Childhood Reborn - Hasbro's 6 Year Deal with Universal and EA

Branded entertainment has quickly become one of the most successful advertising units money can buy.  When executed correctly, it can not only increase sales, but it can brand/rebrand a company or product and take it to new heights.

The biggest example of branded entertainment producing monstrous results is in the film industry.  The comic book movies started it all.  In 1966, “Batman: The Movie” was released.  But since that was based more on the hit TV series than the comic book, I give credit to 1978’s “Superman” with Christopher Reed as the first comic book feature film.  It launched the genre into the mega-blockbuster industry it’s become today.

We all have seen what this form of branded entertainment has become.  Not only are these long form commercials making millions, but they are also revitalizing many of these ancient comic book heroes into modern day celebrities:  Action figures, comic books, coloring books, lunchboxes, etc.  What could have been an extinct trend is remade into the hottest toy over and over again…branded entertainment is powerful.

Transformers launched a new era in branded entertainment.  No longer did it require for 50 years of a comic and millions of loyal fans to produce a feature film.  Action figures and classic TV shows are pulling the same numbers from adults and children alike.  G.I. Joe has even found its way on the major screen.

If there’s one thing this country is notorious for. its taking trends and exploiting them until every last penny is squeezed out of it.  Hasbro’s latest deal with Universal and Electronic Arts may be just that.  They have signed a 6 year exclusive deal with Universal to create feature films based on Hasbro products: “Monopoly,” “Clue,” “Ouija,” “Battleship,” “Magic, the Gathering” and “Stretch Armstrong.”  The deal with EA will be to create video games on these same properties.

So basically, Universal has agreed to create 6 2-hour long live-action commercials and EA to create games (which will undoubtedly consume 10+ hours of each person life who plays them - EACH GAME) of their most popular titles of all time.  Not only will these “films” and video games create millions in revenue on resurrected sales of Hasbro’s products…but we, the public, will also pay $10-$15 to go see the two hour long commercials and $50 to play the game too!!!

On one side, I feel a bit embarrassed to be part of a society that is so easily influenced.  On the other, way to go Hasbro…you are marketing geniuses.