Hasbro Future Tied To Virtual Worlds

The first Transformers movie netted Hasbro, creator of the action figures tied to the movie, over $500 million at retail.  The company is also very pleased with how sales are going tied to the second Transformers movie and the upcoming G.I. Joe movie.

But it’s looking at virtual worlds for its future growth.  From Virtual Worlds News:

“Being able to experience our brands in the online world is critical as the category is growing by about 19 percent a year and is expected to be a $2.5 billion category in 2011,” [Hasbro] CEO [Brian] Goldner said in [a recent earnings] conference call. “This includes virtual worlds and online gaming for both kids and adults.”

Hasbro touts its partnership with EA through Club Pogo and its Monopoly and Boggle brands as a hint of its future goals, and is positioning Littlest Pet Shop as a potential flagship for girl consumers.

The hunch that Hasbro looks at popular toy-and-website company Webkinz as a model isn’t farfetched.  Sources tied to Webkinz estimate that company’s earnings at $750 million, and the kids-focused virtual world Club Penguin sold to Disney in 2006 for $700 million.

[More on Hasbro’s future at Virtual Worlds News] {link no longer active}