersson and RuffleButts launched in early 2026.
  • Hasbro is celebrating the 40th anniversary of 'The Transformers: The Movie' (1986) throughout 2026.

The players

Sue Perez-Jackson

Head of licensed consumer products, North America, at Hasbro.

Robosen

A company that recently added the Transformers character Soundwave to its lineup of auto-converting robots.

Samii Ryan

A fashion designer who collaborated with Hasbro's My Little Pony brand on a new apparel and accessories collection.

Hanna Andersson

A children's clothing brand that launched a Peppa Pig capsule collection with Hasbro.

RuffleButts

A children's apparel brand that collaborated with Hasbro on a new Peppa Pig collection.

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What they’re saying

“We kicked off 2026 with strong momentum across our portfolio, driven by strategic licensing announcements that continue to extend our brands into compelling consumer experiences.”

— Sue Perez-Jackson, Head of licensed consumer products, North America, Hasbro

“While Gen Z and Gen Alpha are often seen as digital‑first, we're seeing a strong desire for meaningful connection and self‑expression across both physical and digital spaces.”

— Sue Perez-Jackson, Head of licensed consumer products, North America, Hasbro

What’s next

Hasbro will have a wide range of announcements and product showcases across many of its brands, including Transformers, Peppa Pig, My Little Pony, and Dungeons & Dragons, at the Licensing Expo 2026 in Las Vegas from May 19-21.

The takeaway

Hasbro's licensing strategy demonstrates the continued power of nostalgia and the growing influence of Gen Z and Gen Alpha consumers, who are driving demand for meaningful brand experiences that blend physical and digital touchpoints.